Archive | October, 2009
How to Waste Money on Marketing. Tactic #4: Chase the Wrong Prospects
This article first appeared June 23, 2007 in the Tatum Marketing blog. Sure, it seems obvious. Why would any company spend even a dollar chasing the wrong prospects? It’s easier than you might think, and it has to do with perception versus reality. The people or companies you think are your ideal prospects may not [...]
Continue reading...Ignoring Free Email Accounts Could Cost You Business
This article first appeared October 25, 2007 in the Tatum Marketing blog. It wasn’t too long ago that technology marketers routinely refused to provide access to white papers, webinars or other free resources to anyone using a “non-corporate” email address. Hotmail, Yahoo, Gmail accounts? No thanks. Countless internet marketing gurus still suggest that you ignore [...]
Continue reading...Improving Technology Marketing Results – Taking the 1st Step.
This article first appeared January 23, 2008 in the Tatum Marketing Blog Yesterday I wrote about two strategies for using marketing to increase sales – 1) increase inbound traffic or leads and 2) improve conversion rates. (Actually I wrote about three strategies, but I’m not going to talk about adding products or services anymore. At [...]
Continue reading...Hand-Off to Sales May Be Your Weakest Link
This article first appeared August 8, 2007 in the Tatum Marketing blog. To paraphrase a commonly used truism, a B2B lead generation & development program is only as good as its weakest link. And often that weakest link is the marketing-to-sales handoff. This is the result of years of building separate marketing and sales organizations [...]
Continue reading...It’s Not the Number of Leads – It’s How You Handle Them
This article first appeared November 28, 2007 in the Tatum Marketing blog. The CEO of a software company contacted me the other day and said “We’re behind on our sales goals. I need more leads. What’s the best way to get them?” Most technology marketing “experts” would have jumped right in with suggestions about email [...]
Continue reading...Better Lead Generation Results with Google’s Website Optimizer.
This article first appeared August 28, 2007 in the Tatum Marketing blog A/B testing has long been a staple of direct marketing. This is where one version of an ad or mailer is tested against a second version to see which one pulls the most responses. With online advertising or email, A/B testing has expanded [...]
Continue reading...Increase Your Traffic with Better Pay-Per-Click Ads
This article was originally published April 3, 2008 on the Tatum Marketing blog. Looking for an easy way to write pay per click ads that produce massive traffic to your website? Sorry. It’s going to take some thinking. I’ll give you basic guidelines, but to be truly persuasive you have to get inside the mind [...]
Continue reading...News You Might Use – Google
From the week of October 26 LA Selects Google Email Los Angeles became the largest city in the nation to outsource its email system to Google. It will be moving 30,000 city employees to Google’s so-called cloud over the coming year. Contract value is $7.25 million. Read more at the LA Times. Google Testing Social [...]
Continue reading...Maybe I don’t hate flash after all
This post was originally published on the Tatum Marketing blog May 6, 2009 If you’ve been reading this blog long enough, you probably know that Flash is not my favorite homepage element. There’s plenty of evidence to show that it’s a bad idea for several reasons. Most website visitors don’t read Flash messages. The motion [...]
Continue reading...News You Might Use
From the week of October 19 Google drops Page Rank. Google has quietly removed page rank from its Webmaster Tool – a strong message to webmasters and site owners that other factors are much more important to a site’s search engine rankings. Unfortunately, page rank still appears on the Google Toolbar which means the uninformed [...]
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30. October 2009
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Written by: Susan Tatum