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.
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.
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…
This fall brought positive news for brands within the health and wellness category. Food and beverage companies with a higher percentage of sales from “Better-For-You” products have healthier businesses. Let’s take a look at how four big brands—Dole, Silk, Smart Balance, Whole Foods—have staged promotions to hook consumers on healthy habits then provide long-term support…
Many marketers wrestle with how to best grow their email subscriber lists. There are plenty of options, but they all have different pros and cons—and sometimes even legal consequences. From worst to better, here’s a quick rundown on some of these tactics and the pluses and pitfalls of each.
Breast cancer non-profit Bright Pink targets young women with a family predisposition to breast cancer. Sending opt-in users a monthly text reminder has proven an effective way to promote good health behavior
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: Going forward, what ethnic groups or segments do you see as lucrative for direct marketers?
St. Benedict Press is using a combination of magalogs, social media and email marketing to reach a new audience beyond its house file.
When a marketer delivers goods in advance of payment, as in a "bill me" situation, there is a greater possibility of a lack of commitment on the prospect's part. And that can result in higher levels of non-paying customers. Unfortunately for magazine publishers, bill me options for subscription requests are fairly standard. For Hearst Magazines,…
"Moneyball," the current hit movie based on Michael Lewis' 2003 book by the same name, is a story that has two important lessons for direct and database marketers.
