December 2013 Issue of Direct Marketing News

December 2013 Issue of Direct Marketing News

• Cover Story: Marketing Leads Here! Customers’ changing purchase habits have extended marketers’ reach further into the sales funnel, upping their contribution to revenue • Special Feature: Is Data Management an Oxymoron • Battle of the Brands: Brookstone vs. Sharper Image • Case Study: Dell-ving Into the Future • Caples Recap: All Guts, All Glory

Marketing Challenge

Bridging the Marketing and Sales Divide: Answers

The sales and marketing teams at Digital Manufacturing are bickering and its impacting their work. What would you do in that situation? Read on to ...

Marketing Challenge: Spoiled for Choice

Sterling Worldwide is hiring a new VP of sales and marketing. One candidate is all about the data, the other is all about fostering customer ...

Case Study

DELL-ving Into the Future

The computer giant's ongoing transformation is prompting new marketing and service imperatives.

Interview: Bobbi Dangerfield, VP of commercial sales operations, Dell

Dangerfield has been through it all. Here's what she hopes Dell will achieve in the future and how she plans to help take the company ...

Special Feature

Is Data Management an Oxymoron?

Technologies like data management platforms provide new avenues for marketers to take control of their data. But it's not all plug-and-play.

How the Cookie Crumbles

Privacy is a topic that's on everyone's mind. But some say it has less to do with data management platforms and more to do with ...

Diary of a CMO

Time's Up! The (Zero) Moment of Truth Arrives

Month 12: Be wherever customers are when they begin their buying journey.


10 Best Bets for Avoiding the Spam Filter

We sought the advice of several experts to provide you with proven practices to keep your email marketing out of the spam box.

When Segments Overlap

Marketers would have an easier job if segmenting customers were as simple as color-coding Skittles. But customers are human beings, which means segmentation is one ...

The Future of the USPS

Ron Stroman, Deputy Postmaster General of the USPS, maintains a firm belief that postal reform can be enacted by Congress in the coming months.

Reacting to Social Behavior

When marketers hear the word "social," their minds immediately roll through a list of networks. But social isn't about networks; it's about consumer behavior.

One Tough Question

5 Reasons to Use Communities to Gather Customer Insight

Insight communities give brands immediate access to large representative groups of stakeholders that will deliver honest feedback.

Deriving Maximum Impact From Online Communities

If you want to get close to your customers, an optimal mix of public social media and private online collaboration should be an essential part ...

Customer Communities: Don't Miss the Party

Becoming customer-obsessed starts with doing a 180 in marketing. The way to create customer loyalty is to facilitate conversations in a vibrant community for your ...

Transform Marketing Through Customer Communities

Considering how many ways online communities can positively impact marketing, it was hard to call out just one. So, here are six.


Infographic: How Organized Is Your Marketing Organization?

It's a multichannel world, so marketers need to consider how well their organization is aligned to support customer needs. We polled readers to see what's ...

Word to the Wise

Word to the Wise: Customer Experience

Far too many marketers equate customer experience (CX) with customer service, thus overlooking marketing's role in CX—which is significant.

Fast Facts

Fast Facts: December 2013

Some quick info hits to keep you up-to-date, including the percentage of shoppers who don't expect to receive a reminder email after they abandon a ...

Marketing Chatter

Marketing Chatter: December 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews for (lots) more.


What's in Store

I've asked the Direct Marketing News team to share their 2014 predictions, based on their many conversations with pundits from the industry. Here's what they ...

Main Feature

Marketing Leads Here!

Customers' changing purchase habits have extended marketers' reach further into the sales funnel, upping their contribution to revenue.

Q&A: Liz Miller, VP Marketing Programs and Operations, CMO Council

The CMO Council recently asked 230 senior B2B marketing executives to rate themselves on improving their pipelines using modern technology. We talked to the study's ...

Battle of the Brands

Marketing That's Anything but a Gift

Ah, the holidays. 'Tis the season for back massagers, key locators—and less than stellar marketing from these two titans of the stocking stuffer.


Caples: All Guts, All Glory

That feeling you get when you're in the presence of great creative—that's what Caples 2013 was all about.

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Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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