Sat.Nov 04, 2006 - Fri.Nov 10, 2006

grow - Practical Marketing Solutions

Trending Sources

More Thoughts on Web Analytics

Customer Experience Matrix

Yesterday I wrote about the strategic choices facing Web analytics vendors as their core product matures. They have three basic choices: - keep focused on Web analytics, improving their products and appealing to the most demanding users as a ‘best of breed” solution. expand into related Web functions, such as offer targeting, in-site search, content management, search engine marketing, and campaign analysis. expand into non-Web areas, in particular multi-channel customer analytics. Specialized vendors in many other fields have faced similar choices in the past.

WebSideStory Sponsors Sound Search Advice

Customer Experience Matrix

I wasn’t really planning to write about Web analytics for the third day in a row, but the most interesting thing to come across my desk yesterday, apart from the cat, was a white paper “The Other Search: Making the Most of Site Search to Optimize the Total Customer Experience” written by Patricia Seybold Group for Web analytics vendor WebSideStory ( www.websidestory.com ). The paper is available here here on the WebSideStory site. The paper starts with six pages arguing that in-site search is an important way of serving visitors and gathering insights into their interests. The steps are: 1.

What's Next for Web Analytics?

Customer Experience Matrix

I recently heard a senior manager from one of the major Web analytics firms brag in public that specialists in Web analytics had “won” in their competition with general-purpose business intelligence vendors. This struck me as premature, to say the least. He might as well have raised a “Mission Accomplished” banner and snarled “bring ‘em on.” The growth in memory-based databases in particular seems to have removed several constraints that previously hindered business intelligence system performance. But even if the technology premise is correct, the competitive battle is far from over.

TeaLeaf Captures Customer Experience, but Doesn't Tame It

Customer Experience Matrix

Could any white paper title grab my attention more quickly than “The Five Essentials of Customer Experience Management” ? Probably not. Even knowing the paper is from TeaLeaf Technology ( www.tealeaf.com ), which captures a browser-eye-view of Web sessions, and is therefore limited to online experiences, doesn’t really dim my curiousity. After all, Web experiences are important in themselves and learning how to manage them might provide insights that carry over to other media. The gap between capturing Web sessions and fully managing the Web experience should be self-evident.

150 Content Marketing Tips

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

Telesales Thoughts

B2B Marketing Confidential

Inside Sales or Telesales is ubiquitous in the modern B2B company. "Tele" is less expensive and more flexible than a traditional field sales organization. Tele vendors, such as MarketBridge and Rainmaker, have made it relatively easy

Data Mining for B2B Marketers

B2B Marketing Confidential

Data Mining and Predictive Modeling were the topics of the day(s) at the SPSS conference the last three days in Chicago. have found it consistently difficult to understand all the terms out there around modeling and data

Tom Pisello: The ROI Guy: TCA Champ - Oracle or Microsoft SQL Server?

The ROI Guy

This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO

Tom Pisello: The ROI Guy: Hard and Soft ROI - The differences and.

The ROI Guy

This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Tom Pisello: The ROI Guy: Is Return on Customer (ROC) a good.

The ROI Guy

This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO

Survey: Lead Generation for Professional Services

WebMarketCentral

The experts in professional services marketing at RainToday are conducting a survey among professional services firms regarding lead generation. Click here to participate in the study. The current report addresses services selling challenges in a variety of vertical segments (e.g. How influential are those websites in the purchasing process?

What is Marketing Operations?

B2B Marketing Confidential

Denise Peck, Vice President of Marketing Operations at Cisco, was interviewed by Women in Consulting, a non profit organization in 2005. The topic of the interview is Marketing Operations. You can find the interview here

New-media seminar in Minneapolis: Using podcasting and online video to improve your business communications

WebMarketCentral

Curious about what podcasting can do for your business? Check this out. The experts at Twin Cities marketing agency Provident Partners are offering a hands-on presentation and workshop on video and podcasting. This session will save you time and help you understand how new-media formats such as audio podcasts and digital video are being used as powerful tools in the marketing mix. The seminar will be led by Albert Maruggi , who's been recognized by ClickZ and many other sources for his expertise in new media. Details of the seminar: Thursday, November 30, 2006 10 a.m. to 1 p.m.

Can Sarbanes-Oxley compliance generate any business ROI?

The ROI Guy

Sarbanes-Oxley (SOX) section 404 compliance requires companies to implement extensive internal controls and documentation. Many companies did not have sufficient control in place to comply when SOX was passed, so investments have been made in systems, personnel and auditing to assure compliance. In order to achieve a positive ROI, the SOX compliance must have net benefits that exceed the investment to achieve compliance. These benefits cannot be the compliance itself – ie. Avoiding fines and litigation, but they must be the rewards of compliance itself.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

CIOs are from Mars, CFOs are from Venus:

The ROI Guy

For 2006 the number one business priority for CIOs was surveyed to be business process improvement – implementing technology to help the business become more streamlined and easier to do business with. [1]. To help accomplish these elusive priorities, IT organizations are reorganizing by hiring one or more business / financial experts as key members of the IT executive team. These resources are hired to help provide a catalyst for change, and implement a singular focus on business process alignment and value management within the IT organization.

Seven Steps to a Highly Successful Budget Presentation: Proving Past Success

The ROI Guy

IT spending is expected to grow again for the third straight year, with average 5-8% increases expected again for 2007. As a result, the IT budgeting process should be easier than in years past. Corporations have cash to spend, and for some businesses such as finance, technology, professional services, retail and others where IT is an essential component of competitive advantage getting executives to invest more in IT will be easier than ever. But this certainly does not mean that CIOs will get what they want and that the process will be easy.

The ROI of RFID in the Supply Chain

The ROI Guy

Although RFID implementations are not without costs and risks, a number of companies in manufacturing, warehousing and distribution and retailing have achieved a 200-percent return on investment. Many organizations that produce, distribute, handle or sell goods are researching what RFID can do to improve operating efficiency, reduce business risk and drive additional revenue opportunities. According to our research these early RFID projects could cut supply chain costs by 3 to 5 percent and achieve a 2 to 7 percent increase in revenue, thanks to the better visibility and accuracy RFID provides.

ROI Calculators - do they work and are they credible?

The ROI Guy

ROI Calculators are typically used on vendor websites to provide a tool where visiting prospects can quickly determine whether the vendor’s solutions can provide quantifiable value. Typically the calculators have a few questions in order to get an idea about the prospects business and opportunities from improvement. Using direct research results or estimates, the tools can simulate the impact of the solutions and quantify the potential benefits, costs and ROI (ROI = net benefits / costs).

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.

What is the best time-frame to use for CRM ROI?

The ROI Guy

The longer you have to wait for benefits, the more risky the project is. As a rule of thumb, projects which take more than 12 months to achieve payback – where the cumulative benefits exceed the costs – is typical, even on CRM projects. Any project where the payback is more than 24 months out, I would suggest the team break into smaller, less ambitious projects – where the investment is smaller, and the initial benefits acheivements can help to pay for next round of investments. Measuring these consistently over the first several months of the deployment is important.

How important is improving data management/data architecture processes before implementing CRM in order to achieve better ROI in a faster timeframe?

The ROI Guy

In a nutshell, the CRM system will use a large amount of information regarding prospects, leads customers, and orders, and create a large amount of data as various activities are entered and logged. Data integrity is essential. Without a good data architecture and integrity plan – what data is to be collected and integrated and how it is going to be used – the CRM solution may not prove as useful as possible, may prove unreliable, or may undergo overhauls midstream.

Business Value Selling and Sales Turnover - Continuous Working for Change

The ROI Guy

Many IT solution providers have recognized that selling the old way based on features, function and price just won’t cut it in today’s marketplace. The age of budget scrutiny, governance and accountability are upon us. As a result, customers are demanding business value proof prior to investing in that next upgrade or project. The statistics bear this out, with over 90% of customers requiring formal business justification on projects $50,000 and higher according to our research. Many fully expect vendors step up with their own justification. These programs have consisted of: 1.

Tom Pisello: The ROI Guy: Time Frame for Measuring CRM ROI?

The ROI Guy

The time frame for measuring ROI (ROI = net benefits of a project / total project investment) has traditionally been anywhere between three years and five years for typical IT projects, with rare instances of seven to 10-year analyses

ROI 0

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.

Time Frame for Measuring CRM ROI?

Tom Pisello

The time frame for measuring ROI (ROI = net benefits of a project / total project investment) has traditionally been anywhere between three years and five years for typical IT projects, with rare instances of seven to 10-year analyses for investments with large capital outlays such as extensive ERP-reengineering initiatives. Because typical projects have most of the costs up-front and rely on benefit projections over time, the benefits in outgoing years work to offset the initial cost.

Can Sarbanes-Oxley compliance generate any business ROI?

Tom Pisello

Sarbanes-Oxley (SOX) section 404 compliance requires companies to implement extensive internal controls and documentation. Many companies did not have sufficient control in place to comply when SOX was passed, so investments have been made in systems, personnel and auditing to assure compliance. In order to achieve a positive ROI, the SOX compliance must have net benefits that exceed the investment to achieve compliance. These benefits cannot be the compliance itself – ie. Avoiding fines and litigation, but they must be the rewards of compliance itself.

TCA Champ - Oracle or Microsoft SQL Server?

Tom Pisello

As platforms continue to evolve in the technology industry, a central concern for IT executives is implementing the right systems to maximize the return on each investment. Since labor costs and equivalent outsourced services dominate most IT budgets -- over 56% of IT spending on average -- selecting platforms with lower implementation and ongoing management costs can significantly improve overall IT efficiency. One of the most important infrastructure investments is a database platform. Two of the leading choices are Microsoft SQL 2005 and Oracle Database 10g.

CIOs are from Mars, CFOs are from Venus:

Tom Pisello

For 2006 the number one business priority for CIOs was surveyed to be business process improvement – implementing technology to help the business become more streamlined and easier to do business with. [1]. To help accomplish these elusive priorities, IT organizations are reorganizing by hiring one or more business / financial experts as key members of the IT executive team. These resources are hired to help provide a catalyst for change, and implement a singular focus on business process alignment and value management within the IT organization.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Seven Steps to a Highly Successful Budget Presentation: Proving Past Success

Tom Pisello

IT spending is expected to grow again for the third straight year, with average 5-8% increases expected again for 2007. As a result, the IT budgeting process should be easier than in years past. Corporations have cash to spend, and for some businesses such as finance, technology, professional services, retail and others where IT is an essential component of competitive advantage getting executives to invest more in IT will be easier than ever. But this certainly does not mean that CIOs will get what they want and that the process will be easy.

The ROI of RFID in the Supply Chain

Tom Pisello

Although RFID implementations are not without costs and risks, a number of companies in manufacturing, warehousing and distribution and retailing have achieved a 200-percent return on investment. Many organizations that produce, distribute, handle or sell goods are researching what RFID can do to improve operating efficiency, reduce business risk and drive additional revenue opportunities. According to our research these early RFID projects could cut supply chain costs by 3 to 5 percent and achieve a 2 to 7 percent increase in revenue, thanks to the better visibility and accuracy RFID provides.

Hard and Soft ROI - The differences and quantification

Tom Pisello

Hard and soft ROI usually refers more specifically to various benefits which can be included and used in an ROI analysis. The hard benefits are also called direct benefits as they are typically directly tied to the impact of implementing the proposed solution – a first order, cause and effect. Some examples of direct (hard) benefits are: 1. Consolidating existing system and avoiding having to continue to pay support contracts on the replaced assets 2. Automating a specific tasks and eliminating the manual effort 3. Soft benefits are less easy to quantify and rely on in a business case.

ROI Calculators - do they work and are they credible?

Tom Pisello

ROI Calculators are typically used on vendor websites to provide a tool where visiting prospects can quickly determine whether the vendor’s solutions can provide quantifiable value. Typically the calculators have a few questions in order to get an idea about the prospects business and opportunities from improvement. Using direct research results or estimates, the tools can simulate the impact of the solutions and quantify the potential benefits, costs and ROI (ROI = net benefits / costs).

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.

What is the best time-frame to use for CRM ROI?

Tom Pisello

The longer you have to wait for benefits, the more risky the project is. As a rule of thumb, projects which take more than 12 months to achieve payback – where the cumulative benefits exceed the costs – is typical, even on CRM projects. Any project where the payback is more than 24 months out, I would suggest the team break into smaller, less ambitious projects – where the investment is smaller, and the initial benefits acheivements can help to pay for next round of investments. Measuring these consistently over the first several months of the deployment is important.

How important is improving data management/data architecture processes before implementing CRM in order to achieve better ROI in a faster timeframe?

Tom Pisello

In a nutshell, the CRM system will use a large amount of information regarding prospects, leads customers, and orders, and create a large amount of data as various activities are entered and logged. Data integrity is essential. Without a good data architecture and integrity plan – what data is to be collected and integrated and how it is going to be used – the CRM solution may not prove as useful as possible, may prove unreliable, or may undergo overhauls midstream.

Is Return on Customer (ROC) a good business value metric?

Tom Pisello

Return on Customer (ROC) is a Pepper’s and Rogers twist on normal return on investment (ROI) analysis to help companies quantify the returns from various marketing and CRM initiatives. believe that in ROC, the guru’s of new ways to think about customer relationship management are on to something. Too often we see company’s focusing their investments on quick payback periods – implementing projects and initiatives that in the short term may tyield a quick ROI –saving the company money or driving short term sales – but in the long run yield strategic issues.

Business Value Selling and Sales Turnover - Continuous Working for Change

Tom Pisello

Many IT solution providers have recognized that selling the old way based on features, function and price just won’t cut it in today’s marketplace. The age of budget scrutiny, governance and accountability are upon us. As a result, customers are demanding business value proof prior to investing in that next upgrade or project. The statistics bear this out, with over 90% of customers requiring formal business justification on projects $50,000 and higher according to our research. Many fully expect vendors step up with their own justification. These programs have consisted of: 1.

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.