September, 2006

B2B Lead Generation Blog: Podcast: Marketing and Sales for Big Complex Selling (pt 3)

B2B Lead Generation

i wanted to share the final installment from the podcast series i did with 800-ceo-read. in this podcast, todd interviewed me and jill konrath on the critical interface between marketing and sales. here's what todd says about it

Unica Affinium 7 Improves Response Attribution

Customer Experience Matrix

Unica ( ) released the latest version of their Affinium marketing suite earlier this month. One set of enhancements related to response attribution, which the new release makes both more flexible and easier to use. Since this is an area of particular interest for me, I asked Unica for a briefing. Over all, the new features are very good, but I’ll leave it to Unica’s marketing materials to describe them at length.


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Integrated marketing campaigns using YouTube!

Anything Goes Marketing

Thinking about a new marketing campaign to promote a new product? Why not consider doing a video that could be used as a TV ad, website video, posted on YouTube , added to your business blog, linked to from emails and advertised in magazines and print material. Sounds difficult eh? Maybe, but if you're going to spend the money on that 30 second TV spot, mind as well get the most out of it by fully integrating the concept across all of your marketing channels.

Blogger: Redirecting

Buzz Marketing for Technology

A Columbia University study published in Science (2/10/06 issue) sheds light on the role that social influence can play in driving consumer demand. Researchers recruited more than 14000 people in a study to measure the impact of social

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

The Web's Largest Guide to Marketing Publications


If you market to marketers and want to get the word out about your products or services -- or in your quest for marketing knowledge you just want to assure that you aren't overlooking important but obscure sources of information -- check out the new directory of Advertising and Marketing Trade Publications on WebMarketCentral. The genesis for this page was some client research on publications that target direct and catalog marketers.

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B2B Lead Generation Blog: Podcast: Marketing and Sales for Big Complex Selling (Pt 1)

B2B Lead Generation

i had a great time chatting with todd at 800-ceo-read on lead generation. this is the first of three podcasts 800-ceo-read is doing on b2b sales and marketing. here's what todd says about it: "in this podcast, i talk with brian carroll

B2B Lead Generation Blog: E-Book: What Sales Really Needs from Marketing

B2B Lead Generation

the biggest challenge most sales pros with a complex sale face is getting access to executives, especially those in big companies. to be successful, sales and marketing efforts must be better aligned. jill konrath just wrote an e-book

What's the Real Cost of Identity Theft?

Customer Experience Matrix

Yesterday’s The New York Times ( ) carried an article on identity theft, which basically suggested the problem is not as important as it seems (“Surging Losses, but Few Victims”, Circuits, September 27, 2006). Since I had just written on the topic in this blog (September 22, 2006), I read it closely.

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In Which, Dave Has a Bright Idea

Customer Experience Matrix

A friend recently described her customer experience with a months-late furniture order. The store was sincerely apologetic, but explained that manufacturers accept an order only to find, when they go to build it weeks later, that the fabric is no longer available. The mills themselves don’t give the manufacturers current information, so there is little the manufacturer can do. The store itself is even more helpless but is left to face the customer’s wrath.

Developing Your Training Content So That It Actually Moves the Needle

Speaker: Bryan Naas, VP of Sales Productivity at Braze

Getting reps & marketers to engage in your content is half the battle of providing value that can ultimately impact the bottom line. How do we break through the noise? In this session, Bryan Naas will detail what it takes to build training and content resources that reps will actually take the time to engage with so you can help them reach their goals.

Entellium Selection Guide Asks the Wrong 100 Questions

Customer Experience Matrix

Who could resist a paper entitled “100+ Questions CRM consultants get paid to ask”? Certainly not a sometime CRM consultant like myself. As I downloaded the paper from hosted CRM vendor Entellium ( ), hope and fear wrestled inside me: Would I learn something new? Are they giving away all my trade secrets? Would this be heaven or would it be hell? Whatever happened to the Eagles anyway? Didn't I see they were on tour recently? The Rolling Stones are touring again.

Linking Hidden Activities to Customer Value

Customer Experience Matrix

My last two posts have dealt with activities that affect customers but are invisible to them: back-office analytics and information security. How do you fit these into a Customer Experience framework? Actually there are several means of connection. The most obvious is to expose the activities to customers directly, by featuring them in advertising or building them into customer-facing activities.

CMO Council Study Highlights Consumer Security Concerns

Customer Experience Matrix

The CMO Council ( ) just released initial results from a major study, “Secure the Trust of Your Brand”, on how information security impacts customer attitudes. The initial report is a survey of consumer attitudes. Among the eye-opening factoids: - the Federal Trade Commission reports that 10 million Americans each year become victims of identity theft, at an average cost per victim of $5,885 and 30 hours of time.

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Computerworld Top BI Projects Rarely Face the Customer

Customer Experience Matrix

When I saw that Computerworld ( ) had a special report on successful business intelligence projects (“BI Home Runs”, Computerworld, September 18, 2006), I confidently expected something similar to the InformationWeek article described in my September 13 post: that is, a major focus on improving customer treatments.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

RightNow Talks The Talk

Customer Experience Matrix

“Customer Experience Management” meets the two key requirements for a successful buzzword: it’s impressive (10 syllables!) and no one quite knows what it means. (My My own definition, “understand and improve how you treat your customers,” fails on both counts.) Given these virtues, it’s not surprising that many firms have adopted Customer Experience Management as part of their marketing message. Since my own firm is among these, I take particular interest in watching how others use the term.

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The New York Times Discovers That Marketers Use Science

Customer Experience Matrix

Today’s New York Times carried an article on the use of science by marketers, although this is not exactly news. Enlisting Science’s Lessons to Entice More Shoppers to Spend More”, Science Times, September 19, 2006.) The specific examples it will be familiar to any marketing professional: carefully tracking shoppers’ paths through a store; analyzing physiological reactions to advertisements; and using multivariate test designs to assess ad components.

Agent-Based Simulation for Customer Experience Modeling (Is This Fun or What?)

Customer Experience Matrix

OK, so I spent several fun-filled hours yesterday working through a tutorial for an agent-based modeling system. The particular product I chose, SeSAm ( ), was developed as a teaching aid. It is free, powerful and easy to learn. I didn’t finish the tutorial* but saw enough to confirm that I could build models with agents that stored their own history and drew on that history to determine future behavior.

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Customers Are Not Widgets: CRM, BPM and Improving the Customer Experience

Customer Experience Matrix

I’ve been researching software to model the flow of customers through an organization. The thought is to take literally the mantra that “the value of a business is the value of its customer relationships” by modeling the relationships individually and viewing an aggregate result. This is all central to the Client X Client business concept.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

The Path to Customer Optimization

Customer Experience Matrix

One of the topics that has always fascinated me is how innovations spread through an industry. At the risk of admitting an embarrassing truth, most of the concepts that customer management thought leaders discuss have been around for a long time. I don’t mean the ancient “corner shop keeper” analogy, but the specific vision of linking customer touch points to a central management system that can optimize each interaction.

A Tale of Two Acquisitions: Alterian and Business Objects

Customer Experience Matrix

Acquisitions form the never-ending background noise of the technology industry. Some illustrate such obvious trends they are barely worth noting, while others hint at something important. This week brought one of each. On September 11, Alterian ( announced its purchase of Nvigorate (, one of the better established developers of marketing resource management systems.

InformationWeek: IT embraces customers, not CRM

Customer Experience Matrix

InformationWeek's September 11 issue published its list of Top 250 Innovators, with detailed profiles of the top five. What first struck me was that four of the top five firms focused on improving customer experiences: whether by better marketing (Principal Financial Group), mass customization (Automatic Data Processing), or improved customer-facing operational processes (American Power Conversion and Global Crossing).

Honda Gets its Elements in Order With Fun Game

Anything Goes Marketing

Here's an award winning integrated campaign by Honda to promote it's sporty Element. It combined, TV spots, search marketing and even YouTube videos !! The agency that designed the campaign ended up winning an award which isn't too surprising. Why is this campaign so good? It's a great product. Start off with a great product and you're off to a good start It's fun. It's game that allows you to test drive the car above ground and below. This represents the car as it seems like a fun car.

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5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

Have you Heard of Slide for Posting Pictures? You Should!

Anything Goes Marketing

Just like YouTube , there's a new picture slide show tool out there that B2C marketers should get a handle on. It's called Slide. Here's a sample : If you own a small business, you can also use this to show off your products in Ebay, Craigslist and other formats. Want to create your own Slide, start here. Have fun! Chad H. youtube

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Mastercard priceless moment at Anything Goes Marketing

Anything Goes Marketing

Amount of money I've made on Adsense in four months: $2.29 Number of inbound links that I have to my blog in four months: 229 The vast amount of knowledge that I've gained regarding blogging, e-marketing, search marketing (SEO), online advertising, and email marketing by blogging? PRICELESS! Here's a funny one I found on Youtube: Chad H. PS - I forgot to mention how much fun I'm having!

Writing for the Reader: Preview Pane and Blog Feeds

Anything Goes Marketing

When you're designing a website, blog or email template do you ever think about how your users will actually see it? This may seem like a stupid question but it's extremely important to ensure that the people viewing your website or email see what you intended them to see. When I wrote a post on How to convert blog traffic into loyal readers I mentioned that it's important to make it easy for your readers to subscribe to your blog.

Online Marketing is Being Dominated by Search Marketing. What is Your Strategy?

Anything Goes Marketing

It's pretty crazy how popular internet advertising is and how much it continues to grow. According to a recent study internet ad revenue is up 37% over the first half of last year. See the full article at BtoBOnline Interactive Advertising Bureau and PricewaterhouseCoopers report that Search continues to lead that growth, accounting for 40% of total online advertising revenue in the first half.

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Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.