A Quick Guide to Marketing Automation Reporting

May 17, 2011  |   Marketing   |     |   1 Comment

We all love to talk about closed-loop reporting, tracking our leads from the time they visit our website to when they sign on the line that is dotted (thank you Alec Baldwin). But open up your marketing automation reporting suite or web analytics platform, and chances are you’ll be lost ...

Using Marketing Automation to Sell Group Subscriptions

April 18, 2011  |   Marketing   |     |   0 Comment

B2B publishers can be slow adopters of new technology, bringing a healthy skepticism to the next big thing. Many times it is because they can solve the same problem for less money. Instead of adopting marketing automation, for example, a lot of publishers have developed their own database marketing systems ...

Moving beyond implicit and explicit lead scoring

April 06, 2011  |   Marketing   |     |   4 Comments

Marketing automation platforms encourage one way to score leads. They use implicit and explicit scores, where implicit score represents activities taken by your leads and explicit relies on the exact values in fields like title, company and demographics. But is this the best way to score leads? With all the ...

Your Action Plan to Launch New Paid Content

March 28, 2011  |   Marketing   |     |   1 Comment

Is your circulation flat? Are you having trouble attracting new subscribers? Do you want to expand your offerings to new markets? If yes, then consider launching a new paid subscription product. However, success in your vertical doesn’t always equal an easy launch, even with your existing customers. But you can ...

Why Specialty Publishers Need Market Research

March 20, 2011  |   Marketing   |     |   0 Comment

You know your industry, you focus on what your subscribers need and have a set formula on how to deliver it. Tracking your marketing results from start to finish, you’re able to understand your customer’s behavior on the web, how they renew and what channels work best for them. You ...

9 Essential Web Metrics for Paid-Circulation Marketers

March 11, 2011  |   Marketing   |     |   0 Comment

You need web marketing to reach your target market. But when your prospects interact with your publications online, what do they do? Do they jump off your page? Do they find one article, stick with it and never visit anywhere else on your site? How well do they convert to ...

10 Things I Learned at Circulation Marketing Day

March 07, 2011  |   Marketing   |     |   1 Comment

After flying back to the relative quiet of my home in Oregon, I took some time to think about the Direct Marketing Association’s yearly Circulation Marketing Day. The conference was a great opportunity to learn new things and meet other circulation marketers. Below are 10 things I learned plus some ...

Why Circulation Marketers Need Visual Analytics

February 28, 2011  |   Marketing   |     |   0 Comment

Are you drowning in data? Do you dread the day when your manager asks you about a certain metric that you didn’t even know about? The amount of data produced by circulation marketing builds up fast. From web engagement to lifetime value, it can be hard to represent everything in ...

How B2B Publishers Can Use Marketing Automation

February 22, 2011  |   Marketing   |     |   0 Comment

How do you show your potential subscribers the value of your products? Do you keep in touch with them throughout their buying cycle in a way that is both scalable and customized? Static web pages no longer work. Batch-and-blast emails treat everyone the same, unless you hire a team to ...

Do Your Market Research like Donald Rumsfeld

February 18, 2011  |   Marketing   |     |   0 Comment

As we know, there are known knowns. There are things we know we know. We also know there are known unknowns. That is to say we know there are some things we do not know. But there are also unknown unknowns, the ones we don't know we don't know.      Donald Rumsfeld, ...