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The thing with all this talk about social media and how it changes marketing is that I don't think you're going to like it. I don't think the end state is what most companies are thinking about. Google doesn't buy other companies because they seem neato. Pepsi doesn't want to talk with a few hundred people at a time, do they? It's just that all th Read More

It's encouraging to see that companies have increased interest in social media, but I'm hoping they stop and think about what's in it for the customer more than they think about what's in it for themselves. Companies who've listened first and continuously learn from participation in social networks have seen improved engagement levels. Read More

The trouble with social media happens when the resources required to nurture relationships - and the time involved in cultivating same - become more and more cumbersome. It's far more difficult to tend to a massive commercial farm than a backyard garden, so you have to adapt some catch-all tools in order to do that. It doesn't negate the need for Read More

Many B2B marketers have difficulty justifying the value of search engine optimization (SEO) to senior level executives. Since SEO is a highly-efficient marketing channel with longer-lasting results than most mediums, establishing ROI is challenging yet critical. Here are a few suggestions on how to best integrate web analytics data with other tool Read More

Those of us who are dorkily passionate about the power of community jump up and down all the time about the importance of connecting with customers because it builds your business. This is true enough. But today, I'd like to pause for a few moments of professional gratitude. It's a rather thankless world right now and it seems that blessings are f Read More

With economic times the way they are today, it is more important than ever that Marketing and Sales teams be aligned. Together you must decide and figure out what activities make the most impact to the top line of the business. Focus on all types of initiatives 1. To retain, cross-sell and up sell current customers 2. New customer acquisit Read More

Good PR is different. It's about relationships and market expertise. PR companies in this category take the time to hire and train smart people who get to know a market, the competitive landscape, the products, and of course, the analysts, reporters and bloggers. They don't spam their contacts with press releases; they build relationships based Read More

The lack of a strong lead nurturing discipline can cost your organization substantial unrealized revenue. Without lead nurturing in place to capture and cultivate early-stage leads, your marketing funnel misses out on valuable opportunities. The true value of lead nurturing comes from the technique of staying in touch with prospects while providi Read More

IP telephony has definitely gone mainstream. The value propositions for IP telephony include: • Reduction in cost of moves, adds and changes (plug-n-play). • Reduction in toll costs (everything on IP). • Opportunities for centralization of call control (data center telephony). • Virtualization of contact center (agent location independence). • Bus Read More

To get your approval for inclusion in the test plan, graphic designers must show you that their proposed visual solution is the only acceptable one that accomplishes the business objectives and supports the desired outcome. This is a high hurdle to surmount. Read More