Articles & Columns
Please review any of the hundreds of articles I have written on a variety of marketing subjects, organized in the categories below. Click to expand or retract the category for articles of interest.
B2B Marketing, My Guest Posts from the Biznology Digital Marketing Blog- Deepening B2B customer relationships with “the funnel beyond the funnel” »
- The 10 most fascinating people in B2B marketing in 2017 »
- Where is B2B marketing headed? 7 predictions for 2018 »
- How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process »
- Six powerful B2B marketing tactics you may be missing »
- How to triple your digital marketing results »
- B2B marketing lessons from Michael Brenner »
- Getting to ABM: Notes from the field »
- Ten Tips for Customer Reactivation »
- Are you ready for GDPR, Europe’s upcoming data privacy requirements? »
- The Case for Customer Reactivation »
- To get the best prospecting data, use a broker »
- For prospecting success, leave your data order till later »
- The 10 most fascinating people in B2B marketing in 2016 »
- Why Account Based Marketing is a Game Changer for Japan »
- How to Reach Your Customers at Home or at Work »
- The state of B2B marketing in Asia—moving toward digital »
- Analyze your target’s buying process, for greater marketing efficiency »
- How to select the perfect B2B data vendor »
- What’s the killer app in B2B marketing? Face-to-face events »
- Make the Most of Your Social Media Fans »
- How to appeal to business buyers: 11 proven copy strategies »
- New York’s happiest B2B database marketer »
- Good news: B2B prospecting data is more accurate than you may think »
- Three barriers to B2B data-driven marketing »
- Attention, hamsters! Get off the content treadwheel »
- Six strategies behind the trend in B2B client conferences »
- The 10 most fascinating people in B2B Marketing in 2015 »
- Marketing to Millennial Business Buyers »
- How much should you pay for a sales lead? »
- Martyn Etherington Speaks: The story of a B2B digital marketing turnaround »
- What can your B2B data do for you? »
- Case study in data-driven B2B customer acquisition marketing »
- Where is B2B data-driven marketing headed? »
- Troubleshooting Your B2B Marketing Data Problems »
- 6 Thorny Data Problems That Vex B2B Marketers, and How to Solve Them »
- Exciting New Tools for B2B Prospecting »
- Named Account Marketing: New Tools and Techniques to Reach a Limited Universe »
- What the Growth of Inside Sales Means to B2B Marketers »
- Six Great Blogs for B2B Marketers »
- B2B Marketers Still Struggle with Lead Nurturing »
- Fresh Insights in Selling to SMBs »
- B2B Marketing Is Falling Down On The Job »
- 5 Steps to Customer Data Hygiene: It’s Not Sexy, But It’s Essential »
- How Big Should Your Campaign Budget Be? »
- How Many Leads Do You Need to Generate? Use This Simple Calculator »
- Beware of Dubious Data Providers: A 9-point Checklist »
- Marketing Automation is Not Marketing Strategy »
- Marketing ROI in B2B: Why Is It So Hard, and What Can We Do About It? »
- B2B Prospecting Data Just Keeps Getting Better »
- Where to Get an Education in B2B Content Marketing »
- Lead Qualification: The Secret Sauce of B2B Lead Generation Marketing »
- How to Create a B2B Content Audit »
- Building Your B2B Marketing Database »
- Five Essentials for Every B2B Website »
- 7 Steps to a Better B2B Landing Page »
- B2B Marketers Should Take Another Look at E-Commerce »
- Push versus Pull Marketing: In B2B, You Need Both »
- Referrals: The Best New Business You Can Get »
- New Developments in B2B List Acquisition »
- Predictions for B2B Digital Marketing in 2013 »
- New Developments in B2B Loyalty Marketing »
- B2B: Where Social Media Meets Direct Marketing »
- The Thorny Question of Marketing Attribution: Does It Apply to B2B? »
- Prospecting to IT Buyers: How Nine Data Vendors Stack Up »
- How Performance Marketing Accelerates B-to-B Prospecting »
- Social Media for B-to-B Marketers »
- How to Craft a Compelling Offer for Search Engine Marketing (SEM) »
- Five Ways to “Get Real” With B-to-B Social Media »
- Lights, Camera, Action: Video Helps You Stay in Touch with Customers »
- The B-to-B Buying Revolution, and Five Ways Marketers Need to Change Their Game »
- Testing for B-to-B Marketers: How Hard is It? »
- B2B Marketing Mythbusting, Redux »
- How To Develop Effective Lead Qualification Criteria »
- Managing Email Addresses in B-to-B: How to Increase Your Email Coverage of Your Customer Base »
- How to Do Testing With a Small Target Universe »
- How to Triple the Effectiveness of Your Trade Show Marketing Program »
- Integrated Media Planning for B-to-B Marketing »
- Voice Mail Marketing: You Don’t Have to Like it, But Just Don’t Ignore It »
- Telephone: The Most Valuabe Tool for B-to-B Direct Marketers »
- Seven Strategies for B-to-B Customer Retention »
- Loyalty Marketing In B-to-B »
- 5 Essential B-to-B Direct Marketing Metrics »
- The Best Media Options for B-to-B Prospecting »
- How to Add Corporate Events to the B-to-B Marketing Mix »
- The World’s Greatest B-to-B Offer »
- Keep it Clean: Address Standardization, Hygiene and Maintenance for Business Marketers »
- Why Don’t More Business Marketers Rent Their Customer Lists? »
- Statistical Modeling Meets B-to-B Marketing »
- How B-to-B Marketers Calculate the Value of a Customer »
- Triggered Marketing Communications Sends Response Rates Sky High »
- A successful B-to-B loyalty program that’s not about points and rewards »
- Turbo-Charging Referral Marketing »
- How Incentives Can Drive Customer Referrals »
- Successful Booth Signage for Exhibitors »
- What Is B-to-B Direct Marketing, Anyway? »
- Getting the Most Out of E-Newsletters »
- In Lead Management, The Best Process Wins »
- Forget the Doughnuts; Try a Webinar »
- Sales versus Marketing: Bridging the Gap »
- CRM: It’s About Prospecting, Too »
- 5 Proven Ways to Increase e-commerce Response »
- Why B-to-B Direct Marketing Is More Fun »
- B-to-B Marketing Strategy »
- Bringing Marketing and IT Together »
- How to Measure Marketing Results in a Complex, Multi-channel World »
- How to Keep Your Best B-to-B Customers »
- Privacy: Also a B-to-B Issue »
- B-to-B Data Hygiene: How the Pros Do It »
- How to Craft a Compelling Offer for Search Engine Marketing (SEM) »
- How Customer Experience Builds Great Brands »
- The 80/20 Rule Drives e-tailing »
- Do The Math: Calculating Customer Profitability »
- Managing Email Addresses in B-to-B: How to Increase Your Email Coverage of Your Customer Base »
- A successful B-to-B loyalty program that’s not about points and rewards »
- Getting the Most Out of E-Newsletters »
- Get Real About Internet Metrics: The Point is to Sell Something »
- Email’s Low Cost Makes Us Lazy »
- What Makes E-commerce Work: Harnessing Remote Shopping Propensity »
- Pay for Performance Means Pay Dirt »
- One Old Dog, Three New Tricks: How Direct Marketing Changes Online »
- Getting the Most Out of Pay for Performance Advertising (try to say it 5 times, fast) »
- Impulse Selling on the Web »
- Make Versus Buy: The Case for Outsourcing »
- What to Ask Before Hiring an Agency »
- Hold Your Next Focus Group Online »
- How to Craft a Compelling Offer for Search Engine Marketing (SEM) »
- How to Do Testing With a Small Target Universe »
- 5 Essential B-to-B Direct Marketing Metrics »
- The World’s Greatest B-to-B Offer »
- Why Don’t More Business Marketers Rent Their Customer Lists? »
- How B-to-B Marketers Calculate the Value of a Customer »
- Can Database Marketing Avoid the Creep Factor? »
- What Is B-to-B Direct Marketing, Anyway? »
- Get Real About Internet Metrics: The Point is to Sell Something »
- Why My Husband Hates Predictive Modeling »
- What Makes E-commerce Work: Harnessing Remote Shopping Propensity »
- 5 Proven Ways to Increase e-commerce Response »
- Why B-to-B Direct Marketing Is More Fun »
- One Old Dog, Three New Tricks: How Direct Marketing Changes Online »
- Why Some Hires Are Great, Others Aren’t: The DM Personality »
- Direct Marketing is Sexier Than Ever »
- What to Ask Before Hiring an Agency »
- Integrated Marketing: How to Leverage the Rest of the Communications Mix »
- Privacy: Also a B-to-B Issue »
- How to Do Testing With a Small Target Universe »
- Keep it Clean: Address Standardization, Hygiene and Maintenance for Business Marketers »
- Why Don’t More Business Marketers Rent Their Customer Lists? »
- Statistical Modeling Meets B-to-B Marketing »
- Triggered Marketing Drives Higher Sales »
- Can Database Marketing Avoid the Creep Factor? »
- Why My Husband Hates Predictive Modeling »
- The Unified Theory of Database Marketing »
- Privacy: Also a B-to-B Issue »
- B-to-B Data Hygiene: How the Pros Do It »
- The Best Media Options for B-to-B Retention Marketing »
- Seven Strategies for B-to-B Customer Retention »
- Loyalty Marketing In B-to-B »
- Measuring the Results of CRM »
- A successful B-to-B loyalty program that’s not about points and rewards »
- CRM for Retailers »
- Triggered Marketing Drives Higher Sales »
- CRM: It’s About Prospecting, Too »
- Do The Math: Calculating Customer Profitability »
- 5 Essential B-to-B Direct Marketing Metrics »
- Measuring Sales and Marketing Performance »
- Measuring the Results of CRM »
- Statistical Modeling Meets B-to-B Marketing »
- How B-to-B Marketers Calculate the Value of a Customer »
- How to Measure Marketing Results in a Complex, Multi-channel World »
- Measuring the ROI of Your Event »
- How Customer Experience Builds Great Brands »
- The 80/20 Rule Drives e-tailing »
- Do The Math: Calculating Customer Profitability »
- Personal Branding for Engineers »
- Measuring Sales and Marketing Performance »
- Can Database Marketing Avoid the Creep Factor? »
- Sales versus Marketing: Bridging the Gap »
- Pay for Performance Means Pay Dirt »
- Getting the Most Out of Pay for Performance Advertising (try to say it 5 times, fast) »
- A Positive Customer Experience Will Build a Solid Brand »
- Make Versus Buy: The Case for Outsourcing »
- What to Ask Before Hiring an Agency »
- Hold Your Next Focus Group Online »
- Integrated Marketing: How to Leverage the Rest of the Communications Mix »
- What’s Working in Email Marketing Today »
- Capturing Website Visitors »
- Behavioral Targeting »
- Marketing by the “New, New” Internet Media: Blogs, Podcasts and RSS »
- Word of Mouth Online: Let Your Customers Do Your Marketing for You »
- What’s New in Banner Advertising? Video, Animation, Interactivity »
- What’s New in Banner Advertising? Consumer-Generated Content, Targeting and 3D Virtual Worlds »
- Co-registration: How to Make it Work »
- How “Optimization” Can Improve Your E-Communications »
- Pay Per Call Advertising »
- New Promotion and Marketing Techniques for Online Selling »
- How RIA (Rich Internet Applications) are Transforming the Shopping Experience »
- Social Commerce »
- Affiliate Marketing: How e-Commerce Businesses Reward Other Sites to Refer Customers to Them »
- New Techniques to Deal with Online Fraud »
- The Zappos.com Story: How Superior Customer Service Launched a New Brand »
- How the Internet is Improving e-Commerce Back-End Operations »
- Third-Party Ads as an Incremental Revenue Stream for Etailers »
- Site makeovers: A Regular Refresh is Essential to e-Commerce »
- Automotive e-commerce: What’s Working For Car Dealers Online »
- New Tricks for Stimulating Organic Search Results »
- What U.S. etailers are Doing Now to Prepare for the All-Important Holiday Season »
- Payment Systems: New Ideas for How to Get Paid by Customers »
- What’s New in Web Analytics »
- The (Short) Long-Term Horizon. Where Does e-Commerce Go From Here? »
- Word of Mouth Online: Let Your Customers Do Your Marketing for You »
- New Ways for Online Marketers to Present Merchandise »
- Top Apps »
- Social Coupons »
- How Social Media Can Enhance Loyalty Programs »
- Content Marketing »
- Customer Service »
- Top Metrics for Measuring Social Media Marketing »
- Social Media User Behavior is Changing Fast »
- The Social Customer »
- Social Market Research »
- Social Media Predictions for 2012 »
- Corporate Blogging Best Practices »
- Social Media for B-to-B Marketers »
- The SEO Value of Social Media »
- Social Mobile Commerce »
- Social Games as a Marketing Tool »
- The Growing Importance of Niche Social Networks »
- Social media marketing to women »
- Connecting Social Media to Offline Buying Behavior »
- The Marketing Miracle of Social Sign-On »
- Social Media Marketing Predictions for 2013 »
- The “Marketing Cloud,” Where Social Media Meets Marketing Automation »
- Social video: Video Marketing Through Social Media »
- Grocery Stores Get Social »
- Social Commerce »