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- Chapter Twelve: The Fourth Hat - Skillful influencer
- The final measurement of your success is money changing hands. And a major part of bringing that exchange about has to do with your skill at influencing people to do business with you. Without your customers saying "yes" to you in a regular fashion, you're going to soon be without...
- White papers 2003-01-01
- Nine Principles for Effective Leadership
- What is a leader? How does one become a leader? Whether one knows it or not, whether one believes it or not, they are a leader and an influencer. Their opinions are listened to and acted upon. The paper presents the nine principles that are going to help one make...
- White papers
- A Fresh Look at Disability
- People with disabilities account for almost 20% of the UK population; why does one need legislation to be invoked to ensure that disabled people not treated differently? Instead, businesses should be grasping the business benefits and opportunities that are out there in the disability arena - ENOD will be the...
- White papers 2002-09-01
- The Fourth Hat - Skillful influencer
- It has been seen that Influencing customer is just one of the six hats, not the whole of the job. Without the customers saying "yes" to in a regular fashion, one can soon be without a job. This concept has been explained with the help of illustration and diagrams. It...
- White papers 2003-01-01
- Marketing Is Work
- At the end of the day, most marketers are internally driven. One-on-one recognition from management demonstrating an understanding of the marketer's strategies and tactics and how they directly influenced the product's success is the most rewarding. Since the marketer doesn't actually implement many of the tactics, the key is to...
- White papers 2007-12-01
- Creating Market Value in the Industrial and Electrical Equipment Industry
- Most companies subscribe to the common wisdom that a company's operating profit is a primary influencer on its market value. However, at Accenture, it is believed that operating profit may be an inaccurate indicator of industrial and electrical equipment companies' financial performance. The research indicates that a more accurate snapshot...
- White papers 2004-03-24
- Is Your Marketing Message In Alignment?
- From the executive summary: ‘Marketing alignment takes integrated marketing and unified messaging to the next level. Integrated marketing emphasizes ensuring that all messaging, content, and marketing programs match the product value proposition. Marketing alignment is more comprehensive; it emphasizes aligning corporate positioning, product positioning, sales channel strategies, messaging, customer targeting,...
- White papers 2003-04-01
- Target influencers to Sway Business-to-Business Sales
- Business-to-business marketers, like their counterparts in the consumer sector, know the effectiveness of database marketing in communicating with decision makers. What they may overlook is the key role of influencers in the business-to-business buying decision. Influencers include individuals who can affect a marketer's sales results and help find prospects within...
- White papers 2004-10-03
- "Political" Selling 101
- Most people who have been selling for even a short period of time understand that some level of corporate politics is present in every organization into which they sell. As sales professionals’ experience and political savvy increases, so does what they observe in their accounts. Being adept politically will rarely...
- White papers 2003-06-24
- Secrets to Successful Viral Marketing | Useful Commute Podcast
- With viral marketing, you spend nothing and let your fans do the work for you. In this podcast, online marketing expert David Meerman Scott explains how to use the Internet to spread your ideas virally and get greater impact than you would from traditional advertisements. For more...
- Blog posts 2008-03-31
- Brands as influencers: Inserting the Brand for Influence During the Purchase Decision Making Process
- This paper explores how brands can have their greatest impact during the "information search phase" of each consumer's purchasing decision process by providing relevant, informative and reassuring communication. The search-for-information phase that a consumer undergoes as part of the decision making process presents a brand with a unique opportunity to...
- White papers 2004-10-15
- Webcasting Solves New PR Challenges: Delivering Powerful Messages to Broader Audiences
- This webcast describes the importance of webcasting and webconferencing. Later it switches over to the relevance of webcasting in the field of PR. Over the years webcasting has evolved into a powerful, cost-effective and logistically-friendly tool for corporate communications applications. As the field of PR faces new challenges, it has...
- Webcasts 2003-10-24
- Political" Selling 101
- Most people who have been selling for even a short period of time understand that some level of corporate politics is present in every organization into which they sell. As sales professionals’ experience and political savvy increases, so does what they observe in their accounts. Winners have developed a set...
- Webcasts 2003-05-01
- ChangeThis: New Ideas on Marketing and Creativity
- The latest issue of ChangeThis, the online journal that "The No Asshole Rule" author Bob Sutton says looks "more interesting than the typical Harvard Business Review," trains its wide lens on the subject of viral marketing, with a piece by David Meerman Scott. "The New Rules of...
- Blog posts 2008-04-09
- How To Really Influence People
- Who matters more: the influencer or the people they influence? The answer seems obvious. But the Relationship Economics blog posted an item, Market to the Influenced! that argued the influencers are not so important as they might seem. Getting enough people sufficiently influenced to spread the word is often more ...
- Blog posts 2008-01-24
- A Team Under the Influence
- In the world of fads and fashions, there are tastemakers. In any business, there exists a similar phenomenon, opinion makers. They are a select group of people within the company who have the personality and the reputation to earn the respect and to bend the ears of a large group...
- Blog posts 2007-10-01
- A Chorus of Critics Tells Marketers: Stop Targeting 'Influencials'
- There was no shortage of brands employing viral marketing in 2007 (here are the top 1o viral videos of the year). Many of these campaigns are genuinely funny, but the question remains, what's the best way to spread a viral campaign as widely as possible? Some hold to the idea...
- Blog posts 2008-01-11
- The Essential Sales Proposal Checklist
- The Essential Sales Proposal ChecklistWho's getting the proposal?Geoffrey,I'd add, "What group (end-user group, influencer group, purchasing) are you submitting this proposal to?" If it's purchasing and you barely know the first two groups, then don't even bother. Maybe...lowball your offer to kill your competitor's margin at this account but...
- Discussion threads 2008-02-04
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