WebMarketCentral

JUNE 3, 2009

What do sales people need from marketing when launching a new product? How to run marketing like a profit center by iMedia Connection Is your marketing department more focused on "firefighting" than executing productive strategies? Is it difficult to measure the ROI of marketing activities and prove the value to the CEO?

Brand Identity 20

Brand Identity Branding Marketing & Strategy Best Practices 20

WebMarketCentral

NOVEMBER 17, 2009

At the request of customers, email delivery and tracking capabilities were added in 2004, and the firm's product has now evolved into a full marketing automation suite. any significant price point, non-commodity products). The company's original focus was on web analytics. The early-adopting high tech segment is perhaps 25% penetrated.

Manticore 20

Manticore Marketing Automation Services Marketing Automation Automation 20

WebMarketCentral

OCTOBER 6, 2008

Particularly for near-commodity products, leads can "cool off" quickly, and first-to-respond often beats best product offering. Besides checking for named accounts and pre-established relationships, this may include sorting and routing leads based on industry vertical, company size, geographic location and product.

Advertising Channels 20

Advertising Channels Enterprise Management Marketing Management Marketing & Strategy 20

WebMarketCentral

APRIL 24, 2008

Being social media savvy, you add blogger outreach to your PR plans for a new product launch. For example, with a new product launch, an update could include an award, coverage by an analyst, a new customer win or anything else that builds on the initial announcement. Your first message didn't adequately explain the relevance.

Blogger 20

Blogger PR Outreach Tagging 20

WebMarketCentral

FEBRUARY 6, 2009

Usually the sales person must sell at least to the actual user of a product or service plus his or her boss; and often must sell to some combination of the CFO, CIO and CEO as well. He defines a lead as "anyone with a checkbook" and exaggerates product capabilities in order to close more deals. SEO consultants have a similar challenge.

SEO 20

SEO Ethics Word of Mouth Sales Qualified Leads 20

WebMarketCentral

JULY 16, 2008

Getting blog coverage for your product or service is now just as (if not more) important than getting written about in traditional media. Therefore, outright bribery is a bad idea all the way around (that generally includes free products too, although there are a few exceptions to this rule, such as books). It's bad for bloggers.

Blogger 20

Blogger Digg PR Tagging 20

WebMarketCentral

JANUARY 11, 2010

This is a great potential source of new product/service enhancement ideas as well as topics for blog posts, white papers or other content. To Become a Resource Prospects don't care about your products or services—they care about solving their problems.

Twitter 20

Twitter Web 2.0 B2B Thought Leadership Business 20

WebMarketCentral

SEPTEMBER 4, 2008

If you sell products through channels and would like to have the data to compare your pains and strategies against other channel marketers, here's a research project you may want to participate in. They are especially interested in marketers in Fortune 2000 technology companies who use third party dealers to market their products.

Customer Surveys 20

Customer Surveys Advertising Channels Marketing & Strategy Paid Search Agency 20

WebMarketCentral

JULY 7, 2008

For small companies trying to establish and expand a brand presence in the market, high production values are critical. Their prospective buyers, on the other hand, view case studies, new research, and how-to guides for better using a product or service as the top three, ranking all fairly closely.

Lead Generation 20

Lead Generation Work Management Lead Scoring Lead Ranking 20

WebMarketCentral

AUGUST 11, 2008

TY: Currently we offer a robust search interface from within the Socialcast application but we recognize the need to interoperate with organizations existing search products and platforms. We are currently in process of working with a number of enterprise search providers to connect our Socialcast API into their search products.

Enterprise Management 20

Enterprise Management Ning Wiki Work Management 20

WebMarketCentral

OCTOBER 16, 2007

The philosophy behind the product is simple: between your website, analysts, publications and social media, prospects can now learn pretty much everything they want to know about your product or service before ever contacting you—except the price. EchoQuote fills that gap, on a pay-as-you-go pricing model that minimizes risk.

Lead Qualification 20

Lead Qualification Lead Ranking Sales Qualified Leads Pricing 20

WebMarketCentral

DECEMBER 18, 2007

Vendors are using social media to raise awareness and build market credibility, while B2B buyers are using these sites to seek out "the real story" on suppliers, products and services. If your product/service is complex enough to warrant the effort, and you can make the time to devote to regular posting, then consider creating your own blog.

PR 20

PR Social Networks B2B Tagging 20

WebMarketCentral

MAY 12, 2009

Perceived risk is generally higher for B2B buyers In business to business (B2B) marketing, a purchase of professional services may impact the company’s customer service, productivity, operations, legal issues, reputation, sales, and/or the bottom line. After all, B2B purchasers are buying the supplier along with the product or service.

B2B 20

B2B Tagging Comparison Case Study 20

WebMarketCentral

DECEMBER 6, 2007

Include both current customers (can we sell them more of what they are already buying, products and services in addition to what they are already buying, or a more premium version of our products/services?) The first step in developing a strategic marketing plan is to identify your target markets. and new prospects.

Planning 20

Planning Marketing Plans Paid Search Agency Banner Ads 20

WebMarketCentral

MARCH 3, 2009

With more than 200 new features, the release is the most significant since the product's initial launch in early 2008. Marketo competes with products such as Eloqua , Silverpop Engage B2B (formerly Vtrenz), Marketbright and Manticore in the marketing automation / demand generation space. software suite.

Enterprise Management 20

Enterprise Management Marketo Marketing Management LEADSExplorer 20

WebMarketCentral

MAY 18, 2007

Low-Involvement B2B Products and Services For low-cost products and services, or infrequently-purchased higher cost offerings, one frequently used method is offering discounts. The thought-leadership community turns your employees, existing customers, and even prospects into marketers for your product or service. Interested?

Enterprise Management 20

Enterprise Management Loyalty Marketing Management Web 2.0 20

WebMarketCentral

JUNE 23, 2008

It's critical, when starting work on a new website, to develop a list of the most productive keywords and phrases to work into the content and structure of the site. Try to think like a prospective customer—what phrases would they likely use to try to find the product, service or information you offer?—rather

Keywords 20

Keywords SEO SEM Adwords 20

WebMarketCentral

DECEMBER 18, 2008

How Docmetrics Works Once you are set up with their online service (no software to install), you upload your PDFs—white papers, case studies, product data sheets etc.—to product sheets and case studies). to your Docmetrics account. Next, create custom Flash forms using Docmetrics tools to collect user information.

Spyware 20

Spyware Budget Programs Lead Capture Paper 20

WebMarketCentral

OCTOBER 9, 2007

Your landing page should have one-two paragraphs (a couple of sentences plus 3-5 bullet points is even better) of compelling, straightforward copy: this is what my product/service will do for you and why you should act now. Keep the contact form short. Offer an incentive for response. Test, test, test.

SEM 20

SEM Conversion Rate Conversion Adwords 20

WebMarketCentral

NOVEMBER 3, 2008

From a product standpoint, Obama is like the iPod. But Dell eventually wiped them out of the market with a better product, lower price, and direct appeal that bypassed traditional channels. A classic example is Dell Computer. When the company first got started, IBM was the premier, established brand in PCs. comparison.

Brand Identity 20

Brand Identity Branding Comparison Pricing 20

WebMarketCentral

FEBRUARY 4, 2008

Landing pages are important of course, but not every SEM visitor will convert immediately—some will want to check out your site to learn more about your company, products and/or services first. Intuitive navigation, relevant visitor-focused content, and SEO all need to be built-in to your site from the outset.

Design 20

Design Marketing Websites SEM Best Practices 20

WebMarketCentral

JULY 30, 2009

Here are four examples of social media marketing RONI: Your company fails to respond to a complaint about your product or service on a social media site. Many questions posted in social media venues aren't product-specific, but rather are the result of someone trying to figure out how to solve a problem.

Social Media 20

Social Media Paid Content ROI Media 20

WebMarketCentral

JULY 21, 2009

This can range from guidance and techniques (such as the posts from Reid and Mark above) to news about innovative products or services. When tweeting about your own product or service, the key is (as with marketing in general, though even more so in social media) to focus on the benefits. Help me do my job better.

Twitter 20

Twitter Web 2.0 RSS B2B 20

WebMarketCentral

OCTOBER 18, 2007

She helpfully provides advice on how to find relevant blogs to comment on, track them, and write appropriate, productive comments. Once you have that, it's much easier to reach out to ask them to write about your product or service, or even offer to write an expert guest post for their blogs.

Blogger 20

Blogger Emarketing Outreach Paid Search Agency 20

WebMarketCentral

SEPTEMBER 1, 2009

The click-through rate is typically lower (as it is for display ads in general, as prospects see your ads while reading content rather than specifically searching for your product or service), but conversion rates are generally similar.

SEM 20

SEM Adsense Adwords Google 20

WebMarketCentral

OCTOBER 20, 2009

I am sure you can remember a time when you heard an ad for a product or a service that you wanted to act on but couldn’t because it wasn’t convenient. WMC: Nabbit Ads seems like a pretty unique product. Great companies with good products; however, they are very one-dimensional. JF: Any business can benefit from Nabbit Ads.

Advertisements 20

Advertisements Advertising Campaigns Mobile Advertising 20

WebMarketCentral

AUGUST 5, 2008

The next step is to monitor blogs to discover what's being written about your company, product or other specific topic of interest. If not, ask if it's okay for you to send them an occasional update on your firm/product/service and any interesting developments. In addition, check out the blogrolls of the most relevant blogs you find.

Social Media 20

Social Media Media Optimization Blogger 20

WebMarketCentral

JANUARY 5, 2009

Write an article (or articles) for Google Knol on topics pertaining to your product or service. Upload company-related photos—you, other executives on your team, your building, your products, screenshots (if there is any software component to your product), your logo, etc.—to to photo-sharing sites like Flickr. Start Twittering.

Work Management 20

Work Management Jigsaw Wikipedia Digg 20

WebMarketCentral

AUGUST 4, 2009

It also sets you apart and builds credibility on the front-end of the buying cycle, making efforts from SEO to banner advertising and AdWords more effective and productive.

Lead Nurturing 20

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 20

WebMarketCentral

DECEMBER 8, 2008

The challenge, then, is to maximize marketing productivity-to get more leads out of the same number of clicks. With the economy now officially in a recession (as if we didn't know that), marketers are under increasing pressure to do more with less. One answer to this challenge is provided by "post-click marketing," a.k.a.

OpenTracker 20

OpenTracker LeadGenesys LEADSExplorer ReadyContacts 20

WebMarketCentral

APRIL 2, 2009

Content production—content in the form of blog posts, white papers, reports, video, presentations, podcasts and images is a major component of social media marketing. A social media consultant may in many instances be able to supplement your internal resources to produce link-worthy material.

Social Media 20

Social Media Consulting Social Marketing Media 20

WebMarketCentral

DECEMBER 6, 2006

Marketers promote products, and sales professionals sell them. Understandably, both groups focus on a one-way flow of products -- out the door and into the hands of customers. Little thought is given to the messy problem of products coming back in the door through returns; that's an operations problem.

Enterprise Management 20

Enterprise Management Marketing Management Merchandising Touchpoints 20

WebMarketCentral

DECEMBER 14, 2007

This product has been on the market since March--one would think that, in nine months, the company's management team would have figured out a way to beef up production for this obviously hot item. The ultimate blame for the situation of course falls squarely on the manufacturer, Nintendo.

Allocation 20

Allocation Business Tagging Pricing 20

WebMarketCentral

SEPTEMBER 10, 2009

Here are three more specific reasons to love it: Features —it's all there, the ability to easily add social networking links; links to other resources such as white papers, product sheets and webinars; branding elements; keywords; images; and online video. Exposure —even for clients in very niche b2b markets (e.g.

Social Media 20

Social Media PR Media Tagging 20

WebMarketCentral

SEPTEMBER 18, 2007

An integrated approach maximizes the impact of online marketing and PR efforts, and Scott provides a useful thought framework for creating a coherent and productive action plan. “If you do a good job telling your story directly, the media will find out. And then they will write about you!” Under the new rules, you are what you publish.

PR 20

PR Rules Web 2.0 Wiki 20

WebMarketCentral

DECEMBER 11, 2008

If you've just launched a campaign for a new product and increased your search advertising budget, then one would expect leads to go up. For example, your online lead generation goes up this month (or down). Well, because more (or fewer) people clicked on your ads. Sometimes the answer is obvious.

SEM 20

SEM CTR Paid Search Agency Press 20

WebMarketCentral

FEBRUARY 20, 2008

While the research was focused on commercial packaged goods, the findings likely apply across a broader range of B2C and B2B products and services. I'm going to be really blunt here: I could care less about your product, service, solution or your company." Can you buy customer loyalty?

Brand Identity 20

Brand Identity Branding Marketing & Strategy Best Practices 20