January, 2007

B2B Lead Generation Blog: Podcast: Use Feedback to Boost Lead Generation

B2B Lead Generation

ever feel like the results of your lead generation efforts aren't being fully utilized? you're not alone. without a solid process in place an astonishing eighty percent of marketing expenditures on lead generation are wasted because the

So I Post in Spurts

Smashmouth Marketing

Two or three months at a time. What can I say. It's not that I go underground for a long period of time, it's just that I get caught up in the moment with something else other than writing. Well I'm back. Possibly for a longer period. let's see. My first real post will be coming soon. This year will be interesting, and for me, calming.


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Viral Marketing in B2B - It Works!

Anything Goes Marketing

When comparing B2B marketing to B2C, many see B2B as having very generic campaigns that lack the excitement and creativity of B2C. For example, you rarely have celebrity endorsements or crazy contests that reach millions that you typically see with brands such as Nike or Coke. B2B Marketing is Boring B2B marketers tend to use the same marketing tactics over and over again such as direct mail, email, paid search, telemarketing, and live events to name just a few.

Viral 124

IT Should Build BI Systems, Not Justify Them

Customer Experience Matrix

“ IT Struggles to Show BI Value ” reads the headline in this week’s Computerworld. The article itself says pretty much the same thing. This spawns three quick thoughts: - It’s not IT’s job to show the value of Business Intelligence. It’s the job of the users. If IT is pushing BI on users who don’t want it, then something is wrong. Even though BI is an indirect expense, users can and should still justify it based on improving customer value. I wrote about this in detail here back in September.

Build 120

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.

Blogger: Redirecting

Buzz Marketing for Technology

Wanna see the future of mobile phones, check out Japan; wanna see the impact of broadband internet connections, check out South Korea, wanna see the future of online advertising, check out Britain. Why Britain

More Trending

B2B Lead Generation Blog: Podcast: What Sales Really Needs From Marketing

B2B Lead Generation

john jantsch, small business marketing expert and author of duct tape marketing recently interviewed me and sales expert jill konrath, author of selling to big companies about what sales really needs from marketing

Top Internet Advertising Networks


Although Google AdWords and Yahoo! Search Marketing remain the gorillas of online advertising, there are a considerable number of alternatives for generating exposure and clicks. Here the top Internet ad network alternatives: Chitika Serves up mini-malls and guided shopping services through a large network (10,000+) of websites and blogs. Strictly B2C. AdBrite Runs text ads, banners and interstitials on an extensive network (16,000+ sites) of publishing partners. Also B2C-focused.

Even Your Father is on YouTube

Anything Goes Marketing

Are you thinking about different ways to build demand for your products or services or just to attract more people to your website or blog? I've been reading a few articles lately about how some user-generated content ad campaigns such as the one that Dove ran called Dove Cream Oil Body Wash Ad Contest "failed" as it wasn't well received by the YouTube community.

How Do You Justify a Personalized Billboard?

Customer Experience Matrix

Yesterday’s The New York Times reported on personalized billboard messages directed at Mini Cooper owners identified by RFID tags in their key fobs (“Billboards That Know You By Name”, January 29, 2007, Business Day, page 3). Although this is the first I’ve heard of such an application, it has been so obviously on the way that its actual arrival is barely worth noting. But it does raise some interesting issues. I'm not talking about safety and privacy.

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!

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

Apple Chose Customer Experience Over Verizon for iPhone

Customer Experience Matrix

I wrote last week about the challenge that retailers face when sharing a customer relationship with manufacturers. This morning’s USA Today reports that Apple—one of the most brand-savvy companies around—rejected an iPhone alliance with Verizon Wireless over this very issue. ( “Verizon rejected Apple iPhone deal”, USA Today , January 28, 2007, available here.) According to the article, Apple was unwilling to allow the iPhone at Verizon’s usual retail partners, such as Wal-Mart and Best Buy.

Why RFPs Are Not Right for Everyone (and When You Still Need Them)

Customer Experience Matrix

The traditional process for selecting software involves gathering requirements, embedding these in a Request for Proposal, sending the RFP to qualified vendors, and making a decision based on the replies. I don’t know where the process got started; I suspect in government procurement but perhaps it was large corporate bureaucracies. In any event, RFPs are widely detested by vendors who often do huge amounts of work without knowing whether their efforts will be rewarded or even taken seriously.

RFP 120

Aberdeen Report Cites Need for Customer Value Models

Customer Experience Matrix

Aberdeen Group recently released “Creating a Customer-Centric Marketing Organization” available here (registration required). The paper is based on a survey of senior marketing executives at 500 small and mid-sized businesses. It was designed to identify the marketing practices of best-in-class customer-centric companies and to determine whether those companies actually report better results. No prize for guessing the right answer. They do. Of course, the devil is in the details.

ROMI 120

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.

Nuances in Customer Experience Management Methodologies (Is that a catchy title or what?)

Customer Experience Matrix

I’ve been looking at customer experience management methodologies recently. All seem similar at first, but after a while you begin to pick up on the nuances that distinguish them. Here are some of the differences I’ve noticed. focus on function vs. emotion. The general idea of customer experience management boils down to identifying and meeting customer needs.

Customer Experience Frameworks

Customer Experience Matrix

One of the interesting things about writing this blog is seeing how visitors find it. I use a simple page-tagging service called StatCounter that tells me which Web page visitors come from. Often these are Google searches for terms that have been used in my posts. When I have a few minutes to spare, I often click on those searches myself to see what else is coming up. Yesterday someone did one of those searches on “customer experience framework”.

Sterling Commerce Focuses Retailers on Total Customer Experience

Customer Experience Matrix

Sterling Commerce, which provides software for sharing data across organizations, recently (well, last August) published “The Four Rules for Ensuring Customer Loyalty in a Competitive Retail Climate” available here (registration required). You won’t be surprised that all four rules relate to sharing data. But this perspective does lead to past the usual corporate boundaries towards the complete customer experience.

Eight Foot Geese and Customer Experience Management

Customer Experience Matrix

I saw a flock of eight foot tall geese yesterday. It was awesome. They were waddling majestically (when you’re eight feet tall, even waddling is majestic) in front of a row of thirty foot pine trees. I caught them in the corner of my eye, and they didn’t register at first because I was in the midst of an intense business discussion. Then I realized what I’d seen and looked closer—and of course the trees were just ten feet high and they were regular three foot geese.

How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

IBM Paper Makes Emotion the Focus of Customer Experience Management

Customer Experience Matrix

Somehow a paper published in 2005 by IBM’s financial services CRM group, “Creating a 20/20 customer experience: From customers to advocates,” recently found its way to my desk. Click here here for a copy.) The paper has plenty of the usual buzz words (customer advocacy, moments of truth, brand promise) but what stands out is a relatively unfamiliar (to me at least) claim that “emotive attributes…present the greatest opportunity for differentiation in the marketplace.”

Paper 120

Still More on Lifetime Value Models

Customer Experience Matrix

A comment on yesterday’s post on lifetime vale models makes the perfectly reasonable suggestion that people “develop a quick and dirty model, see what it can (and can't) do for you. and iterate to the next level.” I made the foolish mistake of replying before my morning cup of coffee (not Starbucks, of course. But, come to mention it, signs all over my gym this week proclaim that they now “proudly brew” Starbucks coffee. I took this as aimed at me personally.

Types of Lifetime Value Models Part 2

Customer Experience Matrix

Yesterday I listed four types of lifetime value models, based on combinations of complexity (simple/complex) and scope (partial/full). Each has its own characteristics: - simple, partial. This is a simplest of all possibilities. Inputs describe just one type of activity—say, purchases—and the calculations themselves are simple. Such models are quite common. They include, for example, a typical formula that calculates lifetime value as revenue per year x years per customer.

Types of Lifetime Value Models

Customer Experience Matrix

Consultants love 2x2 matrices. So in organizing my thoughts on the topic of lifetime value modeling, it’s natural that I ended up building one. The question I’m wrestling with is, just how detailed must a lifetime value model must be to be useful? This is raised by my claim last Friday ( here ) that lifetime value is the essential measure needed to manage customer experience.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Choosing Metrics for Customer Exerience Management

Customer Experience Matrix

I spent some time yesterday researching metrics for customer experience. This was far from idle curiosity, since one of our premises at Client X Client is that businesses should focus on the single measure of customer lifetime value. I wanted to see how other people approach the problem. Our position turns out to be unusual. Of course, many people mention lifetime value, but usually as one in a long list of measures.

Customer Experience Management May be Stuck in the Chasm

Customer Experience Matrix

Enough already about brands! Somehow I’ve gotten sidetracked onto that topic, which is so inherently fascinating that it’s tough to give up. As a parting shot, I’ll cite Apple’s conflict with Cisco over the “iPhone” name as more proof that customer have relationships with brands, not companies.

Do New Locations Dilute the Starbucks Brand?

Customer Experience Matrix

I am not a big fan of Starbucks: the lines are too long, the made-up names are pretentious, and waiting to pick up your coffee from that little table is stressful (when will it come? which one is mine?). But Starbucks was on my mind yesterday as I was thinking about brands and customer experience. In particular, I was wondering whether the Starbucks brand can be meaningfully extended outside of Starbucks stores.

Brand 120

Brands are Movie Stars, Companies Own the Theater

Customer Experience Matrix

I’m still gnawing on the distinction between brand relationships and customer relationships. Some distinction seems to be in order. Traditional brand relationships are one-sided: a brand is a movie star whose life is known to millions but is herself unaware of the fans’ activities. On the other hand, customer relationships are dialogues: they are based on interactions in which each side is (or should be) aware of the other.

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.