Email marketing has been a staple for consumer marketers since the mid-90s. A few years later, B2B marketers discovered its value, and email campaigns have become an important tool for businesses in all stages and industries. Yet many marketers just starting in the field are wondering when to use email marketing. Email marketing is a…Read More
Search engine marketing is about gaining visibility on search engines when users search for terms that relate to your business. For most companies, ranking highly in search results isn’t luck – it’s a result of solid effort in one or both categories of search marketing: Organic search (SEO): When you enter a keyword or phrase…Read More
Have you ever read a story about a company and then contacted them to learn more about their product or service? Or perhaps you’ve heard a CEO’s speech and found yourself researching the company later on? Publicity for business can be extremely valuable in building credibility and awareness for your company. For example, a legitimate…Read More
Internet marketing isn’t just for consumer marketers or large B2B firms – it’s a powerful vehicle for companies of all sizes, including small to mid-market companies. Online advertising offers marketers an opportunity to reach very broad or very targeted prospects to generate leads, communicate a message and raise visibility. The term “online advertising” refers to…Read More
Customer lifetime value (CLV) is the amount of profit a customer delivers to your company for as long as the customer is buying from you. It’s typically calculated as the net present value (the value in today’s dollars) of the profit you’ll earn from all of a customer’s purchases over time. When you understand how to…Read More
Have you ever had a difficult time selecting your marketing vendors? Even with years of experience in a particular area, it can be a time-consuming process. It’s even more difficult if you’re hiring a marketing vendor for a function you don’t know very well. Selecting marketing vendors is an important part of the marketing process because…Read More
What’s the difference between a great company that outperforms the market and an average company? Great products, services, strategies and execution … and your employees are responsible for those successes. A company can accomplish far more with a strong team in place than it can with an average team. Recruiting a marketing manager or team is…Read More
If you’ve read through all of this material (which you can download in our ebook to read offline), you’ve probably identified some opportunities to improve your marketing strategies and execution. As you’ve seen, your success in any one area can be dramatically impacted by the strategic & tactical subjects that come earlier in the process….Read More
Return on investment (ROI) is a measure of the profit earned from each investment. Like the “return” (or profit) that you earn on your portfolio or bank account, it’s calculated as a percentage. In simple terms, the ROI formula is: (Return – Investment) Investment It’s typically expressed as a percentage, so multiply your result by…Read More