November, 2011

Customer Experience Matrix

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Marketers Do a Bad Job Selecting Marketing Automation Systems

Customer Experience Matrix

I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. (To replay the Webinar, click here.) If you’re wondering how many companies actually commit those sins, the sad answer is: a lot. Here are some statistics. About half of buyers consider only one system , I’m told by various vendors. 42% of buyers rely on online research.

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The Seven Sins of Marketeing Automation System Selection

Customer Experience Matrix

I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. thought that was worth a blog post of its own. So here goes. 1. Ignoring Users. Selection teams often don’t take the the time to understand how future users of the system do their jobs today. Lack of Purpose.

Marketo Raises Another $50 Million: Where Does the Money Go?

Customer Experience Matrix

Marketo this morning announced a new $50 million funding round, almost exactly one year to the day after raising $25 million in November 2010. In accompanying commentary, the company also revealed its 2010 revenue was $14 million, that it expects 140% revenue growth in 2011 (meaning about $34 million), and that it has about $70 million remaining of its total $107 million raised to date. Remember that Marketo said it has $70 million cash on hand? Actually, it said “in excess of $70 million” but we’ll assume the excess isn’t large.) There’s some truth to that. Something doesn't add up here.

Marketing Automation Vendor Selection: Summing Up

Customer Experience Matrix

It’s time to wrap up this series of posts on marketing automation vendor selection, which were based on my November 10 Webinar with Neolane (replay available here ). I’ve summarized them in three commandments. Forget the Past. Marketers have been doing such a bad job of selecting systems that they should forget their old approach and start from scratch. Remember the Future. Change the Present.

150 Content Marketing Tips

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

Marketing Automation Selection: Finding a Future-Safe Vendor

Customer Experience Matrix

Marketers can do a better job of picking their marketing automation vendors if they roll up their sleeves and work at it. wrote yesterday about building a requirements document to define the features you'll look for. But you also need a vendor who will support your long-term success. Here are some ways to identify a “future-safe” vendor. Financial strength: it's not enough to just survive.

Vendor Selection: Writing a Good Requirements Document

Customer Experience Matrix

My last two posts (not counting this morning’s detour into Marketo-land) described common errors marketers make when selecting marketing automation systems. How did we come to this? I see two reasons: Marketers are like everybody else. Today’s marketers buy that way too. So the carefully structured, professionally managed selection process is a thing of the past. Marketers are marketers.

Marketing Vendor Selection: Trends You'll Need to Support

Customer Experience Matrix

As I wrote yesterday, no one knows exactly what we’ll want from our marketing automation systems in the future. But it's still worth taking a guess at what looks likely. Here are some trends I expect will be important. Social Media. The first wave of marketing automation features for social media is now several years old. The second wave is just starting. Mobile. Video. Benchmarks. Testing.

Fabulicious Workbook Helps Assess CRM Integration Features of Marketing Automation Systems

Customer Experience Matrix

CRM integration is a fundamental feature of marketing automation. Pretty much every system can send leads to Salesforce.com , but capabilities vary significantly once you start looking for more. Sadly, most marketers pay little attention to these nuances until they've already selected a product. Then they learn they hard way what they should have asked. In hopes of avoiding these mistakes, Raab Associates has just published a workbook on assessing integration capabilities before you buy. It then gives ten pages of checklists with specific features to consider. the topic.

7 ideas to turn PowerPoint slides into social media marketing gold

grow - Practical Marketing Solutions

Although PowerPoint has been around for years, it is still the king of presentation software tools.  It is an absolutely critical arrow in my business marketing quiver … and for some reasons that might surprise you! Here are seven ideas to use PowerPoint slides to create new value for your social media marketing efforts: 1. Populate Slideshare. Do it. 2. Spice up a blog post. Make an eBook.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

Sure, teenagers spend a lot of time on YouTube, but did you know that three-quarters of business executives watch work-related online videos weekly? Or that 73% of U.S. companies now use social media for marketing (though the figure varies widely based on size of company)? Or which four cities rank ahead of Seattle and San Francisco as the “most networked?” And 73% of U.S. Oh yeah.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Social media pioneer says technology will transfom education

grow - Practical Marketing Solutions

LinkedIn Co-Founder Reid Hoffman is sitting on top of the digital world. Hoffman helped create one of the world’s most successful social media platforms. He dominated his niche and monetized his idea. His His company’s IPO assured that he has the financial resources to fund his dreams and passions for the rest of his life. And a particular passion is education. What are your thoughts?

The World’s Best Digital Marketing Campaigns

grow - Practical Marketing Solutions

BEST DIGITAL CAMPAIGNS 2011 by gregory pouy. View more presentations from Gregory Pouy. Gregory Pouy is rapidly becoming one of my favorite social media marketing brainiacs! In this presentation, which he prepared in English exclusively for you, Greg goes beyond reporting on 11 catchy digital campaigns. He tells you WHY they excelled, and WHAT the results were.

What is Newsjacking?

It's All About Revenue

by Joe Chernov | Tweet this Earlier this morning, marketing author and advisor (to Eloqua, among others) David Meerman Scott published a new e-book enticingly titled, Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage (Wiley). First the stated topic: Newsjacking. The definition of the term is pretty much self-evident. News, jacked. It’s PR judo.

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15 ways to use Twitter to toast your competition

grow - Practical Marketing Solutions

There are lots of success stories and case studies documenting business success through Twitter. Here are a few of my favorite ways to leverage this platform for new business benefits. 1) Using Twitter search and other simple listening tools, monitor real time conversations about your brand that can assist your marketing and management teams in seeing what is really being about your company today. There

Study: How Much of Your Content Marketing Is Effective?

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

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

B2B Lead Generation Blog

Tweet. SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. What Does “Marketing-Qualified Lead” Mean to You?

How to create social media metrics that matter

grow - Practical Marketing Solutions

For years I’ve admired the real-world insights and experienced perspectives of Steve Goldner, perhaps better know as @Social Steve.  I’m pleased that Steve has agreed to be the newest Contributing Columonist to {grow} and I know you’ll enjoy his work! By Steve Goldner, Contributing {grow} Columnist. So how do you even go about this?  Don’t “Post” –  Publish.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. With an estimated 300 senior IT executives in the room, I expected there would be plenty of chatter going on. Same Old Song and Dance.

Media 101

Key to digital marketing success? Be less digital.

grow - Practical Marketing Solutions

One of the things that distinguishes me in the world of social media blogging is that I am old … at least old enough to remember how things used to be before we were digitally tracked, sliced, diced, priced, immersed, consumed, and tethered to these social platforms. I was working in sales and marketing before Facebook … before email … even before computers. Robert Cialdini.

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.

5 ways corporate culture determines social media success

grow - Practical Marketing Solutions

A while back I was working with a new client in New York.  In the lobby of their impressive building, there was a huge plaque with the corporate philosophies of the company’s founder — a man who had died 25 years ago.  In every meeting I attended, his name, and his values, were mentioned at least once. Are they able to react? Are they truly open to the idea of customer dialogue?

Make Your CFO a Social Media Fan

Buzz Marketing for Technology

Social media definitely pays off, but you’ve got to focus on the approach not the tools. Social Media has hit the mainstream these days but the big concern on every product marketer’s mind has been how to justify the ROI?  Never is that more true than at budget time. Why are you wasting the company’s money by giving them geek toys when they should be doing real work for us? Users. Employees.

B2B Marketers: 10 Ways to Juice Your Facebook Fan Page

It's All About Revenue

by Joe Chernov | Tweet this Have you ever been the only one dining in a restaurant? If you have, and if you are anything like me, I’m sure it took a while to shake off the depression. It’s pretty grim when the kitchen is as quiet as the dining room. For B2B marketing professionals, Facebook can be just as bleak. Fan pages so empty the only conversation is between colleagues. Want more?

How To Create Marketing That Doesn’t Suck

B2B Marketing Insider

Consumers are bombarded with thousands of marketing messages per day. Millions of Americans have joined the U.S. “Do Not Call” list. And who doesn’t skip television ads or throw away unsolicited direct mail? As a result, response rates to traditional advertising are down. Email response rates, click-through rates and contact rates by telemarketers are all seeing rapid declines. There.

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.

Neuromarketing Research: 3 Keys that Trigger a Buying Decision

Writing on the Web

The study of the buying decision process, or neuromarketing, has had a tremendous impact on content marketing. More brands are being studied in laboratories around the world as consumers are being hooked up to brain imaging machines,  fMRI ,  EEG  and other devices so that they are monitored while they read marketing messages and make decisions. Neuromarketing is extremely expensive  market research  to do, but fortunately most brains work the same, with some exceptions for age and gender. Whether or not there is emotional ENGAGEMENT. How easily the message and the brand is encoded to MEMORY.

B2B Social Media On The Rise [Infographic]

PWB Marketing Blog

Are you one of the 86% of B2B companies using social media? Or are you sitting on the sidelines, not sure how to get started or maybe just waiting for the right time? Don’t wait. B2B social media is huge and we have proof. In a previous post we brought you 12 Tweetable Statistics Prove B2B Social Media ROCKS ; now, we bring you even more data in the form of an infographic. Your customers are there.

Romi Mahajan leaves Microsoft to Join Metavana as CMO

Buzz Marketing for Technology

Long time friend and well respected CMO buddy of mine Romi Mahajan is leaving Microsoft to join Metavana. Romi has been profiled on my blog several times so its only fitting that reached out to find out why. What drew me to Metavana like a moth to a flame? A few things: I believe the problems in this space are not just smart Engineering problems. That itself puts us in a category of one.

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40 (of the) Best SEO Guide, Tips and Insights of 2011 (So Far)

Webbiquity

Search engine optimization (SEO) is a key component in designing and developing an effective website , as well as the core of web presence optimization (WPO). And with continual algorithm changes by the search engines and the emerging importance of social signals and content, SEO ranking signals, responsibilities and best practices continue to evolve. How to keep up? And more.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Is Your Business Ready for a Google+ Page?

PWB Marketing Blog

When Google+ Pages for businesses was launched last week, I began to reason through and consider if it was a good or bad thing. After all it has the equal potential to spin-out into the next big thing in social media, or the potential to tank into the depths of past failed attempts – think Google Buzz. They look really great. Lingering questions plague my thoughts: Is it really all that?

5 Marketing Problems Google+ Says It Can Solve

It's All About Revenue

by Jesse Noyes | Tweet this Modern marketers face a slew of problems: a fractured media environment, a need to target and segment messaging across platforms, a noisy marketplace. Social media was supposed to help address many of these issues. But many marketers might argue it’s made the job that much harder. Enter Christian Oestlien , who is heading up the Google+ project. Limited Insights.

B2B Marketers Need To Wake Up and Get Social

B2B Marketing Insider

A year ago, Forrester released their  CMO Mandate: Adapt or Perish  where they spoke about the large number of CMOs who are seeking to transform their upended marketing organizations in 2011. But now, it is one year later, and a number of recent reports paint a picture  of slowing progress, even some reversals, begging  the question: have B2B Marketers adapted or are we ready to perish? Answer.

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Making Marketing Agility Cool

Buzz Marketing for Technology

Chief Marketing Officers take pride in being the trendsetters around the corporate corral – the arbiters of hip, the sharpest dressers, the consummate gadgeteers. But when it comes to using data to support decision making, the CMO is likely not to be the smoothest operator. Good creative will always be important in marketing. You have to be ready to act in a heartbeat. Now that’s cool.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

5 Steps To Get Your Social Media Game On

B2B Marketing Insider

Are you thinking about getting started in social media personally? Don’t worry, you are not alone. You are not the last one to drag your feet a bit and jump on the social bandwagon! In this post, I will tell you about my own journey, documented for all to see, as well as some new tips and tricks to help you get started… Step 1: Define Your Objectives. But ask yourself the big questions.

Basic Human Motivation: 4 Ways to Engage Readers

Writing on the Web

If you are writing content designed to persuade and influence, you need to know what makes people tick. photo courtesy of digitalart/FreeDigitalPhotos.net ). There are  universal drives  that are common in all human beings, across cultures, across the globe. We can learn a lot from  evolutionary studies. Our brains haven’t changed much, nor have our fundamental motivations. What about you?

How to set up your Google+ Brand Page right

Biznology

Image via CrunchBase. Last week, I wrote  Maximize your SEO benefit on Google+ in 8 simple steps before Google opened up G+ Brand Pages, so first go read what I wrote in the previous post   (because all of the advice still applies). Not So, in this post, we’ll work on setting up your brand page right away in the right way. If you follow these steps, you’ll be as well-placed as possible.

Maximize your SEO benefit on Google+ in 8 simple steps

Biznology

Image by entertailion via Flickr. Let me boil my last post, Google Plus was born prematurely and you should take advantage , down to practical pieces. Part of what makes a technology premature is that you have to be careful how you use it, because it isn’t mature enough to just work no matter what you do with it. These tips ares simple, but some are easy to overlook. And quality rules.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

12 Ways to Avoid Being a Dork on Twitter

Webbiquity

Note: a version of this original post appeared previously on the B2B Twitterer of the Year (B2BTOTY) blog. If you regularly read blogs like this, you’re probably already a Twitter pro. This post will be review for you. But, you also almost certainly come across new followers and others who haven’t attained your level of expertise. You know the type. You may want to pass this along as needed. Complete your Twitter bio. You’ve got 160 characters to tell the world who you are, what you do, who you do it for, what you’re passionate about. Plus a link. Use it. Use your real picture. Then see tip #6.