Topic

Month: November 2011

  • Platform vs. Product

    Speaking of our favorite publication, Business Insider, last month they published an article titled, “Google Engineer: Here’s Why Google+ Is Failing, And How We Can Start ‘Doing This Right.'” About a month ago was when it was becoming painfully clear…

  • Agencies

    Naming Hostess Penguins for a $2,500 Gift Card

    Hostess is using a gift card as a grand prize in a new contest that it says will “brighten the holiday season” for the winner.

  • 2011 October’s Greatest Hits

    It’s that time again. In case you missed them, the following articles ranked among the top 10 most widely read on PROMO during the month of October. Print them out to read on the train ride home or pass them along to colleagues.

  • Agencies

    Building Brand Loyalty Starts with Employees

    As marketers understand and adhere to McKinsey & Co. marketing expert David Court’s customer-lifecycle model, the “Consumer Decision Journey,” they also can apply loyalty-marketing best practices to employee recruitment, retention and engagement.

  • Chief Marketer Listline November 14

    Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

  • Agencies

    Content Curation Helps Connance Focus Online Messaging

    Hospital business office systems provider Connance is using content curation to gather online content to generate leads and hone its messaging. The sales cycle can be slow when dealing with a function of a healthcare institution that is not on the clinical side, so being a trusted source of information for prospects is crucial.

  • B2B Customers Delay Contacting Vendors Until Later in Sales Cycle

    Today, business-to-business customers are putting off making contact with potential suppliers until later in their thought process. For B2B vendors, this means neither sales nor marketing may be influencing the decision making. This, says Patrick Spenner, managing director of the Corporate Executive Board

  • Agencies

    Five Things B2B Marketers Need to do Before Going Social

    Here’s a reality check for business-to-business firms engaging in social media: Content isn’t king, at least as far as tweets and posts to other forums are concerned. Greg Ott of Demandbase offers five prerequisites B-to-B marketers must have in place to maximize the return of their social media endeavors.

  • Agencies

    New Database Helps Las Vegas Sands Focus on Profitability

    The Las Vegas Sands Corp.’s new data system places a stronger focus on the full spectrum of visitors’ activity, and therefore their total profitability.

    Traditionally, casino patrons are ranked and marketed to based on what they spend, either during a single trip or in aggregate. But this doesn’t allow for subtleties such as their rate of play, how the value of comped rooms mitigates their worth to the property, or other activities which might change how they are valued.

  • Calculating Accurate ROI for Marketing Success

    Return on investment. These three little words have never packed such a big, powerful punch as they do in today’s marketing environment. How much of a punch? IBM’s recent chief marketing officer study found almost two-thirds of CMOs think ROI will be the primary measure of their marketing effectiveness by 2015.

    With ROI in the driver’s seat as the definitive measure of success in marketing, the pressure is on marketing leaders to make sure it’s measured accurately. What are the best ways of doing so? While ROI calculations can be as unique and diverse as the companies that use them, generally speaking there are a couple of options: basic and advanced.