1. Marketing has become a business of accountability: ROI leads measurable results.
2. Keyword advertising is deceiving. You can generate low cost clicks, but unless you generate revenue, you will never see a return on your click thru investment.
3. Copy is key to your success on the Internet. Don 't use your words to describe your product, use the words your customers use to find your product.
4. You know those hard won leads you just delivered to the Sales department? They just tossed them in the garbage. Upwards of 90% of leads never get follow-up. Marketing and Sales must have a tight relationship, or we 'll all leave money on the table."

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