Tuesday, March 7, 2017

When Would NOW be a Good Time?

While this "I want everything now" mentality completely matches the expectations of my kids and their friends, it isn’t just Millennials who expect this. According to a recent Salesforce report titled, “State of the Connected Customer”:
  • 64% of consumers expect companies to respond to them and interact with them in real time.
  • Millennials: 66%
  • GenXers: 63%
  • Baby Boomers: 62%
And in case you thought this was just for B2C, it’s even higher for B2B:
  • 84% of business buyers expect companies to respond to them and interact with them in real time (according to the same survey).
This is not just about customer support response times either. “Instant” seems to be the new expectation across all interactions.

Now, I know it’s easy to summarily dismiss this. I can hear some of the reactions, “Customers may expect this, but it’s not necessarily what they are getting. And even if they are, it’s just not possible for our company to deliver this.” We don’t have the:
  • Infrastructure
  • Resources
  • Technology
  • Processes
  • Time
  • All the Above
Response time improvements have historically been focused on customer support. But TIME also fosters and helps drive the 3 things required for any sale:
  • Relevancy
  • Trust
  • Empathy
The truth is, customers don’t care about your constraints. And while those experiencing your brand might cut you some slack in certain response-time scenarios, it is safe to say that TIME plays a major role in the success of your:
  • Marketing Effectiveness
  • Sales Conversions
  • Customer Support Satisfaction
  • Overall Customer Experience Perceptions
Time has now become ubiquitous with connectivity. The more connected you are with someone/something, the higher your expectation of timely interactions, no matter where you are in the relationship, or in the sales cycle. And once the brand has achieved an interaction response benchmark, the expectation is that it will be achieved EVERY SINGLE TIME, regardless of channel or device. So, big peaks and valleys within your interaction response times may likely do your brand more harm than delivering consistency, even if the timing is less than ideal. Inconsistency breeds uncertainty, which erodes trust.

The concept of Agile Marketing has surfaced, in part as a methodology in addressing the Now Economy. It is an iterative approach to marketing taken from Agile software development. The core tenants include:
  • A focus on change vs. a focus on a plan
  • Quantifiable testing vs. opinions
  • Rapid iterations over larger, longer, complex campaigns
  • A “fail fast” approach due to small experiments
  • Collaboration vs. business unit silos
The goals of Agile Marketing are to improve the speed, adaptability and predictability of change.

While Agile marketing lays the foundation of delivering greater speed, innovation, and faster pivot vs. persevere decisions, it will not inherently deliver NOW. One of the biggest barriers to achieving “real-time” interactions is – you guessed it – data, along with the infrastructure that supports it. The foundation of any digital transformation, data, and especially the speed in acquiring, integrating and interacting with data, often becomes the weakest link in meeting time-based customer expectations. How many times have you been exposed to retargeting ads long after you’ve already bought the product or service? Those that are fast eat those that are slow in today’s NOW economy.

Many companies still have a long way to go before even considering speed, as they continue to juggle connecting siloed data sources, aggregating and standardizing online and offline data acquisition points while focusing on improving customer experiences.

As companies continue to make progress towards their own digital transformations, it’s easy to get distracted by all the strategies and technologies available. And while things like relevancy, intuitive interfaces, cohesive communications and ubiquitous personalized experiences across channels and devices are all important customer expectations, a significant focus on improving timing throughout every interaction with your brand can generate a systemic lift in the improvement of other customer expectations, even if you improve other areas only marginally.

I buy groceries from the same store, not because they have the best variety or prices, but because they always have the shortest lines. When evaluating business goods and services online, whoever consistently responds to me the fastest throughout the entire sales cycle often gets the business.

As buyers, we can only give companies moments of our time, literally. There are just too many distractions and disruptions. As marketers, our best chance of success is to react and respond during those brief moments that customers graciously give us. As Dr. Paul Marsden, consumer psychologist and Head of digital Insight for the SYZYGY Group argues, “In the Now Economy, content is no longer king, convenience is king.” And convenience is typically driven by time.

So, as you determine Business Requirements for marketing, sales and service hardware, software and tools, as well as other internal processes and systems, consider adding more weighted value to the impact interaction timing improvements can provide throughout the entire customer lifecycle.

BTW: What could possibly be better than achieving real-time interactions? Achieving predictive interactions, where the brand knows what you want and need, even before you do.

Steve Kellogg
Digital Transformation 9-Year Veteran. 

Let's connect on LinkedIn

 

Friday, July 15, 2016

Meet the New Digital CX Gatekeeper


Me: “Hey Siri, delete all emails that aren’t relevant to what I’m interested in.”

Siri: “OK Steve, I have deleted all irrelevant emails and will prevent them from showing up in your inbox from now on. Would you like me to also block ALL future irrelevant content, from any source, on all your devices?

Me: “Yes, and make sure you block irrelevant web content while you’re at it."

Siri: I’m here to protect you, Steve.”

And this is only the beginning. At some point we won’t even have to ask.
Siri and other available AI personal assistants will “auto-magically" manage this for us. If you are a digital marketer, a chill may have just gone up your spine.

The amount of irrelevant content we receive on a daily basis is already overwhelming enough, but when you consider the scale at which IoT connected devices is growing, (estimates of 1 trillion connected devices by 2030 compared to about 20 billion connected devices today, up from a mere 500 million in 2010), we’ll all soon be bombarded with constant alerts, warnings, notifications, announcements, etc. from the things we own and use.

As I mentioned in my last blog, it's likely that at some point virtually every product we own will have a digital component to it (and inherent connection). From wearables to appliances to pets to consumables to car parts to tennis racquets -- virtually everything we have and use in our lives. More connection points means more inbound communications, all clamoring for our immediate attention.

The need for full-time support in managing and prioritizing this continuous deluge of alerts, messages, notifications (and yes, even marketing messages) will skyrocket. And that full-time support will likely reside within our mobile phone. It makes sense. It’s with us at all times, it’s always connected and,  has in fact become the first screen.

Our phone already collects data, behaviors, locations, purchase history, etc., so an AI personal assistant would already have the real-time details of what we're focused on at any given moment. This along with historical information would help guide the decisioning to delete, hold or pass thru prioritized content, constantly learning, improving and adjusting the hierarchies based on our behaviors.

There are  currently 3 flavors of AI personal assistant services:
  • Hybrids –  some combination of the two (Facebook M)
There’s little doubt these AI personal assistants will become an integral part of our lives, especially as connection points continue to increase and the technology gets more intelligent and useful.

Steve Kellogg
Digital Marketing Leader,  Strategist and Technologist

Thursday, April 7, 2016

Marketing Technology Leadership


With the astonishing growth of mar-tech and ad-tech technologies, a new set of marketing skills are required, led by a champion who spearheads, defines and drives marketing technology initiatives, strategies, governance and adoption.

While the sheer volume of available marketing technologies is overwhelming enough, the future looks even more daunting, especially when you consider the scale at which connected devices are growing. (Estimates of 1 trillion connected devices by 2030. We're at about 20 billion connected devices today, up from a mere 500 million in 2010). Yikes!

What's really scary is that at some point virtually every product we own will have a digital component to it (and inherent connection). From wearables to appliances to pets to consumables to car parts to tennis racquets -- virtually everything we have and use in our lives. More connection points means more complexity as we address our ability to listen, adjust and respond to customer interactions, across entire customer life-cycles.

BTW: As these connection points increase, consumer attention span will invariably decrease across devices and channels. Quick moments of interaction will be the norm, which means we'll need to be lightening fast in leveraging these “moments" in our marketing.

So now that dreams of your job getting easier down the road have been squashed, lets focus on who you'll need to bring in to champion the good fight and act as your company's GPS guide in navigating the marketing technology landscape, as it is now and as it will be.

Many have already adopted at least some marketing technologies. And you may have already seen the 2016 Marketing Technology Landscape Supergraphic, created by chiefmartec.com  to give us a current view of vendorland.

Here’s a summary of the marketing technologies you're likely considering:
  • Advertising and Promotional Technologies

    Mobile Marketing
    SEO/SEM
    Native Advertising
    Video
    Print
    PR
    Paid, Earned Owned
  • Content and Experience Technologies

    Mobile Apps
    Interactive
    Optimization/Personalization
    DAM (Digital Asset Management) and MRM (Marketing Resource Management)
    Marketing Automation Platforms
    CMS
  • Social Platforms

    Listening
    Campaign
    Community
    Advocates/Raving Fans
  • Commerce and Sales Platforms

    Proximity
    Channel/Partner
    Sales Enablement
    Affiliate Marketing
    eCommerce
    CRM
  • Data Platforms

    Data Enrichment
    Data Standardization
    Data Science
    Data Integrations
    SaaS
    PaaS
    DMP
  • Analytics Platforms

    ROI Attribution
    Mobile
    Data Visualization
    Predictive BI

The Marketing Technology Leader will need the following skillets to be successful in guiding your technology transformation:

Marketing Technology Strategist: Defines the internal marketing technology ecosystems required to support continuous and cohesive marketing conversations across your customer’s current and future lifecycle experiences.

Customer Experience Advocate: Many strategic marketing technology initiatives fail because they were never aligned to the expectations and benefits of customers.  Some were driven by shiny new capabilities announced by technology vendors, or by strategic decisioning anchored to flawed processes. So this person will need to act as the Voice of the Customer, providing ongoing confirmation that systems and technologies are meeting customer expectations and improving customer experiences.

Business Requirements Leader: Defines and documents business requirements and expected outcomes, connecting these to a list of applicable technologies vetted through a vendor and solution internal approval process, in order to ultimately support buy vs. build decisioning.

Data Wrangler: Act as liaison with other internal/external data platform owners in defining which siloed data sources should be integrated and how.

Integration Juggler: Manages and/or supports the marketing technology applications integration projects, including the integration of SaaS, PaaS, internal/external systems, liaising with IT staff in managing and directing resources and capabilities.
Data Analyst: Visualizes data and uncovers the stories they tell, answering questions such as whether to pivot or persevere.

Change Management Evangelist: Manages and advocates the transformational change management and global adoption of the marketing tech stack.

Protector of the Realm: Manages internal training and protection of systems, connections and process. Identifies opportunities for automation and scalable improvements.

Opportunist: Looks ahead and identifies emerging technology and CX opportunities that aren’t quite obvious yet.

So, can you find someone who can wear all these hats? Maybe. More likely you'll find someone who can compliment your existing team’s strengths and support their weaknesses.

Of course the other option is to outsource some or all of this to those in the business of delivering these services.

Either way, the sooner you get started the sooner you'll be delighting your customers with indispensable value, leading to increased revenues, which will lead to increased budget to purchase the next set of marketing technologies.

 Steve Kellogg
Digital Marketing Strategist and Technologist

Saturday, March 12, 2016

What is a DMP? Watch this short DMP Primer Video

 


What's all the fuss about DMPs (Data Management Platforms)? They have been the hottest digital marketing technology trend for the last several years.

And its no wonder. The average DMP payback is within 4 months. the average ad savings: 30%. The ability to connect customer IDs across channel and device: Priceless.

Watch this short DMP Primer video and learn:
  • What is a DMP?
  • What's in it for you?
  • What resources do you need to manage one?

Enjoy.

Steve Kellogg
Digital Marketing Strategies and Technologies Consultant
steve@crowds2crowds.com

Thursday, November 12, 2015

2016 Digital Marketing Trends, Strategies and Tactics



Here are, what I consider to be 3 key transformational digital marketing strategies for 2016. I believe they are key because they align to 3 of the most talked about and most impactful digital marketing trends that many analysts, tech vendors and thought leaders are predicting. They are designed to help lay the foundations for long-term success in our ever-evolving digital marketing world. I’m also including 3 actionable tactics for each strategy to help foster additional 2016 planning.

Trend/Prediction: Marketing Will Ultimately Own the Customer Experience. We’ve all heard this from multiple vendors, analysts and thought leaders. So what has to be fundamentally in place to make this happen?
  • 2016 Transformational Strategy #1: Make love, not war with IT. You will never be able to improve the customer experience without data. And you will never be able to fully integrate, leverage and improve data without IT. So lay the foundation for a long, successful partnership with them. Digital marketing success ultimately hinges on your ability to acquire, standardize and integrate data, regardless of channel or device. You WILL need IT support. And as we all know, they tend to be very circumspect and extremely protective of their systems, their processes and their data security practices. And who can blame them. So the better the relationship, the better the odds are that both teams can work through disparate challenges in meeting common CX  goals.
  • Tactic #1: Start by first getting aligned and in sync with the common goal of addressing full ownership of CX. It will certainly help if the CEO has already mandated this, but you may not have that luxury. If not, IT may need to fully understand and embrace the long-term importance of CX ownership. Alignment can be facilitated by first identifying the benefits of CX ownership, chief among them, a shared success in reaching the company's revenue goals.

  • Tactic 2: Once alignment and conceptual agreement is established, next evaluate the current relationship. Define the commonalities and differences that might prevent a successful CX joint partnership and work through the high level challenges, frustrations and concerns of both teams. One of the best ways to facilitate this is to over-communicate. Increase meeting frequency until all relationship challenges are ironed out and consensus is reached. Also, it doesn’t hurt to spend time building personal relationships. You may want to buy them each Apple TVs , or take them bowling, or some other group activity. Hey why not. To succeed in CX, marketing and IT are not allowed to get a divorce. That option is off the table. So you might as well commit to a blissful and meaningful relationship.

  • Tactic 3: Once a shared vision and a fully cooperative working relationship is established and strengthened, (and IT is bowling in the mid 200’s and thoroughly enjoying their Apple TVs :) begin to analyze the initial data connections that will be required in order to meet customer CX expectations. Start with integrating your own internal CX data points, including customer service, tech support, eCommerce, customer portals, etc. This may be easier said then done, but remember, customers already expect us to have a consistent, cohesive conversation with them. They expect us to know their entire history aligned with every new engagement, no matter where they are in their relationship with your brand. So start by integrating the customer data that your company already owns and controls, but that may reside within disconnected departments/systems.

Trend/Prediction #2: Content Marketing - The Age of “Me” is Upon Us. The days of creating self serving content are all but over. The focus is now on help, not hype.  Of course this is what customers have responded to all along, but it is now more formalized and socialized. So how do we move forward?

  • 2016 Transformational Strategy #2: Make a fundamental shift in content development that moves from hype to help. In Jay Baer’s book, "Youtility, Why Smart Marketing is About Help, Not Hype", Jay outlines the impact of creating marketing that is so useful, that people would actually pay for it. In the B2B world especially, potential customers are looking for solutions. No one really looks for marketing collateral, they look for solutions collateral. They have no interest in hearing how great you think you are. They are only interested in authentic content that is the most useful in helping them solve their problem. So begin with that. Answer the question, “What’s in it for me” right up top. It’s really your only hope of getting through the clutter. I’ve written about this many times.
  • Tactic #1: Conduct a complete asset audit and analysis.  Identify all your existing assets and categorize them as either self-serving hype or useful and helpful. Be honest here. Look at each piece of content through the lens of a potential customer. Get past any psychological need to explain why your company is so great. At the end of the day is the content really about you (the company or the product/service) or about me (the customer). Will it enable me to be more knowledgeable, more effective and more valuable?

  • Tactic #2: Once you’ve completed the audit and you have your list of content “keepers”, overlay the content you keep to broad buyer personas and stages. This will help you identify where you are asset rich and asset poor. It will also help you focus 2016 budget and resources on filing the most important content gaps first.

  • Tactic #3: Whether you produce all your content in-house, or outsource some or all of it, making a successful transition from hype to help will ultimately depend on the relationship Marketing has with Creative. As in the IT relationship above, marketers and creatives need to work in lockstep in order to deliver fully executable useful, authentic content. So evaluate the existing relationship. Chances are there are some challenges and frustrations that need to be addressed and resolved. Marketing is sometimes challenged with off-target creative deliverables, while Creatives complain of incomplete or vague Creative Briefs, for example. Easily fixed with better, more consistent communication, along with an aligned understanding of the need to shift from hype to help. Again, gifts and group activities can go a long way here as well.Maybe you can all go skydiving together?

Trend/Prediction #3: A Blend of Marketing Mix Modeling and Attribution Modeling is likely the future of Digital Marketing Measurement. The advantages of measuring “natural” revenue drivers, such as seasonal spikes, global economic factors and competitive pressures/pricing together with attribution modeling is very powerful. While CPGs first adopted Mix Modeling, B2B digital marketing in particular lends itself to Revenue Attribution Modeling, mainly due to the additional inherent data and insights that digital channels and nurturing assets bring to the analysis. So for the sake of this post, let’s focus on B2B  getting a firm handle on marketing’s return on investment.

  • 2016 Transformational Strategy #3: Its time to get serious about implementing ROMI (Return on Marketing Investment), whether the CEO is asking for it or not. If the goal of the CEO is revenue growth (99.9% likely) then we must begin to finalize and fully implement the tools and processes by which marketing will use to evaluate which channels and assets are contributing to revenue, in a holistic way. Especially if we consider the first 2 strategies above surrounding CX and content development shifts. We'll want to also evolve our current measurements to fully capture our overall strategic success.
  • Tactic #1: If you haven’t already, decide whether to adopt basic or advanced revenue attribution. Basic meaning you attribute all the revenue to either the first marketing touch or the last marketing touch. Advanced meaning you spread the revenue across all touch-points, either linearly or weighted. I did a video blog about this back in 2012 that goes into further detail. I vote Advanced revenue attribution for several reasons. First it gives you insights into the effectiveness of ALL your campaigns and assets. Second it begins to expose patterns of content consumption, especially if you focus on the digestion of assets by your best customers, in terms of revenue. Third, this helps create a CX roadmap, and begins to define the strategies and tactics of where to begin. I recently wrote a blog about CX strategy vs technology that goes into more detail about this.
  • Tactic #2: Once you've decided on Advanced Revenue Attribution :) work with IT  and your systems admins to establish the tools and connections that will need to be made in order to tie the revenue with the investment. Typically MA tools provide the investment data and CRM provides the revenue data. These connections may already be productized or may need to be fully customized, depending on your tech stacks. There are also a number of 3rd party tech point-solution tools that address revenue attribution.
  • Tactic #3: Establish a timeline and roadmap for piloting, evaluating, measuring and adjusting the reporting. It’s very likely that the initial outputs aren’t exactly what you expected, so there is almost always an adjustment period. In fact this adjustment period may never end, as technologies, processes and people change. Its critical to start with a pilot. It is sheer suicide if you launch this to the entire organization without first invoking this critical pilot process. And finally, as we consultants like to say, don’t try and boil the ocean. Adopt a crawl, walk, run methodology. It can sometimes take several years to fully refine ROMI.

While this is not an exhaustive list of 2016 digital marketing strategies, use these 3 key strategies and supporting tactics to lay the groundwork that should get you ahead of some of the most impactful trends coming your way. You will very likely reap the benefits long-term and springboard past competitors who aren't ready to make the adjustments in 2016, required to leverage these and other trends.


In keeping with my own conviction to provide help, not hype, I hope you found this useful.

Steve Kellogg is a Digital Marketing Leader, Strategist and Technologist. He is currently Sr. Director of Global Marketing Strategies, Technologies and Partnerships at Astadia, Inc.

Friday, October 23, 2015


Getting Through the Clutter - The Rise of Glance Marketing

First of all, this photo is REAL. I swear, I didn't Photoshop it. I took this picture of someone's actual iPhone after being horrified to see how many unread messages and emails he had. I was literally speechless. 
While this is (hopefully) an extreme case, it does bring to light the sheer volume of  requests for attention now pouring into our phones, which by the way is the first place we usually see marketing messages these days.

We try and keep up with all this inbound. It's common to see people waiting in line, in an elevator, at a restaurant, watching TV, or frankly anytime there is a spare moment, quickly scrolling through emails, texts, posts, tweets, photos, shares, all trying to keep up with the onslaught. So how do we get our marketing messages through this kind of clutter, in this kind of environment?

Welcome to the rise of "Glance Marketing". A few years ago, researchers calculated we had someone's attention for 3-5 seconds  before they decided to either delete or continue reading our marketing messages. Today I would say we only have about a half a second. Today people are only glancing at our beloved marketing messages. You know, the ones we've spent hours creating.

Remember, in a mobile world you're competing for attention along side someone's family and close friends. So when it comes to creating mobile marketing content, what stops people from the usual glance>delete cycle? Here are some tips:

  1. Start with a picture. A really good picture. Use one right up front to get attention. It can be funny, heartfelt, cool, interesting, playful, whatever fits your brand. But make it relevant to the CTA (call to action). Whatever you do, don't use those boring, bland generic stock images we see all the time. (Woman smiling wearing a headset, row of business people staring off into the distance, you know what I mean).
  2. At this point the reader is thinking, "OK, interesting picture, you got my attention, but so what?"  Next, you better answer the question, "What's in it for Me?"  or ...delete. This is where you resist the temptation to go on and on about how great your product or service is and simply articulate how it will help the reader. And it needs to be expressed in one sentence. Just one.
  3. Next up, the CTA. That easy-to-find button that gives the reader access to something really useful.
That's it. Picture first, then "What's in it for me?" (described in one sentence) then the CTA button that gives the reader access to something really useful. That's it -  that's glance marketing.

Try it as a test and see how it performs for you. Be sure to make the design responsive (or at least adaptive). What I find interesting is I tend to actually focus more time on these types of glance emails than ones that have much more content. The lack of content actually makes me stop and appreciate the simplicity, allowing me to focus on the CTA.
Currently, most of the marketing content I get on my mobile is definitely not glance-optimized. But the reality is that's usually all marketers get - just a glance.

Steve Kellogg is a Digital Marketing Leader, Strategist and Technologist. He is currently Sr. Director of Global Marketing Strategies, Technologies and Partnerships at Astadia, Inc.

Thursday, September 3, 2015

Lead Gen Improvement - Which Comes First, Strategy or Technology?

Each day our inboxes include announcements of new lead gen marketing technologies and strategies. Software vendors show off their latest lead gen tools. We get offers for white papers, webinars and case studies,  all highlighting lead gen strategies. And many of them sound really promising. 

But at some point you begin to wonder if its better to focus on strategy first, then the technology or visa versa. Does strategy drive your choice of technology or does technology influence your strategy? Which comes first, strategy or technology?

The answer is neither. This isn't really a chicken or egg scenario. In fact, focusing on which of these to start with can actually stall the implementation and even hinder the success of lead gen efforts.  So what should you focus on?  Fish.

About 10 years ago I bought an ocean fishing boat (pictured above). 


Living in San Diego, it seemed like a great way to enjoy the ocean with family and friends, see nature in action and have a continuous source of fresh fish on hand. At the time I knew absolutely nothing about ocean fishing or boating.

Since I would never get to any fish without a boat, that's where I started, with the technology. I read up on what features an offshore fishing boat should have, which brands made sense in my price range, which navigation system to get, what radio to buy, etc. Then I focused on which combination of fishing rods and reels I should get, what kind of bait and tackle to use, the list goes on and on.

Next I studied the strategies specific to all the equipment I bought. How to launch the boat, drive the boat, dock the boat, use the radio and the nav, how to use trolling rods, how to keep live bait, which lures to buy, boating rules and regulations, what to do in case of emergencies, etc.


Soon I had mastered the strategies that made the best use of the technologies I invested in. I ended up feeling very confident about my technology choices and the strategies I learned for deploying them. Turns out I was forgetting about one little thing. The fish. I wasn’t actually catching any. Ever.

Had I focused on the fish first, I would have made completely different choices. I would have started by knowing where they live, what patterns of behaviors they exhibit, where they eat, what they eat, when they eat and how much they eat. I wouldn’t have had to purchase equipment for every fishing scenario, just those that supported the actual fish I was trying to catch. And I would have focused on strategies that supported the technology investments related only to my target fish. In the end, I could have cut my investment in technologies by at least one-third. And cut my time researching strategies by half.

So to answer the question, “Should I start with Technology or Strategy?" The answer is neither. Start with the fish (the customer).

When you focus on the customer first, lead gen strategies and technologies become more aligned, more focused and more effective. In fact the good news is that your best customers have already defined your company’s lead gen road map for you! Your first step is to simply discover where they live, where they go, what they consume, how much they consume and how often they consume it (content).

I know, easier said than done. But, now that I’ve started down this ‘fish' hole, lets continue with the "focus on the fish, first" analogy.


Inbound Lead Generation
You've just been promoted to captain of the U.S.S. Inbound Lead Gen, and you're anxious to catch LOTS of fish. Here's your recommended support crew:

Marine (Lead) Biologist: Conducts the scientific study of target species (leads) and how they interact within their preferred natural environments.  Analyze patterns of behavior and consumption, preferences and habits. This provides both the framework and focus for lead gen strategy, technology and continuous improvements.

Bait-Master (Content Manager): Works with the Lead Biologist to formulate the best types of bait to offer a given species, depending on buyer stage, environment, demonstrated interest and behaviors.

Fish School Behavioral Expert (Social Media): Discovers areas where the largest target fish schools congregate, their patterns of activity and who their influencers are. Works with the Bait-Master in serving up effective invitations to the fish hatchery.

Fish Hatchery Manager (Website Manager): Manages the care and feeding of both new and existing leads as they grow and mature through the buyer journey. Works with the crew members above to deliver the most effective nourishment at any given time.

Radar/Sonar Operator (PPC, SEM, SEO, Retargeting, Predictive Look-alike Modeling): Leverages technologies that explore larger areas of ocean in search of lead outliers. Works with the Bait-Master in providing incentives to join the hatchery.

So whether you are evaluating potential inbound technologies, reevaluating the effectiveness of your existing technologies or reviewing your inbound marketing strategies to better align with current business objectives, the moral of my fish story is to start with an in-depth understanding of your favorite fish, then leverage your support crew to overlay the strategies and technologies that are the most effective in finding, capturing, nurturing and growing as many of the same species as possible.


BTW: I sold the fishing boat about 4 years ago to a guy in Australia. I hope he focused on the fish first. Otherwise his shipping costs alone may not have been worth it!

Steve Kellogg is a Digital Marketing Leader, Strategist and Technologist. He is currently Sr. Director of Global Marketing Strategies, Technologies and Partnerships at Astadia, Inc.