Back in 2008, Altimeter Group principal analyst and author Brian Solis teamed up with Jesse Thomas of visual design agency JESS3 to create The Conversation Prism to serve as a helpful map of the social media landscape. Version 4.0 of The Conversation Prism has been unveiled, and it’s more expansive than ever. Before your eyes […]

By Debbie Qaqish, principal partner and chief strategy officer for The Pedowitz Group

This is the seventh article in a series of articles taking the CMO back to school to learn how to drive repeatable, predictable, scalable revenue performance from marketing.

In our prior article, we discussed how revenue marketing is innovation, so this leads me to the question: As the CMO, when is the last time you talked to the chief innovation officer or the chief strategy officer (CSO)?

Generating tons of leads is well and good, but it doesn’t mean much if they don’t convert. If companies want to earn their coffee, they have to convert their leads to sales, and that requires a comprehensive perspective, a well-informed strategy and proper training, among other things. That’s no small order, which is why there […]

Autoresponder emails can serve a variety of purposes, including lead-generation and lead-nurturing campaigns. But when it comes to using autoresponders for offering products to subscribers and customers, here are five things to bear in mind, according to GetResponse: –

People’s affections for their mobile devices far exceeds their sentiments toward mobile advertising. The solution is the “Rule of Reciprocity,” according to a study from Millward Brown and SessionM. The problem According to Millward Brown’s 2012 AdReaction report, only 9 percent of consumers have a positive attitude toward mobile advertising, an improvement of two percentage […]

Persona research helps content marketing efforts cut through the noise and reach the right customers. Before laying the foundation of a content marketing strategy, marketers should ask themselves six questions as part of their persona research: What types of content do your customers prefer to see? Where do your customers discover new content? What types […]

Marketers need to get better at building landing pages that cater to visitors’ awareness levels

By Laurie B. Beasley, president, Beasley Direct Marketing

These days, marketing is all about digital. We are emailing, blogging, tweeting and Facebooking our little marketeer hearts out. So direct mail (the kind that the postal delivery person puts in your mailbox — remember?) must be dead in the water, right?

Open rates, click-through rates, bounce rates and unsubscribe rates are among the most common email metrics mentioned in studies and discussions amongst email marketers. But there’s one email metric that deserves more attention: inbox placement rate (IPR). What is IPR? IPR is “the rate at which emails land in the inbox folder as opposed to […]

YouTube is the No. 1 online video platform out there, and it’s a potentially helpful channel for small businesses looking to tap into its huge audience and marketing potential. Small businesses can use YouTube to develop useful content for prospects and customers, especially as part of their content marketing campaigns. For a thorough, step-by-step look […]