don’t know quite what to make of the 2009 Survey on Marketing, Media and Measurement released earlier this month by custom content company King Fish Media. Spending on Acquisition vs. Existing Customers Media spending by purpose was distributed: - 56% for new leads - 33% for retention - 10% for other This is interesting because I don’t recall seeing other data showing this split. The actual numbers show much more spending on retention than I would have expected. m not sure I trust the data, but it’s a pretty picture nevertheless. So I'd really like to believe it. Here goes. MORE >>

The reason: Not every buyer follows the exact same path in the marketing and sales processes, so case studies show up at different points in the cycle. Trade show handouts. Michele Linn is a freelance marketing writer specializing creating buyer-focused B2B marketing content, such as white papers, research reports, feature articles and case studies. The content from the case study can be used in white papers and eBooks to show how a user has been successful. Marketing teams and sales teams are different within a company. Blogs. Books. MORE >>

Examples of what you can publish on a quarterly basis include: Publish a research-based White Paper. Utilizing the content you’re producing (stories, photos, images), participate in a trade show or conference. Produce an annual industry White Paper, or eBook. The following is a guest post courtesy of Russell Sparkman from Fusionspark Media , a new media communications company based in Washington state. I've had the pleasure of working with Russell on a number of projects, most recently their amazingly successful New Media 2012 conference. MORE >>

It's easy to get caught up in the internal rhetoric, and even easier to repeat it in the form of Web copy, white papers, trade show materials, and all manner of marketing assets. Think of them as an extension of your team and show them due respect. "Truth in Advertising" has long been the butt of many jokes. After all, advertising and marketing are inherently manipulative. Their purpose is to alter behavior, to persuade the prospect to take an action he might not otherwise have taken. But, you have to be careful in today's market. Don't. MORE >>

a name from a trade show or white paper download) to the inside or outsourced sales team to begin "qualifying" opportunities. It's pretty much a cliche to say that marketing today is all about give-to-get. You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. You keep at it until they open up to a conversation that, over time, can lead toward an actual sales opportunity. In B2B, though, I'm constantly surprised at how often marketers pay little more than lip service to this essential idea.  MORE >>