June, 2007

Trending Sources

B2B Lead Generation Blog: Social Media Pundits Disconnect from B2B Marketing

B2B Lead Generation Blog

as someone in b2b, do you feel left out of the social media buzz? read a good article on "what's wrong with social media for b2b marketing" by john miller who also writes the modern b2b marketing blog

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Tracking RSS Feeds

PR Meets Marketing

A couple of months ago, we added RSS feeds to our press room , providing our website visitors an opportunity to receive updates about our company. Our main objective was to provide people another way to stay up-to-date on our news and press releases without having to come to the website every other day. Furthermore, this provides me feedback on what content resonates with our audience.

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Driving More Web Traffic: The Community Effect

Anything Goes Marketing

I was at a wedding this past weekend and I was talking to a 10 and 12 year old who were avid "gamers" (video game players). As a side note I equate gaming with gambling as they both can be costly and are ridiculously addictive. During my conversation I got the low down on "what's in" these days which includes RPG games (don't know what that is? This is where gaming is like gambling. Chad H.

James Taylor on His New Book

Customer Experience Matrix

A few months ago, James Taylor of Fair Isaac asked me to look over a proof of Smart (Enough) Systems , a book he has co-written with industry guru Neil Raden of Hired Brains. The topic, of course, is enterprise decision management, which the book explains in great detail. It has now been released (you can order through Amazon or James or Neil), so I asked James for a few comments to share. What did you hope to accomplish with this book? Fame and fortune. have been writing about this topic a lot for several years and seen lots of great examples. That’s a unnecessarily manual decision.

150 Content Marketing Tips

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

Marketing Edge

Marketing Edge

okay, youtube is great for parties, vacation videos and has some utility for business, but is it the perfect platform for a company's multimedia social engagement? there are a few other video/social platforms that are better suited for

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

B2B Lead Generation Blog: Podcast: Interview with MarketingSherpas Anne Holland

B2B Lead Generation Blog

Would you like some inspiration or some fresh ideas for your marketing and lead generation strategy? If so, MarketingSherpa just released their “Business Technology Marketing Benchmark Guide 2007-08” and I had the privilege to interview

Search and Find - SEO Your Press Release

PR Meets Marketing

Press releases are an important component of PR. Typically, I focus on writing the right headline to catch a reporter's attention, while crafting intelligent quotes for my spokesperson. MarketingSherpa has an excellent article on how to write a press release to enhance organic search. Here are my top tips: 1) Keywords: Collaborate with your client to understand what their key terms are for SEO. The

Web 2.0 Social Tagging Sites, Part 7: The Best

WebMarketCentral

Based on two months of testing across a half-dozen B2B websites and blogs, these Web 2.0 social bookmarking sites produced the best results, in terms of driving direct traffic and having active, engaged discussion communities. Overall, Web 2.0 sites didn't drive a large amount of direct traffic (depending on the B2B site, Web 2.0 The percentages shown below are the proportion of total Web 2.0

Free Data as in Free Beer

Customer Experience Matrix

I found myself wandering the aisles at the American Library Association national conference over the weekend. Plenty of publishers, library management systems and book shelf builders, none of which are particularly relevant to this blog (although there was at least one “loyalty” system for library patrons). There was some search technology but nothing particularly noteworthy. The only exhibitor that did catch my eye was Data-Planet , which aggregates data on many topics (think census, economic time series, stocks, weather, etc.) Also available: a 30 day free trial and $49.95

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

The Power of a Domain Name

My Travels on the Net

I knew the words in a domain name were important but yesterday I got a lesson in just how important a domain name is to ranking well in Google. I'm working with a new client who is a mortgage broker in Virginia. His domain name is [link] and we've been working on his website for about three weeks now. The site is live but there is no content on the pages. It's just a shell right now while we fine tune the graphics and work on the content. The first two results were my client's blog but what was especially surprising was that his website ranked #8! What's the lesson in all of this?

Blogger: Redirecting

Buzz Marketing for Technology

Last week (after I recorded a podcast with Malcolm) I got to hear him address an audience of ~500 people at the World Innovation Forum. This speech was not his usual The Tipping Point or Blink related speech. This was new material

B2B Lead Generation Blog: Online Lead Generation and Management Strategies that Get Results

B2B Lead Generation Blog

back in 2005, i did an 11 city speaking tour sponsored by globalspec to teach manufacturers how to become better at lead generation, lead management and lead nurturing. traveled with guy maser vp of marketing for globalspec and i

RSS Feed Icon

PR Meets Marketing

Image of a RSS Feed

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Study: How Much of Your Content Marketing Is Effective?

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

More on (Moron?) Behavioral Targeting

WebMarketCentral

Shortly after my last piece on behavioral targeting for online advertising came out, the folks at MediaPost published three more enlightening articles on the topic. First was What's Next in Ad Targeting? from Dave Morgan of behavioral targeting advertising network Tacoda. Next came Privacy Groups Warn: Google's Watching Us From Every Angle from Wendy Davis.

Using Lifetime Value to Measure the Value of Data Quality

Customer Experience Matrix

As readers of this blog are aware, I’ve reluctantly backed away from arguing that lifetime value should be the central metric for business management. still think it should, but haven’t found managers ready to agree. But even if LTV isn’t the primary metric, it can still provide a powerful analytical tool. Consider, for example, data quality. One of the challenges facing a data quality initiative is how to justify the expense. Lifetime value provides a framework for doing just that. Roll this up to business value, and there you have it. related to that purchase. payroll processing).

So What Do You Make?

My Travels on the Net

I had the great pleasure of seeing the poet Taylor Mali perform a poem at a private fundraiser associated with the Wordstock Book Festival last year. Tim Boyle, the owner of Columbia Sportweare donated $5,000 for the poem and it was worth every penny. I was just poking around on YouTube and came across a different poem for teachers and anyone else who's ever tried to make a difference. Check it out at: [link

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

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

B2B Lead Generation Blog: The Physics of Trigger Events for Lead Generation

B2B Lead Generation Blog

intouch_trigger_events_list most buyers aren't ready to buy when we're ready to sell. this trite but true observation has significant implications when it comes to lead generation. it means that we must continue to nurture viable

Search

PR Meets Marketing

What Works in B2B Technology Marketing

WebMarketCentral

Marketing Sherpa has just published a free whitepaper titled Business Technology Marketing Benchmark Guide 2007-08: Practical Data for B2B Software, Hardware & Services Marketers. While experienced B2B IT marketers won't find any shocking revelations here, there are some minor surprises, and even the confirmatory data make it well worth the quick read. It's the hunter concept turned sideways.

Unica Paper Gives Marketing Measurement Tips

Customer Experience Matrix

If the wisdom of Plato can’t solve our marketing measurement problems, perhaps we can look to industry veteran Fred Chapman, currently with enterprise marketing software developer Unica. Fred recently gave a Webinar on Marketing Effectively on Your Terms and Your Time which did an excellent job laying out issues and solutions for today’s marketers. Follow-up materials included a white paper Building a Performance Measurement Culture in Marketing laying out ten steps toward improved marketing measurement. This is useful, so far as it goes.

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.

B2B Lead Generation Blog: Podcast: The New Rules of Marketing & PR Interview with David Meerman Scott

B2B Lead Generation Blog

final_nrmpr_cover_2. before the internet and social media tools, companies could only communicate through the filter of advertising or media ink placed by a pr firm. but fortunately the rules have changed

Plato's View of Marketing Performance Measurement

Customer Experience Matrix

I reread Plato’s Protagoras over the weekend for a change of pace. What makes that relevant here is Socrates’ contention that virtue is the ability to measure accurately—in particular, the ability to measure the amount of good or evil produced by an activity. Socrates’ logic is that people always seek the greatest amount of good (which he equates with pleasure), so different choices simply result from different judgments about which action will produce the most good. I don’t find this argument terribly convincing, for reasons I’ll get to shortly.

Accenture Paper Offers Simplified CRM Planning Approach

Customer Experience Matrix

As I’ve pointed out many times before, consultants love their 2x2 matrices. Our friends at Accenture have once again illustrated the point with a paper “ Surveying and Building Your CRM Future ,” whose subtitle promises “a New CRM Software Decision-Making Model”. Yep, the model is a matrix, dividing users into four categories based on data “density” (volume and update frequency) and business process uniqueness (need for customization). Each combination neatly maps to a different class of CRM software. couple of things still bother me. But am I a cynic?

Hosted Software Enters the Down Side of the Hype Cycle

Customer Experience Matrix

“ SMB SaaS sales robust, but holdouts remain ” reads the headline on a piece from SearchSMB.com Website. For the acronym impaired, SMB is “small and medium sized business” and SaaS is “software as a service”, a.k.a. hosted systems.) The article quotes two recent surveys, one by Saugatuck Technology and the other by Gartner. These seem to be conflicting findings, although it’s impossible to know for certain without looking at the actual surveys and their audiences. But the very appearance of the piece suggests some of the bloom is off the SaaS rose.

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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.

Autonomy Ultraseek Argues There's More to Search Than You-Know-Who

Customer Experience Matrix

In case I didn’t make myself clear yesterday , my conclusion about balanced scorecard software is that the systems themselves are not very interesting, even though the concept itself can be extremely valuable. There’s nothing wrong with that: payroll software also isn’t very interesting, but people care deeply that it works correctly. In the case of balanced scorecards, you just need something to display the data—fancy dashboard-style interfaces are possible but not really the point. Nor is there much mystery about the underlying technology. Contrast this with text search systems.

Looking for Balanced Scorecard Software

Customer Experience Matrix

I haven’t been able to come up with an authoritative list of major balanced scorecard software vendors. UK-based consultancy 2GC lists more than 100 in a helpful database with little blurbs on each, but they include performance management systems that are not necessarily for balanced scorecards. The Balanced Scorecard Collaborative , home of balanced scorecard co-inventor David P. Norton, lists two dozen products they have certified as meeting true balanced scorecard criteria. Most of these firms have purchased specialist products.

Why Balanced Scorecards Haven't Succeeded at Marketing Measurement

Customer Experience Matrix

All this thinking about the overwhelming number of business metrics has naturally led me consider balanced scorecards as a way to organize metrics effectively. think it’s fair to say that balanced scorecards have had only modest success in the business world: the concept is widely understood, but far from universally employed. Balanced scorecards make an immense amount of sense. disciplined scorecard process begins with strategy definition followed by a strategy map, which identifies the measures most important to a business and how they are relate to each other and final results.

So Many Measures, So Little Time

Customer Experience Matrix

I’ve been collating lists of marketing performance metrics from different sources, which is exactly as much fun as it sounds. One result that struck me was how little overlap I found: on two big lists of just over 100 metrics each, there were only 24 in common. These were fundamental concepts like market share, customer lifetime value, gross rating points, and clickthrough rate. Oddly enough, some metrics that I consider very basic were totally absent, such as number of campaigns and average campaign size. related lesson is that there is no agreed-upon standard set of metrics to start from.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Ace Hardware Fits Ads to Customer Context

Customer Experience Matrix

As you almost certainly didn’t notice, I didn’t make a blog post yesterday. For no logical reason, this makes me feel guilty. So, since I happened to just see an interesting article, I’ll make two today. piece in this week’s BrandWeek describes a promotion by Ace Hardware that will allow people who are tracking a hurricane to find a nearby hardware store (" Look Like Rain? Ace Hardware Hopes So ", BrandWeek , June 6, 2007). This is a great example of using customer context in marketing—one of the core tenets of the Customer Experience Matrix.

eWeek: Semantic Web Shows Convergence of Search and Data Integration

Customer Experience Matrix

This week’s eWeek has an unusually lucid article explaining the Semantic Web. The article presents the Semantic Web as a way to tag information in a structured way and make it searchable via the Web. think this oversimplifies a bit by leaving out the importance of the relationships among the tags, which are part of the “semantic” framework and what makes the queries able to return non-trivial results. But no matter—the article gives a clear description of the end result (querying the Web like a database), and that’s quite helpful.

A Small But Useful Thought

Customer Experience Matrix

I’ve been continuing my research into marketing performance measurement. Nothing earth-shattering to report, but I did come across one idea worth sharing. I saw a couple of examples where a dashboard graph displayed two measures that represent trade-offs: say, inventory level vs. out-of-stock conditions, or call center time per call vs. call center cross-sell revenue. Showing two compensatory metrics together at least ensures the implicit trade-off is visible. But just showing the net value alone would hide the underlying changes in the business.

Tracking Links - URL Redirects

PR Meets Marketing

One of the difficulties of PR is knowing the impact that press releases, articles and even emails have on initiatives.  URL redirects  can be used to help track traffic going to a particular webpage. An URL redirect enables you to go to the same page with various URLs. For example, a client can see that traffic originating from "pr.on24.com" was for general PR activities, while traffic for "launch.on24.com" could have been for an upcoming launch. Just keep in mind that people may go directly to a website as a result of media and banner advertising ( DoubleClick Touchpoints IV report ). At

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.

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