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February 2010, Issue 72 |
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Our approach is to leverage calls to action to help direct prospects' activities in a conscious way across all our various promotion vehicles. This month we're pleased to offer you a video white paper that will show you how to create a marketing calendar that fires on all cylinders. Also in this issue:
- Case study: How Nortel moved one-third of its $1.6 billion pipeline to closed deals
- A behind-the-scenes look at how to handle multiple calls to action in one campaign
- A Q&A about how to best use paid search with a complex BtoB buying cycle
- An invitation to a live Webinar, "Roadmap to Demand Acceleration"
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Featured Article
Case Study: How Nortel's Fast-Track Integrated Program Impacted One-Third of Its Sales Pipeline
This case study shows how Nortel executed a "Close the Pipeline" plan to convert sales-accepted leads already in the pipeline to closed deals—even while they prepared to be purchased by a competitor. Exclusive for Marketing Watchdog Journal readers: Download the print version of the case study.
> Read more
A Bulldog Solutions Case Study featuring Nortel
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Video White Paper: Promotion Planning
Promotion planning is the process of creating an integrated approach for reaching your target audience. In this video white paper, we'll guide you on creating a marketing calendar and testing promotion channels for maximum impact.
> View the video
By Ahmed Taleb, Senior Director of Strategic Planning, Bulldog Solutions
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BtoB E-mail Marketing
Are Your Calls-to-Action
Compelling—or Cannibals?
Call-to-action overload can handicap an otherwise powerful message. But if you have a lot to offer—perhaps a multi-Webinar series or several resources you want to share with prospects—streamlining calls-to-action can be painful, but necessary.
> Read more
By Katie Walsh, Media Strategist, Bulldog Solutions
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When to Trust Google (and Other Tips for BtoB Search Campaigns)
In a live Webinar sponsored by Bulldog Solutions and 360Partners, paid search expert Jim McKinley answered questions about how best to organize a BtoB paid search campaign, how to validate a search budget with a high cost-per-click, when you should trust Google and more. Bonus: Three additional questions not answered during the live event.
> Read more
Q&A from Paid Search and the Complex Buying Cycle: They're Not Oil and Water, originally presented February 11, 2010. View the on-demand Webinar.
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Best Practice Versus What Works: Let the Data Decide
Why you need to test every aspect of your e-mail program and use the data this testing generates when making decisions and assessing performance.
By Stefan Pollard, Senior Strategic Consultant, Responsys, in ClickZ
E-mail Secrets and Lies: The Call to Action
The wrong call to action can sink a campaign. Here the experts reveal one little-known secret and one widely believed lie about calls to action in your e-mail marketing campaign.
By Karen J. Bannan, BtoB Online
What's the Best Formula for BtoB Search Marketing Success?
Should you use SEO? SMO? PPC? The best search marketing campaigns are a happy partnership between all of them.
By Barry Bowman, VP of SEO Operations, SmartSearch Marketing, in Search Engine Land
Marketing Watchdog Journal is a monthly newsletter from Bulldog Solutions, an online marketing agency that changes the way BtoB companies define demand-generation strategy, engage prospects and convert leads to customers. We welcome your feedback on this newsletter's content and design, and encourage you to share your ideas for topics you would like us to cover in future issues. Please send your comments or questions about Bulldog Solutions to Amy Bills, director of Field Marketing.
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