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2005-2009 Index: Tuesday Marketing Notes

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1. Fighting “Black Box Mentality:” What Marketing Managers Need to Know About Marketing Execution

2. Clear Presentation: What You Say Is More Important Than How You Say It

3. Getting Better Sales Copy: Three-Step Sales Copy Outline Exercise for Marketing Managers

4. All You Need to Know About Advertising Design and Layout

5. Ugly Little Ads that Sell: How to Make a Smaller Ad Pull Better Than a Bigger One

6. B2B Direct Mail: Don’t Forget the Fundamentals (Part 1)

7. B2B Direct Mail: Don’t Forget the Fundamentals  (Part 2)

8. Weblogs, Schmeblogs: What Sells Your Product on the Internet—and What Doesn’t (The Internet, Part 1)

9. Web Site Self-Defense for Marketing Managers: How to Make the Guy With the Pony Tail Work for You, Instead of You Working For Him (The Internet, Part 2)

10. The Web Video Revolution: Making the Most of Web Multimedia for Your B2B Web Site (The Internet, Part 3)

11. Show What You Know: Using White Papers to Add Value and Build Credibility In Your Market

12. Putting It All Together: Using Real Marketing to Improve an Existing Marketing Program (Part 1: Positioning Your Company in a Crowded Field)

13. Putting It All Together: Using Real Marketing to Improve an Existing Marketing Program (Part 2: Turning Technical Features into Compelling Benefits)

14. Made in the U.S.A.: How Great Products and Honest, Generous Information-Sharing Build Your Best Brand Name

15. Trade Shows, Part 1: Evaluating and Getting the Most from Your Company’s Trade Show Opportunities: Three Keys to Trade Show Success

16. Trade Shows, Part 2: Trade Show Pre-Marketing and Deliverables: What You Need to Do Before the Show

17. Trade Shows, Part 3: Trade Show Deliverables: Using Clear and Effective Presentation to Draw Qualified Prospects to Your Booth

18. Start-Ups and New Product Launches (Part 1): New Venture Planning vs. Reality: Or, How to Write a Marketing Plan You’ll Actually Use

19. Start-Ups and New Product Launches (Part 2): More Reality and Market Testing for Start-Ups and New Product Launches

20. Sales Turnarounds: What to Do When Your Marketing Program Hits the Wall

21. Two Big Things: How to Achieve Lifetime Job Security in Your Marketing Career

22. Top Ten Mistakes B2B Marketing Managers Make (and How To Stop Making Them)

23. Public Relations (Part 1):  Keys to Making PR Serve Sales InYour B2B Marketing Program

24. Public Relations (Part 2): How to Write a Press Release

25. Public Relations (Part 3): Making Trade Media Contacts, Developing Story Pitches, and Executing PR Announcements

26. Shut Up and Listen: How to Find Your Product’s Best Sales Benefits

27. B2B Direct Mail Packages: A Mailing Piece for Every B2B Marketing Scenario (Part 1)

28. B2B Direct Mail Packages: A Mailing Piece for Every B2B Marketing Scenario (Part 2)

29. When Marketing Programs Crash: Five Danger Signs of a Dysfunctional Marketing Program (Part 1)

30. Getting Smart: Six Things You Can Do to Re-Boot  a Crashed B2B Marketing Program (Part 2)

31. In Praise of Your Humble Rolodex Card

32. Using Postcard Decks to Build Profitable B2B Mailing Lists (Part 1)

33. Postcard Deck Layout, Production, and Execution (Part 2)

34. A Few Hints for PR People

35. Market Testing: Minimizing Risk and Expense on B2B Marketing Program (Part 1)

36. B2B Market Testing Methods: Three Testing Scenarios (Part 2)

37. Direct Mail Testing Methods, and Acheiving Measurability by Using an Actionable Offer (Part 3)

38. Market Testing: Testing and Measurement Using Pay-Per-Click Search and Print Advertising (Part 4)

39. Identifying Causes of Poor Sales Response in Your Marketing Tests and Projects (Part 1: Uncovering Causes of Poor Sales Response)

40. Identifying Causes of Poor Sales Response in Your Marketing Tests and Projects (Part 2: Uncovering and Correcting Common Marketing-Related Causes of Poor Sales Response)

41. Identifying Causes of Poor Sales Response in Your Marketing Tests and Projects (Part 3: How to Deal With a Dysfunctional Market)

42. Product-Related Causes of Poor Sales Response: Closing Product Information Gaps (Part 1)

43. Product-Related Causes of Poor Sales Response: Fixing Problems With the Product (Part 2)

44. A Broadcast Producer Speaks Out on Using Video More Effectively as a Business Marketing Tool

45. Executing Your Company’s B2B Direct Mail Projects (Part 1: Mailing List Selection and Execution)

46. Executing Your Company’s Direct Mail Projects (Part 2: Direct Mail Package Design, Copy, and Production)

47. Executing Your Company’s Direct Mail Projects (Part 3: Production, Printing, and Direct Mail Lettershop Execution)

48. B2B Print Advertising (Part 1: Should Your Company Be Advertising at All?)

49. B2B Print Advertising (Part 2: Avoiding the Awareness Trap, and Five Ways to Hard-Wire Your Ad Layouts to Generate Sales Response)

50. B2B Print Advertising (Part 3: Ad Size: Which Size is Best for Your Advertising Program?)

51. B2B Print Advertising (Part 4: B2B  Trade Media Choices: Where to Advertise?)

52. B2B Print Advertising (Part 5: B2B  Ad Frequency: How to Look Like a Big-Time Advertiser on a Small Ad Budget )

53. B2B Print Advertising (Part 6: B2B  Display Ad Positioning )

54. B2B Print Advertising (Part 7: Planning and Executing a New Print Advertising Campaign)

55. Ending the Sales/Marketing Disconnect: Nine Ways to Be a More Effective Marketing Manager (Part 1)

56. Ending  the Sales/Marketing Disconnect: Nine Ways to Be a More Effective Marketing Manager (Part 2)

57. Ending  the Sales/Marketing Disconnect: Nine Ways to Be a More Effective Marketing Manager (Part 3)

58. How to Write a Great Sales Letter (Part 1: Finding Your Tone and Writing Your Lead)

59. How to Write a Great Sales Letter (Part 2: Telling Your Story and Asking for the Order)

60. How to Write a Great Sales Letter (Part 3: Writing the Letter for the Big Sale)

61. How to Write a Great Sales Letter (Part 4: Going for the Close When Writing the Letter for the Big Sale)

62. Do You Have the Execution Mindset? Eight Ways to Get Your Marketing Program Back on Track and Boost Your Sales, Right Now

63. Black (and White) Magic: Boost the Selling Power of Ads and Print Projects in Black-and-White

64. Selling to the Government: (Part 1: Ten Myths from the Federal Market)

65. Selling to the Government (Part 2: B2G Basics for Marketing Professionals)

66. Three Steps to Targeting a New Market: (Part 1: Researching Your Marketing Media and Methods for Your Marketing Plan)

67. Three Steps to Targeting a New Market: (Part 2: The Tools of Our Trade, and How—and Where—to Begin)

68. Targeting a New Market (Part 3: Using Trade Shows for New Market Launches)

69. Targeting a New Market (Part 4: The Four Principles for Launching Your New Marketing Program on the Internet)

70. Targeting a New Market (Part 5: The Four Principles for Launching Your New Marketing Program on the Internet)

71. Targeting a New Market (Part 6: Five Keys to Starting Smart with a Print Advertising Program in Your New Market Launch—1)

72. Targeting a New Market (Part 6: Five Keys to Starting Smart with a Print Advertising Program in Your New Market Launch—2)

73. Starting Smart with Small Ads to Generate Sales Response for New Market Launches: Fractional Ad Sizes, Sketching Out Sales Benefits, and Key Ad Layout Elements

74. Starting Smart with Small Ads to Generate Sales Response for New Market Launches: Production and Layout of Effective Fractional Ads and Premium Offers

75. Beyond the Elevator Pitch: A High Credibility Conversation

76. Integrating Marketing and Sales: Serving Your Number One Client

77. BMI eBook: Real Marketing

78. Can Marketing Accountability Transform Your Company? Four Steps to a "Yes" Answer

79. Set it and Forget it Marketing? Um. No. Not Exactly: Applying the Human Touch to Marketing Automation Systems

80. Are You a “Mosquito Marketer?” Quit Using E-Mail to Train Your Leads to Ignore You

81. Stronger Value Propositions

82. The RFP and Creating Proposals that Win (Part 1)

83. The RFP and Creating Proposals that Win (Part 2)

84. Are You Geared Up for Sales Success?

85. Frame-Making and Role-Switching: How You and Your Team Must Think and Work When Writing Marketing Materials (Part 1)

86. Frame-Making and Role-Switching: How You and Your Team Must Think and Work When Writing Marketing Materials (Part 2)

88. The New Marketing Model: Two Great Books for B2B Marketing Professionals, 7/24/07

95. Wish Lists for B2B Marketing and Sales, 09/11/07

96. Extreme Qualifying: Two Steps to High Performance Qualification, 9/18/07

97. Do You Know Qualified Business Leads When You See Them? 10/2/07

98. Marketing for Leads-Are You Asking the Right Questions? 10/9/07

99. How White Papers Can Turbo-Boost Your Lead Generation Campaign, 10/16/07

100. Conquering the Marketing-Sales Divide, 10/23/07

101. How to Determine Your B2B Marketing Budget and Get it Approved, 11/6/07

102. Creating Accountable Advertising (Part 1), 11/13/07

103. Creating Accountable Advertising (Part 2), 11/20/07

105. The Rule of  45: Predicting Sales Results From Inquiries, 12/11/07

106. The Six Ways to Prove that Sales Inquiries Convert to Sales, 12/18/17

107. Are You Dropping Out of the Lead Nurturing Race Too Soon? 1/8/08

108. Fixing Marketing Deliverables that Don’t Sell: Putting Creative Effectiveness to Work. 1/15/08

109. Resolutions for Marketing Professionals: Ten Ways to Beat the Recession of 2008. 1/22/08

110. Bridge the Gap Between Marketing and Sales with Online Marketing, 2/5/08

112. The Next New Big Thing (Part 1), 2/19/08

113. The Next New Big Thing (Part 2), 2/26/08

114. How to Win An Award the Next Time Around, 3/4/08

115. Need a Partner? How to Select a New Ad Agency or Marketing Consultant, 3/11/08

116. On-Demand CRM and the New Marketing Model: What On-Demand CRM Means to You and What You Need to Know as a B2B Marketing Professional, 3/18/08

117. The New Marketing Model: How B2B Marketers Put CRM Systems to Work to Align Marketing to Sales, 3/25/08

118. The New Marketing Model: How B2B Marketers Can Put CRM Systems to Work to Align Marketing and Sales, 4/1/08

119. Six Steps to Delivering the Measurability Mindset: Building Strong, Measurable B2B Marketing Programs Using CRM Systems (Part 1), 4/8/08

120. Six Steps to Delivering the Measurability Mindset: Building Strong, Measurable B2B Marketing Programs Using CRM Systems (Part 2), 4/15/08

121. Choosing the Best Event Formats: Live or Remote, 4/22/08

122. Need More B2B Leads? Seven Tips to Fix Your Web Site, 4/29/08

123. How to Write a More Effective Technical Product Brochure, 5/6/08

124. A Common Definition of a Qualified Lead is Key to Your Success, 5/13/08

125. When in Doubt, Try it Out! Using Try-Test-Assess to Boost Response, Reduce Risk, and Diversify Your Marketing Program, 5/20/08

127. New Product Launches and Start-Ups (Part 1): New Venture Planning vs. Reality: Or, How to Write a Marketing Plan You’ll Actually Use, 6/3/08

128. New Product Launches and Start-Ups (Part 2): Breaking the "Reality Distortion Field" With Market Testing and Brutal Honesty, 6/10/08

129. Sales Turnarounds: What To Do When Your Marketing Program Hits The Wall, 6/17/08

130. The CRM Marketing Revolution: All the Rules Have Changed and You Should, Too, 6/24/08

131. How to Deal with a Dysfunctional Market: As Marketing Professionals, We Can Fix These Challenging Market and Product Problems, 7/1/08

132. Product-Related Causes of Poor Sales Response: Fixing Problems with the Product (Part 2), 7/8/08

133. A Broadcast Producer Speaks Out on Using Video More Effectively as a Business Marketing Tool, 7/15/08

134. Quick Market Testing and Key Marketing Measurements Using Pay-Per-Click Search and Fractional Print Advertising, 7/22/08

135. Shut Up and Listen: How to Find Your Product's Best Sales Benefits, 7/29/08

136. Four Elements for Launching Your New Marketing Program on the Internet, 8/5/08

137. Keys to Targeting New Markets: Three Principles for Launching Your New Marketing Program, 8/12/08

138. Starting Smart with Print Advertising in New Product Launches and New Markets, 8/19/08

139. Starting Smart: Three Keys to Using Print Advertising in New Market and New Product Launches, 8/26/08

140. Starting Smart: Using Small Print Ad Formats to Generate Big Sales Response for New Product Launches and Marketing Programs, 9/2/08

141. Starting Smart with Small Ads to Generate Sales Response for New Market Launches: Production and Layout of Effective Fractional Ads and Premium Offers, 9/9/08

142. Developing Marketing Content Salespeople Actually Use, 9/16/08

143. First Sentence Syndrome: Deadly to E-Mail, 9/23/08

144. How to Make Your Company a Thought Leader: Developing E-Mail Messaging Programs to Convert Prospects and Generate Sales (Part 1), 9/30/08

145. How to Make Your Company a Thought Leader: Finding and Evaluating Available Content for Your Editorial E-Mail Program (Part 2), 10/7/08

146. How to Make Your Company a Thought Leader: Common Editorial E-Mail Formats for Lead Development (Part 3), 10/14/08

147. How to Make Your Company a Thought Leader: Developing Content Targeted to Other Decision-Makers at the Prospect's Company (Part 4), 10/21/08

148. How to Survive The Great Marketing Wipeout of 2009: When the Budget Axe Falls, It’s Time to Get Real (Part 1), 10/28/08

149. How to Survive The Great Marketing Wipeout of 2009: How to Make Yourself Indispensable to Your Company or Your Client (Part 2), 11/4/08

150. How to Survive The Great Marketing Wipeout of 2009: Working on Your Skills, and Yourself (Part 3), 11/11/08

151. What To Do When E-Marketing Engagement Levels Drop, 11/18/08

152. The Marketer’s Action Plan (MAP): Six Steps to Developing Effective Marketing Plans in B2B Marketing Programs

153. Relevant Marketing Deliverables: Developing Sales-Generating E-Mail Message Templates for Your Sales Team's Document Library, 12/09/08

154. Downsizing Your Advertising: Create a Lean, Mean, Response-Generating B2B Advertising Machine

155. Your Best Marketing Safety Net: Using Direct Mail, Google AdWords, and Fractional Ads to Test New Marketing Messages, Offers, and Methods

156. Screaming Louder Won't Help

157. Success with Google AdWords: Developing Killer Content for Effective B2B Lead Generation Programs (Part 1)

158. Success with Google AdWords: Developing Killer Content for Effective B2B Lead Generation Programs (Part 2)

159. Success with Google AdWords: Developing and Discovering Keywords for Effective B2B Lead Generation Programs (Part 3)

160. Success with Google AdWords: Creating Keyword Stacks for More Effective Google Ad Groups (Part 4)

161. Success with Google AdWords: Writing Text Ads for AdWords Programs (Part 5)

162. Success with Google AdWords: Developing Landing Pages for Effective Lead Generation (Part 6)

163. Lead Nurturing Belongs in Your Recession Strategy 03/03/09

164. Just Do It! Use the Marketing Data You Have Now 03/10/09

165. What Happened to the Sales Funnel? 03/17/09

167. Design for Non-Designers: Expedient Layout Techniques for Field Marketing Deliverables 03/31/09

168. Are You Ready for the Post-Marketing Era? 04/07/09

169. Goodbye, B2B Brand Marketing 04/14/09

170. Developing Content-Based Marketing Programs 04/21/09

171. What Do Ads Look Like in the Post-Marketing Era? 04/28/09

172. The Care and Feeding of Social Media for Business Marketers 05/05/2009

173. Strategy Beyond the Send 05/12/09

174. Are You Really Reaching Your Reader? 05/19/09

175. Ten Things Your Prospects Wish You Knew 05/26/09

176. Positioning that Works 06/02/09

177. A Seven-Question Plan for Marketing Promotions 06/09/09

178. The Most Important Marketing Question 06/16/09

179. Three is Marketing's Magic Number 06/23/09

180. Five Ways to be More Relevant 06/30/09

181. Increase Downloads and Engage Prospects: How Small Changes Can Make a Big Difference 07/07/09

182. Thought Leadership is a Company Attitude 07/14/09

183. How to Write a Better Title in Ten Minutes 07/21/09

184. Two Keys to Every Call to Action 07/28/09

185. PR Doesn't Stand for Press Release 08/04/09

186. Struggling to Find a Marketing Job? 08/11/09

187. The Payoff for B2B Marketing Content is Movement 08/18/09

188. How to Use Existing Content in B2B Demand Generation Programs 09/01/09

190. Need Content? 20 Format Ideas for B2B Marketing 09/08/09

191. Powering Momentous Market Launches 09/15/09

192. Applying the "Coattails Effect" to Public Relations: Two Heads Are Often More Credible Than One 09/22/09

193. Eight Ways to Dress Market Research Reports: Collecting Information Isn't as Hard as Writing a Good Report 09/29/09

194. How to Make Your B2B Web Site More Buyer-Centric 10/06/09

195. Lead Nurturing is NOT About Campaigns 10/13/09

196. Does Your White Paper Have a Call to Action? 10/20/09

197. Five Reasons to Include FAQs in Your Content Marketing Strategy 10/27/09

198. Five Things They Didn't Teach Your Marketing Team in College (And Why This May Be Killing Your Company's Sales) 11/04/09

199. Is Your Content Marketing the Conversation? 11/10/09

200. Misunderstanding Marketing: Who's To Blame? 11/17/09

201. Guiding Copy Through the Approval Mill 12/08/09

202. Five Ways to Repackage Your Best B2B Content 12/15/09

 

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