Whitepapers
Special Report: 4 Key Sessions from MarketingSherpa Email Summit 2011
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Marketers: Don't just buy media...Earn it!
Advertising is a huge part of any interactive marketer's budget. Banner, search, video, and mobile ads cost a bundle to purchase. ...
Four Ways Social Networking Can Build Business
As marketers you can't afford to be complacent, competition is ferocious. Reinvent the wheel by staying current with social networking....Cold Calling is a Waste of Time: Sales Success in the Information Age
by Frank J. Rumbauskas, Jr., New York Times best selling author. “You now have in your possession a prospecting system and secrets of selling that will enable you to stop cold calling forever, no question about it.” Over the course of my career I have sold copiers, business telephone systems, IT networks and equipment, wireless internet services, telecom services, and presently I am prospering in the life insurance business. As you can see, my background is quite diverse and includes both business-to-business and business-to-consumer sales. This prospecting system works for all of them, and it will work for you, but ONLY if you put it into action....8 Quick Steps to Double B-to-B Conversions
by Pardot. The great divide for business to consumer (B2C) and business to business (B2B) marketers is the definition of conversion. In the B2C world, conversion starts and ends in the same place: the purchase. For B2B marketers with long, complex sales cycles, conversion typically means getting a visitor to fill out a form in exchange for something of value: a white paper, a demo or a free consultation, for example. There are four distinct groups of people that are interacting with your landing pages: 1. Visitors that leave within 10 seconds of arriving at your landing page make up the vast majority of viewers. 2. Visitors that leave when they decide your landing page is not compelling are the next largest segment. 3. Some visitors attempt to fill out your form but fail or give up and then drop off. 4. A small percentage of your visitors successfully convert and become leads....Marketing Mix Modeling
Business magazines and websites are abuzz with news about the value of marketing mix modeling as a way to help companies maximize returns on their marketing investments (ROMI). Despite the currency of this topic in the media, the concepts and tools of marketing mix modeling date back at least 30 to 40 years. The topic is of growing interest partly because of the corporate world’s interest in growing topline revenue. The last couple of decades have witnessed unparalleled cost cutting and staff reductions among the Fortune 500 in the U.S. The opportunities for further cost reductions are diminishing in number and scale, so the pressure for long-term financial performance from public markets can only be met by renewed emphasis on new products and revenue growth. ...Creating And Measuring The WOM-Worthiness Of New Products
A Case Study by: Karen Kraft, Felicia Rogers, and Gwen Ishmael ...Consumer Decision-Making Models, Strategies, and Theories, Oh My!
How do consumers make decisions? This question is at the core of much of marketing examination over the past 60 or 70 years. As marketers manipulate the various principles of marketing, so do the consumers they seek to reach-choosing which products and services to buy, and which not to buy, choosing which brands to use, and which brands to ignore. The focus of this paper is to examine the major decision-making models, strategies, and theories that underlie the decision processes used by consumers and to provide some clarity for marketing executives attempting to find the right mix of variables for their products and services....
