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Core is an industry newsletter with news, nuggets, and information on
best practices in business-to-business marketing. With it, we share information
vital to any organization looking to generate results and accelerate growth
through intelligent strategy, branding, marketing and public relations.
To read a past issue, click on one of the titles below.
To subscribe, use the form at right.
June 2008
Taking Thought Leadership by the Horns
Business-to-business technology companies often face two combined hurdles: how to generate content for marketing and sales and how to increase leads for the sales team. This article offers an approach to overcoming both hurdles.
April 2008
10 Must Haves for an Effective Website
In this edition of Core we explore ten must haves to ensure your website delivers maximum impact. This issue focuses on topics like search engine presence, target audience, messaging, website content and effective calls-to-action, to name just a few. Go on, give it a read, you might learn something new!
A Special Invitation From Arketi Group
Arketi Group is excited to share with you that – for the first time – BtoB magazine is bringing its popular B2B NetMarketing Breakfast Series to Atlanta. In addition, we are proud to say that three of the expert panelist at this event are Arketi clients. We know this is going to be an exciting, stimulating and thought-provoking event that B2B marketers will not want to miss. Information on the event and how you can register is in B2B’s announcement below. We hope you will consider attending – several members of the Arketi team will be there. See you there!
March 2008
Understanding Industry Analysts and What They Bring to Technology Companies
When correctly engaged, analysts can play a major role in successfully bringing a product or solution to the marketplace. Analysts can help technology companies better understand complex markets, avoid costly mistakes, pinpoint competitive threats and evolve offerings to better match buyers' requirements.
Arketi recently spoke with Micky Long, research director in the Strategic Service Management Practice at the Aberdeen Group. He shared with us some industry insight for companies interested in building a successful industry analyst relations program.
February 2008
So You’ve Created a Blog, Now What?
New media is all the rage for marketers these days, so for those just starting out on this digital endeavor, how can you optimize your blog? What blogging tools work best to drive traffic to your site? Arketi Group provides you with the tricks of the trade. From blogrolling to RSS, to social bookmarking and Technorati, you will be well on your way.
January 2008
Arketi Group Moves to New Office to Accommodate Growth
Arketi Group has more than doubled its client roster, team and now office space. We’ve moved into new offices to meet the needs of the agency’s growing team and client roster. Arketi Group is now located in a nearly 4,500-square foot office at the Druid Chase business park in the Brookhaven area of Atlanta.
December 2007
Happy Holidays from Arketi
From our team to yours, we wish you a blessed holiday season filled with laughter, joy and plenty of eggnog! As 2007 takes its final curtain call, take a peak to view the magical Arketi Christmas tree and gifts!
November 2007
Crisis
Communications... 8 Tips to Weather the Storm
Crises can happen at any time, and they often arise when you least expect them.
Hypothetically, if a major crisis happened to your company in the next hour,
would you be prepared? According to a recent survey by BtoB Magazine,
57 percent of companies do not have a crisis communications plan in place, yet
53 percent have experienced a crisis resulting in negative media coverage and
decreased sales affecting their company’s bottom line. Clearly, there is
a disconnect regarding the value of proactive crisis planning even if B2B marketing
executives experienced a crisis first-hand.
October 2007
Building
a Community Relations Program
Recently we spoke with Brooks Robinson, CMO of Cbeyond, an
Arketi client, about the importance of community relations and how
Cbeyond launched its program, Cbeyond Community Connections™. Cbeyond, an
IP-based managed services provider, developed a community relations
program to help the company and its employees connect with and serve
the community, while fostering personal growth. Brooks explained
what it takes to create a great community relations program, how
to keep it running successfully, and the benefits for both community
and company.
September 2007
The
Name Game … the 9 basic steps for naming a company or product
If you’re a parent, you know both the joys and jitters attached
to the naming of a child. Personally, we always thought that whole
child-naming process was flawed. After all, how do you know he’ll
be a "Henry" or she’ll be a "Hannah"? It
makes more sense to us to have a "getting-to-know-you period" with
a glimpse into the child’s personality and an inkling of who that
child really is - and might become one day.
So how did we arrive at such thinking about naming? Let’s just
say it started with Shirley Ellis’ "The Name Game" song…also
known as "The Banana Song"…with really clever lyrics like "Jack,
Jack, bo-back…." Fast forward more than two decades and
scores of names for all kinds of products, services and companies to our
credit, and here’s what we’ve learned. Naming is
not really a game, but if you follow these steps, you win every time.
July-August 2007
A
Closer Look at the 3R’s of Marketing and PR
Let’s face it, the days of bottomless marketing budgets are long
gone. Today, marketing executives have limited dollars and resources,
but the pressure to get the same number, if not more, of leads for their
sales teams is still there. So marketing execs must be smart about how
they use their marketing investment and look for creative ways to get
the leads they need. One guaranteed approach to help you get the maximum
return out of your marketing campaigns is to follow the 3 R’s:
reduce, reuse and refresh.
May-June 2007
Differentiating
Goals, Objectives, Strategies and Tactics
All too often, in today’s marketing world, the terms goal and objective or strategy and tactic are
used as interchangeable ways of saying the same thing. Plainly put, they
are not – and the resulting lack of precision can be problematic.
This is more than a semantic issue. This lack of understanding can cripple
a marketing plan or, worse, make it totally void of value.
March-April 2007
High-Tech
Research on a Low Tech Budget
When you give advice to management on messaging, campaigns and marketing
programs, what type of feedback do you receive? Do people ask you to
back up your claims with real-world examples? But when you recommend
that research be conducted to validate your assumptions, are you told, “We
don’t have enough money for that?” Many times, we marketers
want to test our beliefs in the market but know we have tight budgets.
However, even with a limited budget, there are a few research options
available that can help you back up your claims.
January-February 2007
Tips
for Improving Demand Generation
We are often asked, "What can I do to improve my demand generation
rate? How can I generate more leads?" While there are too many tips
to share in one newsletter, here are four ideas to get you on the road
to demand generation that works.
October-November 2006
Understanding
How Marketing Can Work With Other Departments
We are often asked what’s the best way for Marketing to work with … and
not counter to … other departments – like Product Development,
Product Management, and Sales. Many times it seems as if the line separating
responsibilities is blurred. While each company has its own twist on
what responsibilities fall to which department, here is a simple starting
place to understand the typical role these four departments have in an
organization and how they work together collectively.
August-September 2006
Services
Marketing for Technology Companies Workshop with Tech Guru Jeffrey
Tarter
This must-attend event on October 11th, is for technology executives
looking to increase revenue from current customers and attract prospects
with a fast-growing, high-margin services portfolio.
June-July 2006
Attracting
Robots to Your Website
In the battle between those who maintain the search engines, and want
them to rank sites objectively – and those who maintain the websites,
and want them to give their sites higher rankings – the exact workings
of the robots are a closely guarded secret. But some key features of
robot behavior can be divined, and from these, some simple rules arise
for making sites robot-friendly.
April-May 2006
Messaging
at its Core
We are often asked, what makes for a good message? How do I know
it will work or resonate? How do I get started? While there
are too many strategic messaging questions to answer in an email, this
newsletter discusses four ideas to get you on the road to a message
that works.
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