Trends in HR Marketing^sm: HR Buyers’ Behavior 2008

Summary: This research report focuses specifically on how the Internet, Web 2.0 and social networking technologies are impacting how human resource professionals research and purchase products and services for their organizations.

Trends in HR Marketing^sm: HR Buyers’ Behavior 2007

Summary: This report provides information on trends and best practices for marketing to the human resource and benefits marketplace, and more specifically on the purchasing behavior of the typical HR buyer. It includes an analysis of trends and the progress of the HR buyer through the purchasing cycle as well as the tools they use to progress through each stage. This analysis, combined with an understanding of how important online visibility has become for HR suppliers, provides readers with a better understanding of their target market and the best marketing tools with which to reach them.

Trends in HR Marketing^sm: HR Buyers’ Behavior 2006

Summary: Whom do HR buyers rely on to make purchasing decisions? What information sources do they use and trust? How important is a vendor's online visibility? This research report answers these questions and more. This report analyzes trends and the progress of the HR buyer through the purchasing cycle, as well as the tools they use to progress through each stage. It focuses on specific areas of how HR buyers seek and evaluate information before making a purchasing decision.

Trends in HR Marketing^sm Where HR Suppliers Spent their Marketing and PR Dollars in 2007 and What's Ahead in 2008  

Summary: This report covers the latest trends and best practices for marketing to the human resource (HR) marketplace going into 2008. The data presented in this report is based on responses from a diverse group of HR and employee benefits suppliers collected during July, August and September of 2007. The report highlights key trends such as: the growth of direct e-mail marketing and devaluation of print advertising; the growing importance of search engine optimization (SEO); and the growth of “Web 2.0” tactics like blogging, podcasting and social networking as a means of lead generation.

Trends in HR Marketing^sm Where HR Suppliers Spent their Marketing and PR Dollars in 2006 and What's Ahead in 2007

Summary: This report revisits the question of "Where do HR suppliers spend their marketing and PR dollars?" The report outlines key trends such as: the patterns of adoption and use of various marketing and PR tactics by HR and employee benefits suppliers, the continuing devaluation of print materials, printed direct marketing and the possible shifting of importance of trade show investment, and the potential growth of “Marketing 2.0” and “Marketing PR” tactics in 2007 including social media and press release optimization.

Trends in HR Marketing^sm: Where HR Suppliers Spent their Marketing and PR Dollars in 2005 and What's Ahead in 2006

Summary: Where do HR suppliers spend their marketing and PR dollars? Which marketing activities have the greatest impact in generating leads? What percent of revenue do most HR suppliers spend on marketing and public relations? How many trade shows does the average HR supplier attend and exhibit at? To what extent will HR suppliers invest in or increase the amount they spend on Pay-Per-Click advertising and SEO in 2006? Will expenditures on online marketing activities take money away from more traditional marketing and PR activities like print advertising and exhibiting at trade shows? These questions and more are addressed in this report.

eBook: How to Reach and Engage Human Resource Buyers and Convert Them to Leads

Summary: This new eBook is a 29-page, three-step marketing guide to achieve increased publicity, web site traffic, improved SEO – and more HR sales leads.

eBook: Marketing and PR in the Human Resource Marketplace: What You Need to Know

Summary: This eBook will walk you through today’s HR marketplace to help you understand the changes that are taking place and help you see a future for your company in that marketplace. Then we’ll show you how to make use of the most effective marketing tools available today and how to measure the success of your marketing campaign to satisfy the new mandate for demonstrable ROI. The eBook concludes by showing you how vendors in the HR marketplace have been employing these tools and how they have put HRmarketer to use to get the best possible return on their marketing investment.

Article: Putting SEO and Marketing PR to Work for Your Business

Summary: Marketing PR is now best practice in the HR/benefits marketplace. Marketing PR is the integration of traditional PR and marketing tactics that combine social media and other Internet-based activities – all of which can generate more search engine visibility, media visibility, sales leads and brand support. With Marketing PR, all marketing and PR initiatives support marketing objectives, such as lead generation and media placements, which result in verifiable ROI. Marketing PR allows HR vendors to incorporate their marketing strategies, Internet technology, public relations and sales goals into activities that generate more leads without increasing their marketing budgets.

Article: Boost Your Marketing ROI Using “Marketing” PR"

Summary: Most leading human resource and employee benefits suppliers spend 20 percent or more of gross revenue on marketing and public relations, but how this money is allocated is dramatically changing – especially for progressive industry leaders who understand the effectiveness of online marketing. Print advertising, the once powerful oligarchy controlling most HR suppliers’ marketing dollars, has been on the decline, replaced by online marketing and PR activities. This is driven by the fact that increasing numbers of HR professionals turn to the Internet when researching new products and services. As more buyers of HR products and services use the Internet to look for suppliers, the metrics of online publicity, website traffic and qualified sales leads are becoming the standard measurement for how marketing and PR departments are evaluated.

Article: Seven Deadly Sins of Marketing Press Releases

Summary: Unfortunately many organizations attempt marketing press releases and fail because they do not understand the fundamental differences between marketing and traditional press releases—the audience and the purpose of each. To avoid the most common pitfalls caused by these misperceptions, marketers must avoid the seven deadly sins of marketing press releases.

Article: Research Shows Human Resource Buyers Use Internet as Primary Source for Gathering Product Information

Summary: Ideal for human resource suppliers, employee benefits brokers, insurance carriers and any company looking to build brand awareness and sell to the human resource department. Topics covered include: assessment of human resource marketplace, buyer characteristics, purchasing influencers, sales channels, marketing and public relations campaigns that maximize lead generation and effectively selling to human resources.

Article: Eleven Steps for Successful Demand Generation

Summary: Do you have more leads than you can handle? If not…read on. HR/Benefits marketers are increasingly focused on driving sales and revenue. Innovative lead generation tactics can help marketers meet the revenue-focused demands of executives and create provable ROI. Read the marketing PR best practices article “Eleven Steps for Successful Demand Generation” here to find out how.

Article: Mastering Traditional & Marketing Press Releases

Summary: Press releases traditionally were used to disseminate information, but they are increasingly being utilized as a means of contacting prospects, driving leads and influencing purchasing decisions. The key is to master both traditional and marketing press releases.

Article: HR Marketing Best Practices: Marketing PR That Works

Summary: What’s in your marketing plan for next year? If you’re not planning any updates or changes, are you expecting to see new results? Using Marketing PR can help you integrate your current tactics with marketing best practices in the HR/Benefits marketplace, enabling you to generate leads and accomplish your marketing objectives. Marketing PR can accomplish many goals, including: demand generation, Marketing PR fundamentals, search engine visibility, media visibility and brand support.

Just click on a webinar to launch the archived video.

• October 9, 2008 - How to Value and Sell Your HR Business
  
• September 25, 2008 - PR 101: Get Your PR Program off the Ground
  
• April 10, 2008 - "Marketing to HR" with Traditional and Web 2.0 Integrated Strategies
  
• January 31, 2008 - Anatomy of a White Paper Lead-Gen Campaign
  
• September 27, 2007 - Quality Content is the King and Queen of Marketing
  
• July 17, 2007 - "The New Rules" of Marketing and PR with David Meerman Scott