SIPA Member News: A Merger, a Directory and a Powerful New Marketing Tool

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Matt Bailey has a new book out called Wired to be Wowed: Great Marketing Isn't an Accident now available on Amazon. Bailey has been an always well-received speaker at numerous SIPA events. Here's a quote from one of his insightful blog posts:

"The most powerful marketing tool at your disposal is the customer experience. If people like it, they tell others about it. If people have a bad experience, they tell others about it. While campaigns may bring new visitors, your best chance at referral marketing lies with the customers in your care—right now!

"...To encourage a customer to share and be a salesperson of your business, they must consistently experience the best you have to offer—a consistently outstanding experience. This means that all of your employees must be able to act in a way that reinforces the company message and be able to articulate it in whatever capacity they work."

Real Magnet also does a superb job with their blog. A good post is up now on email marketing vs. marketing automation. "Research shows that 75% of email marketing revenue is a result of actions other than basic email blasts, so it's clear that a little innovation goes a long way. Furthermore, only 13% of marketers use automation in the context of their email campaigns, meaning the time is now for businesses to gain the competitive edge."

Subscription Insider has a shiny new information-filled website. I especially like Diane Pierson's Five on Friday column every week. One of her articles includes this statement: "Know why you're building an asset before you build it.  Before creating any marketing collateral or campaign, know your goals." I heard this time and again at our Buying & Selling Content Conference yesterday.

"As you think about licensing [content], what are your goals?" asked Alice Ting, VP of brand development, licensing & syndication, for The New York Times. "Do you want to make money, build traffic? Are there other reasons? It's important to know." (More from that conference next week.)

SIPA welcomes Greenhaven Partners and copywriter/Internet marketing specialist Bob Bly back into the member fold. Greenhaven's companies include Chief Executive Group, Bongarde Holdings, RecruitingTrends, Affirmify, Pyramid Research, Kennedy Information, LA 411 and Vizeum. You can usually find tips on just about anything email or marketing related on Bob's site.

Dialing for Dollars Webinar Now Posted Online

Last week's webinar—Dialing for Dollars: How to increase event attendance and close more sales—is now posted for members. If you want to watch a recording or share it with your colleagues who couldn't attend, click here. SIPA members receive access to our complete library of webinar recordings.

We conduct our webinars through BeaconLive. Speaking of that company...

BeaconLive merges with Cinchcast, Inc.

BeaconLive has merged and joined forces with Cinchcast, Inc., another well-established leader in the virtual communications industry.

BeaconLive will be the name of the newly merged company, as team members from both parties have been fully integrated. They will be offering services and technology to support every type of distributed event—from full-service webcasting for large-scale functions to do-it-yourself webinar hosting.

"Our goal is to offer customers a mix of service and technology that lets each organization create an experience that meets their unique needs," said John E. Duplin, Jr., President and CEO, BeaconLive. "By bringing the Cinchcast technology and their team onboard, we'll be able to offer clients a single platform that continues to provide the white-glove service BeaconLive is renowned for, as well as a highly extensible, self-driven web application ideal for enterprises looking for more direct control over their event management."

Membership Directory on Its Way Back; Sponsorships Available

SIPA is bringing back the popular membership directory in electronic format that will reach 1,600+ publishers and key contacts in the SIPA/SIIA community. If you are interested in a sponsor acknowledgement in the directory, please contact Nancy Brand, SIPA's managing director at 781.754.4771 or

Placement in the SIPA Directory allows your company to be visible to publishing executives throughout the year as they turn to the directory to reach their colleagues or suppliers to the specialized information industry. Otherwise, look for more information soon on when it will be released. 

Ronn Are you subscribed to the SIPAlert Daily?
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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…