Each year, Marketing Sherpa solicits tips and lessons learned from marketers everywhere and make the compendium available to us at no cost.
The 2008 edition is out now and you can pick up for free here.
Some of my favorite tips:
#21: Don't bribe your leads. Deb Lambert from Merchant Advantage found that conversion rate from demo to purchase dropped when she offered a gift for trying the demo.
#48: Little Changes, Big Difference. Amnesty International reported that their conversion rate on forms went up 30% by removing just two fields from the form.
And here's one other I would have sent in, had I thought of it in time:
Don't forget to market marketing. Too often we occupy our full attention with communicating with customers, with partners, with prospects. Don't forget to invest the time in letting the company know what you are doing in marketing. At my last company, we frequently sent out email updates called "Marketing Matters," a brief note sharing results and plans to all of our employees. The reputation and credibility of the marketing team grew with that consistent communication.