There’s one perfectly aerodynamic automobile, a four wheeled vehicle whose design is completely and utterly aerodynamically optimized. Style interferes with substance, so we don’t see that automobile on the road or track.
Can the same be true about the B2B Marketing Function?
Challenges are different, objectives are different, budgets are different. However, in the age of marketing technology, there are only so many specialists out there upon whom you can draw to drive your mission and your objectives. So to that end, it’s possible to optimize your human resources to deliver on your objectives, in conjunction with the appropriate marketing technology and the appropriate outsides assistance.
I think it’s time we look for that pony.
Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
Featured Marketing Technology Article
Why the best insights into marketing data come from both quantitative data from tools and qualitative data gathered by human interaction.
These data tools undoubtedly have the potential to improve marketing effectiveness by providing marketers with better information about what customers and buyers are doing. There’s only one problem: The tools only tell us what, not why.
With all this talk of “big data,” I worry that marketers will spend even more time analyzing data and less time talking with customers. Maybe instead of “big data,” we should be talking about “big insight,” because nothing provides insight like spending a day meeting with customers, observing users or interviewing buyers.
The best insights come from a combination of the quantitative data provided by tools and the qualitative information gleaned from actual human-to-human interaction. Tools and systems are invaluable for collecting and processing data and explaining what is happening. Then, after identifying areas for further investigation, talk with customers and conduct qualitative research to understand the why behind the what.
Balance quantitative with quantitative? Get your quantitative in place first, then validate with qualitative.
Here’s why you make more calls…
- So you can have more quality sales conversations.
- If you make 50 calls a day and your contact ratio is 14%, then you have 7 contacts or conversations.
- If you make 100 calls a day, you converse with 14 people.
- 200 calls a day, you talk to 28 people.
- 300 calls means 42 conversations…
But if you are making 50 calls you have 8 minutes around each call. In fact, our time studies show that is about the exact amount of time salespeople take between researching calls before the call and taking notes after the call.
With today’s tools like LinkedIn , Zoominfo, Inside View, and Data.com by Salesforce.com, you can quickly research 3 things to talk about in 30 seconds; often while the phone is still ringing and you are making small talk.
So consider this:
- Not hitting your quota? Make more calls.
- Bored because sales is easy? Dial more and turn up the volume.
- Not enough leads? Pick up the dang phone; it’s one variable you can control.
- Can’t reach that busy decision maker? Make more attempts. It’s not that they don’t want to talk to you… they are just busy.
OK, so in today’s emerging marketing technology environment, what’s wrong with this article? That’s fairly obvious. So should you not have a marketing department, then dial away. But if you do, and you need this approach…fire your marketing department.
Learn how to redesign your website to be more “inbound” in eight simple steps.
1) Who is your website talking to?
Fundamental starting points are buyer personas or target market segments. (If you don’t have buyer personas, grab this free template to create them for your business.) What are the buyer personas and target markets you’re trying to reach with your website? Once you outline who these people are, only then we you start to create messages, pages, and content for them.
2) Which content is needed in order to be a thought leader in the marketplace?
Odds are, you have competitors in your market. So when re-structuring your website, it’s important that you pay attention to the frequency and quality of the content being produced by your competition.
3) Build your site for Learners, Shoppers, and Buyers.
Inbound marketers often refer to the steps of the buying cycle as:
- Top of the Funnel, or TOFU
- Middle of the Funnel, or MOFU
- Bottom of the Funnel, or BOFU
When talking to new clients we like to describe each of these buying cycles as Learners (TOFU), Shoppers (MOFU), and Buyers (BOFU). Call them whatever makes the most sense to you.
- An example of a Learner or (TOFU) prospect is someone searching Google for “best midsize family car.”
- An Example of a Shopper or (MOFU) prospect is someone searching Google for “crossover SUV reviews.”
- An Example of a Buyer or (BOFU) prospect is someone searching Google for “Ford Edge for sale.”
4) Finish with SEO, but don’t start with it.
SEO should solve for the reader, not search engines.
5) Make sure you talk about “why” more than “what.”
If your website starts off with “why,” then it’s going to be much easier to convey the value of your widgets to the consumer. And if you craft the “why” the right way, then you will also have a greater chance to create an emotional connection with your prospects. Reach them on an emotional level. Simon Sinek does a great job of explaining this with his TED Talk on the “Power of Why.”
6) Create stupid-proof navigation.
Popular ways to provide some stupid-proof navigation are:
- Providing footer links on every page for the content you “want” people to find
- Having a menu that makes it simple to understand what the next step should be
- Including anchor text within content to drive the visitor deeper into your website
7) Use responsive design.
Ensure that your website is responsive, and caters to that mobile audience that is growing by leaps and bounds. It’s about more than just having a site looks good — it needs to be easy to read and navigate, too!
8) Make it remarkable.
In order to stand out against your competition you’ve got to be remarkable. Everything you do, and especially your website, needs to represent how remarkable your company is. Make sure that your website communicates the mission, vision, and goals of your company.
This is an excellent review for your digital properties, not just your web site. You should take this and conduct an audit of your digital properties accordingly, especially before you finalize your 2014 plans.
Big data can replace a lot of guesswork about who customers are and what they might want, but big data cannot, however, replace conversations. To follow and intelligently join conversations about your brand — particularly on social media sites — you need “small data.”
If big data is the numerical story of spending behaviors, and how to take advantage of them, small data is a glimpse at customer’s thoughts and emotions. Used properly, it is instant feedback that marketers use to slalom between obstacles. Small data lets us stand out while others are focused too heavily on big data. And most importantly, small data lets us talk directly with consumers.
Small data, particularly in social media, is for picking up on immediate, actionable patterns that don’t require rocket science to spot, but do require good judgment and fast action to correct. Small data is about finding ways to build loyalty, appreciation and respect. Spontaneity is one of its strengths. Small data catches social cues so marketers can respond like humans. Small data lets a marketer personify his or her brand.
There it is: data as it applies to B2B marketing. Want to be data-driven? Set your objectives, put your resources in place, measure/react quickly.
Asked how they would like to see ownership of mobile web strategy changed, 51% of CMOs surveyed by NetBiscuits indicated that they should get more ownership, compared to just 9% who think the CIO should get more, according to a new report. While CIOs were a little more generous, 38% believed they should get more ownership, versus 18% feeling that CMOs are owed greater control. The CIO currently has more influence over strategy, though, respondents say.
Oh boy, here we go. Own the knowledge, and you own the technology and the strategy. Fairly simple. Get your smarts on, get your marketing ops on board, get your marketing scientist cooking, and you’re in a good place.
Either your team sell cloud based services or other products, you need to help your team accelerate sales effectiveness with 5 challenges.
Key capabilities of ExactTarget Journey Builder will include the following:
- Drag and Drop 1-to-1 Automation: Plan, power, and measure the performance of lifecycle campaigns across email, mobile, social, and the Web based on customer data with a drag-and-drop interface.
- Real-time Optimization: Establish thresholds of timing, cadence, frequency, and sequence to define which message or offer is delivered based on any change in customer data or interaction.
- Advanced Analytics and Performance Tracking: Plan business outcomes for each phase of the lifecycle campaign and track performance against goals.
- Marketing Cloud integration: Integrates seamlessly with the Salesforce ExactTarget Marketing Cloud’s contact model, calendar, and messaging and data management applications.
- Advanced Third-Party Data Integrations: Leverage ExactTarget’s advanced data integration capabilities to further optimize data-driven marketing and extend campaigns with partner applications to integrate Web conferencing, direct mail, event registrations, QR code activation, Facebook ad retargeting, and more to extend lifecycle marketing campaigns.
I’ve been curious as to how ET would be integrated into SFDC, and we starting to see some daylight.
What’s fascinating is that the so-called social media revolution is a golden era for marketing professionals. Here is a look at how the social media ‘revolution’ is unfolding.
The above video is a bit of breathless hyperbole, and most likely you are aware of the impact of social media on your marketing plans for 2014. But if you needed to demonstrate the impact of social media to anyone, use this video.
Teddy Hunt offers 5 simple steps for small to medium sized businesses to develop a social media strategy.
However your business decides to tackle its social media marketing efforts, there are five steps that set the foundation for a successful social marketing strategy regardless of your company’s makeup.
1. Define Your Goals
2. Identify Your Target Audience
3. Target the Appropriate Social Media Platforms
4. Define Your Unique Selling Proposition (USP) and Core Topics
5. Create an Editorial Calendar
You may want to create your editorial calendar first, then follow-through with the other steps. Why? The content is (presumably) targeted to a persona, and the social media channel should be relatively easy to identify.
4. UberFlip Video Infographic
UberFlip helps companies present and distribute their content in dynamic ways, so when they wanted to tell the visual story of the growth of online video, they created a video infographic. This drove tremendous awareness and traffic with 800% increase in blog traffic.
Some excellent examples, but none better than the above. Motion, infographic, audio. Entertain!
Watch and learn as we take a look at 5 email marketing conversion killers and teach you how to avoid costly conversion mistakes!
1. Do You Overuse Images?
Having a single image with a poor ALT tag could literally mean you’re cutting out half of your audience. If you are an eCommerce store or find that HTML-heavy emails convert really well then it can be hard to avoid this situation but you can start to work around it by including descriptive ALT tags that at least give the customer a good idea of what the email is about and why they should view it in full.
2. Did You Segment Your Email List?
3. Do You Provide Too Many Choices?
As with landing page, a single, dedicated call-to-action is the most powerful way to maximize your conversions. Repeating this call to action is even better.
4. Do You A/B Test Your Emails?
5. Do You Only Send One Single Email?
Rules of thumb:
- Focus on education whenever you can.
- Send up to 3 emails per week, spaced a few days apart.
- Link your emails together: build momentum.
#1 is basic, but the remaining 4 points are debatable. As usual, TEST to see what works for you.
This is such a great question that I decided to pose it to two professionals that I know that work with leading sales departments every day.
Get all the free tools and resources you need to take your visual content up a notch.
1) PowerPoint Templates for Infographics, SlideShares, Social Media Images, and Calls-to-Action
7) 235 Stock Photos From HubSpot
10) Google Drawings
You gotta love content providers who create these valuable lists. S/O to HubSpot.
- Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
- If you like this scoop, PLEASE share by using the links below.
- iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us!