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I did a short (under 45-minute) Webinar last week for Enquiro (now part of Mediative), on a subject that I am often asked about, “How do you get C-level execs to invest in search marketing?” The Webinar, ably hosted by Bill Barnes, VP of Business Development at Mediative, allowed me to pass along five of my favorite tips. The other five tips were provided by Jennifer Lemming, Director of Marketing at DS Waters, a veteran of Coca-Cola and 3M. If you’re unsure of how to convince top management of the value of search marketing, check out “10 Tips for Selling Search to the C-Suite.”

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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, a leading social consultancy. Mike is the author of two books on digital marketing, an instructor at several leading universities, as well as a Senior Fellow at the Society for New Communications Research.

2 replies to this post
  1. Sure thing, there, OEM software…
    Tip 1: CIOs and CMOs don’t always get it
    Tip 2: Stick to the value, not the tactics
    Tip 3: Be specific about the goals
    Tip 4: Be ready to answer hard questions
    Tip 5: Never stop selling
    My suspicion is that these tips might seem a bit bare without the slides and the examples, so I’d recommend that you find a fast Internet connection and listen to the audio when you can.



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