Month: February 2011

• Keeping Score: When Processing Leads, Remember Not All Customers are Created Equal

  When a company employs a marketing automation system to score its incoming leads, it begins assigning points to prospects based on their activity. But,

• Editor’s Note: Off to a Good Start

  AS THIS ISSUE OF CHIEF MARKETER HITS YOUR MAILBOX, 2011 is in full swing. Of course, as we put it together we’re still in the middle of January, finally

• Diversified Investor Lists

  HOW MUCH DO DIRECT MARKETERS AND INVESTORS HAVE IN COMMON? And besides being spreadsheet junkies, how much are list brokers really like stock brokers?

• Chieftains: Notable Quotes from Around the Web

  There is a danger if we put too much into privacy protection. The phobia of technology and the changes it causes could be dangerous. Wonderful things

• Lead Gen Gears Up: Chief Marketer Annual Survey

  Every lead-gen channel will see increased use over last year, according to the 2011 survey response. But the largest growth will come among the web tools

• Don’t be a Passive Marketer: The Benefits of Actively Managed Search

  The 2010 holiday shopping season delighted a wide range of marketers. What metrics were the best arbiter of the seasonal ROI? It depends where you looked.

• Giving the People What They Want

  YOU CAN HAVE THE GREATEST LOOKING WEBSITE IN THE WORLD, with the highest quality content possible. But if your prospects can’t find what they’re looking

• Get Your Train on Track

  With budgets being watched more carefully than ever, putting a tighter rein on the demand chain for marketers is more important than ever. We keep coming

• Agencies

  HSN is Everywhere She Wants To Be

  It was probably easier in the old days say, back in the late ’80s or early ’90s when HSN, then less than a decade old, consisted solely of live cable

• Agencies

  The Goldilocks Rules of Data-Driven Targeting: Getting it Just Right

  Goldilocks’ experiences—particularly with too hot/too cold and too big/too small—are meaningful when it comes to using information in marketing. Given the nuances of data-driven targeting, the pressure is on all of us marketers to get it just right.