Sat.Feb 28, 2009 - Fri.Mar 06, 2009

The Effective Marketer

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13 Top Books for CMOs - Recommended by The CMO Club

Smashmouth Marketing

Pete Krainik of the CMO Club posted thirteen books that members of the CMO club have recommended. Great list : Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Business Stripped Bare: Adventures of a Global Entrepreneur. Clued In: How to Keep Customers Coming Back Again and Again. Crucial Conversations: Tools for Talking When Stakes are High. Leading Change. Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact.

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Assessing the Buyer's Toolkit - 10 examples

Digital Body Language

If, as B2B marketers, we're going to help buyers along in their buying process, the first thing we need to understand is how they buy. wrote about Scoring the Stages of the Buying Process the other day, but the next step is to use that insight in order to help guide the buyer along. To do this, we need to honestly assess our marketing assets in context of stages of the buying cycle.

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

A recent press release from SiriusDecisions states that based on the company’s business-to-business benchmarks: Roughly 44 percent said their marketing spend for 2009 will be reduced; The hardest hit marketing budget categories are advertising (down 17 percent) and events (down 12 percent); 25 percent said marketing spending will remain about the same as in 2008. If so, what got cut?

B2B 2

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

A recent press release from SiriusDecisions states that based on the company’s business-to-business benchmarks: Roughly 44 percent said their marketing spend for 2009 will be reduced; The hardest hit marketing budget categories are advertising (down 17 percent) and events (down 12 percent); 25 percent said marketing spending will remain about the same as in 2008. If so, what got cut?

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150 Content Marketing Tips

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

Poker Equity and Marketing II - Lead Equity Explained

Smashmouth Marketing

Ok, fair warning. If you are here for a two paragraph good marketing tip, you're in the wrong place. I'm deviating from my normal article style and getting down to some math. Geek Time! Back in November I posted an article, Poker Equity and Marketing - Lead Equity. It lead to me reposting the original article, and then to my responding to several questions by email asking me to elaborate.

Kiva.org Adds Video to Community

Smashmouth Marketing

Green Leads has recently been doing a team micro-lending project. Our employees can donate on a regular basis, we match dollar for dollar, and then we decide as a team what Kiva borrower to invest in. It's a great cause, and in the current economy, a great way to push from the bottom. One of the best parts of doing this is getting updates from our borrowers.

Marketing-for-Leads Guide: Step 9 – Who are your best prospects?

Sales Lead Insights

Step 9: Target the best companies and contacts with your lead-generation efforts. Determine who has the business problem your products and services address, both at the level of companies and at the level of contacts within those companies. Create three lists that rank your current customers using three criteria: Gross revenue. Profitability. This ranking is more subjective than the first two.

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Marketing-for-Leads Guide: Step 9 - Who are your best prospects?

Sales Lead Insights

Step 9: Target the best companies and contacts with your lead-generation efforts. Determine who has the business problem your products and services address, both at the level of companies and at the level of contacts within those companies. Create three lists that rank your current customers using three criteria: Gross revenue. Profitability. This ranking is more subjective than the first two.

SIC 2

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Live Blogging Sales 2.0 Event With Twitter - INTENSE Experience

Smashmouth Marketing

I survived the first day of doing live twitter coverage of the Sales 2.0 event in San Francisco. If you want to follow it on twitter, use hashtag #sales20. never imagined it would have taken the energy and time that it did. Luckily I don't have to write more about the experience tonight, because Jep Castelein of the Leadsloth blog did a quick video interview with me after the event.

Get a Reporter’s Mentality in Your Marketing Department, Social Media Will Reward You

Marketing Edge

Let’s connect some dots. DOT 1 - Social media recognizes, even rewards candor and honesty. DOT 2 - Traditional media is declining and those journalists that remain must do more in the same amount of time – God Bless You. DOT 3 – Recession is causing executives to search for something less costly, more effective in marketing. will respond favorably. said affordable, not free. What’s your take?

Top 20 Tweets from Sales 2.0 Conference

Smashmouth Marketing

The following are what I thought were the top 20 take home tweets from the Sales 2.0 conference. Ok, 22 of them, but they are all worthy. Thanks to all that contributed, there were hundreds of tweets each day of the conference and it became all the buzz. Even to the point on the second day where a whole panel discussion was dominated by twitter talk. annekeseley : " sales 2.0 is not the answer. It is a question." sales20. jepc : Gerhard Geschwandtner: " Trend 6: customers create companies instead of companies creating customers " #sales20. greenleads : "Sales 2.0 sales20. Warren Buffet.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. As a result, I've made a number of small adjustments which have been retroactively edited into the previous posts. There might still be some others: two of the vendors haven't spoken with me, which could mean they agree with my ratings but, more likely, means they just haven't been paying attention. Perhaps I'm just starved for attention, but I do in fact appreciate the feedback. The relative ranking of the different vendors hasn't been significantly affected.

Lead Nurture through Social Networks

Acquiring Minds

Today is the second day of the Sales 2.0 Conference in San Francisco. On Day One, Mark Wilson, VP Marketing, Sybase presented a unique perspective on social networks. Mark can be seen on the far right of the photo of the panel on Marketing for Sales Success (click on the photo to expand the photo size). The topic of social networks arose in an unexpected scenario: Mark Wilson advocates using social networks for lead nurture. Mark's perspective was that a social network was a great forum for prospects to connect with Sybase customers and fans. More posts to follow on the conference.

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.

The Flaw in Calculating Inbound Marketing vs. Outbound Marketing Cost Per Lead?

Smashmouth Marketing

This past week I was reading HubSpot's study on the state of inbound marketing , and understandably, with HubSpot being in the inbound marketing business, the study showed that the marketing spend on inbound marketing is rising. It also determines that the price of an inbound generated lead is 3x less than the price of an outbound generated lead, $84 versus $220. Inbound: SEO, SEM, Blogs. Outbound: Telemarketing, Email, Events). What is the equity value of those leads - the lead equity ? Even at 3x the cost, it's not apples and oranges. That's $840 for inbound, $660 for outbound.

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Usability Items for Complex Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign. The underlying logic was explained in last Friday's post : marketers running complex programs need precise control over flows among many different campaigns. 3.5 6 5.5

Measuring The Cost of Bad or Good Online Reputation

PR Meets Marketing

By noblelgnoble via flickr. received this question from Nathalie Seoteman after she read my free ebook on using social media:  . How [can you] calculate the value of a company’s online reputation and (marketing) PR 2.0 efforts? What did these activities produce, put in figures and - preferably - in euro’s/dollars? would like to include both the reputation damage that has been diverted and the positive/negative/neutral online coverage that has been created.  . This raises an interesting and very complex question. Measuring Positive and Negative Reactions. The “formulas”. del.icio.us

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Going to the Sales 2.0 Conference on March 4-5, 2009

PR Meets Marketing

I will be attending the Sales 2.0 Conference at the Intercontinental Hotel on behalf of DemandGen Report. will be checking out a few of the panels for the magazine. Besides my duties for the publication, I look forward to checking out some of the products for demand generation management and measurement. If you’re planning to be there, please let me know via twitter (@csalomonlee). All content copyright Cece Salomon-Lee, Creative Commons Attribution-Noncommercial-Share Alike 3.0 Unported, with the attribution: By Cece Salomon-Lee, PR Meets Marketing, and a link to the post. Conference

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.

Sales and marketing alignment: tips for getting it right with lead generation

B2B Lead Generation Blog

According to the 2008 Miller Heiman Sales Best Practices Study, only 37% of respondents agreed that their sales and marketing organizations are aligned in what their customers want and need. discussed this disconnect with Bill Golder in the February issue of Sales & Marketing Management. You can check out the interview online: Chronicles of a Sales Leader: The Lack of Sales and Marketing Alignment in Organizations Today. firmly believe that organizations that perform match readiness of the buyer with expectations of their sales team. Here are the five tips I shared with him: 1.

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) Yesterday's post described the background of this usability scoring project and gave scores for several items that apply to both simple and complex marketing programs. This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages. Users can build a simple campaign by defining a linear sequence of stages. But embedding the rules gives a much cleaner, simpler view of the campaign flow.

Sybase: Process And Analysis Ecosystem

Digital Body Language

You would expect that Sybase, as a provider of some great analysis products, would have a good sense of how to analyze their marketing. They do, but under the hood, their great analytics is built upon a very well thought out approach to all aspects of the sales and marketing process. By focusing on the three main goals of sales effectiveness, campaign success, and coverage optimization, Sybase was able to optimize their overall marketing efforts, while providing rich insights into what was and was not working. This case study is from Digital Body Language.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

(note: this is a slightly revised version of the original post, reflecting vendor feedback.) For better or worse, I've taken my usability scoring project as far as I can. So, having run out of reasons to delay, let me present the results. To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems. Lacking the resources for a detailed user survey or hands-on scenario testing, I chose to build a checklist of functions that I believe correlate with usability. But I quickly ran into a problem. Okay then.

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.

Good News - Did Social Media Have a Role in Getting Me My Job?

PR Meets Marketing

Click to see video about new job.   I decided to record my first video to let everyone know that I have been able to find a job. For those who read my post about me and my husband being laid off here and on my other blog , this new job does alleviate a lot of pressure on us. While my husband hasn’t secured a position, he has some interesting opportunities percolating. There has also been a lot written about using social media to find a job, most notably Chris Brogan’s eBook  and am interesting view by Jason Falls. This goes for Facebook and LinkedIn as well. Tweet this on Twitter.

Letting People Go With Dignity

E-Quip

There is perhaps no more difficult a task for a manager than ending an employee's employment. These days, economic conditions are forcing many managers to do just that. For those on the receiving end, the way one is let go is often more hurtful than the layoff itself. know this firsthand. lost my job four times over my career. Only once did I feel I was treated with dignity and respect. Be honest.

Best of 2008: Website Design

WebMarketCentral

What are the current best practices in website design? What common design mistakes should you avoid? Where can you find creative new design ideas? Many of last year's best articles and blog posts on the topic of website design were reviewed here in two posts on the best of website design so far in 2008, but to help answer the questions above, here are a few more.

The 4 C's of Social Media

WebMarketCentral

Social media is a bit like art—most of us are pretty sure we know what it is, but articulating a common definition can be challenging. There are many definitions of social media floating about of course, they just aren't consistent. Social media "are primarily Internet- and mobile-based tools for sharing and discussing information" according to Wikipedia. Social Tagging

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.

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 software suite. With more than 200 new features, the release is the most significant since the product's initial launch in early 2008. Pricing starts at $1,500 per month and the company now has more than 150 midmarket and enterprise customers.

Finding New Work Is Not Enough

E-Quip

In recent months, I've facilitated several meetings devoted to discussing potential new business opportunities. That, of course, is what you would expect in a severe recession. Nearly all A/E firms are revisiting backlog, unused contract capacity, active leads, and prospective new clients and markets. They're overturning every stone in search of additional work. Everybody is stepping up the effort.

Best of 2008: SEO Link Building

WebMarketCentral

Unless you are optimizing only for some extremely niche keywords, off-page optimization—building links from other websites to yours—is a critical and significant factor for SEO success. The blog posts cited here, some of the best of 2008 on the topic of link building, provide guidance on how and where to obtain valuable external links. That works sometimes.). The next idea is.read the post!

Announcing Marketo Lead Management 3.0

Modern B2B Marketing

A quick post to share the news that Marketo Lead Management 3.0 is now available! This is our largest release since we first launched the product last year. It delivers a comprehensive upgrade to our user interface as well as a great new design, plus a ton of significant new functionality in every part of the application. Be one of the first to check it out: All new Marketo demos. Read the press release: Marketo Reinvents Marketing Automation (Again) with Launch of Marketo Lead Management 3.0. Stay tuned for my thoughts on the five processes that really matter in a lead management solution.

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.

Customers and Sellers: The knowledge divide

The ROI Guy

A recent newsletter from sales and marketing best practices analysts at SiriusDecisions ( www.siriusdecisions.com February 2009; Knowledge Inflection Points) highlights that today’s buyers are more savvy, and gather more information than ever from public sources before they engage sales professionals. This includes detailed tools to help them connect better with customers. The tools need to help drive sales to closure such as assessment tools, ROI analysis tools and TCO/ competitive advantage analyst tools – all more advanced than versions available on-line.

Customers and Sellers: The knowledge divide

Tom Pisello

A recent newsletter from sales and marketing best practices analysts at SiriusDecisions ( www.siriusdecisions.com February 2009; Knowledge Inflection Points) highlights that today’s buyers are more savvy, and gather more information than ever from public sources before they engage sales professionals. This includes detailed tools to help them connect better with customers. The tools need to help drive sales to closure such as assessment tools, ROI analysis tools and TCO/ competitive advantage analyst tools – all more advanced than versions available on-line.

More Resources to Define Lead Management Requirements

Modern B2B Marketing

A few days ago I posted a link to the new IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation. This is a great tool, but there are quite a few other resources out there to help you define what you are looking for in a demand generation system. Here are some links to help you out; please let me know if you write about this topic and I’ll be happy to add you! Jep Castelein writes about vendors and evaluation criteria at LeadSloth on Demand Generation. Here’s a link to Part 1 and Part 2. Jessica Kahn from ReadyTalk wrote Learning About Marketing Automation.

5 Reasons Why Lead Management is more than Lead Nurturing and Scoring

Modern B2B Marketing

I think one mistake many marketers make is to think of their lead management requirements too narrowly — and to be honest, quite a few demand generation vendors make this mistake as well. As I wrote back in December, 2006, the fact that today's buyers take control of their buying processes using search, social media, and other online tools means that marketers need to move away from a mindset of "generating leads" and towards a model of " managing leads ". Done well, this unlocks serious revenue growth. Be everywhere. Build prospect profiles. lead deduplication ). Automate lead handoffs.

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.