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Features
Building the business case for marketing
is job one for business marketers
Proving marketing’s investment value, then marketing the function itself, top the list of challenges ahead.
by Ralph A. Oliva
Today’s market environment demands the best from business marketers. A recent ISBM survey indicates key focus points: Take responsibility for marketing ROI, and connect with the right folks in your firm to “market marketing.” And, take your CFO to lunch—but before you go, be ready to talk in language that he or she will unders$tand.
[FULL STORY]
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Home page copy makeover triples conversion
from visitor to customer
by Debbie Weil
What makes a home page convert your visitors into customers? Is it the copy, the design and layout, the navigation, the perceived value of your product or service? This article tells all.
[FULL STORY]
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Controlling cost-of-sales is hot. Increasing market coverage and results is very cool!
by Michael A. Brown
You can make things happen with a combination of the telephone, teamwork and technology. Here’s how.
[FULL STORY]
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Making the most of your trade show leads
by Marlys K. Arnold
Timely and effective follow-up is the key to converting trade show leads into sales. Here’s how to do it right.
[FULL STORY]
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