Targeting is Not Rocket Science

Nine out ten B2B marketers admit that their communications reach people who will never do business with them. This is an amazing number, since the majority of B2B marketers have potential customer universes numbering in the hundreds, with few having them in the thousands. So what’s the problem?

A/B Testing: Some Important Rules to Follow

Simple, efficient, and fast, A/B testing – also known as ‘split testing’ and ‘bucket testing’ – allows you to compare a baseline control sample with a variety of single variable experiments to improve conversion rates. A classic direct mail tactic, this method of testing is easy to execute and is a great starting point for testing copy, layouts, images, and colors...

Are You Sitting Around Waiting for Business?

Are you sitting around waiting for business to find you? Are you spending more and more of your marketing dollars on inbound marketing and waiting for sales to flow in? If so, you may have a long wait. This is not my cartoon, but it pretty much says it all.

Tips for Building Affordable, Effective Marketing Research Program

Lead Flow Planning - Getting It Right

In an earlier post I said I would come back to the topic of “How many Leads Do You Really Need?” For all B2B businesses, and some consumer, lead flow planning is critical and answering the question of how many you really need can only be done after you have analyzed your current marketing and sales processes and practices.

Smart College Recruitment Targets Wisely Using Segmentation

Your successful students share certain traits – and you should be using that insight to drive your recruitment efforts because you want to attract those most likely to enroll and succeed. So why do so many college recruitment strategies have such vague definitions of their ‘target audience’? In the following post, you will learn of the advantages of segmentation and how a more clearly defined target audience driving your recruitment efforts will improve recruitment, retention, referrals and graduation rates.

Get More Our of Your CRM Investment

How much are you spending on marketing technology in 2016? How much of that is CRM and all the other marketing automation tools that you bought in order to become more efficient and productive?

6 Tips to Improve Your College's Content Marketing Performance

Marketing communications – also known as ‘content marketing’ – has always been about providing the right information to the right person at the right time via the right channel. It’s just been in the past decade that some have decided to name this basic function ‘content marketing’ – and that, combined with the development of new marketing technologies has created a world where some argue that marketing’s sole role is publishing content. ...

Advantages of Direct Marketing

There are a lot of advantages to using direct marketing versus retail marketing. From a B2C perspective, you can conduct a retail business without having to build, stock, and man stores. It doesn’t require brick and mortar and this is a huge advantage over retail marketing...

Student Retention Tips for 2016

Student retention has come a long way from a simple conversation after class between student and teacher. Non-traditional students, especially online students that never set foot on the campus, can be less engaged and loyal which makes it easier for them to rationalize their decision to move on.