Measuring “The Right Stuff”

by Wiz

Do you remember the movie “The Right Stuff“? One of my favorite parts of the movie was watching the astronaut candidates go through all those tests. Doctors and physicians measured seemingly everything possible about the human body with some very “interesting” tests – all in the name of finding “suitable” astronauts. They couldn’t know this […]

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What’s My ROI on Social Media?

by Wiz

In the world of online marketing and lead generation, few topics generate as much hoopla as “social media”. Hardly a day goes by anymore where I’m not presented with a list of “reasons” (opinions, really) on why I “must” be on <insert social media site here>. The question that’s hard to answer, though, is “How […]

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Build a better mousetrap with white papers

by Karen

In today’s marketing world things change fast. And you want to keep pace with your content. So if you have a terrific white  paper, how do you easily keep it current with minimal effort? Specifically, how do you update the links in your white paper that give prospects more in-depth information (e.g., product demos, special […]

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Is the White Paper an Endangered Species?

by Wiz

With the demise of the Borders Books chain, the closest physical book store is now about an hour’s drive from my home. I was bemoaning this fact to a neighbor, who replied simply: “It doesn’t matter – paper books are outdated anyway.” This conversation came to mind as I was reading a blog post recently. […]

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One Picture is Worth a Dozen Text Ads

by Wiz

Here’s a hypothetical situation: a B2B website sells physical products. You know: aircraft fasteners, pressure valves, anything “physical”. People purchase product online, and it’s shipped to the customer. In our scenario, the company is advertising via paid search. The campaign is doing well – when someone searches for something in the product line, there’s the […]

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Acquire your target. Take aim. Fire.

by Karen

No; I’m not talking about firing a weapon. I am referring to how you ought to start creating a white paper. If you want your white paper to deliver results, then it’s crucial to begin correctly. One of the first steps is … Determine what type of white paper you need and for what audience. […]

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