| | | What Works - What Doesn't | |  Best | 7 articles |
| Page 1 of 1 | Previous | Next | WHAT WORKS - WHAT DOESN'T FEBRUARY 2, 2010 What B2B Readers Want, Circa 2010 m saving the best stuff for my client, of course, but some initial findings that might help you decide what and how to publish for your customers. I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. The impetus is a competitive analysis I’m helping do for a publisher, which includes asking readers about everything from what they read, how they get it (print or online) to how they use content to do their jobs better. Paper is NOT dead. At least one, yes, still has his secretary print it out for him. Social networking? | WHAT WORKS - WHAT DOESN'T JUNE 22, 2010 Why "Cost Per Lead" Is The Wrong Question Of course, everyone cooks the underlying cost numbers to make their approach look best. Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. ve seen estimates ranging from single dollars to tens of dollars to hundreds of dollars. The cost is always the highest for whatever mechanism (trade shows, telemarketing, direct mail, marketing automation software) the competing vendor is hoping to trash. But you’re actually asking to be bamboozled because you haven’t defined a “lead.” | | | | | |
| WHAT WORKS - WHAT DOESN'T APRIL 30, 2010  To Sell A Conference, Give Away Last Year’s “Takeaways” After a brief introductory paragraph or two, it provides a teaser list of six tips (each of which is actually a “best practices”) that was presented during earlier conferences. Tip 6 – 10 best practices for building Xcelsius dashboards. Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? | WHAT WORKS - WHAT DOESN'T MARCH 4, 2010  Skill Set For Content Marketing: Number Crunching and A Gut Feel The best content marketing will result when the creative and analytical sides work closely together, and when each side knows when to back off the let the other’s superior insights win the day. Back when the earth was young and so was I, feedback on my writing came from a grizzled, chain-smoking editor throwing a story back at me and growling “What the hell does this mean? Clean it up.” | WHAT WORKS - WHAT DOESN'T FEBRUARY 27, 2011  Why Marketing Automation is Floundering (Amen!) Kudos to Jeff for calling for best practice templates, pre-built programs, one-click activation and other easy-to-use aids for us mere mortals. As someone trying to grow his own use of these tools, all of these shortcomings sound correct. But the two that strike closest to home are lack of customer education and making the whole process too complicated. First, the lack of education. | WHAT WORKS - WHAT DOESN'T FEBRUARY 1, 2011  Are We Scrubbing the LIfe Out of Press Releases? PR/Marketing Trends best practices in press releases content marketing handling controversy in press releases how to write a press release PR best practices public relationsWhen drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature. | | | | | | | |
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WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011  eBook: Content Marketing: Where To Place Your Bets
We’re all still learning how best to deploy content marketing for big-ticket, complex sales such as in IT. Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? world. You can begin using these guidelines immediately to decide where to focus your content creation budget. MORE >>
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