October, 2006


Trending Sources

Where do Your Email Newsletters go? Email Heaven?

Anything Goes Marketing

Does your company have an email newsletter? If you do, then you've decided that your company has something to say and is committed to producing high quality content that is valuable to your customers and potential customers. Typically this content is great stuff and includes tips, industry news, offers and other useful bits of information. Think again - PDFs are not search friendly. Chad H.

Writing a White Paper? Read The Following Book

Anything Goes Marketing

Perhaps you're looking to position your business as the industry expert or convince C-level executives that you understand their business issues and can provide solutions they need. Whichever the case, creating a white paper will help your organization generate new leads and help close out sales. The next question is - How do I create a white paper? Writing a White Paper - Where do I Start? Chad H.

Microsites, Blogging and Business Blogshit

Anything Goes Marketing

It's no wonder that a JupiterKagan study has reported that "promotional microsites will become more popular with larger advertisers during the next year." Microsites allow companies, especially large ones, to post content that doesn't have the same guidelines and red-tape that the main corporate websites have. Web 2.0 - Microsites on Crack In terms of web 2.0, The sky is the limit. Chad H.

Email Marketing 101: Tips and Best Practices

Anything Goes Marketing

If you're new to the world of email marketing then I have a few good resources for you! Are you moving from a B2C company to B2B? For a basic overview of some of the differences between B2B and B2C email marketing, check out check out Tricia Robinson's article called " B2B vs. B2C Email Marketing ". Email Marketing Best Practices Looking for some up to date best practices? Hope you enjoy these!

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Syspro Sees CRM as Data Sharing

Customer Experience Matrix

It’s time for another round of “What’s My Product Line?”, the game where we try to guess a company’s product by reading its white paper. Today’s contestant is Syspro ( www.syspro.com ) and its entry “How to Embrace CRM and Make it Succeed in Your Organization,” available here. Our first clue is on the cover of the paper itself. The subhead reads “giving small and midsize manufacturers and distributors the visibility required to compete in a highly competitive business climate”. Can you guess who Syspro sells to? Why, yes, it’s small and midsize manufacturers and distributors!

Does Eloqua Compete with Aprimo and Unica?

Customer Experience Matrix

Not to be obsessive or anything, but I do want to respond a bit more to the anonymous comment on last Thursday’s post, which said (the comment, that is) “Eloqua is definitely a marketing automation and campaign management tool. They go head to head with likes of Aprimo and Unica and are beating up on them. MRM is not something Eloqua does now, but I would expect them to in the future.” The anonymity of the comment bothered me a bit, but that’s my fault. The rules of this blog have now changed so only registered members can comment. My real concern is the substance.

Screw ROI - Think LOI (Loyal Opt-Ins)

Anything Goes Marketing

Someone signs up to receive your blog feed or email updates from you - what do you do? If you're answer is "nothing" or "We send them an email when the next campaign rolls around" then you should read this post. Generate Loyal Opt-Ins or LOI There is an article by Stefan Pollard on ClickZ called A Good First Impression Equals Stronger Opt-In Relationship in which he provides some easy tips on how to respond to those people who have signed up for updates from you. Links to the most recent newsletter, products, press releases, white papers, webcasts, events etc. Don't wait a few weeks.

My Ask.com Search Engine Optimization Success

Anything Goes Marketing

How can blogs affect marketing campaigns? Very easily actually. I wrote a blog post about a Nissan Sentra ad campaign called " 7 Days in a Sentra " that I didn't think was all that great. My blog post was called 7 Days in a Crapbox (Nissan Sentra). I've actually received a tremendous amount of traffic from all of the major search engines except for Yahoo. My biggest success so far has been from Ask.com. If you type in the name of the Nissan Campaign " 7 days in a Nissan Sentra " my blog post appears first ( see image )! I'm #4 if you search on " 7 days in a sentra ". Chad H.

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.

How Different is Small Company CRM?

Customer Experience Matrix

Continuing with yesterday’s theme of hosted CRM, two more studies have come to my attention: - Forrester Research ( www.forrester.com ) published “Comparing The ROI Of SaaS Versus On-Premise Using Forrester's TEI™ Approach” which concluded that SaaS (software as a service) offerings are clearly cheaper for installations with under 100 users, and competitive even up to 500 users. This study looked at several types of software, not just CRM. Click here for details. The study looked at both hosted and on-premise products. Click here for more information.

CSO Insights Study Favors On-Demand CRM

Customer Experience Matrix

I’ve never met Jim Dickie at CSO Insights ( www.csoinsights.com ) but have always been impressed by the thorough, objective (and concise!) nature of his reports on sales methods and technologies. The most recent, “On-Demand Versus On-Premise CRM: Are There Performance Differences?” lives up to expectations. Amid the contradictory and self-interested vendor claims of success for their products, CSC Insights’ surveys of over 2,500 companies found a clear winner: on-demand systems (a.k.a, vs. 20.8%. Margins on other measures are similar. I don’t recall being asked whether I wanted one.

Headlines We Thought We'd Never See: "Wal-Mart's Chief Says Chain Became Too Trendy Too Quickly"

Customer Experience Matrix

I know I've already posted today and there are other things I should be doing. But before yesterday's paper vanishes into recycling, I did want to record that headline from The New York Times Business Section on October 25, 2006 for posterity. There must be some deep Customer Experience Management lesson in there somewhere, but mostly I think it's funny

Ponemon Institute Study Highlights Impact of Data Breaches on Customer Value

Customer Experience Matrix

The Ponemon Institute ( www.ponemon.org ) earlier this week released its second annual study on the cost to companies of data breachers. The study, “2006 Annual Study: Cost of a Data Breach”, was sponsored by PGP Corporation ( www.pgp.com ) and Vontu, Inc. www.vontu.com ), which both sell data protection technologies. It is available here on the PGP Web site. The study found that just over half the total cost of a breach was due to customer opportunity costs, as measured by increased turnover among existing customers and greater difficulty in acquiring new customers.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Measuring the Customer Value of Non-Customer Decisions

Customer Experience Matrix

One of the bedrock propositions of Client X Client’s approach to Customer Experience Management is that ALL business decisions should be measured by their impact on customer lifetime value. That sounds simple and dramatic enough to be memorable, which may be reason enough to say it: after all, a good part of what we’re doing is evangelism, and a simple, clear message is critical for effective communication. But, marketing aside, are we serious? I believe there’s more to it than that. The critical point about customer value is that it’s always based on assumptions about future transactions.

QualPro Applies Multivariate Testing to Marketing

Customer Experience Matrix

As loyal readers of this blog know, multivariate testing is one of the techniques I feel are critical to advancing the art of Customer Experience Management. This is because MVT allows systematic analysis of the factors affecting the outcome of a process. Without a systematic approach, it’s impossible to understand or predict the long-term impact of changes in the Customer Experience. This means that each change is essentially an independent test, rather than part of a continuous improvement (that is, optimization) cycle. But time hasn't stood still at QualPro.

How Many Slots Can Fit on the Head of a Pin?

Customer Experience Matrix

Infor ( www.infor.com ), an enterprise software vendor which now owns Epiphany marketing software, was one of four winners of the CRM Magazine 2006 CRM Elite Award for its deployment at Interval International, a vacation exchange network. One critical component was Web site personalization: “Instead of delivering 12 offers on two spots on its Web site as in the past, Interval is able to deliver more than 150 offers on 45 locations on the site.” In Client X Client terminology, those “two spots” which grew to “45 locations” are as “slots”. How many decals can you fit on a NASCAR racer?

Aberdeen Group Study Raises Question about Marketing Serivces Providers

Customer Experience Matrix

Aberdeen Group ( www.aberdeen.com ) recently released “The Precision Marketing Benchmark Report”. It found that companies making “best in class” use of precision marketing tools—which apparently means treating customers differently based on their value—enjoy higher customer retention, cross-sell and up-sell revenues, and customer satisfaction than companies that don’t. I haven’t read the study itself, since Aberdeen’s Web site informed me “Our records indicate you are a Technology Services Provider” and therefore not eligible to receive a copy. This is real news.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Marketing Edge

Marketing Edge

today's marketing edge features an interview with nomi prins, author of “jacked: how conservatives are picking your pocket.” we highlight how some marketers are being intellectually dishonest in marketing their services and products

[x+1] Product is Better than Its White Paper

Customer Experience Matrix

[x+1] ( www.xplusone.com ) offers some pretty intriguing technology for online conversion optimization—that is, it automatically identifies customer segments based on behavior and demographics and determines the most productive offer for each segment. Founded in 1999 and previously known as Poindexter Systems, it has an impressive track record and substantial credibility. Knowing this, I was pleased to see they had published a paper titled “Five Steps to Achieving Precise Customer Targeting Online.” It would be interesting to see a simple explanation of such a complicated product.

Overcoming a Bad Customer Experience

Customer Experience Matrix

I received an email this morning from HyperOffice ( www.hyperoffice.com ) but I don’t know what it was for. Which is exactly their problem. HyperOffice offers hosted versions of common office functions such as group calendars and project management. I took a detailed look at them a couple of years ago and was impressed by quality design at an extremely low price—about $5 per person per month then, still under $10 per month today. But I chose not to write about them because the service proved very unreliable. And that was it for HyperOffice and me. Or can it?

Customer Respect Group: Wish I'd Thought of It First

Customer Experience Matrix

A press release from The Customer Respect Group ( www.customerrespect.com ) last week announced results from a survey of how “High-Technology and Computer Industry” companies treat their customers online. Short answer: a bit better than average except that they’re really bad at answering emails.) But who is the Customer Respect Group? A look at their Web site shows they visit corporate Web sites, score them on a 100 or so elements, and sell the results to anyone who is interested. Quite frankly, this is brilliant. I would only like to see the survey results carried further. - To other channels.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

Putting Value on Building Community

Customer Experience Matrix

I spent a little more time at shop.org yesterday, finishing up my tour of the exhibit hall. One set of vendors that caught my eye were those helping companies to engage with customers outside of the normal purchasing process. These include services that let customers write and post product reviews, from Bazaarvoice ( www.bazaarvoice.com ) PowerReviews ( www.powerreviews.com ), and on-line customer training from Powered ( www.powered.com ). Such applications are not new, but they highlight the importance of experiences that treat customers as part of a community.

Marketing Edge

Marketing Edge

the past three guests on the marketing edge have been among the biggest visionaries of the podcasting medium: leo laporte, scott bourne and paul dunay. today we continue that line up with andrew michael baron, the founder of rocketboom

Note to Self: Keep It Simple

Customer Experience Matrix

I spent several stimulating hours yesterday at the shop.org conference on Internet retailing. Given my current interests, I paid particular attention to vendors who test and optimize customer treatments. Some worth looking at are Certona ( www.certona.com ), ForeSeeResults ( www.foreseeresults.com ), Offermatica ( www.offermatica.com ), optimost ( www.optimost.com ) and Usability Sciences Corporation ( www.usabilitysciences.com ) One thing I found is that even the most sophisticated vendors work primarily with short-term data. This isn’t because the vendors are unaware of long-term issues.

Vtrenz Gives a Solid Overview of Relationship Marketing

Customer Experience Matrix

The question with vendor white papers is not whether they are self-serving—that’s inevitable—but whether they are useful as well. The best you can usually hope for is that the information will be accurate and relevant, even if not objective or complete. So it came as a pleasant surprise to find that marketing automation vendor Vtrenz’ ( www.vtrenz.com ) series “Effective Relationship Marketing” presented a fairly comprehensive overview of its topic, including several points with no obvious direct relationship to Vtrenz products. A sly joke, perhaps? But a few points caught my eye. Fair enough.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

Building a Customer Experience Simulation, Part II

Customer Experience Matrix

Yesterday’s entry showed that a simple simulation model, predicting only whether customers make a purchase in each time period, could generate meaningful statistics about customer value and status. Such a model can be generated with a few lines of code in an agent-based modeling system. (I I did just this using StarLogo TNG, available for free from [link]. Building something similar in a conventional programming language or process simulation tool would have been vastly more difficult. The only variable required in the model is the probability of each individual making a purchase.

Building a Customer Experience Simulation

Customer Experience Matrix

What’s the simplest possible Customer Experience Matrix? You probably haven’t spent a lot of time wondering that, and I don’t generally lose sleep over it myself. But as we at Client X Client start building more sophisticated simulation models, defining the simplest possible case gives us an important reference point. Of course, the question has an obvious answer: the simplest version of any matrix is a single cell. In a Customer Experience Matrix, this would describe one activity in one channel. So the real question is whether a one cell model is too simple to be useful. And there’s more.

B2B Case Study: Integrated Marketing Works for Revivio

Anything Goes Marketing

Trying to justify the costs of an expensive integrated marketing campaign in which you use multiple marketing channels to generate leads? Check out this article on BtoBOnline called: Revivio uses integrated e-mail campaign to boost lead generation. Revivio sent multiple emails with the call to action being a sales meeting and the chance to receive a free stereo. Muliple emails that reinforced each other were backed up by direct mail and telephone calls. They used a combination of in-house and purchased lists. Chad H.

Simplify Your Landing Page, Increase Your Conversions

Anything Goes Marketing

It's really tempting to dump all sorts of tidbits of info on your landing pages to try to convince web visitors to fill out your web forms. However, I test by MarketingExperiments.com demonstrated that a more simplified landing page had a better success rate in their article on ImediaConnection called: Use Single-Column Format and Up Revenue. Not convinced? Check out the stats: What about blogs? Do you think they have too much garbage content besides the main blog posts? This content is obviously there for a different purpose but does it really add to the blog? Chad H.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

Winner of the One Million Blog Award

Anything Goes Marketing

Anything Goes Marketing has been selected as a "Better Blog" according to One Million Blog. I'm not really sure what that means but I'm allowed to put this award logo on my blog and that's pretty cool. Yay me! Chad H.

7 Days in a Crapbox (Nissan Sentra)

Anything Goes Marketing

After I blogged about a great campaign to advertise the Honda Element , I saw another car campaign by Nissan that had a good idea but will probably fail miserably. It's called " 7 Days in a Sentra " and the idea is that comedian Marc Horowitz will actually be living in this Sentra for 7 days under some really strict rules. They have a film crew that is filming his day to day activities of what real life is all about living in a Sentra. What a load of crap! This had none of that. It was pure fake drivel. If you're trying to go the route of "keeping things real" then it should actually be real.

Marketing Programs and Customer Experience Management

Customer Experience Matrix

Bear with me on this one. At the risk of seeming pedantic, I want to discuss the difference between the purchase process and the customer life cycle. The purchase process is a sequence of events, such as awareness, trial and repurchase. The customer life cycle is a set of states, such as new customer, active customer, and lapsed customer. One describes concrete activities, such as going to a store or making a payment; the other describes artificial constructs such as customer segments or relationship types. In short, they are very different. This has important practical implications.

Exact Software Thinks You Should Buy Their Product (But Says Something Interesting, Anyway)

Customer Experience Matrix

“CRM has sustained success through its ability to help companies sell but, only focuses on a portion of the customer relationship, not taking into account pervasive business processes that can affect customers.” I couldn’t have said it better myself, although I might have been more careful about the commas. But that is the opening sentence of “Customer Relationship Management: Putting Customers at the Center of the Business,” a white paper from Exact Software ( www.exactamerica.com ). But it soon shifts to a narrow focus. The most important element of a customer-centric solution is workflow.”

Buy 2

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.