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Using e-books for b-to-b social marketing

By: Jon VanZile on December 05, 2012

There's a good reason marketing consultant David Meerman Scott calls e-books the “stylish younger sister to the nerdy white paper.” According to Scott, author of the best-selling “The New Rules of Marketing and PR” (John Wiley & Sons, 2007), e-books can be more graphically interesting, more fun and conversational—that is, with greater viral potential via social channels— than traditional white papers.

Video 'short-shorts': A good fit for marketing?

By: Jon VanZile on July 10, 2013

Last month, the popular photo-sharing service Instagram, owned by Facebook Inc., sent a shiver through the social media world when it added short-form video to its service. The move put Instagram's 15-second video clips in direct competition with the other short-form video service, Twitter Inc.'s 6-second Vine program.

Will Tumblr be the next big thing?

By: Jon VanZile on October 19, 2011

Just when it seemed that the social media marketing scene was settling into a comfortable groove dominated by Facebook, LinkedIn and Twitter, another platform seems to be popping up with increasing frequency.

Can Groupon 'daily deals' ever work in b-to-b?

By: Jon VanZile on September 12, 2011

Last spring, the Chicago-based consulting firm Ajilitee made headlines throughout the marketing world with a novel direct-marketing strategy: using Groupon's popular platform to offer $25,000 worth of consulting services for only $12,500.

Progressive profiling for quality leads

By: Jon VanZile on February 19, 2013

While collecting prospect data is essential for marketing, marketers need to be wary of overwhelming prospects with requests for information during the lead-generation process.