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Integrated Marketing Association

Integrated Marketing Association

By Jen Havice

How to Build a High Converting Sales Funnel with Copy Your Customers Will Love

A little before my birthday, I found this in my inbox: I get sucked in by the cupcake and the coupon code. My lizard brain takes over… or maybe it’s my stomach. Don’t tell me this hasn’t happened to you before. Sure, the copy doesn’t tell me anything about this company, how to apply the […]

By Laura Patterson

Are You Rich in Activity Metrics but Poor in Proving Value?

In an environment where the CMO is being asked to prove Marketing’s value every day, what can a CMO do to not merely survive, but to thrive? To survive and thrive, CMOs need to see themselves as champions of growth who can anticipate customers, develop their organizations’ Marketing capabilities, and measure Marketing’s impact on the […]

By Dennis Yu

Why You Can’t Buy Your Way Out of a Bad Review

Recently I received an email trying to sell me on “reputation management”: If you’re not familiar, these types offer relief from a bad review on websites like Rip Off Report, Glassdoor, and Pissed Consumer — sites rife for abuse for anyone with an axe to grind against an individual or company. But these “reputation management” […]

By Nick Jaworski

Why No One Wants to Donate to Your Non-Profit

I’ve sat on a number of non-profit boards over the years, usually in the role of the “marketing guy.” In addition, I donate up to 10 percent of my company’s revenue each year to various non-profits, so understand it from the corporate donor side as well. Here’s an important fact: I would not donate to […]

By Eric Vidal

Trouble Measuring Marketing’s Impact? You’re Not Alone—Here’s How to Fix It

The plate of a marketer is always full—produce killer content (and measure its effectiveness), fine-tune your email marketing strategy, leverage actionable insights from big data, ensure your audience has a consistently standout customer experience, make sure you’re generating leads that empower the sales team to convert . . . and that’s just a snapshot, really. Phew! It’s clear marketers do […]

By Shawn Elledge

Why B2B Sales Prospecting is So Damn Difficult—and How to Make It Easier

B2B Sales prospecting isn’t easy. In fact, it can be downright difficult to grab the attention of B2B buyers in a marketing paradigm that has shifted significantly in recent years, and where increased competition makes it more and more difficult to stand out from the crowd. Prospecting for a hot new product on the market […]

By Shawn Elledge

How Salespeople Can Adapt to a Digital World—And Keep Their Jobs

There was a time when B2B salespeople were in charge of every sales transaction. They were the ones with the information at their fingertips that allowed them to have some control over the buyer’s journey. Now the balance has shifted in favor of the well-informed, savvy buyer in a digital landscape where new technologies are […]

By Rick Altman

What Can We Learn from James Comey?

You don’t have to be a political junkie to have been interested in former FBI Director James Comey’s appearance before the Senate Intelligence Committee on Thursday, June 8, 2017. And if you are a member of the presentation community, you might have found it utterly fascinating. And illuminating. And educational. This was the best reality […]

By Laura Patterson

How to Fulfill Marketing’s Fundamental Mission of Value Creation

Anthony Palmer, President and formerly the Chief Marketing Officer at Kimberly-Clark, claimed that, “the role of a CMO is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often. That has to be the ultimate goal. You also have […]

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