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

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?

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Unica Affinium 7 Improves Response Attribution

Customer Experience Matrix

Unica ( www.unica.com ) 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.

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

ABCs of Data Normalization for B2B Marketers

Data normalization. It’s not a far stretch to suggest that the topic isn’t exactly what gets marketers excited in their day-to-day workflow. However, if lead generation, reporting, and measuring ROI is important to your marketing team, then data normalization matters - a lot. In this eBook, we’ll break down the ins and outs of data normalization and review why it’s so critical for your marketing strategies and goals!

The Web's Largest Guide to Marketing Publications

WebMarketCentral

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

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.

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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!

Why Smoking Costs Employers More Than They Realize

Your employees are smoking, and at a cost of $7,000 per year for each employee who smokes, that adds up - fast! This free report will show you how an effective cessation program pays for itself.

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.

Blog content tip - Don't let your content go to waste

Anything Goes Marketing

You may be saying to yourself, what should I blog about today? This is no different from a marketer saying "Where am I going to get quality content for our email newsletter."

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Anything about marketing - top 10 marketing blogs

Anything Goes Marketing

Every once in a while it's great to stop and look around the blogosphere at what some of the great bloggers are writing about when it comes to marketing. Since it is labour day, I thought I would raise a glass to those top marketing bloggers as defined by technorati. Here they are: 1.

What's the Real Cost of Identity Theft?

Customer Experience Matrix

Yesterday’s The New York Times ( www.nytimes.com ) 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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The 2019 Technographic Data Report for B2B Sales Organizations

In this report, ZoomInfo substantiates the assertion that technographic data is a vital resource for sales teams. In fact, the majority of respondents agree—with 72.3% reporting that technographic data is either somewhat important or very important to their organization. The reason for this is simple—sales teams value technographic data because it makes essential selling activities easier and more efficient.

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.

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 ( www.entellium.com ), 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 ( www.cmocouncil.org ) 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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The Time-Saving Power of Intent Data for Sales

By using the power of intent data, capturing buyer interest has become more feasible for sales. Not only that, but using it will save immense time during your workflow; a win-win on all fronts.

Computerworld Top BI Projects Rarely Face the Customer

Customer Experience Matrix

When I saw that Computerworld ( www.computerworld.com ) 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.

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 ( www.simsesam.de ), 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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How ZoomInfo Enhances Your Database Management Strategy

Forward-thinking marketing organizations have continuously invested in a database strategy for enabling marketing processes. Download this ebook to learn how to maintain a strategy that includes refreshed information, database cleanses, and an accurate analysis at the same time.

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 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 (www.alterian.com) announced its purchase of Nvigorate (www.nvigorate.com), 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).

How ZoomInfo Enhances Your ABM Strategy

For marketing teams to develop a successful account-based marketing strategy, they need to ensure good data is housed within its Customer Relationship Management (CRM) software. More specifically, updated data can help organizations outline key accounts for their campaigns. And to begin the targeting process, marketing teams must develop an Ideal Customer Profile (ICP) with appropriate firmographic and behavioral data to ensure they’re going after the correct audience.Download this eBook to learn how to start improving your marketing team's data!