December, 2006

B2B Marketing Unplugged

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B2B Lead Generation Blog: Budget Wars: Sales & Finance vs Marketing

B2B Lead Generation Blog

i look at the challenge that marketers often face when it comes to getting their budgets approved by finance and i wonder why does it have to be so hard? many financial executives still view marketing as an expense, aka cost center

B2B Lead Generation Blog: Podcast: Sales and Marketing the Six Sigma Way

B2B Lead Generation Blog

It's been well documented that quality of collaboration between sales and marketing directly impacts ROI. The challenge that many organizations face is that their sales process is a black box. No one except the sales team knows what is

B2B Lead Generation Blog: Where do Your Email Newsletters go?

B2B Lead Generation Blog

so i finally got a chance to catch my breath a bit and read some of the content on my "blogs i read" list. i've often talked about how marketers can reuse content for lead nurturing. if you currently are sending e-newsletters

Does Your Business do Podcasts? It Should

Anything Goes Marketing

I'll admit that I don't regularly download podcasts via an RSS feed but I do listen to them the odd time. It looks like I'm not the only one. eMarketer.com reports that in August of 2006, 17 million people had listened to a podcast which is 70% more then the number of people who downloaded a podcast from April 2006. Holy crap batman, it's time to get your recording devices out! Chad H.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Smartphones Are Yet Another Reason for Customer Experience Management

Customer Experience Matrix

Yesterday I wrote about the opportunities presented by smartphones for radically new business intelligence applications. The December 11 issue of eWeek had a special advertising section sponsored by VeriSign Inc. that frames the topic more elegantly with a notion of “three screens”: television, computer and smartphone. (“New Opportunities for Three Screens & Beyond”, eWeek , December 11, 2006. In a presumably unintended irony, I could not find a copy online.) VeriSign argues that consumers will use all three media as part of “one interactive communication and media system.”

Business Intelligence on Smart Phones: Not Just Humbug

Customer Experience Matrix

I’m a bit behind on my reading so I just spotted a piece in the December 11, 2006 issue of InformationWeek about accessing business intelligence software on a mobile phone. See “Power Of A Data Warehouse In The Palm Of Your Hand” available here.) The author is highly skeptical of the notion: “It remains to be seen how many mobile professionals actually need to slice and dice data from handheld devices. In a world where people view TV shows on their iPods and make Web purchases on their cell phone, it’s dangerous to predict what people won’t do on small screens.

Onyx Reinvents Itself as a Process Manager

Customer Experience Matrix

Onyx Software ( www.onyx.com ) is a veteran player in mid-market CRM. It’s been years since I looked at their software. When they were purchased earlier this year by M2M Holdings, which already owned mid-market ERP vendor Made2Manage Systems, it seemed like still further evidence that traditional on-premise CRM software is a dying breed. But my never-ending quest for white papers did turn up a piece from Onyx entitled “Customer Process Management: The Real-time Enterprise depends on the merging of CRM and BPM”, available here. No, I don’t know who the guy in the picture is.)

Blogger: Redirecting

Buzz Marketing for Technology

Tech marketing spending is on the rise again and will increase by 7.5%, the highest growth rate in four years, according to a report from IDC. While tech marketing investment will climb this year, it will also outpace global IT spending

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Tools to Measure Buzz and Distinguishing Customer Centric Marketing from Customer Experience Management

Customer Experience Matrix

Sunday’s The New York Times had a long article on buzz measurement vendor Nielsen BuzzMetrics ( www.nielsenbuzzmetrics.com ) (“Brands For the Chattering Masses”, Sunday Business , December 17, 2006, page 1). Naturally this caught my eye since I had been pondering how to measure buzz for Customer Experience Management (see entry for December 8). haven’t decided whether to do a detailed examination of this particular topic, but did take a quick pass through the Web sites of the major vendors. Like most analyst reports, this provides some useful perspective but not much detail.

Customer Centricity Isn't Marketers' Major Concern--Yet

Customer Experience Matrix

Reality can be so annoying. Contrary to my initial impression that “customer centricity” was the major topic at the National Center for Database Marketing conference this week, a close look at the program shows just four of the 45 sessions had this as their focus. The most common topic by far was data analysis and modeling—based on descriptions, I classify 15 sessions in that group. This includes three related to multi-variate testing (e.g. conjoint, discrete choice or factorial designs) and four on Web analytics and targeting. So the topic will continue to be popular.

Making the Change to Customer Centricity

Customer Experience Matrix

When I raised the question yesterday of how to apply customer-centric principles in a product-centric company, you may have thought I was being cute and already had an answer. Sorry. Even after thinking about it on the long trip home, I haven’t come up with a solution. The best I can give is some thoughts that seem promising. suppose there’s a preliminary question of whether customer-centricity is a goal worth pursuing. It’s surely not a goal in itself. This is worth keeping in mind because it leads to the notion of “simulating” a customer centric organization. Click here for a press release.)

Blogger: Redirecting

Buzz Marketing for Technology

A KnowledgeStorm survey of more than 4500 IT professionals found that more than 80% read blogs, with 18% saying they read them daily and 33% weekly! Moreover, 53% of respondents said blogs influence their purchase decisions

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Shocking Thought: Maybe Customer Centricity Isn't for Everyone

Customer Experience Matrix

I’ve been at the National Center for Database Marketing conference these past few days. As usual, I’ve spent most of my time in the exhibit hall gossiping with friends…I mean, doing research. This doesn’t leave much time for attending the sessions. But from what I see on the conference schedule, the buzzword of the moment is “customer-centric”. Given what we do at Client X Client, I thought this was good news. So I was quite surprised to hear several attendees questioning the concept—as in “we’re not sure customer centricity is for us.” They can even maintain minimum sales levels per product.

Random Notes on Building Business Intelligence Systems

Customer Experience Matrix

I sat in a three-hour presentation on business intelligence systems and took exactly three lines of notes. These were: - brand metrics vs. database marketing metrics. This is an interesting point: brand marketers traditionally look at things like awareness levels, while database marketers look at things like retention rates. Per my comments last week on the role of brands in customer experience management, we need to incorporate brand-style measures into our customer value models. Good thing to keep in mind. success stories: also in the context of promoting new systems.

Learning About Web Analytics: Part I

Anything Goes Marketing

If you're a true marketer or a hard-core blogger (or both) you have to be into web analytics. Ok, you don't but you should and I have found some good resources. Bloggers for the most part write because they want to be heard and your analytics justify the time that you sit at your keyboard (for the most part although my wife still needs convincing and web stats, well they just don't do it). It's also cool to see which countries are reading your blog. also had a pleasant surprise last week when I found out that Brian Carrol over at Start With a Lead was linking to my blog. Why is that?

Blogger: Redirecting

Buzz Marketing for Technology

WebTrends, LiveStats, WebSideStory – are all software vendors with no standards for calculating hits, views and more. Competing methods of measuring traffic online leave advertisers and marketers almost flying blind

Definitive Guide to Planning a New Content Initiative

Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.

Making the Case for Customer Experience Management

Customer Experience Matrix

I’m still pondering the question of what it would take for Customer Experience Management to be the Next Big Thing. Clearly it comes down to becoming a “do this or die” proposition: as in, “your company must adopt Customer Experience Management or it will be overtaken by others who do”. That’s what worked for CRM, Six Sigma, Business Process Reengineering, and probably whatever came before; it’s working today for concepts like Innovation and technologies like RFID and Service Oriented Architectures. The key phrase here is “make it impossible”. At least, I can’t find any logical flaws.

Reading the Hype Meter for Customer Experience Management

Customer Experience Matrix

Dale Wolf’s comment on my Wednesday post suggests hopefully “it could be that CEM recognition is about to get its due” based on the increasing frequency of “customer experience manager” as a job title. This got me to wondering how you would really measure the progress of a concept towards a buzzword tipping point, or whatever you want to call it. My initial benchmark, which I still think is a good one, is a cover on BusinessWeek. The thought here is that represents mainstream business reporting. consider that success because that’s when they hire consultants. And I would have noticed. Why not?

Blogger: Redirecting

Buzz Marketing for Technology

You're about to be redirected. The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not

Interactions are for Companies, Experiences are for Brands

Customer Experience Matrix

Yesterday’s Webinar seemed to go well, based on the little feedback available. In case you missed it, my slides are available here on the Client X Client Web site. The gist was that there are too many products and channels today for the traditional product manager / channel manager organization to function. Instead, companies have to organize around the customer. One of the concepts I didn’t have time to develop at length in the presentation was the difference between interactions and experiences. Basically, interactions are direct contacts between a company and a customer.

5 New B2B Sales and Marketing Strategies

The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.

Customer Experience Management Needs More Hype (I'm Serious)

Customer Experience Matrix

The phrase “customer experience” pops up more and more often in vendor promotions and other business discussions. But somehow “customer experience management” (CEM) doesn’t seem to have reached the status of a truly hot buzzword. By that, I mean there is little hype suggesting that CEM is the solution to all your problems, or that your company must adopt CEM or fall hopelessly behind its competitors. This may or may not be a good thing. Hype in general is rather unattractive because it substitutes mindless conformity for serious thought. That’s just such hard work.

Surado White Paper: Small Print, Big Heart

Customer Experience Matrix

I suppose it’s petty to complain about the size of the type used in a white paper, but you would think something called “The CEO’s Guide to CRM Success” would recognize that senior managers might struggle with a six point font. Yet somehow that tiny type—presumably chosen to keep the paper small enough for busy readers—fits with the general feel of this document, available here from Surado Solutions ( www.surado.com ). These people may lack a bit of polish, but they are certainly trying as hard as they can. Did I just call a CRM white paper “charmingly earnest”?

CRM 2

Blogger: Redirecting

Buzz Marketing for Technology

There are an ever increasing number of Web-based RSS readers out there - and if you think of RSS as a tool for helping you to drink from the fire-hose of information on the Web, then you'll find a lot to like about Web-Based RSS readers

Channel Partners for Hosted Software: Help or Hurt?

Customer Experience Matrix

Last Friday I listed the competitive strengths of different types of CRM vendors. Turns out that eWeek ( www.eweek.com ) had something similar on its mind. SaaS: More, not less, channel” (eWeek, November 27, 2006), available here , argues that hosted systems will move beyond their current advantages of low cost and rapid implementation. The new positioning will draw on expert channel partners such as Value Added Resellers to help customers not simply install the software, but also train their staff and modify their business processes. Nor will end-users’ need for support suddenly vanish.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Marketing Edge

Marketing Edge

this podcast is a demonstration of several things that i believe are important to increasing interaction within a digital community. in this case, it's the digital community of marketers and communicators

Building a Complete List of CRM Selection Criteria (or, Learning to Love Vendor White Papers)

Customer Experience Matrix

Yesterday’s entry about Sage Software’s paper “17 Rules of the Road for CRM” may have given an overly positive impression. In stating that the points in the paper were all valid, I didn’t mean that the paper itself is a fair treatment of the subject. There are other, equally valid points that the paper leaves out. What are these points? Let's invert Sage’s own approach, which was to highlight the weaknesses of its competitors. Start with a list of the competitors’ strengths. It’s easy enough to formulate these advantages as “rules” similar to those in the Sage white paper.

5 Things You Didn't Know About Me (as if you care)

WebMarketCentral

Ardath Albee at the Marketing Interactions blog tagged me , so in the Christmas spirit, I'll play the game. 1. biked to Canada with my oldest brother when I was 15. That's biked in as 10-speed, not motorcycle. 920 miles in eight days. 2. My wife and I like to joke that we are both "perfect 10s" -- I was the tenth child out of ten, she was the tenth out of 11. I'm a (very) amateur carpenter.

B2B Marketing Confidential: Finding the Influencers

B2B Marketing Confidential

First of all, sorry for the lapse in posts. I've been swamped by actual client work. figured I'd do a post on something I run into more and more often these days. marketing to influencers

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Adding Social Networking Links to Your Blog

WebMarketCentral

Happening across Blogs Are Like Pliers on the One by One Media blog , I noticed two things: 1) these guys are pretty smart, and 2) the social networking links across the bottom of each post are cool. Where did they get them? It didn't take long to find the Social Bookmark Link Creator. I'm guessing it works best with Wordpress.