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What is AB Testing?

What is AB Testing?

By John Eberhard AB Testing Years ago the pioneers of direct marketing (mostly in the direct mail field) came up with what they called AB Testing. This is where you send out at least two versions of some promotion, and test them against each other and carefully track...
What is a Lead Magnet?

What is a Lead Magnet?

by John Eberhard A common marketing action today is to create what is called a “lead magnet.” This is something you offer that attracts leads. And then you offer that on a website, or via email or via other types of promotion. This is often some kind of information...
What is Vertical Marketing?

What is Vertical Marketing?

by John Eberhard Vertical Marketing is a term that refers to marketing that targets only a specific type of public or audience, as opposed to marketing to the general public at large. For example, let’s say that you have a product or service that is specifically used...
Planning Your Marketing for 2024

Planning Your Marketing for 2024

By John Eberhard Well we’re into March already. So if you haven’t done a comprehensive marketing plan for the year, it’s time to do so. Here’s what I recommend. Take a look at what marketing actions you took during last year, that were most successful. Which ones...
Marketing Pioneers

Marketing Pioneers

By John Eberhard Recently I wrote an article in which I was critical of many of the new marketing “gurus” that you see today. I talked about how most of them don’t even know the fundamentals of marketing, and how what is more important is knowing the fundamentals so...