South Carolina-based business law firm Collins & Lacy went from a boutique firm to having a statewide presence. The key to this expansion was management's decision to invest in a marketing department, which had previously left communications to its attorneys.
Corporate training company VitalSmarts uses its "Awareness Team" to spread the word about the brand's professional training products through social media, and the company also relies heavily on word-of-mouth referrals it obtains through free distribution of some of its best-selling books at trade shows and executive briefings.
Hacker Group hires individuals who are experts in a particular discipline instead of expecting its employees to be experts in strategizing across all channels. A focus on bottom-line metrics allows the company to "get to know" its clients' businesses and determine what discipline would be the best fit, said Jill Kaufman, VP of account services.
Pharmaceutical company Pozen is building its marketing staff and soliciting digital advice from industry leaders despite being in the long process of readying products for the consumer market.
Shortly after taking office as Postmaster General in late 2010, Patrick Donahoe reduced the number of his top-level lieutenants to seven. His predecessor, Jack Potter, had nine senior officers on his executive committee.
Automobile maintenance company CarMD.com Corp. has boosted its investment in DRTV in recent years, bolstering its strategy of relying on data in its marketing.
Hewlett-Packard Development Co. does not limit marketing for its Graphics Solutions Business to just print advertising. The unit uses a range of marketing strategies and techniques in print, online and through the mail to reach potential customers around the world and keep in touch with existing customers.
Pitney Bowes launched its marketing global services division last December to better support its individual business units, which each have their own marketing team.
The Postal Regulatory Commission was created by the Postal Accountability and Enhancement Act of 2006 as the successor to the Postal Rate Commission, with the goal of strengthening oversight of the USPS.
B-to-b information provider Hoover's has used end-to-end metrics to align its marketing department to help drive sales.
Eloqua, a Washington, DC-based marketing software company,credits its marketing team for driving a large portion of this growth, including sourcing 60% of new business in 2010.
CardFlex, a b-to-b company that provides transaction processing services and payment technologies, conducts the majority of its lead generation work through its in-house direct response marketing unit.
The Queensboro Shirt Co., launched by founder and president Fred Meyers in the late 1970s, recently launched two new direct sales channels: an iPhone application and a storefront web platform.
The Children's Miracle Network runs a direct marketing group for its affiliated hospitals. The group is comprised of six branches and is "operated more like a direct marketing agency," said Robert Banner, VP of direct marketing at the nonprofit.
Subscription-based music club eMusic organizes its marketing efforts — and its marketing and business development chart — to emphasize its benefits for members.
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.
