Abridged with the author’s permission from the Vertical Measures blog.

There are many, many different tactics for increasing the revenue that comes from a website, but they can all be organized into four basic strategies:

• Build Traffic
• Increase Conversions
• Increase Your Average Sale
• Increase Purchase Frequency

Build Traffic

Tactics:

• Pay. This is the quickest way to build traffic. It’s immediate and targeted. Use it to advertise when “the ducks are flying.”  That is, if you do most of your business during the holiday season and your organic traffic is lacking, buy clicks.
• Build links. This isn’t glamorous work, but fundamentally it’s what positions you for authority. Do keyword research, brainstorm, and develop lists of potential websites to contact. Just a one or two point movement in the rankings can have an incredible impact on traffic and revenue.
• Develop content. Great content builds traffic whether that content is posted on your site or on another site with links pointing back to you.

Optimize Conversions

Tactics:

• Have a Single Purpose. People come to your site for a reason. Make sure the page you deliver for your keywords is relevant. With this in mind, keep your pages simple. Each should have a single purpose.
• Go Faster. A recent survey {http://blog.kissmetrics.com/loading-time/} showed that a additional second in page load time can cost you 7 percent in conversion. What can you do to make your pages load faster? Upgrade to a faster server. Take your javascript off the page and move it to the server. Optimize your photos and clean up your code. Have your site updated to the newest HTML5 and CSS3 best practices.
• Make It a Quick Read. Replace long text with bulleted points. Simplify your pages with graphics.
• Ask for the Sale. Make sure you give them an easy way to buy. BIG buttons, directionals and bold text are essential to making it easy for the user to buy.
• ABC: Always Be Closing. The easiest person to sell is someone you’ve already sold. Put an action item on your thank you page. If someone has completed a sale, downloaded your white paper or filled out your form, ask them to sign up for a newsletter, Tweet it, Like it, etc.
• Analyze Your Traffic. Analytics will help you determine your next steps, find the pages and keywords with high bounce rates—and high conversion rates, and discover your highest-trafficked pages.

Increase Your Average Sale

Tactics:

• Offer an Upgrade. Think of ancillary, complimentary products you can offer in a package with your basic product. Amazon does a great job of this. I’m sure you’ve seen the “Customers that bought this item…also bought this.” It’s a great way to increase your average sale.
• Offer Free Shipping. If your average sale is $75, for example, offer free shipping with purchases over $100.
• Offer BOGO. Buy one, get one, or get one at 1/2 price. You’ll have to run the numbers to ensure profitability, of course.

Increase Sales Frequency

If you have a list, use it. Customers want to hear from you, that’s why they signed up. Make sure you abide by the frequency you agreed to when they signed up and then create a content/promotions calendar to engage this audience. Engage your customers on a frequent basis. Make additional offers and they will respond.

Mike Huber is Director of Client Services at Vertical Measures.

Slightly abridged with the author’s permission from the Savvy B2B Marketing blog.

In her book Fascinate: Your 7 Triggers to Persuasion and Captivation, Sally Hogshead outlines the seven triggers that get everyone’s brains responding in some way by fascinating them. Let’s walk through how marketers can use these triggers to better connect with their audiences.

First, the seven triggers and how you can tap into them (click on the links associated with each trigger for a mini overview on YouTube):

• Power: You can assume a position of power by defining a new set of rules on your terms; establishing a ranking system (with you at the front of the line); and seeking respect over affection.
• Passion: You draw people in with emotion by focusing on feelings instead of on facts and data; creating opportunities to use all five senses; and teasing but not giving everything away.
• Mystique: You spark curiosity by asking questions without giving the answers; revealing less than expected (i.e., withholding information); and using stories instead of facts to build a mythology.
• Prestige: You create prestige (and gain respect and recognition) by setting a new standard instead of engaging in the same old discussion; limiting availability (tapping into the scarcity effect); and offering ways for people to relate to one another (such as by creating emblems).
• Alarm: Create urgency by defining consequences; creating deadlines; and using shared concerns to motivate, unite, and involve.
• Rebellion: When you’re rebellious, you change the game by leading the audience astray, i.e., lure others away from the competition by offering an alternative; disrupting the status quo (such as by injecting irreverence into straightforward messages); and encouraging people to experiment with new behavior and beliefs.
• Trust: You build loyalty by becoming familiar to your audience; telling your unique story with passion so you stand out as authentic; and delivering a consistent message over and over. According to Hogshead, this is the most important of the triggers but the downside is that if you become too predictable, people will start to ignore you.

So how can you apply these triggers to your content? Let’s use a white paper at the early stages of the buying cycle as an example.

Power: Instead of laying out the same old story line as all your competitors, establish your company as one with a unique perspective.

Prestige and Rebellion: Rather than offer up the tried-and-true options, outline innovative ways to overcome challenges/achieve goals.

Passion: While stats and facts have their place in a white paper, elicit an emotional response by working in a story about a real person, perhaps when you highlight how other companies have successfully attained their goals or surmounted obstacles.

Mystique: End your paper by pointing readers to additional information related to this topic. In other words, promise to share further insights that they can use to their advantage.

Alarm: Get readers motivated to take action by pointing them to a webinar that will air on a certain date, by reminding them what might happen if they fail to act, or by highlighting all the other companies that took action and were glad they did so.

Trust: Gain your audience’s trust by consistently conveying your message and building your story line across all related content, such as the webinar or case studies you invite them to access next.

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. To find out more about how she can help you educate prospects, demonstrate thought leadership, and ratchet up the results of lead-nurturing campaigns, visit Ten Ton Marketing.

Abridged from the Damn! I Wish I Thought of That! newsletter.

Most businesses do some sort of charitable partnership, which is great. But, unfortunately, most aren’t worth talking about and don’t get the recognition they deserve.

The brilliant team at Threadless, however, has everyone excited about their Good Shirts program to help UNICEF deliver some much-needed aid to kids in Africa.

A few ideas you should borrow from this project:

1. Make it outrageous

Every word of mouth initiative takes something unexpected, outrageous, or unbelievable to inspire conversations. For this campaign, one of the shirts for sale costs $300,000. Buying it means UNICEF can make a cargo flight of goods to those in need. It may just be the world’s most expensive T-shirt.

2. Make it easy to participate

For $18.57 you can buy a shirt that gets mosquito nets for those who need it. That’s an affordable, easy way for a lot of Threadless fans to get involved.

3. Make it interesting for big talkers

As important as it is to make your charitable project accessible for all your fans, getting just a few big influencers involved can dramatically increase the buzz. That’s what their $300,000 and $75,000 shirts are all about. As soon as a celebrity buys one, they’re going to get a ton of press.

4. Make it naturally viral

These shirts are goofy. They’re drawings of whatever your donation is supporting — a worm represents deworming tablets, for example. Strangers are going to ask about them, and people familiar with the project are going to immediately recognize them.

5. Make it match your core business

Threadless is selling shirts for charity — and everyone knows them for selling great shirts. Too many businesses attempt a complex cross-promotion (you know, the law firm doing some walk for something, etc.). But if you can tie your charitable campaign to what your business does, a) it’ll be better for the charity (because you’re good at it and know what you’re doing), and b) it’ll be good for business, because more people will learn what you’re great at.

6. Make it fun

People don’t like to talk about difficult topics, and the issue Threadless is helping to address is heavy — it’s about kids facing starvation and disease in one of the world’s most desperate regions. Yet the simple, light-hearted shirts give talkers an easy way to show their support.

7. Make it forwardable

Like every great word of mouth project, everything about this campaign is easy to share. Each page is ready to share on Facebook and Twitter, they’ve got embeddable videos you can use, and the whole thing kicked off with a great email that survived lots of forwarding. You can do everything else perfectly, but if it isn’t easy to share, your word of mouth quickly dies.

8. Make it 100%

All of the proceeds from the sale of shirts are going to support this cause. You’re doing all this work to rally fans around a cause you believe in, and you’re going to risk breaking their trust with some policy about covering your costs? Whenever you’re asking your talkers to give 100%, you have to lead by example.

Andy Sernovitz is CEO of GasPedal, a company that teaches word of mouth marketing to brands of all sizes, and author of Word of Mouth Marketing: How Smart Companies Get People Talking. He blogs at Damn! I Wish I Thought of That!

Our friends at HubSpot have put together a terrific compilation of 100 charts and graphs about online marketing, and some of what they’ve drawn together is truly striking.

One graph, for example, shows that a third of U.S. consumers spend three hours or more online every day, and nearly 80 percent spend at least an hour online. Meanwhile, DVRs are making TV advertising irrelevant—86 percent of people skip TV ads—and 44 percent of direct mail is never opened. If you’re not putting your budget online, you’re not where consumers are directing their attention.

Fortunately most marketers recognize that, and most, according to the stats gathered here, are turning their efforts and dollars to inbound marketing, especially social media, virtual events and webinars, and SEO. Why wouldn’t they? HubSpot’s stats show that inbound marketing costs less than half as much per lead as outbound marketing—and costs less in absolute terms, too.

There’s lots more to be found inside:

• Illustrating the importance of SEO: 70 percent of the links users click on are organic, not paid, and 75 percent of internet users never scroll past the first page of search results.
• Companies that blog have 434 percent more indexed pages and 97 percent more inbound links, making them much more attractive to search engines and much more likely to generate leads.
• Of all the social media networks, LinkedIn generates the most referrals and the most sales for B2B companies; Facebook does the best for B2C companies.

And much, much more, including special compilations of stats on Twitter and Facebook. Check out the whole thing:

Abridged with the author’s permission from Marketing Trenches.

All too often social media planning revolves around a murky set of objectives and a band of interns. Having completed a handful of these plans on behalf of clients in the past few months, here are the 10 components that belong in your social media plan, regardless of organization type, size, and structure.

1. The Baseline Metrics

Even if no one is interacting with your Facebook fan page and only your employees are sharing your content on Twitter, it’s important to establish a baseline. Sometimes the sole reason for establishing a baseline—as bad the numbers may look—is to set up the applause when those numbers improve.

2. Competitor Benchmarks

Do this for the same reason you gather the baseline metrics: it’s not always easy to identify what you’re after with your social media program. Whatever you do, don’t assume that because a competitor seems to have their act together that they actually do. Follower counts, engagement and a well-designed presence are often the result of pure longevity.

3. Goals and Objectives

This is often the most difficult piece of the planning process, because your return on social media is not—and may never be—as cut and dried as something like a PPC campaign. My advice: Keep the goals relatively simple to start, use both soft and hard goals, and don’t be afraid to put goals into categories.

4. Naming Strategy

This is a seemingly minor detail, but how and what you name your social media properties is just as important as the domain you choose for your organization’s website.

5. Staffing Plan

You are going to need people to execute your social media plan. That’s right. People, not person. You cannot successfully execute a social media strategy without ideas, support, and resources flowing from throughout your organization.

6. Content Calendar

No content, no social media. No content marketing strategy, no social media marketing strategy. If your social media plan does not revolve around some type of content calendar, your message—and your social media plan—will fall flat at best, and fail at worst.

7. Partner Integration

Guess what every single one of your partners – investors, technology partners, VARs, and others – wants to do? Expand their social media audience and engagement.

Guess what your brilliant social media plan will do for them, if done right?

8. The Ideas!

If your plan revolves around only day-to-day tactics, it may be organized, but it won’t be special. Special comes from social media campaigns,. If you’re trying to reach a particular audience, build an entire campaign to find and engage that audience.

9. Examples

At some point, you’re going to have to sell this plan to supervisors, investors, or colleagues. Chances are that most will not grasp the business case for social media, and will question whether your plan makes sense compared to other corporate initiatives. Hands down, the easiest way to conquer these objections is to show examples of how similar organizations have used an organized social media plan to achieve specific goals and objectives.

10. Reporting and Analysis

How are we going to track our progress and return on investment? If you don’t get this question multiple times during your social media planning process, then people either think you have the Midas touch or they simply don’t care.

First, based on your goals and objectives, decide what you want to measure. Second, decide how you want to measure against those goals and objectives.

Michael Sweeney is a managing partner at Right Source Marketing.

Reprinted with the author’s permission from PostAdvertising.

There was once a day when a computer filled a room. Now it’s in your palm. That’s the story my dad tells me at least. Soon, when my future children are old enough to understand, I’ll tell them how I used to read books and magazines made out of paper and I couldn’t simply touch the screen of my computer to make things happen. Also, I used to walk to school uphill, both ways, in the snow.

It’s the evolution of technology. We know that the televisions we’re watching, the cars we’re driving, and certainly the laptop I’m writing this post on will all seem like relics in 5–10 years. It’s inevitable, and just a matter of time. But the importance to marketers of this evolution is not simply that it’s happening, but the effects of these evolutions on the way we consume our content.

From the early 80’s to the early 00’s, the appearance and capabilities of our computers and televisions changed drastically, but they remained our primary means of content consumption. We still used our phones to call our loved ones and the only place to watch TV was on the TV. But in the last decade, things have turned upside down. The emergence of tablets, e-readers, and streaming audio/video has created a grey area of where exactly we are all consuming content. It’s conceivable that in a day you’ll read a book on your tablet, call your parents on your computer (with video, of course), rent a movie on your video game console and use your phone to watch live television. Audiences are consuming content everywhere and it’s up to content producers to make sure they’re reaching them in the appropriate places.

There’s also evidence that these new channels are not only being used, but result in more content consumption than ever before. According to recent studies, digital readers own (virtually) and read more books than do other readers. Also, tablet users consume a greater variety and volume of content on their devices than users of traditional channels. The inherent interactivity of tablet devices (versus reading the newspaper left on your doorstep) encourages in-depth exploration of content as well. The future of entertainment is poised to result in the embrace of content, branded or otherwise, across non-traditional mediums.

Whether technology is simplifying our world or not, the technology landscape is anything but simple for content marketers. We’ve moved beyond the age where brands need to be convinced that content marketing isn’t optional (if you believe it is, then your ship is about to capsize) into an age where audiences expect to be reached, properly, in all the places they hang out, during the times they want to be reached. This means moving a print magazine onto the tablet, creating engaging 3D games, including social components (ex: tweeting with audience members) during live events, or turning your service into an iPhone app.

This also means that hiring siloed agencies who can only help brands move into a singular discipline, like Facebook or mobile content, won’t fit into a long-term content plan. Yes, you should have a social presence, but how will they help you when the next technology emerges? How will the Facebook agency help you create content for those mediums? If your brand’s strategy is to hire a handful of single-channel agencies (who most likely don’t play nice with each other), how will you adjust to the changing technological landscape? Can you afford to keep adding agencies to your budget?

If nothing else, the paradigm of how we view media has been completely shattered. Televisions aren’t just televisions. Game consoles don’t just play video games. Cell phones don’t just make phone calls. The future of content marketing exists in one crazy, ever-evolving technological solar system, and we’re just living in it. So how will you reach your audience?

Jon Thomas is Communications Director for Story Worldwide and can be followed on Twitter @Story_Jon.

Reprinted with the author’s permission from WebInkNow.

Business-to-business marketers fall into two camps. There are the people who believe in email registrations for things like white papers to drive leads. This group believes that with a gate, value comes from capturing an email address of each person downloading the content because they become sales leads. There is very little sharing of content on social media with a gate because people do not want to expose those in their social networks to possible spam.

Then there are those who believe in making content like white papers totally free without registration in order to spread the information as far as possible. For these folks, value comes from many more people being exposed to the content and more spreading the free content via social networks. My research suggests that between 20 times and 50 times more people download free content. But you get zero traditional “leads”.

I had such a debate on video with HubSpot Marketing VP Mike Volpe. Check it out here.

Gated content with squeeze page calculus:
(No sharing / every single download is a “lead”)
10,000 people initially exposed to the white paper content offer
x 5% register their email address to download the white paper
+ Nobody shares on social networks
RESULT = 500 email addresses captured from people who want to read the white paper. No sharing and no inbound links created.

Totally free content calculus:
(Tons of sharing / zero traditional “leads”)
10,000 people initially exposed to the no registration white paper content offer
x 50% download the no registration white paper
+ 10% of those who read it share on social networks
= an additional 5,000 people download the free content
RESULT = 10,000 total people download the white paper. Inbound links created from social networks. Zero email addresses captured so zero traditional “leads”

New lead generation calculus

I wanted to offer an alternative, a hybrid model that takes both views into account. I suggest the first offer be totally free (such as a white paper). Then within the white paper, include a secondary offer that requires registration you can use to capture leads. A secondary offer might be a Webinar that is related to the content in the white paper and educates people even more on the topic.

Hybrid model with initially free content then a secondary offer:
(Tons of sharing / lots of inbound links / bonus = lots traditional “leads”!)
10,000 people initially exposed to the no registration white paper content offer
x 50% download the no registration white paper
+ 10% of those who read it share on social networks
= an additional 5,000 people download the free content
RESULT #1 = 10,000 total people download the white paper. Inbound links created from social networks.
+ Secondary offer within the white paper offers a registration required Webinar
x 5% of those who download the free white paper register for the webinar
ADDITIONAL RESULT = 500 emails captured from people who to attend the Webinar

All leads are not equal.

An added benefit of this hybrid new lead generation calculus approach is the difference in leads. The Gated content approach simply generates email addresses from people who want a white paper.

The hybrid approach generates email addresses from people who have already read the white paper and now want more information about your company and its products and services and are eager to attend the webinar. With most lead scoring systems, the hybrid model leads are hot and the white paper leads not.

David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author of The New Rules of Marketing & PR, a BusinessWeek bestseller.

This was originally two posts on the Big Star Copywriting blog. Abridged with the author’s permission.

Your email arrives uninvited into the personal space (the inbox) of your intended recipients.

Even if they signed up for emails from your business, they forget which day it will arrive, how often the emails will appear in their inbox, and (unless you’re a well-known brand) they’ll question why they are getting email from you.

That’s a big wall of doubt to overcome. Unless you handle the first few lines correctly, your email could end up binned or worse, as a dreaded ‘unsubscribe.’

Write to a person, not a list

Essentially your email is a sales letter. When you formally address your reader, you are showing them respect. They opened the message and started reading. That, in my books, commands respect.

Write to your reader as if you are writing to only one person. Pick a name from the list and write to that person only. Because that one person (and every other person) will read your email as one person—themselves.

Be understanding, not demanding

Not all email copywriting has to be a big sales pitch.

Be understanding about the intrusion your email represents to your reader and take the time to explain to them why they should keep reading your email.

I know that you want people to click your email so you can ‘measure’ it. But putting a short block of cryptic copywriting that leads to your website does your reader no good.

Asking your reader to take yet another action a second after opening your email is working against you. They opened your message, keep them there until they are sold on how great your business is. THEN get them to take action.

Think of it as customer service

Send your customers email content they will look forward to reading.

It’s not a ‘newsletter,’ it’s a customer service letter. Every email you send out can be an exercise in customer service.

Ask yourself this: how can I help my customers to do more in their businesses; to succeed, do things faster, or better?

• Give one new tip each week on using or maintaining your product
• Find ways of offering seasonal information
• recycling old content is a great way to re-connect with long-time readers and to connect with new customers
• offers come with the seasons too; which offers did well last year?
• Make it more personal
• tell them what you believe in or value
• share a funny story
• explain where the parts come from (or fruit travels from)
• delight them with unusual uses, or valuable stories from others

Steve Kellas is with Big Star Copywriting.

Slightly abridged with the author’s permission from The Tendo View.

As reported in this article in The Guardian, analyst firm IDC estimates that by the end of this year, the number of tablet computers shipped will reach 62.5 million worldwide, an increase from its earlier prediction of 53.5 million. Last year, the number of total tablets shipped was 18 million, which means shipments increased 247 percent. It’s hard to ignore numbers like that.

So, should you get in on this action and build a tablet app? Well, that depends. Before you jump on the tablet app bandwagon, ask yourself some level-setting questions first.

Is your audience likely to own tablet computers?

This is the most important question to ask. Does your audience have the financial means to purchase something like a tablet computer? Are they gadget types? Are large portions of your audience already accessing your content via smartphones?

If the answer to most of these questions is yes, then consider developing a tablet app. If you don’t know the answers to these questions, conducting some audience research should be your first step.

Do you have a mobile app?

If you’re just launching your mobile strategy, a mobile app is the logical starting point, before investing in a tablet app. If you already have a mobile app that your audience is actively using, then it might make sense to follow that up with a tablet app. But before pulling the trigger on developing your tablet app, check out how well your mobile app is doing. Do you have any audience feedback, or stats on the number of downloads? How about actual usage of the app? According to an IDG study (as reported in this marketresearch.com article), the majority of mobile device owners regularly use fewer than seven apps.

If your mobile app is actively being used by your audience, then, yes, you should probably consider developing a tablet app. If your mobile app is being ignored by your audience, consider a different engagement strategy and direct those tablet app investment dollars elsewhere.

Does the tablet form factor complement your content?

Is your content highly visual or interactive? Could it be? Would a tablet app expand the possibilities of your content? Would it open up new ways to engage with your audience?

The high-resolution screens on tablet computers create a rich user experience. For content that requires a larger viewing area or full-color graphics, the tablet is a perfect format. That isn’t to say that non-graphical content has no place on the tablet (for example, I think newspapers are a great fit for it). But for highly graphical content, a tablet app might be a good consideration for creating a rich user experience.

Where is your content most likely to be consumed?

Certain types of content, like a search engine for finding a restaurant or an app that checks the traffic, will generally be accessed quickly while a person is on the go. In these cases, the person may only spend one or two minutes interacting with the content (this isn’t a bad thing—they’ve gotten what they need and continued on their way).

If your business model and/or your content is about brief customer engagement, it might not make as much sense for a tablet app. According to a study reported by eMarketer, tablet computer users spend most of their time on the device engaging in longer-term activities, like browsing the Internet, looking at photos or videos, reading newspapers and books, or visiting social media sites.

Do you have access to/budget for the right resources?

There are two primary rules in application development: 1) it has to work, and 2) it has to work. Has your company developed an app before? Do you have enough knowledge in-house to manage an app development project? Will you need a graphic or UI designer to work with your developer? Do you have budget for all these resources?

The bottom line here is that if you are going to invest the time and dollars toward developing a tablet app, make sure it represents your company well. That means it must be easy to use, nice to look at, and functional. If you’re going to do it, do it well.

Selena Welz is a managing editor at Tendo.

Slightly abridged with the author’s permission from Marketing Interactions.
It really doesn’t have to be that difficult. After all, a B2B website must serve as a centralized hub for all of your online content marketing efforts.

1. Orient Visitors Immediately. You’ve got 3 seconds. You’d better make sure people can figure out what your company does, why they’re staring at your webpage and what they should do/get — and do it fast. This doesn’t just mean for your homepage, it means for EVERY page. This is yet another reason to dump the buzzwords and jargon. They take too much effort to slog through and eat up your 3 seconds without providing any value.

2. Speak Directly to Visitors. There’s absolutely nothing worse than landing on a website that’s “WE” focused. People don’t care about you before they care about what’s in it for them. Make sure your content speaks directly to them about stuff they care about — high-priority stuff. If it’s not high priority then there won’t ever be an intention to DO something — which is what your end goal should be. Always.

3. Provide Interest Pathways.In other words, if “X” is your priority, then click here for all the resources you need about that topic. Why is it that B2B websites silo their content under tabs for products, industries, customer stories, resources, news, events, etc.? If it relates to a priority interest, it should all work together.Take this test — go to your website and see how many gyrations you have to perform to find all the content available on a particular priority that’s top of mind for a specific audience. How can you improve upon that experience? Oh, and if you don’t have any content that meets the challenge, get cracking.

4. Answer Questions. While you’re doing the test above, determine which questions your content is answering. Does your prospect have those questions? And then map them to the buying process. Is there a logical progression? This doesn’t mean the content has to be presented that way. People aren’t linear. But what it will do is help you to find the gaps that you’ve missed. Do your answers apply to the status quo? Most marketers never get early enough in the buying process to provide a productive buyer experience from beginning to end.

5. Get Visitors to Do Something.I can’t tell you how many websites don’t ever ask for anything beyond contact us or sign up for our newsletter. There must be more. Help them figure out what content to engage with next, given what web page they’re on. How about based on where they came from?What event can they sign up for that relates to their interests? What white paper or eBook can they download? Do you have related blog posts they might be interested in? And why do you rely on those little social media icons in the footer or header of your website to do the trick? Invite them to follow you on Twitter because … you’ll be Tweeting links to a new series on X in the next 10 days, for example. In other words, give them a reason to do something — don’t expect them to figure it out on their own.

A couple of bonus tips: your website should also be capable of monitoring and scoring activity so you can tell if the five things you’ve gotten it to do above are actually working. How else will you know if you’ve done it correctly? And finally, ratchet down those forms. Do you really need more than name, email and a third field for something like title or industry for segmentation purposes to start with?

Ardath Albee is CEO and B2B Marketing Strategist for Marketing Interactions, Inc. Her book eMarketing Strategies for the Complex Sale is available from McGraw Hill.