This past Spring, we started doing a couple of interesting multimedia projects for our clients where we repurposed their webinar content into small, bite-sized snippets that could be easily shared across social media channels.
The projects were so successful, that we’ve decided to launch our ‘webinar repurposing’ as a service called MarketPlane Webinar Concentrate. Although it’s [...]

I attended the TechTarget Online ROI Summit ‘09 East yesterday in Boston. Thanks to the TechTarget organization for a complimentary invite.
Here are my takeaways from the event -
The shift to online media is showing up in the topline and bottomline of media publishers like TechTarget. In a year where more than 120 print magazines closed shop in 2008,  TechTarget [...]

Tracking clicks and opens just doesn’t do it anymore; in today’s economy these metrics are too far removed from the end goal of a sale. They still tell us how well our campaigns are received, but as a standalone set of metrics to measure marketing effectiveness, they fall short.
So how should we measure ourselves? Our [...]

In a recent December 2008 study by B2B marketing research firm Marketing Sherpa, Email marketing to the in-house list ranks 2nd right after pay-per-click search ads in terms of lead generation ROI. While open and click through rates have been dropping slightly year over year (not surprising given the rising volume of email competing for attention), the gap compared [...]

In a game-changing article in the the Harvard Business Review, Philip Lay, Todd Hewlin and Geoffrey Moore offer a new ’provocation-based’ approach to make your sales pitch a ‘must-have’ instead of a ‘nice-to-have’. The authors cite the example of Sybase and the process they went through to elevate their sales message from one that focuses on the benefits of using a database to solve customer perceived [...]

We recently completed a successful email marketing campaign for one of our clients, and we thought it might be worthwhile to share some of the tactics and strategies we deployed. We classify a successful campaign as one that adds revenue to the pipeline. Its not just about key metrics such as high open and click [...]

With the explosion in the number of online tools to complement traditional methods of outreach – marketers now need to fine tune their strategy. Why use a megaphone when what is required is the one-on-one sharing of an insight with a prospect far along the buying cycle? Why look for larger crowds when you can identify which group among the milieu offers the highest potential buyers? Marketers now need to sharpen their communication – micro segmenting and micro targeting not just buyer profiles but their stage in the buying cycle.

We are a group of marketers, technologists, entrepreneurs and consumers who are passionate about the products that we build, market, promote and use.
As marketers we breathe and live the gamut from classic B2B marketing to the Social web.