March, 2007

MI6 Marketing Agency

Trending Sources

B2B Lead Generation Blog: On building targeted lists for B2B Lead Generation Programs

B2B Lead Generation Blog

Would you buy this business card? When you buy a list of names, you are basically buying business cards on a list. But there is no such thing as buying the perfect list, especially if you have a complex sale

List 46

B2B Lead Generation Blog: Now Announcing the "Start With A Lead" Podcast Show

B2B Lead Generation Blog

startwithlead_album i am pleased to announce that i'll be hosting a new podcast show called "start with a lead" debuting in april. the show will have content specifically for marketers and those who care about b2b lead generation

How do you allow prospects to get closer to your product?

Anything Goes Marketing

Have you ever been miffed when trying to test out a product from a website? It amazes me at times when I go to websites and when I want to demo or test drive a product I'm either given a message such as "Fill out a form and someone will contact you", sent to a fact-sheet with boring statistics or a powerpoint presentation opens that shows me nice pictures of happy people. That isn't what I want!

B2C 2

B2B Lead Generation Blog: Webcast: How to Precisely Define a "Lead" Before Marketing Begins

B2B Lead Generation Blog

if you are like most b2b marketers, lead generation is at top of your priority list. but as you may already know, generating tons of "leads" doesn't guarantee sales will follow. does the sales department either ignore your hard-won

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Showtime - Dexter on Showtime- Watch The Killer Season of Dexter, only on Showtime

Smashmouth Marketing

Michael C. Hall, David of Six Feet Under, stars in Dexter on Showtime. I'm late to the game, but my buddy Carl recommended I check it out. found the first two episodes on Showtime's website and I'm hooked! The cleverness of the concept is wonderful. Hall plays Dexter, a blood spatter forensics expert for the Miami police, who has his own form of learning.he is a serial killer. He's not the creepy Firstname "Wayne" Lastname type serial killer though, he only kills bad guys. Check it out.

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 been

Defining Process is Key to Selecting Software

Customer Experience Matrix

Readership of this blog picks up greatly when I write about specific software products. I’d like to think that’s because I am a famous expert on the topic, but suspect it’s simply that people are always looking for information about which products to buy. Given the volume of information already available on the Internet, this seems a little surprising. But given the quality of that information, perhaps not. Still, no matter how pleased I am to attract more readers, nothing can replace talking directly to a software vendor. So how do you know when you know enough to buy? That’s the tricky part.

Lifetime Value is More than Another Way to Spell ROI

Customer Experience Matrix

One of our central propositions at Client X Client is that every business decision should be measured by its impact on customer lifetime value. This is because lifetime value provides a common denominator to compare decisions that are otherwise utterly dissimilar. How else do I choose whether to invest in a new factory or improve customer service? I was presenting this argument yesterday when I realized that you could say the same for Return on Investment. That brought me up short. Is it possible that we’re really not adding anything beyond traditional ROI analysis?

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.

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

Why You're Going to Replace the Mobile Marketing Software You Haven't Even Bought Yet

Customer Experience Matrix

I’ve seen several (well, two) articles recently about mobile marketing software. That’s one mention short of a trend, but I figured I’d be proactive and see what was going on out there. The general idea behind the articles was that new products are now making it easier to do serious campaign management for mobile promotions. Somewhat to my disappointment, a quick bit of Googling showed there are many more than two products already present in this space. Most seem to be SMS bulk mailers—very much the equivalent of simple software for sending direct mail or mass emails.

SMS 2

Free iTunes Downloads

Smashmouth Marketing

What a greet RSS feed to add to your collection, Free iTunes Downloads is exactly that, posts free media links for iTunes. I'm always game for a free song or two. Nice way to find new artists.

RSS 2

ClickFox Generates Detailed Experience Maps

Customer Experience Matrix

I’m just finishing a review for next month's DM News of ClickFox , a product that visualizes the paths followed by customers as they navigate interactive voice response (IVR), kiosks, Web sites and other self-service systems. John Pasqualetto, ClickFox’s Director of Business Development, tells me the product is easy to sell: basically, the company loads a week’s worth of interaction logs, plots them onto a model that classifies the different types of events, and shows customer paths through that model to the prospective buyer. The value jumps right out,” according to John.

Survey Highlights Interest in Marketing Performance Measurement

Customer Experience Matrix

According to The CMO Council , “the majority of marketers feel that their top goal in 2007 is to quantify and measure the value of marketing programs and investments (43.8%)” and “respondents tapped [marketing] performance dashboards as the top automated solution to be deployed in 2007.” This is happy news for Client X Client, since that’s the pond we swim in. The Grinch in me points out that 43.8% is not a majority and that the actual survey question asked about “issues or challenges”, not goals. It’s interesting stuff and available for free (registration required

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.

Marketing Edge

Marketing Edge

podcast length: 12:25. wouldn't you like to be a fly on the wall in the conversation between a big company's cmo and the general counsel on whether the company should have a blog? would love it. you have that chance by listening to

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

Proving the Value of Site Optimization

Customer Experience Matrix

Eric’s comment on yesterday’s post , to the effect that “There shouldn’t be much debate here. Both full and fractional designs have their place in the testing cycle” is a useful reminder that it’s easy to get distracted by technical details and miss the larger perspective of the value provided by testing systems. This in turn raises the question posed implicitly by Friday’s post and Demi’s comment, of why so few companies have actually adopted these systems despite the proven benefits. You can outsource the skills part: most if not all of the site testing vendors have staff to do this for you.

Blogger: Redirecting

Buzz Marketing for Technology

Ok, I couldn't help myself when I saw this statement, in print no less, for not adopting Web 2.0 tactics – so I just had to point this one out: "This group has been burned by being on the leading edge of technology," said a leading

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.

Is Taguchi Good for Multivariate Testing?

Customer Experience Matrix

I’ve spent a lot of time recently talking to vendors of Web site testing systems. One topic that keeps coming up is whether Taguchi testing—which tests selected combinations of variables and infers the results for untested combinations—is a useful technique for this application. Some vendors use it heavily; some make it available but don’t recommend it; others reject it altogether. Vendors in the non-Taguchi camp tell me they’ve done tests comparing Taguchi and “full factorial” tests (which test all possible combinations), and gotten different results.

Landing Page Strategies and Lead Qualification

Anything Goes Marketing

Here are some quick tips from the experts - Google that is - on how to improve your landing pages. Check out the Top 7 Landing Page Strategies on the Google Analytics blog. found #4 interesting: "Using qualifying copy". This strategy is used by marketers to try and limit the form submissions to only those people who are truly interested in your product or service. Google recommends that you should add certain requirements such as "A minimum order is required" etc. How do you Increase Conversions yet Ensure that the Leads are Qualified? This is the magic question for some marketers. Chad H.

Marketing Edge

Marketing Edge

Social Media 2007 preview: Nuts about Southwest Airlines Blog. In another preview of the Social Media 2007 conference, I chat with Paula Berg, manager of public relations and strategic communication at Southwest Airlines

Blogger: Redirecting

Buzz Marketing for Technology

Last summer a former colleague referred me to an article, “Marketing is a Conversation” written by David Maister and Lois Kelly. A few months later I found myself speaking at an event along with Lois, and I got to better understand her

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

The Market for Web Testing Systems is Young

Customer Experience Matrix

I’ve received online newsletters in the past week from three Web optimization vendors: [x+1] , Memtrics and Optimost. All are interesting. The article that particularly caught my attention was a Jupiterresearch report available from [x+1], which contained results from a December 2005 survey of 251 Web site decision makers in companies with $50 million or more in annual revenues. What was startling about the report is its finding that 32% of the respondents said they had deployed a “testing/optimization” application and another 28% planned to do so within the next twelve months.

This Omnivore's Dilemma

Smashmouth Marketing

Having taken my share of carbon from the world and packing it into my sizable body, my brother-in-law Jason recently recommended I read The Omnivore's Dilemma by Michael Pollan. To say it may change the way I think about food is an understatement. I am one of those people that takes a hobby or cause to a new level and make the term "type A personality" seem soft, but this is one mission I believe I may make a permanent one. Thanks for the recommendation Jason! The first section on the book will do two things for you. See what it does for you.

Is SiteSpect Really Better? How Would You Know?

Customer Experience Matrix

Tuesday’s post and subsequent discussion of whether SiteSpect’s no-tag approach to Web site testing is significantly easier than inserting Javascript tags has been interesting but, for me at least, inconclusive. understand that inserting tags into a production page requires the same testing as any other change, and that SiteSpect avoids this. But the tags are only inserted once, either per slot on a given page or for the page as a whole. After this, any number of tests can be set up and run on that page without additional changes. But testing only works if you understand what you’re doing.

Just as You Always Suspected: Nobody Believes Marketing Effectiveness Measures

Customer Experience Matrix

I consider it a point of honor not to simply reproduce a vendor’s press release. So when Marketing Management Analytics sent one headed “ Most Financial Executives Critical of Marketing Effectiveness Measures: Only 7% Say They are Satisfied with their Company's Ability to Measure Marketing ROI ”, I asked to see the details. And that, my friends, is the problem in a nutshell: financial managers have almost no confidence in marketing measurements, and marketers don't even realize how bad things are. Nobody is willing to take a risk on them because nobody believes the supporting analysis.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

SiteSpect Does Web Tests without Tags

Customer Experience Matrix

I had a long and interesting talk yesterday with Larry Epstein at SiteSpect , a vendor of Web site multivariate testing and targeting software. SiteSpect’s primary claim to fame is they manage such tests without inserting any page tags, unlike pretty much all other vendors in this space. Their trick, as I understand it, is to use a proxy server that inserts test changes and captures results between site visitors and a client’s Web server. Users control changes by defining conditions, such as words or values to replace in specified pages, which the system checks for as traffic streams by.

I Invented the Word Blogletter

Anything Goes Marketing

According to Veronica Brown over at the Content Factor , I co-invented the word "blogletter" which is a combination of a blog and an enewsletter. This is based on my blog post called: Where Do Your Email Newsletters Go? Email Heaven? Becuase I did publish my blog post first on this subject, I'm taking full credit for this - yeah baby! Chad H. PS - Ok, the term blogletter has been used for many purposes but it seems that this was the first time it was used for this purpose - prove me wrong!

Marketing Edge

Marketing Edge

the social media 2007 conference, sponsored by business capital edge, is being held april 5 and 6 in chicago. it will cover essential issues about corporate blogging and podcasting and will include presentations from southwest airlines

Blogger: Redirecting

Buzz Marketing for Technology

In the past companies have looked outside their organizations to find other companies to partner with for innovation. But acquisitions, alliances, joint ventures and selective outsourcing are simply too rigid and not scalable enough

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.

One Big Button is Built

Customer Experience Matrix

I did go ahead and implement the “One Big Button” opportunity analysis in my sample LTV system (see last week's posts for details). As expected, it took about a day’s work, mostly checking that the calculations were correct. That still left the challenge of finding report layouts that lead users through the results. There is no one right way to do that, of course. QlikTech makes it easy to experiment with alternatives, which is a mixed blessing since it’s perhaps too much fun to play with. My final (?) Users can drill down to see details on the individual products and sources.

Email Tools and Forrester's Best & Worst of Email Marketing

Anything Goes Marketing

Are you looking at different ways to evaluate your email effectiveness? There are few different ways that you can evaluate email usability, effectiveness and ROI. I've found a few email tools and resources that you may find useful. Many of these tips are fairly obvious but how often are you checking to make sure that you and your team are following these best practices? Do you actually measure your overall email effectiveness in terms of ROI? Measuring Email Usability / Effectiveness If you're asking the following questions: Is my email sign-up process fully optimized? How do you do this?

Convincing Managers to Care about Customer Value Measures

Customer Experience Matrix

I spoke earlier this week at the DAMA International Symposium and Wilshire Meta-Data Conference , which serves a primarily technical audience of data modelers and architects. My own talk was about applications for customer value metrics, which boiled down to lifetime value applications and building them with the Customer Experience Matrix. (In fact, preparation for this talk is what inspired my earlier series of posts on that topic.) The correct (if cliched) response is that different managers have different needs, so you have to address each person appropriately. optimize resource allocation.

Building the One Big Button (Using LTV to Find Business Opportunities) – Part 4

Customer Experience Matrix

So far the posts in this series have described how to identify and rank opportunities for business improvements in acquisition, renewal and cross sell orders. The obvious next step is to combine these into a single list. That’s easy enough for acquisition and cross sell orders, since both are being ranked by return on (marketing) investment. But renewal orders were being ranked with a different measure, change in Lifetime Value per customer. So there’s no direct way to mix the two. But return on investment is important. You simply have to consider both when making business decisions.

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.