CHALLENGEIt was a massive case of the cobbler's children going barefoot. Last fall, execs from Ariad Custom Communications were sitting in the most important meeting of the year -- a focus group meeting with some of their longest-term marketing clients in the financial services industry. One of Ariad's biggest product lines is custom email newsletters. Senior VP Mark Michaud says, "Our clients posed the question, 'If you think newsletters are such a hot way to stay in touch, why don't you practice what you preach?'" Embarrassed silence for a moment.Then the team agreed -- yes, of course, they would launch an email newsletter of their own on marketing for financial advisors. One small problem -- if your...

Every Friday we update upcoming advertising, marketing and PR awards you can nominate yourself for, plus any open speaking gigs we hear about. Quick, free and fun:

CHALLENGETalk about a long sales cycle -- typically banks and credit unions only consider changing their data processing tech systems every five to seven years.However, Dennis Jones, Marketing & Corporate Communications Manager at Jack Henry & Associates (JHA), says, "I believe in the early bird cliché. When people are making evaluations for short lists, we want to be on it."Often this short-list building is triggered by an M&A -- either among technology providers or among their clients. "When that press release comes out, it triggers a lot of activity. Of course, everyone jumps all over it."Even if the M&A doesn't force clients to make immediate changes, it does cause most clients to begin researching their options. They are more likely...

We post fresh job seekers info every Wednesday. So, keep clicking in to see what's new. The service is free for marketers. Freelancer's self-promotional posts are *not* accepted. We reserve the right to edit your posting. Thanks! Note: Job seeker searches are posted for one month and then removed. You can get your search posted for free by filling out the form at http://www.marketingsherpa.com/jobs.html Job openings are available at: http://career.marketingsherpa.com/sample.cfm?contentID=2522 Seekers as of 02/14/07Senior Marketing ManagerNew York, NYDescription: Dynamic and innovative Senior Marketing Manager with outstanding success utilizing multiple marketing channels within the domestic market. Broad-based background, exceptional work ethic and commitment to organizational objectives within a highly competitive and rapidly changing marketplace.Contact: 757-343-4218Strategic Marketing Director - Enterprise Data Steward, New York, NY,...

We post fresh job openings info every Wednesday. So, keep clicking in to see what's new. The service is free for employers. Sales jobs and entry-level jobs are *not* accepted. We reserve the right to edit your posting. Thanks! Note: Searches are posted for one month and then removed. You can get your search posted for free by filling out the form at http://www.marketingsherpa.com/jobs.html Professional marketers seeking jobs are available at: http://www.marketingsherpa.com/article.php?ident=27163/ Searches Posted 02/14/07EASTERN USAmerica's Test Kitchen, Brookline, MAeCommerce Associate Marketing ManagerDescription: Lead the strategy and day-to-day execution of marketing programs aimed at converting site traffic into email registrants, Web site members, magazine subscribers, and book buyers, as well as the strategy and management of programs aimed at the...

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MarketingSherpa 2006 research shows B-to-B marketers' use of personas is far higher than expected. In fact, 40% of business technology hardware marketers use personas for their marketing. (That compares to 22% of software marketers and 19% of professional services marketers.)I have to admit, until a few years ago I'd never heard of personas at all. To hear at least 1/5th of marketers now swear by them was startling. Can personas really be all that useful?Then, I thought back to a balmy Saturday night this summer when my husband and I were sitting on a sidewalk bench in Newport, RI, watching the world go by. Saturday night in Newport is date night. Hundreds of visiting couples from all over the world...

You don't have The Marketing Book in your library? Take a look at the sixth edition of a text every marketer should have access to for a comprehensive overview of the latest marketing thinking out there.First published in 1987, this 644-page soft-cover textbook can serve as a first point of reference for all marketers - experienced or getting experience. Editors Michael Baker and Susan Hart have added even more contributions from leading international marketing experts and thought leaders.Four new chapters also have been added to the book: "Marketing in emerging economies," "Marketing for non-profit organizations," "Mass Communications," and "What do we mean by direct, data and digital marketing?" They reflect fresh thinking and new advances in the marketing industry.Other chapters...

CHALLENGE"We're generally the most expensive guy on the block," Malvern Instruments' VP Marketing Randy Byrne admits. So marketing was critical to educate and sell the scientists and chemists of the world on the true value of Malvern's offerings.Luckily, Malvern's prospects are "very much knowledge-based people. They crave knowledge." Unluckily, 90% of the prospects and customers were in locations on every continent far from Malvern's British headquarters."We needed to find a way, other than putting a scientist on a plane, to take tech info from our own scientists and deliver it directly to the growing global marketplace."While the marketing team relied in part on direct postal mail, email, and later webinars, each also had limitations (time zones, printing and mailing costs,...

Warren RI -- September 14, 2006 -- MarketingSherpa, a research firm publishing Case Studies and benchmark data for marketers, released today two new reports for 2007: the Buyer's Guide to Paid Search Advertising (PPC) Agencies and the Buyer's Guide to Search Engine Optimization (SEO) Firms. More information is available at http://seoppc-firmsbuyersguides.marketingsherpa.comThe all-new Buyer's Guide to Paid Search Ad (PPC) Agencies features full profiles and Easy Scan Comparison Charts of 63 agencies, including Performics, Did-it.com and Page Zero Media.The new Buyer's Guide to Search Engine Optimization (SEO) Firms features full profiles and Easy Scan Comparison Charts of 104 SEO firms including iProspect, iCrossing, SEO-PR and Intrapromote.About MarketingSherpaEach week 237,000 marketing professionals read MarketingSherpa's latest Case Studies and researched reports. The award-winning...