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2016: The Year of the Human Touch in B2B Marketing

Written by Wednesday, 16 December 2015 00:00
2016: The Year of the Human Touch in B2B Marketing
In his newly debuting book, “The Human Brand,” Chris Malone and Susan Fiske talk about how human beings developed the split-second ability to judge people on their intentions and capabilities. It was a matter of survival for our ancestors. Today they write, we still judge people based on “these same two categories of social perception, which are known as warmth and competence.” When someone exhibits both qualities, trust develops. If warmth is lacking, suspicions and envy take over. If competence is not evident, we feel sympathetic. In the worst case, when someone is neither warm nor capable, there’s little chance for a budding relationship. The research presented in this book goes beyond the human-to-human relationship to the human-to-brand relationship. We judge brands by their warmth and competence too. Those perceived to have both attributes are more likely to develop deep, enduring relationships with their customers. Now that’s something to aspire…

New Year’s Resolutions for B2B Lead Generation

Written by Wednesday, 28 January 2015 00:00
New Year’s Resolutions for B2B Lead Generation
Here are a few B2B lead generation New Year’s resolutions that will get you off on the right foot for 2015.
How to Segment Your Market and Increase B2B Conversions by 355%
Do you want to increase your conversion rates by 355%? Of course you do. What’s the secret? Well, according to a study by Jupiter Research, companies that segment their databases increase their conversion rates on average by 355%. It makes sense. Since your prospects and clients don’t all have the same problems and needs, you can’t expect a broad message to appeal to your entire database. To create a robust, successful marketing campaign you need to provide content and messaging that’s relevant. You need to segment your list so you can, for example, send targeted emails and structure tailored telemarketing programs. Getting Over the Initial Hurdle You’d think all business managers would be clamoring to slice and dice their list into micro-segments for marketing campaigns. But they’re not doing this! The same Jupiter Research study found that only 11% of companies are using a segmentation strategy. Why are 89% of…

4 Steps to Rock Solid Marketing Lists

Written by Thursday, 09 October 2014 00:00
4 Steps to Rock Solid Marketing Lists
Preparation Precedes Performance The saying “today’s preparation determines tomorrow’s achievement” certainly applies to the creation and maintenance of marketing lists. After all, if you rush into a marketing campaign without cleaning up your list and collecting critical data first, you end up wasting time chasing duplicate leads, trying to reach contacts that are no longer in the company or looking for incomplete information in the midst of a campaign. It’s like putting your revenues through the paper shredder. To achieve a successful marketing campaign, you need to purge duplicate leads and ensure your list has complete, accurate data so you can reach your targets easily and with the right message. The 4 Steps to Success Take these four steps and get all the information you need at your fingertips for successful marketing campaigns.

How to Increase Email Response Rates

Written by Thursday, 18 September 2014 00:00
How to Increase Email Response Rates
Email marketing isn’t dead, but to make it work you need a sound email marketing strategy. Email marketing is actually alive and kicking harder than ever. The Q1 Email Trends and Benchmarking Report by Epsilon reports that open rates in Q1 2014 climbed 5.7% over the previous year. That’s good news, but how do you increase your response rates? Like everything else in marketing today, it requires processes and advanced systems that enable you to deliver relevant and timely content to prospects and customers. Also, rather than thinking of email marketing in a vacuum you have to blend it with other marketing tactics, such as telemarketing, for optimal results. One of the most rewarding aspects of email marketing is that, unlike its more glamorous cousin, social media, it’s measurable. This means you can analyze results and work for continuous improvement.
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