The Future of Marketing

Newt Barrett

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Top Stories by Newt Barrett

Whether or not you are actually sending out regular eNewsletters to customers and prospects, you should consider creating a special ‘tips’ eNewsletter for new users and/or testers. As it frequently does, the Avongate blog inspired me with a post that was specific to software companies that need to convert free trial users into paying customers. Guest blogger, Jason Cohen, CEO of Smart Bear Software, emphasizes that you need to do something with your captured customer info, because you will be wasting data otherwise. But, he also suggested that the typical "thanks and hope you’re enjoying our software " was not much better than doing nothing. Instead, he recommends that you do a special-purpose series of three eNewsletters that are filled with tips about how to make best use of the product that prospects are testing.  However, you must make sure that your content i... (more)

Can B2B Print Media Avoid the Fate of the Dinosaurs?

No. Their ever shrinking content reduces them from ‘must read’ to ‘why bother?’ For centuries, print magazines and newspapers had a publishing information monopoly. Even when the consumer universe began to rely more on radio and TV, the business to business media was the only route to the industrial buyer. This was true for both public relations and advertising campaigns. If you wanted to get to the folks who bought business products and services, you had to use print media to reach them. This virtual monopoly persisted unchallenged until the late 1990s when the internet interv... (more)

Small Companies Who Get Social Can Play with the Big Boys

When it comes to the evolution of the Web and of social media, keeping up seems like an impossible task for most business executives.  Nonetheless, keeping up is critically important in order to remain relevant.  The good news that I take away from a recent study by Forrester Research, is that the evolution of the "social Web" will help level the marketing playing field between large and small organizations.  The report was written by a Forrester senior analyst, Jeremiah Owyang, who is, not so coincidentally, has a terrific blog, Web Strategy. In the past, large companies had al... (more)

The Golden Rule of Content Marketing

 When you make it obvious to your customers how you can help them, you will grow your revenues. Some of the smartest people I know run very small companies in the business-to-business market.  They are dedicated to helping their customers succeed.  In one-on-one discussions with customers and prospects, they make it clear how they can help.  That’s terrific.  And it generates sales.  But it’s just a start. I am convinced that white papers–and their first cousins, e-books– can extend that in-person knowledge sharing and trust building to the entire world.  A great example is a c... (more)

Here’s A Public Agency That Really Understands Content Marketing

AC Transit’s Dedicated Site, ACTForMe.org, Paints a Brilliant and Loving Portrait of the Benefits of Public Transit AC Transit operates a very sophisticated bus transportation system in the San Francisco Bay area, handling more than 65 million passengers annually in an area covering 364 square miles.  That’s pretty impressive.  But what really impressed me is the fact that they also make excellent use of the web to tell a story that turns taking the bus into the obvious transportation choice. AC Transit has created ACT for Me as “Your Guide to the Future of Public Transit.”  Th... (more)