tag:blogger.com,1999:blog-7136981039463123472024-03-18T07:30:58.822-07:00Strategic Digital Marketing Best PracticesTrends and industry best practices covering: customer experience, digital marketing, data centric marketing, 1:1 personalization, digital cross channel demand gen,lead scoring, lead nurturing, email marketing, segmentation, relevance, campaigns, analytics, and overall marketing effectiveness.
Learn how I can help you: https://cmocx.comCrowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.comBlogger84125tag:blogger.com,1999:blog-713698103946312347.post-56020706436082182232023-02-06T16:25:00.000-08:002023-02-06T16:25:40.384-08:00<p> </p><div class="separator" style="clear: both; text-align: center;">
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<span face=""arial" , "helvetica" , sans-serif">Digital Marketing Maturity Model</span></h2>
<span face=""arial" , "helvetica" , sans-serif">Would you say your company is leveraging the transformation to Digital Marketing successfully? No?
Why?</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">Reasons typically include:</span><br />
<span face=""arial" , "helvetica" , sans-serif">· Lack of skilled personnel to successfully guide maturity</span><br />
<span face=""arial" , "helvetica" , sans-serif">· Lack of time to focus on improvements</span><br />
<span face=""arial" , "helvetica" , sans-serif">· Process limitations that might prevent maturity</span><br />
<span face=""arial" , "helvetica" , sans-serif">· Data limitations/integrations that prevent maturity</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">Since
digital marketing is typically a significant percentage of the
Martech stack investment, it makes sense to work toward continual
improvement, stretching, exploring and leveraging all the nooks and
crannies digital platforms offer. But how? What should you focus on and
how do you measure success?</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">To that end, I’ve created the
following Marketing Maturity model, which acts as a
high-level GPS guide in quickly identifying where you currently are,
what to focus on next and what success looks like at each stage. It is a
compilation of existing maturity models, together with my own years
of marketing consulting experience.</span><br />
<br />
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<br />
<span face=""arial" , "helvetica" , sans-serif">You’ll
notice its broken down into 5 maturity levels, from Crawl all the way
up to Best-in-Class, across 9 themes, including CX, Strategy, Targeting,
Data, Analytics, Sales Alignment, Tech, People and Process.</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">It’s
no accident that the very first theme is CX, since it is the end game
and overarching cumulative goal of maturing the rest of the themes.</span><br />
<br />
<h4>
<span face=""arial" , "helvetica" , sans-serif"><b>Where to Start</b></span></h4>
<span face=""arial" , "helvetica" , sans-serif">Obviously,
there are many layers within each stage, but the best approach is to
begin with a high-level assessment of where you are now, within each of
the themes (columns). It’s important to get consensus on where you are
now from all those who will ultimately contribute to marketing’s
progression up the line. If the data team thinks you are at the RUN
stage and you think you’re at the CRAWL stage, good luck making any
progress. Misalignment is one reason companies get stuck in a stage to
begin with.</span><br />
<h4>
<span face=""arial" , "helvetica" , sans-serif"><b>Making Progress</b></span></h4>
<span face=""arial" , "helvetica" , sans-serif">It’s important
to only focus on those activities that will pull you up to the next rung
for any given theme. Don’t try and boil the ocean and go from crawl to
BIC all at once. Take each rung one at a time. Once you’ve achieved it,
focus on achieving the next rung, and so on. You’ll have a much better
chance of success.</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">Invariably what prevents many from achieving
higher levels of maturity is data. Missing, inconsistent and outright
bad data will prevent most efforts to mature and certainly any effort to
improve CX. So, when I have conducted maturity workshops I also invite
data, CRM and IT stakeholders to the party, so they can collectively
identify and discuss potential blockers and solutions on the fly.
Another huge benefit is it also aligns support in understanding the
impact of improving cross divisional challenges, from a maturity POV.</span><br />
<h4>
<span face=""arial" , "helvetica" , sans-serif"><b>CMO Action Plan:</b></span></h4>
<span face=""arial" , "helvetica" , sans-serif">Here’s are the recommended steps to pull this off:</span><br />
<span face=""arial" , "helvetica" , sans-serif">1. Schedule a Marketing Maturity Workshop (invite marketing, sales, CRM, data and IT)</span><br />
<span face=""arial" , "helvetica" , sans-serif">2. Agenda:</span><br />
<ul><li><span face=""arial" , "helvetica" , sans-serif">Introductions</span></li><li><span face=""arial" , "helvetica" , sans-serif">Goal of Workshop (identify and improve marketing maturity across 9 key themes)</span></li><li><span face=""arial" , "helvetica" , sans-serif">Review Maturity Model and get consensus on what level the marketing team is currently at across each of the 9 themes</span></li><li><span face=""arial" , "helvetica" , sans-serif">Review the next rung up for each theme and begin to identify solutions to get you there</span></li><li><span face=""arial" , "helvetica" , sans-serif">Create Project Plan and list of action items</span></li><li><span face=""arial" , "helvetica" , sans-serif">Execute</span></li><li><span face=""arial" , "helvetica" , sans-serif">Rinse and repeat</span></li></ul>
<span face=""arial" , "helvetica" , sans-serif">So
how long does it take to go from zero to hero? Well, almost no one has
the luxury of starting from scratch (bummer eh?). There are always
legacy platforms, data silos and other integrations that slow the
progress, so it really depends. A good general rule of thumb is one rung
per year for enterprise and 2 rungs per year for SMBs. I’ve seen some
companies go from crawl to BIC in less time, but the entire organization
was fully committed and supported at the executive level.</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">Use
this as a high-level roadmap in starting marketing maturity
discussions. It should help keep the guard rails in place, funnel the
collective focus, all while generating alignment and momentum.</span><br />
<br />
<span face=""arial" , "helvetica" , sans-serif">Steven Kellogg</span><br />
<span face=""arial" , "helvetica" , sans-serif">Crowds2Crowds </span><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com29tag:blogger.com,1999:blog-713698103946312347.post-77553572876196203882020-04-07T10:32:00.000-07:002020-04-07T10:37:53.574-07:00Marketing Focus During (and After) Coronavirus<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtcYv3GgyO7I4UCrIwAxPkcwBOivuEXNqljIBvTkELtJlb3JAQtmqXfoooWZjYl2UWHZPBeOhlUxhhYdP7-M5hwhZer1lnXB7cFMiOuagmQN0OndwmEiS5zB2JCFBqdMf20p6IaqC11Q/s1600/shutterstock_1679721256.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="667" data-original-width="1000" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtcYv3GgyO7I4UCrIwAxPkcwBOivuEXNqljIBvTkELtJlb3JAQtmqXfoooWZjYl2UWHZPBeOhlUxhhYdP7-M5hwhZer1lnXB7cFMiOuagmQN0OndwmEiS5zB2JCFBqdMf20p6IaqC11Q/s400/shutterstock_1679721256.jpg" width="400" /> </a></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">“We’re All in This
Together”. This seems to be a common marketing theme lately. And while
many companies are using their marketing channels to provide genuine
help, coupled with certainty that their products/services will continue
to be supported, a few simply use this statement as a book cover,
loosely wrapped around their existing or worse, exploitative offers.
Yea, that’s not really agile marketing.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">If you think about it,
right now, given everything going on, our ultimate B2B/B2B2C target
audience is the CEO. Why? Because they are knee deep in crisis mode at
the moment and are formulating/executing plans that serve to prevent
their company from getting badly injured or worse, going out of business
altogether. Whatever solutions they are mandating are permeating the
organization, resulting in all hands on deck scrambling to execute.
Clearly, CEOs have or are preparing for a recession.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"> <b>Analyzing Past Recessions to Improve Targeting in This One</b></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">In an insightful Harvard Business Review article first published in 2010 titled, “<a href="https://hbr.org/2010/03/roaring-out-of-recession" target="_blank">Roaring Out of a Recession</a>”,
the authors studied the approaches that 4,700 public companies took to
combat the last 3 recessions, in an effort to identify the most
effective strategies. They analyzed company data during the 3 years
before and after each recession to come up with a quantitative winning
formula.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"> <b>The Study Identified Several Thematic Approaches</b></span><br />
<br />
<ol>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Purely Defensive:</b>
Reduce expenses across the board. Lower head count, reduce marketing
and operating costs, eliminate T&E, postpone investment in assets
and new business development.<br /></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Purely Offensive: </b>Use
the slowdown as an opportunity to invest in longer-term payoffs like
acquiring opportunistic talent, other businesses or biz-dev assets,
while increasing marketing budgets to gain market share, under the
assumption that in part, competitors may have opted for approach #1.<br /></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>A Pragmatic Combination of the Two: </b>According
to the research, “Companies that mastered the delicate balance between
cutting costs to survive today and investing to grow tomorrow did well
after a recession.”</span></li>
</ol>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>But There was also a 4th Approach</b></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">A
progressive subset of the 3rd that did better than anyone else.
According to the article, “This group deploys a specific combination of
defensive and offensive moves. They cut costs mainly by improving
operational efficiency rather than by slashing the number of employees
relative to peers. However, their offensive moves are comprehensive.
They develop new business opportunities by making significantly greater
investments than their rivals do in R&D and marketing, and they
invest in assets such as plants and machinery. Their post-recession
growth in sales and earnings is the best among the groups in our study.”
The article goes on to include specific case studies of companies who
adopted each of the 4 approaches and the results.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">In short, those
companies that focused on operational efficiency, together with market
development and asset investment did the best, 3 years after a
recession. Those that focused on employee reduction, together with
market development & asset investment did the worst. (see chart
below)</span><br />
<br />
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<span style="font-family: "arial" , "helvetica" , sans-serif; margin-left: 1em; margin-right: 1em;"><img alt="No alt text provided for this image" data-li-src="https://media-exp1.licdn.com/dms/image/C5612AQHZ26o1Jh9ACw/article-inline_image-shrink_1000_1488/0?e=1591833600&v=beta&t=usIXROVfP4avWK_pcS3Qf7xEz8jKyJv_ZIyk7pnjW9M" data-media-urn="" height="247" src="https://media-exp1.licdn.com/dms/image/C5612AQHZ26o1Jh9ACw/article-inline_image-shrink_1000_1488/0?e=1591833600&v=beta&t=usIXROVfP4avWK_pcS3Qf7xEz8jKyJv_ZIyk7pnjW9M" width="400" /></span></div>
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<span style="font-size: x-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><i>Source: https://hbr.org/2010/03/roaring-out-of-recession</i></span></span></div>
<div style="text-align: center;">
<br /></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;">This
analysis could be used as a strategic marketing framework for things
like ABM, segmentation strategies and predictive targeting. If we focus
our value prop and market content towards supporting the initiatives
CEO’s are mandating within the “BEST” category, it stands to reason that
we could accomplish several things:</span><br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Potentially reduce what
will likely be longer sales cycles by adjusting our value prop and
content to align more closely with the ’BEST’ approach, ensuring quicker
buy-in and investment support at C-Level.<br /> </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Help enable the
inherent success of the very companies that stand the best chance of
surviving the current virus economy. Having successfully enabled and
supported these companies through a recession together builds a deep
trusting relationship that endures, thereby improving CLV.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Make
heroes out of not only our own sales teams, but those customers on the
front lines searching every nook and cranny for operational cost cutting
efficiencies, automated solutions, digital systems, platforms and
services that allow them to do more with less.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">If we can predict
what changes within our customers’ ecosystems might become permanent
post Covid-19 and then work with product/service teams to align
development focus around the new normal, we’ll be well prepared to
exploit these new opportunities as they become permanently entrenched
and standardized.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">By targeting our marketing towards the
companies that are undertaking progressive 4th group solutions, our
(potentially smaller) marketing budgets go further and our chances of
sustaining and even increasing ROMI improves. </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Having this
framework to lean on as marketing teams work quickly to adjust their
focus could help prevent trying to boil the ocean.</span></li>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;">“The
intersection of opportunity and preparation is something we call luck.”
This popular quote seems especially appropriate since we could all use
as much luck as we can get right now. At a strategic level, focusing
marketing spend on the companies who's survival tactics historically
supported their emergence as winners post recession may just be the luck
we need.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Steven Kellogg</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">P.S. On a personal note, I've been
keeping my agile marketing skills up to date by recently completing 4
marketing certifications that I'd been working on remotely at Cornell
University:</span><br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">360 Degree Integrated Marketing Certification</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Marketing Analytics Certification</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Digital Marketing Certification</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Strategic Marketing Certification</span></li>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Covid
19 has forced us all to be much more agile, both personally and
professionally. Agile, in part means, "Having a quick, resourceful and
adaptable character". Being agile is no longer an option, it is a
requirement. And when all this is over, it may just be among the key
underlying skill sets we mastered during this extraordinary time in
history.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Stay safe.</span></div>
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com284tag:blogger.com,1999:blog-713698103946312347.post-77173613239468813072019-11-13T17:56:00.001-08:002020-05-27T11:50:14.802-07:00<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: "arial" , "helvetica" , sans-serif;"> </span><span style="font-family: "arial" , "helvetica" , sans-serif;">Digital Marketing Maturity Model</span></h2>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Would you say your company is leveraging at least 75% of the features
and functionality that your martech stack provides? No?
You’re not alone. Over the years I’ve noticed a pattern in adoption of
digital marketing tools. Many companies get to a point where they’re
using about 20% of the platform’s capabilities and then plateau. Why?</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Reasons typically include:</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">· Lack of skilled personnel to successfully guide maturity</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">· Lack of time to focus on improvements</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">· Process limitations that might prevent maturity</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">· Data limitations/integrations that prevent maturity</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Since
digital marketing is typically a significant percentage of the
Martech stack investment, it makes sense to work toward continual
improvement, stretching, exploring and leveraging all the nooks and
crannies digital platforms offer. But how? What should you focus on and
how do you measure success?</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">To that end, I’ve created the
following Digital Marketing Maturity model, which acts as a
high-level GPS guide in quickly identifying where you currently are,
what to focus on next and what success looks like at each stage. It is a
compilation of existing maturity models, together with my own years
of digital marketing consulting experience.</span><br />
<br />
<div class="slate-resizable-image-embed slate-image-embed__resize-full-width" style="text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA17k_ZnY1oXfxPfR84BE54LOZWx3K-ELtN5gCN5KHjWguWYRsc8xYgFLJ3Y88lDlAANAEIQ1m8F-QaU7DVfjOax9i2Xxy_uj6mhJ0T-z_wjs1fWIKHfHAt6LZa0Ez5vuhc4ayjY9MSQ/s1600/MA+maturity.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="586" data-original-width="1310" height="143" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA17k_ZnY1oXfxPfR84BE54LOZWx3K-ELtN5gCN5KHjWguWYRsc8xYgFLJ3Y88lDlAANAEIQ1m8F-QaU7DVfjOax9i2Xxy_uj6mhJ0T-z_wjs1fWIKHfHAt6LZa0Ez5vuhc4ayjY9MSQ/s320/MA+maturity.png" width="320" /></a></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span></div>
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">You’ll
notice its broken down into 5 maturity levels, from Crawl all the way
up to Best-in-Class, across 9 themes, including CX, Strategy, Targeting,
Data, Analytics, Sales Alignment, Tech, People and Process.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">It’s
no accident that the very first theme is CX, since it is the end game
and overarching cumulative goal of maturing the rest of the themes.</span><br />
<br />
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Where to Start</b></span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Obviously,
there are many layers within each stage, but the best approach is to
begin with a high-level assessment of where you are now, within each of
the themes (columns). It’s important to get consensus on where you are
now from all those who will ultimately contribute to marketing’s
progression up the line. If the data team thinks you are at the RUN
stage and you think you’re at the CRAWL stage, good luck making any
progress. Misalignment is one reason companies get stuck in a stage to
begin with.</span><br />
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Making Progress</b></span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">It’s important
to only focus on those activities that will pull you up to the next rung
for any given theme. Don’t try and boil the ocean and go from crawl to
BIC all at once. Take each rung one at a time. Once you’ve achieved it,
focus on achieving the next rung, and so on. You’ll have a much better
chance of success.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Invariably what prevents many from achieving
higher levels of maturity is data. Missing, inconsistent and outright
bad data will prevent most efforts to mature and certainly any effort to
improve CX. So, when I have conducted maturity workshops I also invite
data, CRM and IT stakeholders to the party, so they can collectively
identify and discuss potential blockers and solutions on the fly.
Another huge benefit is it also aligns support in understanding the
impact of improving cross divisional challenges, from a maturity POV.</span><br />
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Action Plan:</b></span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Here’s are the recommended steps to pull this off:</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">1. Schedule a Marketing Maturity Workshop (invite marketing, sales, CRM, data and IT)</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">2. Agenda:</span><br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Introductions</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Goal of Workshop (identify and improve marketing maturity across 9 key themes)</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Review Maturity Model and get consensus on what level the marketing team is currently at across each of the 9 themes</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Review the next rung up for each theme and begin to identify solutions to get you there</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Create Project Plan and list of action items</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Execute</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Rinse and repeat</span></li>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;">So
how long does it take to go from zero to hero? Well, almost no one has
the luxury of starting from scratch (bummer eh?). There are always
legacy platforms, data silos and other integrations that slow the
progress, so it really depends. A good general rule of thumb is one rung
per year for enterprise and 2 rungs per year for SMBs. I’ve seen some
companies go from crawl to BIC in less time, but the entire organization
was fully committed and supported at the executive level.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Use
this as a high-level roadmap in starting digital marketing maturity
discussions. It should help keep the guard rails in place, funnel the
collective focus, all while generating alignment and momentum.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Steven Kellogg</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Crowds2Crowds </span><span style="font-family: "arial" , "helvetica" , sans-serif;"></span><span style="font-family: "arial" , "helvetica" , sans-serif;"> </span><br />
<div style="text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com50tag:blogger.com,1999:blog-713698103946312347.post-1787326920231749982019-11-04T18:01:00.000-08:002020-01-18T04:47:59.611-08:00<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3ElKyYTpmJ0k3kx-cV4sKaiJSAUt6TWMl5EDOfaoqW9hpvy1E0yeWUNuvG0eUnL8JtQnp80zgnOovq0FraCUNyd30HFKXO4cQWlLiP9i2WKc416x5kZPh1by4BolRLXSUmsa8k7XwJw/s1600/DMP+Primer+image.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="527" data-original-width="928" height="181" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3ElKyYTpmJ0k3kx-cV4sKaiJSAUt6TWMl5EDOfaoqW9hpvy1E0yeWUNuvG0eUnL8JtQnp80zgnOovq0FraCUNyd30HFKXO4cQWlLiP9i2WKc416x5kZPh1by4BolRLXSUmsa8k7XwJw/s320/DMP+Primer+image.png" width="320" /></a></div>
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<h2 class="reader-article-header__title t-40 t-black t-normal pv4" dir="ltr" style="text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif;">DMP, CDP, Data Lakes, Oh My... <br />A Data Primer for Marketers</span></h2>
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<br /></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;">As someone who started my professional career in Marketing, I along
with many of you have a love/hate relationship with data. Love in the
sense that having the right data is all-knowing and can bring you
wealth, power and fame. Hate in the sense that not having all of it, or
having it and it’s not complete, not accurate and/or not relevant. </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">We
all know customers fully expect a consistent, cohesive conversation,
from the moment they first meet a brand to their last interaction,
regardless of channel or device. To pull this off, marketers
require…well, you know, data.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">The lines between marketing
expertise and data expertise continue to blur and may in fact already be
almost indistinguishable. Marketers are now expected to be data
scientists, or at least be able to have intelligent conversations with
those who live and breathe data every day. (BTW that's marketers).</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">If
you find yourself in this position, (and want to impress your
colleagues with your data chops) below are definitions and use cases for
common data platforms designed to get us marketers closer to customer
experience expectations.</span><br />
<br />
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>CDP (Customer Data Platform)</b> </span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">The biggest difference between a CDP and other types of data platforms is that a CDP is used to manage <b>customer</b>
data. It is a data resource used by and typically controlled by
marketers. While DMPs tend to focus on top-of-funnel initiatives, CDPs
focus on mid to lower-funnel activities.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Think of a CDP as a
central repository of siloed pockets of customer data; things like
personal identifiable information (PII), transactional data, behavioral
data, explicit data, offline data, call center data, etc. that marketers
need in order to create specific customer segments or to drive 1:1
conversations. Additionally CDPs can also clean and dedupe this
information. The real magic is that it matches all these touchpoints
into a single customer record, holding and consolidating a customer’s
interactions across channels/devices. Lastly it can feed this
information to other platforms, like BI tools, DMPs and marketing
automation platforms. It can be a dream come true for personalization,
as well as customer insights, especially for those marketers currently
frustrated by data silos.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">If you are shopping for a CDP, one
important point of comparison is the breadth of off-the-shelf
integrations each solution has. Make sure the solution can easily
integrate to your other data systems. Another point of comparison is the
extent with which these customer profiles are updated in real time.
These single customer records are useless if they are even a few hours
old.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">There are a host of CDP point solutions on the market as well
as CDP functionality built into some existing enterprise marketing
automation platforms. If you are interested in learning more, below is a
list of CDP vendors to get you started. It is not an exhaustive list
nor a recommendation, but a good place to start additional research:</span><br />
<br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.actioniq.com/" rel="nofollow noopener" target="_blank"><b>Action IQ</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.adobe.com/experience-platform/customer-data-platform.html" rel="nofollow noopener" target="_blank"><b>Adobe – Experience Platform</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.treasuredata.com/" rel="nofollow noopener" target="_blank"><b>Arm Treasure Data</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.lytics.com/" rel="nofollow noopener" target="_blank"><b>Lytics</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.oracle.com/applications/customer-experience/platform/cx-unity.html" rel="nofollow noopener" target="_blank"><b>Oracle - CX Unity</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.redpointglobal.com/solutions/customer-data-platform-cdp-redpoint-global/" rel="nofollow noopener" target="_blank"><b>Redpoint Global</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.salesforce.com/solutions/customer-360/" rel="nofollow noopener" target="_blank"><b>SFDC - Customer 360</b></a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://tealium.com/" rel="nofollow noopener" target="_blank"><b>Tealium</b></a></span></li>
</ul>
<br />
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>DMP (Data Management Platform)</b> </span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">First
of all, who came up with all these names? Data Management Platform,
Customer Data Platform - good grief. I suggest a new acronym: CONFUSED
(Customer Or Non-customer Frameworks for Unstructured or Structured
Enterprise Data). Not bad eh? It only took me 5 days to come up with
that 😊.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Anyway, a DMP is typically used for top of funnel
initiatives as mentioned above. While it can ingest 1st party data, it
focuses primarily on 2nd and 3rd party anonymous data. It’s great for
web display ads, retargeting, look-alike modeling, and other lead gen
efforts at scale. </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Publishers also use DMPs to monetize their data.
Unlike CDPs that keep an ongoing historical record of activities, DMP
data is often kept for shorter periods of time. Basically you can model
the attributes of your best customers and have a DMP go out and find
more just like them. One important point of comparison is match rate. How effective are they at matching these attributes and stitching
together the identity dots across cookies, device IDs and IP addresses? </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">If you’d like a more in-depth DMP primer, check out my <a href="https://www.youtube.com/watch?v=9UCUwP6H-GU" target="_blank">DMP Primer video</a> I recorded back in 2016. It’s still relevant today.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Below
is a list of DMP vendors to get you started. It is not an exhaustive
list nor a recommendation, but a good place to start additional
research:</span><br />
<br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.adobe.com/experience-cloud/topics/data-management-platform-dmp.html" rel="nofollow noopener" target="_blank">Adobe Audience Manager</a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.oracle.com/marketingcloud/products/data-management-platform/" rel="nofollow noopener" target="_blank">Oracle BlueKai</a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.salesforce.com/products/marketing-cloud/data-management/" rel="nofollow noopener" target="_blank">Salesforce Audience Studio (formerly Krux)</a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.lotame.com/products/data-management-platform/" rel="nofollow noopener" target="_blank">Lotame</a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.nielsen.com/us/en/solutions/capabilities/data-management-platform/" rel="nofollow noopener" target="_blank">Nielsen</a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.home.neustar/resources/product-literature/the-neustar-idmp-difference-people-based-marketing" rel="nofollow noopener" target="_blank">Neustar</a></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://www.theadex.com/data-management-platform/" rel="nofollow noopener" target="_blank">The ADEX</a></span></li>
</ul>
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Data Lake vs. Data Warehouse</b></span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Data Lakes (as well as Data Warehouses) are both used to store big
data. However a Data Lake holds raw unstructured data, the purpose for
which is as yet undefined. Consider it a dumping ground for any data you
think you might want to use sometime in the future. A Data Warehouse
typically holds structured data that has already been filtered or
processed for more specific purposes. A Data Lake is used by Data
Scientists, while Data Warehouses are often used by the broader
business. Companies often need both, as each requires different amounts
of storage capacity and specialized tools to manage.</span><br />
<h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> <b>BONUS: AI vs Machine Learning </b></span></h4>
<span style="font-family: "arial" , "helvetica" , sans-serif;">These two buzz words are thrown around everywhere, even in real estate broker ads. So what’s the difference?</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">According to the <a href="https://medium.com/aimarketingassociation" rel="nofollow noopener" target="_blank">Artificial Intelligence Marketing Association</a>, <i>“Artificial
Intelligence (AI) is the emulation of human intelligence process by
machines be it a computer or an IOT device. The process involves
learning (extracting meaningful insights and patterns), predicting (use
the gathered information to help devices make plausible future
decisions) and self-correcting (the art of getting more efficient every
day). This is made possible by the three major wings of
Artificial Intelligence — Machine Learning (ML), Natural Language
Processing (NLP) and Deep Learning (Neural Networks). AI has established
itself in every business sphere around the world -encompassing
everything from Rule-based machine learning to visual classification.
Its applications range from object recognition to preventing high-end
cybersecurity threats.”</i></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Artificial Intelligence</b>
is what Tesla uses to drive cars autonomously. It’s what manages
intelligent stock trading systems. Here are some very interesting <a href="https://cmo.adobe.com/articles/2018/9/15-mindblowing-stats-about-artificial-intelligence-dmexco.html?cid=em:MR10112019#gs.91ulhh" rel="nofollow noopener" target="_blank">stats </a>about AI, published by CMO.com</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Machine Learning</b>
is what the iPhone uses to blur backgrounds in Portrait mode. It’s what
virtual assistants use in their speech algorithms, (using NLP Natural
Language Processing). Waze, Google Maps, any of the driving direction
apps use lots of machine learning to find you the quickest way there. </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">All
in all, it’s a great time to be alive and enjoy all this cool
technology! Hopefully you now have a better understanding of these
terms. Now go impress your favorite data architect, or better yet, your
boss.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Steve Kellogg</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Crowds2Crowds </span><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com61tag:blogger.com,1999:blog-713698103946312347.post-88925634245184490782019-09-02T16:26:00.000-07:002020-01-18T04:50:15.828-08:00<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgT6ROSVcke4eK1ux_v9_6xLKwk-BQ62UEiPT0X9YYRAo43gHChihjRaLL9xKCRJLxcrwtfR0pxC4Y3j0ICQIgBFkUdBT5aSt4ZDprjNxzMvQSHeSoSUhlozBag0nySftphxqlw3MvAhQ/s1600/Circle+of+5ths.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="844" data-original-width="1600" height="168" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgT6ROSVcke4eK1ux_v9_6xLKwk-BQ62UEiPT0X9YYRAo43gHChihjRaLL9xKCRJLxcrwtfR0pxC4Y3j0ICQIgBFkUdBT5aSt4ZDprjNxzMvQSHeSoSUhlozBag0nySftphxqlw3MvAhQ/s320/Circle+of+5ths.png" width="320" /></a></div>
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<h2 class="reader-article-header__title t-40 t-black t-normal pv4" dir="ltr" style="text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif;">The Customer Circle of 5ths</span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">We all know CX will
likely become the main key competitive differentiator at some point. It
already has in some sectors. To help drive this home, I recently created
what I am calling the 'Customer Circle of 5ths', to help Marketing,
Sales, Service and PR/Brand Departments visualize how each contributes
to this, and what the cause/effect relationships between them are, from
the customer's POV. </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">This also turned out to be a simple visual that
identifies and delivers the core criteria almost every customer needs in
order to say 'yes'.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">In music theory, the <b>circle of fifths</b>
is the relationship among the 12 tones of the chromatic scale. In this
article we'll explore the choreographed relationships between marketing,
customer experience and branding, using my own version of the Circle of
5ths.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">The goal of the Circle of 5ths is to quickly understand how
CX, Marketing and Branding each contribute to delivering the most
important criteria customers need in order to say 'yes'. So what are the
most important criteria?</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Think about any purchase decision you've ever made. There were 3 things that likely had to be in place before you said 'yes':</span><br />
<ol>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Relevance</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Trust</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">An Emotional Connection</span></li>
</ol>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Lets
take the example of booking a flight. You had to first find an airline
that went to your destination (relevance). Then you had to have
confidence that their planes were safe (trust). But those two things
alone usually aren't enough to say yes, all other things being equal.
There had to be an emotional connection. So, in our example if you had
established relevance and trust with 2 airlines, but you only had a
positive emotional connection with one of them, that's who you'd very
likely have chosen.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">So how does marketing, CX and branding all
contribute to providing relevance and trust, while fostering a positive
emotional connection? In short, CX drives an emotional connection
to brand, which drives acceptance/engagement in further marketing,
fueled by a CTA that contributes to a positive interaction, which starts
the cycle all over again.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Let's look at a B2B example:</span><br />
<br />
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<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">A
lead might enter the Circle of 5ths at any part of the cycle, but the
flow is always the same. Each time they complete the circle, ever
increasing levels of relevance, trust and emotional connections are
(hopefully) established.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">So what actions can you take from this?
You see the dependencies these have on each other. If one falls short,
the entire circle suffers.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Stating the obvious - whether you are
in marketing, sales or customer service, you have to be ruthless about
creating a positive interaction. Every activity you are involved in that
the customer either sees, reads or hears will impact the whole circle.</span><br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">For
marketers that means having a full view of all interactions (both
positive and negative) and adjusting messaging accordingly. Insist that
CTAs are relevant and easy to act on. The adage, help, not hype fully
applies here.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">For marketing automation, that means enabling
technology that delivers a different message to everyone, based on
certain rules related to the latest achieved levels within the circle of
5ths.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">For sales and service that means having a full view of
all interactions (both positive and negative) throughout the customer
journey and adjusting responses accordingly.</span></li>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;">So if you're
looking for a simple way of explaining how marketing, branding and CX
all support each other and/or visualizing the impact of a single
positive interaction, see if this helps.</span><br />
<br />
<b><span style="font-family: "arial" , "helvetica" , sans-serif;">Steve Kellogg</span></b><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Crowds2Crowds </span></div>
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com59tag:blogger.com,1999:blog-713698103946312347.post-47133843780145004762018-07-10T16:08:00.000-07:002019-11-13T16:12:02.026-08:00<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Arial, Helvetica, sans-serif;"><a href="https://media.licdn.com/dms/image/C5612AQFbW-dmR9FkRA/article-cover_image-shrink_600_2000/0?e=1579132800&v=beta&t=i3O-SwWwuCO5UPTePzdumEcbnlWr-pH8k9IV8Bswo68" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="533" data-original-width="800" height="265" src="https://media.licdn.com/dms/image/C5612AQFbW-dmR9FkRA/article-cover_image-shrink_600_2000/0?e=1579132800&v=beta&t=i3O-SwWwuCO5UPTePzdumEcbnlWr-pH8k9IV8Bswo68" width="400" /></a></span></div>
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<h2 style="text-align: center;">
<span style="font-family: Arial, Helvetica, sans-serif;">Email Deliverability Causes and Solutions</span></h2>
<span style="font-family: Arial, Helvetica, sans-serif;">We work hard to protect, nurture and grow our email DBs. For many, its our most effective marketing channel. Yet, according to Return Path, 20% of our emails never make it to the Inbox. Why? Only a small percentage of email deliverability issues are the result of bounces. The rest are being driven by 2 significant factors:</span><br />
<ol>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Increased protection by ISPs against malware attacks and other malicious activities.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Growing complaints by email recipients about unwanted/irrelevant emails, causing ISPs to implement their own mitigation strategies and solutions.</span></li>
</ol>
<span style="font-family: Arial, Helvetica, sans-serif;">Below is a comprehensive summary on the subject, both from my own learnings and from other experts.</span><br />
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">What affects email deliverability?</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">ISPs (such as Gmail, Hotmail, or Yahoo) decide which emails land in the inbox and which are blocked or bulked, all based on your overall email sender reputation.</span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Blocked</strong>: The ISP takes action against poor IP reputation and refuses to accept your emails altogether. It doesn't get worse than this.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Bulked</strong>: The ISP accepts your email but routes the message to BULK or SPAM folders vs. Inbox. This is also determined by your overall sender reputation.</span></li>
</ul>
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">How is sender reputation measured?</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Each ISP measures your IP/domain reputation separately based on several different metrics. Repeated issues with one or more of the red flags below will increase the chances that an ISP will block or bulk your messages. </span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;"> Bounces</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Complaints</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Engagement</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Authentication</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Volume and Frequency</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Blacklists and Spam Traps</span></li>
</ul>
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Bounces</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">There are two main types of bounces: soft bounces (temporary failures) and hard bounces (permanent failures).</span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Soft bounces</strong> technically have made it to the email server, however they did not reach the sender. This can happen because:</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">You’re sending to someone who’s mailbox is full</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">You’re sending to someone who’s account has been temporarily suspended</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">There’s been an error or outage at the receiving mail server</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">There is a problem with authenticating you as a sender, or you have a high degree of other reputation issues</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">BTW, an out-of-office reply is technically not a soft bounce, as it did make it to the inbox.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Hard bounces</strong> happen when the domain does not exist, is invalid, or the mailbox has become inactive. It is a permanent failure.</span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;">According to Oracle deliverability expert Pradeep Mangalapalli, bounce rates up to <strong>3% for hard bounces</strong> and up to <strong>5% for soft bounces </strong>are considered acceptable thresholds.</span><br />
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Complaints</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">ISPs track every time a subscriber flags an email as spam. In some cases, ISPs share this information with email senders through feedback loops (a process by which certain email senders may be able to receive notification when recipients report emails as spam).</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">There’s a lot more to sender reputation than a spam complaint; however, a recipient marking an email as spam is the strongest negative signal to ISPs about an email. <strong>Spam complaint rates above 0.2%</strong> are considered high, and may result in poor deliverability. At ISPs, like Gmail, a <strong>spam rate as low as .08%</strong> can “start to affect” your deliverability.</span><br />
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Engagement</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">ISPs track how subscribers engage with your emails through: opens, clicks, scrolling through a full email, deleting without opening and marking as read without opening. </span><br />
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Authentication</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Spammers will spoof legitimate domains to send their emails, so it's important to adhere to all the latest security standards to protect your subscribers and your brand. ISPs will block messages that don't pass these authentication protocols:</span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;"> Sender Policy Framework (<strong>SPF</strong>): ISPs cross check the domain in your From address against the IP address listed in the public record in the Domain Name System (DNS). ISPs generally don’t block email solely because of a missing SPF record. However, it is one more data point that contributes to a sender’s reputation and it helps protect your brand.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Domain Keys Identified Mail (<strong>DKIM</strong>): Email senders generate public and private key pairs. ISPs lookup the public key in the public DNS record, and verify the matching private key in the email header. These days, messages not signed with a DKIM signature are very unlikely to see the inbox.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Domain-based Message Authentication, Reporting & Conformance (<strong>DMARC</strong>): The purpose of a DMARC record is to tell inbox providers WHAT you want them to do with email that doesn’t pass SPF and DKIM: allow it, filter it, or reject it. Soon, publishing a DMARC record will be necessary to ensure good deliverability to reputable inbox providers.</span></li>
</ul>
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Volume and Frequency</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">When spammers spoof a domain, they take the opportunity to send extremely high volumes of email all at once. ISPs look at the history of your email volume and frequency. If there's a spike, this can affect your reputation. Sending higher volumes of emails is okay as long as you are consistent. ISPs are more concerned with past trends and spikes rather than overall volume.</span><br />
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Blacklists and Spam Traps</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Spam traps are email addresses that either belong to an ISP or belong to an inactive user. Often ISPs will monitor email addresses that have been inactive for a long period of time, and convert these dormant email addresses to spam traps.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">There are two main types of spam traps:</span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Pristine:</strong> Email addresses that are created and published online but never register for any marketing emails. If a spammer crawls web pages to harvest published email addresses, they may pick up a pristine spam trap.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Recycled:</strong> If a mailbox goes inactive for a long time, the ISP will convert it to a spam trap to identify senders that mail to inactive subscribers. It's not known for sure how long an email address remains inactive before it is converted, but anything over 12 months is generally suspect.</span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;">The net impact of a spam trap is that you get blacklisted. Landing on a blacklist can have various effects on your deliverability. In some cases its not a big deal, however getting on some blacklists, like <a href="https://hub.ubm.com/external-link.jspa?url=https%3A%2F%2Fwww.spamcop.net%2F" rel="noopener nofollow" target="_blank">SpamCop</a>, can be severe and can take significant time to correct.</span><br />
<h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Email Setup</span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">Emails that have HTML errors, such as image references or links that are dead can cause deliverability issues.<strong> </strong></span><br />
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<h4>
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: small;">A Word About 'Sender Scores'</span></span></h4>
<span style="font-family: Arial, Helvetica, sans-serif;">As you can see, deliverability issues are caused by many factors and can be difficult to accurately analyze. In the past, as spam decisions shifted towards sender reputation, the concept of an overall Sender Score emerged as a simple benchmark to help us quickly spot trouble. Because of increased complexity however, this simple sender score is no longer accurate or valid and should not be used as a KPI. As Kevin Senne, Sr. Director of Deliverability for Oracle states: <em>“Senders were desperate for some kind of measure to explain email deliverability, and this number was something that they could look to as a guide”.</em> Again, according to Mr. Senne, the problem is:</span><br />
<ul>
<li><span style="font-family: Arial, Helvetica, sans-serif;">No major ISP uses the Sender Score metric to determine delivery or inbox placement.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">The score doesn’t reflect the reality of deliverability success or failure.</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">It is mainly a US based system; the scoring does not accurately reflect performance for senders in EMEA, APAC, or Latin America.</span></li>
</ul>
<span style="font-family: Arial, Helvetica, sans-serif;"> The best method of measuring deliverability currently is by monitoring the percentage of inbox placement across each ISP/domain separately, as well as monitoring open rates. For those that don't have access to Deliverability Tools, Oracle deliverability expert Pradeep Mangalapalli recommends using a <strong>unique open rate of around 10%</strong> as a general indicator of deliverability health. The best way to prevent deliverability issues is to follow the best practices below:</span><br />
<br />
<h4>
<span style="font-size: small;"><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Best Practices to help mitigate deliverability issues:</strong></span></span></h4>
<ol>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Avoid using third party lists to acquire new leads or grow your email database</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Obtain consent from contacts before sending them emails</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Regularly monitor bounce back rates and bounce back messages</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Regularly monitor and run reports to check spam complaints</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Review engagement metrics to help refine email programs</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Adhere to local and international email regulations</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Send targeted emails based on interests and contact preferences</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Regularly segment out inactive contacts (users who have not engaged with your emails in about 12 months). Repeatedly emailing recipients who aren’t engaging with your emails can be bad for your reputation for several reasons:</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Addresses that don’t open or click on your messages are much more likely to mark messages as spam.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Unengaged addresses may have been repurposed into spam traps.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Unengaged recipients can make your traffic look unwanted by lowering your open rate percentages.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Stick to a consistent volume of email sends from month to month.</span><span style="font-family: Arial, Helvetica, sans-serif;"> </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Consider email design best practices, such as using preheader text, alt text, and image-to-text ratios.</span></li>
</ol>
<h4>
<span style="font-size: small;"><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Other recommendations:</strong></span></span></h4>
<br />
<span style="font-family: Arial, Helvetica, sans-serif;"><strong>Manage Your Inactives.</strong> Suppressing all email records with no activity in the last 12 months is a scary thought for most of us, as it could greatly reduce our list size. There are email scrubbing services that will try and determine which specific email addresses have been converted to spam traps, honeypots, etc. so you don't have to suppress all inactives, just those that have been identified as harmful. Vendors include <a href="https://www.freshaddress.com/home.php" rel="noopener nofollow" target="_blank">FreshAddress</a>, <a href="https://www.informatica.com/" rel="noopener nofollow" target="_blank">Informatica</a> and <a href="https://www.briteverify.com/services/emaillistverification" rel="noopener nofollow" target="_blank">BriteVerify</a>, among others.</span><br />
<br />
<span style="font-family: Arial, Helvetica, sans-serif;"><strong>Make it easy to unsubscribe.</strong> This sounds counter intuitive, but making the unsubscribe process as easy as possible is a really good idea. The truth is, if someone doesn’t want to receive your messages and they don’t see an easy way to unsubscribe, they <em>always </em>know where the “report spam” button is. Remember, someone who opts out can always opt back in, but even a small number of spam complaints can really hurt your reputation, not to mention your ongoing ability to deliver messages to those who want to receive them.</span><br />
<br />
<span style="font-family: Arial, Helvetica, sans-serif;"><strong>Be conscious of your sending frequency.</strong> If you feel like you’re doing all the right things with your email program, but you’re still landing in the spam folder, it may be a good idea to examine your sending frequency. Between your regular newsletter, special offers, and other announcements, you could be sending your recipients more email than you think. Exactly how much email is “too much” differs for every sender, but if your reputation is suffering, even moderately reducing the amount of email your recipients receive from you is a good idea and a great place to start.</span><br />
<br />
<span style="font-family: Arial, Helvetica, sans-serif;"><strong>Summary. </strong>Imagine if you were to gain access to 20% more of your DB! Those in charge of marketing automation platforms are making this possible by learning the causes, solutions and tools, as we become email deliverability experts.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">Yet managing inbox placement is only half the battle. You still have to focus on level of engagement in order to keep your overall sender reputation in good health. A solid mix of good email data management, relevant content and continuous real-time deliverability monitoring is what currently works in keeping the inbox door wide open.</span><br />
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<b><span style="font-family: Arial, Helvetica, sans-serif;">Steve Kellogg</span></b><br />
<span style="font-family: Arial, Helvetica, sans-serif;">Crowds2Crowds </span><br />
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<i><span style="font-family: Arial, Helvetica, sans-serif;">Sources used for this post: <a href="https://www.oracle.com/marketingcloud/resources/email-deliverability.html" rel="noopener nofollow" target="_blank">Oracle Deliverability Plus</a>, <a href="https://litmus.com/" rel="noopener nofollow" target="_blank">Litmus</a>, <a href="https://returnpath.com/" rel="noopener nofollow" target="_blank">Return Path</a></span></i><br />
<h2 style="text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;"> </span></h2>
<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com37tag:blogger.com,1999:blog-713698103946312347.post-32708962679446297332017-03-07T13:19:00.001-08:002017-03-07T13:19:31.147-08:00<div class="separator" style="clear: both; text-align: center;">
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<h1 class="article-title" itemprop="headline">
<span style="font-family: Verdana,sans-serif;"><span style="font-size: small;">When Would NOW be a Good Time?</span></span></h1>
<div class="prose" itemprop="articleBody">
<span style="font-family: Verdana,sans-serif;">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, “<a href="http://www.salesforce.com/form/pdf/state-of-the-connected-customer.jsp" rel="nofollow noopener" target="_blank">State of the Connected Customer</a>”:</span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;"><strong>64%</strong> of consumers expect companies to respond to them and interact with them in real time.</span></li>
<li><span style="font-family: Verdana,sans-serif;">Millennials: <strong>66%</strong></span></li>
<li><span style="font-family: Verdana,sans-serif;">GenXers: <strong>63%</strong></span></li>
<li><span style="font-family: Verdana,sans-serif;">Baby Boomers: <strong>62%</strong></span></li>
</ul>
<span style="font-family: Verdana,sans-serif;">And in case you thought this was just for B2C, it’s even <em>higher</em> for B2B:</span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;"><strong>84%</strong> of business buyers expect companies to respond to them and interact with them in real time (according to the same survey).</span></li>
</ul>
<span style="font-family: Verdana,sans-serif;">This is not just about customer support response times either.
“Instant” seems to be the new expectation across all interactions.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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, <strong>it’s just not possible for our company to deliver this.” </strong>We don’t have the:</span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;">Infrastructure</span></li>
<li><span style="font-family: Verdana,sans-serif;">Resources</span></li>
<li><span style="font-family: Verdana,sans-serif;">Technology</span></li>
<li><span style="font-family: Verdana,sans-serif;">Processes</span></li>
<li><span style="font-family: Verdana,sans-serif;">Time</span></li>
<li><span style="font-family: Verdana,sans-serif;">All the Above</span></li>
</ul>
<span style="font-family: Verdana,sans-serif;">Response time improvements have historically been focused on customer
support. But TIME also fosters and helps drive the 3 things required
for any sale:</span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;">Relevancy</span></li>
<li><span style="font-family: Verdana,sans-serif;">Trust</span></li>
<li><span style="font-family: Verdana,sans-serif;">Empathy</span></li>
</ul>
<span style="font-family: Verdana,sans-serif;">The truth is, customers don’t care about your constraints. And while those experiencing your brand <em>might</em> 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:</span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;">Marketing Effectiveness</span></li>
<li><span style="font-family: Verdana,sans-serif;">Sales Conversions</span></li>
<li><span style="font-family: Verdana,sans-serif;">Customer Support Satisfaction</span></li>
<li><span style="font-family: Verdana,sans-serif;">Overall Customer Experience Perceptions</span></li>
</ul>
<span style="font-family: Verdana,sans-serif;"><strong>Time has now become ubiquitous with connectivity. </strong>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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The concept of <a href="http://www.agilemarketing.net/what-is-agile-marketing/" rel="nofollow noopener" target="_blank">Agile Marketing</a>
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:</span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;">A focus on change vs. a focus on a plan</span></li>
<li><span style="font-family: Verdana,sans-serif;">Quantifiable testing vs. opinions</span></li>
<li><span style="font-family: Verdana,sans-serif;">Rapid iterations over larger, longer, complex campaigns</span></li>
<li><span style="font-family: Verdana,sans-serif;">A “fail fast” approach due to small experiments</span></li>
<li><span style="font-family: Verdana,sans-serif;">Collaboration vs. business unit silos</span></li>
</ul>
<span style="font-family: Verdana,sans-serif;">The goals of Agile Marketing are to improve the speed, adaptability and predictability of change.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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<em> </em>Group argues, “In the Now Economy, content is no longer king, convenience is king.” And convenience is typically driven by time.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">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.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Steve Kellogg</span><br />
<span style="font-family: Verdana,sans-serif;">Digital Transformation 9-Year Veteran. </span><br />
<span style="font-family: Verdana,sans-serif;"><br /></span>
<span style="font-family: Verdana,sans-serif;">Let's connect on <a href="https://www.linkedin.com/in/stevenkellogg/" target="_blank">LinkedIn</a></span></div>
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com240tag:blogger.com,1999:blog-713698103946312347.post-62731827848261420972016-07-15T15:35:00.000-07:002016-07-15T15:35:31.965-07:00Meet the New Digital CX Gatekeeper<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiemjnQIQHr9Am1qPpYXCGhSC7ehpgdqF_muDzyofWwu4HjgQK6Of1JHY0Zm2V_lE49hh4YA3wGNzDtnEDxFy_o-TmH0I1-bqSKusspzm2ZqCeGE9pjwx3wD4onFysgW-z_tHrRSrnpxw/s1600/CX+and+AI+Blog+iPhone+many+msgs.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="226" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiemjnQIQHr9Am1qPpYXCGhSC7ehpgdqF_muDzyofWwu4HjgQK6Of1JHY0Zm2V_lE49hh4YA3wGNzDtnEDxFy_o-TmH0I1-bqSKusspzm2ZqCeGE9pjwx3wD4onFysgW-z_tHrRSrnpxw/s400/CX+and+AI+Blog+iPhone+many+msgs.png" width="400" /></a></div>
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<strong>Me</strong>: “Hey Siri, delete all emails that aren’t relevant to what I’m interested in.”<br /><br /><strong>Siri</strong>:
“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?<br /><br /><strong>Me</strong>: “Yes, and make sure you block irrelevant web content while you’re at it."<br /><br /><strong>Siri</strong>: I’m here to protect you, Steve.”<br /><br />And this is only the beginning. At some point we won’t even have to ask. <br />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. <br /><br />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.<br /><br />As I mentioned in my <a href="https://www.linkedin.com/pulse/marketing-technology-leadership-steve-kellogg?trk=prof-post" target="_blank">last blog</a>,
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.<br /><br />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. <br /><br />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.<br /><br />There are currently 3 flavors of AI personal assistant services:<br />
<ul>
<li>Technology-enabled artificial intelligence – (<a href="http://www.apple.com/ios/siri/" rel="nofollow" target="_blank">Siri</a>, <a href="https://www.google.com/landing/now/" rel="nofollow" target="_blank">Google Now</a>, <a href="http://windows.microsoft.com/en-us/windows-10/getstarted-what-is-cortana" rel="nofollow" target="_blank">Cortana</a>, and soon to be released <a href="http://viv.ai/" rel="nofollow" target="_blank">Viv</a>.)</li>
</ul>
<ul>
<li>Human enabled, where people respond to your concierge requests (<a href="https://getmagicnow.com/" rel="nofollow" target="_blank">Magic</a>, <a href="https://operator.com/" rel="nofollow" target="_blank">Operator</a>, <a href="https://www.taskrabbit.com/" rel="nofollow" target="_blank">TaskRabbit</a>)</li>
</ul>
<ul>
<li>Hybrids – some combination of the two (<a href="http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/" rel="nofollow" target="_blank">Facebook M</a>)</li>
</ul>
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.<br /><br />Steve Kellogg<br /><em>Digital Marketing Leader, Strategist and Technologist</em><br />
</div>
<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com270tag:blogger.com,1999:blog-713698103946312347.post-51362609558412661332016-04-07T09:48:00.000-07:002016-04-07T14:07:45.500-07:00Marketing Technology Leadership<div style="text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGQZXrsK7XSREPOs79UiDxf6cGGX21waDm5Uq5Upaldc8mV4MU2rgeHxEq4vedfwwPQmEgTMBGvrWo9QKfF1TM6c5UAVcS4TP4lZrOSWvQ120o1ppS57DDfF3rOsDsDTRLYhyMrrBQDQ/s1600/Marketing+Technology+Leadership+graphic.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="228" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGQZXrsK7XSREPOs79UiDxf6cGGX21waDm5Uq5Upaldc8mV4MU2rgeHxEq4vedfwwPQmEgTMBGvrWo9QKfF1TM6c5UAVcS4TP4lZrOSWvQ120o1ppS57DDfF3rOsDsDTRLYhyMrrBQDQ/s400/Marketing+Technology+Leadership+graphic.jpg" width="400" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">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. <br /><br />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!<br /><br />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.<br /><br />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.<br /><br />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.<br /><br />Many have already adopted at least some marketing technologies. And you may have already seen the <a href="http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/" rel="nofollow" target="_blank">2016 Marketing Technology Landscape Supergraphic</a>, created by chiefmartec.com to give us a current view of vendorland.<br /><br />Here’s a summary of the marketing technologies you're likely considering:</span></div>
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<ul style="text-align: left;">
<li> <h3>
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Advertising and Promotional Technologies</b></span></span></h3>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> Mobile Marketing<br />SEO/SEM<br />Native Advertising<br />Video<br />Print<br />PR<br />Paid, Earned Owned</span></li>
</ul>
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</span>
<ul style="text-align: left;">
<li> <h3>
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Content and Experience Technologies</b></span></span></h3>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> Mobile Apps<br />Interactive<br />Optimization/Personalization<br />DAM (Digital Asset Management) and MRM (Marketing Resource Management)<br />Marketing Automation Platforms<br />CMS</span></li>
<li> <h3>
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Social Platforms</b></span></span></h3>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> Listening<br />Campaign<br />Community<br />Advocates/Raving Fans</span></li>
</ul>
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</span>
<ul style="text-align: left;">
<li> <h3>
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Commerce and Sales Platforms</b></span></span></h3>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> Proximity<br />Channel/Partner<br />Sales Enablement<br />Affiliate Marketing<br />eCommerce<br />CRM</span></li>
</ul>
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</span>
<ul style="text-align: left;">
<li> <h3>
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Data Platforms</b></span></span></h3>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> Data Enrichment<br />Data Standardization<br />Data Science<br />Data Integrations<br />SaaS<br />PaaS<br />DMP</span></li>
</ul>
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</span>
<ul style="text-align: left;">
<li> <h3>
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Analytics Platforms</b></span></span></h3>
<span style="font-family: "arial" , "helvetica" , sans-serif;"> ROI Attribution<br />Mobile<br />Data Visualization<br />Predictive BI</span></li>
</ul>
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<div style="text-align: left;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br />The Marketing Technology Leader will need the following skillets to be successful in guiding your technology transformation:<br /><br /><b>Marketing Technology Strategist:</b>
Defines the internal marketing technology ecosystems required to
support continuous and cohesive marketing conversations across your
customer’s current and future lifecycle experiences.<br /><br /><b>Customer Experience Advocate:</b>
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.<br /><br /><b>Business Requirements Leader:</b>
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.<br /><br /><b>Data Wrangler:</b>
Act as liaison with other internal/external data platform owners in
defining which siloed data sources should be integrated and how.<br /><br /><b>Integration Juggler:</b>
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.</span></div>
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</span>
<div style="text-align: left;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Data Analyst:</b> Visualizes data and uncovers the stories they tell, answering questions such as whether to pivot or persevere.<br /><br /><b>Change Management Evangelist:</b> Manages and advocates the transformational change management and global adoption of the marketing tech stack.<br /><br /><b>Protector of the Realm:</b>
Manages internal training and protection of systems, connections and
process. Identifies opportunities for automation and scalable
improvements.<br /><br /><b>Opportunist:</b> Looks ahead and identifies emerging technology and CX opportunities that aren’t quite obvious yet. <br /><br />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.<br /><br />Of course the other option is to outsource some or all of this to those in the business of delivering these services.<br /><br />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.</span></div>
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<div style="text-align: left;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"> Steve Kellogg<br /><i>Digital Marketing Strategist <span style="font-family: "arial" , "helvetica" , sans-serif;">and </span>Technologist</i></span></div>
</div>
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com266tag:blogger.com,1999:blog-713698103946312347.post-54725943019023083092016-03-12T14:06:00.001-08:002016-03-12T14:06:13.850-08:00What is a DMP? Watch this short DMP Primer Video<div class="separator" style="clear: both; text-align: center;">
<iframe width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/9UCUwP6H-GU/0.jpg" src="https://www.youtube.com/embed/9UCUwP6H-GU?feature=player_embedded" frameborder="0" allowfullscreen></iframe> </div>
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<br />
<span style="font-family: Arial,Helvetica,sans-serif;">What's all the fuss about DMPs (Data Management Platforms)? They have been the hottest digital marketing technology trend for the last several years.<br /><br />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.<br /><br /><a href="http://www.youtube.com/watch?v=9UCUwP6H-GU" target="_blank">Watch this short DMP Primer video</a> and learn:<br /></span><ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;">What is a DMP?</span></li>
<li><span style="font-family: Arial,Helvetica,sans-serif;">What's in it for you?</span></li>
<li><span style="font-family: Arial,Helvetica,sans-serif;">What resources do you need to manage one?</span></li>
</ul>
<span style="font-family: Arial,Helvetica,sans-serif;"><br />Enjoy.<br /><br />Steve Kellogg<br />Digital Marketing Strategies and Technologies Consultant<br />steve@crowds2crowds.com</span><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com28tag:blogger.com,1999:blog-713698103946312347.post-60873044018334862942015-11-12T16:13:00.001-08:002015-11-12T16:13:45.642-08:002016 Digital Marketing Trends, Strategies and Tactics<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgugznjJ9Nvd2B1OfbfmW2WC9NCe7znJGUnsNAffF4R88tl1s33mf8sxJ3LW51xrqaLMdi1diDhLWEj91KgUliLo9b7kYsYzqH7OX5P4zAUN_He2jGdDfNOrgjXVSCX0hyphenhyphen2l0pmIdzsxw/s1600/2016+strategies+sized.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="285" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgugznjJ9Nvd2B1OfbfmW2WC9NCe7znJGUnsNAffF4R88tl1s33mf8sxJ3LW51xrqaLMdi1diDhLWEj91KgUliLo9b7kYsYzqH7OX5P4zAUN_He2jGdDfNOrgjXVSCX0hyphenhyphen2l0pmIdzsxw/s400/2016+strategies+sized.jpg" width="400" /></a></div>
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br /></span></span>
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br /></span></span>
<span style="font-family: Arial,Helvetica,sans-serif;">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.</span><br />
<div class="article-body" dir="ltr" itemprop="articleBody">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><em><strong></strong></em></span></span><br />
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Trend/Prediction: Marketing Will Ultimately Own the Customer Experience</strong>.
We’ve all heard this from multiple vendors, analysts and thought
leaders. So what has to be fundamentally in place to make this happen?</span></span><br />
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>2016 Transformational Strategy #1: Make love, not war with IT.</strong>
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.</span></span></li>
</ul>
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #1:</strong> 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.<br /><br /> </span></span></li>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic 2:</strong> 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.<br /><br /></span></span></li>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic 3:</strong> 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.</span></span></li>
</ul>
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br /><strong>Trend/Prediction #2: Content Marketing - The Age of “Me” is Upon Us.</strong>
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?</span></span><br />
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>2016 Transformational Strategy #2:</strong> Make a fundamental shift in content development that moves from hype to help. In Jay Baer’s book, "<a href="http://www.youtilitybook.com/" rel="nofollow" target="_blank"><em>Youtility, Why Smart Marketing is About Help, Not Hype"</em></a>,
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.</span></span></li>
</ul>
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #1:</strong> 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?<br /><br /></span></span></li>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #2:</strong> 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.<br /><br /></span></span></li>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #3:</strong> 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?</span></span></li>
</ul>
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br /><strong>Trend/Prediction #3: A Blend of Marketing Mix Modeling
and Attribution Modeling is likely the future of Digital Marketing
Measurement.</strong> 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.<br /></span></span><br />
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>2016 Transformational Strategy #3: </strong>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.<br /></span></span></li>
</ul>
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #1:</strong> If you haven’t already, decide whether to adopt basic or advanced revenue attribution. <em>Basic</em> meaning you attribute all the revenue to either the first marketing touch or the last marketing touch. <em>Advanced</em> meaning you spread the revenue across all touch-points, either linearly or weighted. I did a <a href="https://www.youtube.com/watch?v=U9uCb2Et6M4" target="_blank">video blog</a> about this back in 2012 that goes into further detail. I vote <em>Advanced</em>
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 <a href="https://www.linkedin.com/pulse/lead-gen-improvement-which-comes-first-strategy-steve-kellogg?trk=prof-post" target="_blank">strategy vs technology</a> that goes into more detail about this.<br /></span></span></li>
</ul>
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #2:</strong> Once you've decided on <em>Advanced</em>
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.<br /></span></span></li>
</ul>
<ul>
<li><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><strong>Tactic #3:</strong> 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.</span></span></li>
</ul>
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />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.</span></span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">In keeping with my own conviction to provide help, not hype, I hope you found this useful.</span></span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><em><strong>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.</strong></em></span></span><br />
</div>
<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com192tag:blogger.com,1999:blog-713698103946312347.post-80845265043125017202015-10-23T08:12:00.001-07:002015-10-23T08:31:01.885-07:00<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggQK_pROXKvorAyzn6esX830L0mzC_3zD5ccI9fLpBNgQTuUdrutdOiliuqjwSOfCAgWrJvHcWJvOPq71vAj9gG8nUsRVQGYSvh4K6Wk2hT7xk_vp1lDtHmDuKKKUxzs3Ek-E_zsLkJA/s1600/iPhone+95k+700x400.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="365" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggQK_pROXKvorAyzn6esX830L0mzC_3zD5ccI9fLpBNgQTuUdrutdOiliuqjwSOfCAgWrJvHcWJvOPq71vAj9gG8nUsRVQGYSvh4K6Wk2hT7xk_vp1lDtHmDuKKKUxzs3Ek-E_zsLkJA/s640/iPhone+95k+700x400.jpg" width="640" /></a></div>
<br />
<h2 class="article-title" itemprop="headline">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-family: "Trebuchet MS",sans-serif;">Getting Through the Clutter - The Rise of Glance Marketing </span></span></h2>
<div class="article-body" dir="ltr" itemprop="articleBody">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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. </span></span></div>
<div class="article-body" dir="ltr" itemprop="articleBody">
</div>
<div class="article-body" dir="ltr" itemprop="articleBody">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"></span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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?</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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:</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span>
<ol>
<li><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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).<br /></span></span></li>
<li><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"></span><span style="font-family: Arial,Helvetica,sans-serif;">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.</span><span style="font-family: Arial,Helvetica,sans-serif;"></span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> <br /></span></span></li>
<li><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">Next up, the CTA. That easy-to-find button that gives the reader access to something really useful.</span></span>
</li>
</ol>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"></span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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.</span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">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.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span>
<div class="MsoNormal">
<span style="font-size: small;"><i><span style="font-family: Arial,Helvetica,sans-serif;"><a href="http://www.linkedin.com/in/stevenkellogg" target="_blank"><b><span style="color: #365f91;">Steve Kellogg</span></b></a></span></i><span style="font-family: Arial,Helvetica,sans-serif;"><i><b> is a Digital Marketing Leader, Strategist
and Technologist. He is currently Sr. Director of Global Marketing
Strategies, Technologies and Partnerships at Astadia, Inc.</b></i></span></span></div>
</div>
<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com258tag:blogger.com,1999:blog-713698103946312347.post-41079703845177678592015-09-03T17:17:00.000-07:002015-09-03T17:17:38.310-07:00Lead Gen Improvement - Which Comes First, Strategy or Technology?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhnFsMkdx47mRSNtsWS7SuU4u37LKogz3N8UBKICXqOPQSpbnAbA7g50o93O2RQXqo8cQl681ZUad1zn41nhnaGwCIAF5MzKyOcNXXHRw6wHZabnoFY90r-azq2amcIcjmHOK1QzrmhkQ/s1600/boat.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="273" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhnFsMkdx47mRSNtsWS7SuU4u37LKogz3N8UBKICXqOPQSpbnAbA7g50o93O2RQXqo8cQl681ZUad1zn41nhnaGwCIAF5MzKyOcNXXHRw6wHZabnoFY90r-azq2amcIcjmHOK1QzrmhkQ/s400/boat.png" width="400" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="font-family: Arial,Helvetica,sans-serif;">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. </span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;">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?</span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;">The answer is <em>neither</em>.
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. <em>So what should you focus on? </em>Fish.<br /><br />About
10 years ago I bought an ocean fishing boat (pictured above). </span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;">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. <br /><br />Since I would never get to any fish without a boat, that's where I started, with the <strong>technology</strong>.
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.<br /><br />Next I studied the <strong>strategies</strong>
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.</span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;">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. <em>The fish</em>. I wasn’t actually catching any. Ever.<br /><br />Had I focused on the fish <em>first</em>,
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 <em>every</em> 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 <em>only</em> 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. <br /><br />So to
answer the question, “Should I start with Technology or Strategy?" The
answer is neither. Start with the fish (the customer).<br /><br />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). <br /><br />I know, easier said than done. But, now that I’ve started down this ‘fish' hole, lets continue with the "focus on the fish, <em>first</em>" analogy.</span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;"><strong>Inbound Lead Generation</strong><br />You've just been promoted to captain of the <em>U.S.S. Inbound Lead Gen, </em>and you're anxious to catch LOTS of fish. Here's your recommended support crew:<br /><br /><strong>Marine (Lead) Biologist:</strong>
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.<br /><br /><strong>Bait-Master (Content Manager):</strong>
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.<br /><br /><strong>Fish School Behavioral Expert (Social Media):</strong>
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.<br /><br /><strong>Fish Hatchery Manager (Website Manager):</strong>
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.<br /><br /><strong>Radar/Sonar Operator (PPC, SEM, SEO, Retargeting, Predictive Look-alike Modeling):</strong>
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.<br /><br />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.</span><br />
<span style="font-family: Arial,Helvetica,sans-serif;"><br /></span>
<span style="font-family: Arial,Helvetica,sans-serif;"><strong>BTW:</strong> I sold the fishing boat about 4 years ago to a guy in Australia. I hope he focused on the fish <em>first</em>. Otherwise his shipping costs alone may not have been worth it!</span><br />
<br />
<span style="font-family: Arial,Helvetica,sans-serif;"><em><span class="ng-scope"><strong>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.</strong></span></em></span><br />
<div style="text-align: center;">
<br /></div>
<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com220tag:blogger.com,1999:blog-713698103946312347.post-79444857490327080502015-07-18T15:23:00.000-07:002015-07-19T17:27:45.915-07:00Digital Marketing Transformation Road Map<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIFfyvDNZESzLTFCrfQoZxquDca54oawcAckct7FpyKD833TZXfkv8TC4seOYb4bSR9JW__3edZPXdvXhOW95z2gHFhAlL85BzzRjHxc-UWQfLTTRdwCxygrPVcRN7WOy-VdZ9IuEV7A/s1600/Marketing+Technologist.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="227" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIFfyvDNZESzLTFCrfQoZxquDca54oawcAckct7FpyKD833TZXfkv8TC4seOYb4bSR9JW__3edZPXdvXhOW95z2gHFhAlL85BzzRjHxc-UWQfLTTRdwCxygrPVcRN7WOy-VdZ9IuEV7A/s400/Marketing+Technologist.jpg" width="400" /></a></div>
<br />
When you think about Digital Marketing Transformation, you probably reside in one of 3 camps:<br />
<ul>
<li>You’ve jumped in with both feet and actually lived to tell the tale.</li>
</ul>
<ul>
<li class="left">You’ve selected and installed some digital tools, but are not using them to their full potential.</li>
</ul>
<ul>
<li>You’re
overwhelmed by the many shiny tools and technology options, new
resource and staffing skill requirements and internal change management
challenges, to make much progress.</li>
</ul>
<i><b>Here are 5
key strategies I've learned from helping many enterprise companies embark
on their own digital transformation road trips.</b></i><br />
<br />
<b>Digital Marketing Transformation Strategy #1: Get One. </b>Why
are you doing this? What is it you actually want to ‘transform'? Are
you just looking to reduce marketing costs by switching to digital? Ugh.
Hopefully this was accomplished back in 2005.<br />
<br />
Are you trying to
get ahead of your competition? Are you trying to catch up to your
competition? Why? Why? Why? My guess is you are doing it because you <i>have</i> to.<br />
<br />
The
cold reality is there really is no choice. Your customers have already
embraced digital and moved into the neighborhood. They've become locals.
You either transform and move in, or live the dream that one day,
peel-apart film will once again become available for your Polaroid
camera.<br />
<br />
<i>Where</i> you get your strategy is just as
important. I’ve seen too many road map failures because the
stakeholder(s) got caught up in ’technology tornadoes', allowing these
twisters to drive strategy instead of the other way around.<br />
<br />
It
can be very seductive, discovering that what was impossible yesterday is
now possible today and then inserting that into the ever expanding road
map. Define your strategy around solid business objectives and let the
storm chasers track the tornadoes. Stay the course. <br />
<br />
<b>Digital
Marketing Transformation Strategy #2: If you focus on what your
customers expect, then delivering what your CEO expects (revenue) should
take care of itself.</b><br />
The truth is that all your
leads and customers fully expect you to have a continuous, cohesive
conversation with them throughout their entire relationship with you.
From first realizing you exist to the last call with your customer
service, the expectation is that you recognize them, and know their
entire history, no matter what channel they choose or which device they
use.<br />
<br />
Throughout every interaction they are and have been the same
person. Why would they tolerate you engaging them otherwise? Succeed at
this and you have a ‘loving family member' for life. Fail and eventually
no one shows up at your company's funeral. Some analysts predict that,
as early as next year, CX will start to become your company's key
competitive differentiator, not your actual product or service itself.
Now that's a scary thought!<br />
<br />
<b>Digital Marketing Transformation Strategy #3: Lewis and Clark had Sacagawea. So should you.</b><br />
Acting
as interpreter and guide, Sacagawea played a significant role in the
overall success of Lewis and Clark’s famed 1804 expedition. According to
some reports, one of her biggest strengths was that she could read the
landscape, she could read the rivers and valleys. She had a sense of
what the landscapes said about direction, where they were, and where
they were going.<br />
<br />
Imagine how much faster and how much more
successful your digital transformation journey would be if you had a
similar guide to show you the way? Align with a partner, or hire a
Marketing Technologist to help lead the way. The journey is wrought with
danger and risk. Hire someone who knows the landscape.<br />
<br />
<i>Fun Fact: My great, great, great uncle was actually William Clark (of Lewis and Clark).</i> <br />
<br />
<b>Digital Marketing Transformation Strategy #4: You Don’t Need to Live Everywhere – Just Where Your Best Customers Are.</b><br />
<ul>
<li>Q:
Do I need to be on X? (X= Facebook, Twitter, YouTube, LinkedIn,
Instagram, SnapChat, Pinterest, FlipaGram, Vine, Google+, SlideShare,
Bebo, StumbleUpon,Tumblr, etc)</li>
<li>A: Only if your best customers live there.</li>
</ul>
‘Nuff said.<br />
<br />
<b>Digital Marketing Transformation Strategy #5: Connect the Identity Dots You Can – Don’t Worry About Those You Can’t</b><br />
Realizing
you need to have a consistent conversation with everyone is one thing.
Solving the identify gaps is another. Even Best-in-Class companies
struggle with making the identity connections across all possible touch
points, channels and devices. There are probably some channels your best
customers use that you don’t own and may never have access to.<br />
<ul>
<li><b>Step 1:</b>
Make a list of those channels you either own or control and can get
data from. This would include your own social channels, your website,
events, internal email lists, CRM and eCommerce data, your mobile apps,
your own customer service center, in short, any 1st party data source.<br /></li>
<li>S<b>tep 2:</b> Make a list of channels you know your best customers are using, but that you don’t own or control, nor can you get data from.<br /></li>
<li><b>Step 3:</b>
Abandon Step 2 and put all your focus on Step 1. Save your Step 2 list
for a future discussion with your Technology Tornado Chasers, once Step 1
is fully completed and enabled (which btw is no small feat).</li>
</ul>
So,
once you've addressed these 5 strategies and the ship is sailing
towards long term success, the next step is to fill in all the marketing
transformation road map details.<br />
<br />
Of course we are only scratching
the surface in this post. Predictive modeling, and scoring, smart
automated retargeting, data science, machine learning, API connections
to unconnected databases and systems, data standardization management
across all channels, the list goes on. (You see why you need Sacagawea).<br />
<br />
<b>Bonus Strategy #6: Become BFF with your VP of IT. </b>You
will need each other. I mean you will REALLY need each other. Learn to
play tennis if they play tennis. Buy them lavish gifts (a car, a boat, a
Las Vegas vacation, you get the idea).<br />
<br />
Why? Since data is <b>the</b> <b>key</b>
that unlocks massive digital marketing transformation success, make
sure you've established enough trust and friendship so that IT is
willing to share the car keys with you (and hopefully some of the
driving) as you plan for and embark on your own marketing technology
road trip.<br />
<br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"><a href="http://www.linkedin.com/in/stevenkellogg" target="_blank"><b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Steve Kellogg</span></b></a><a href="http://www.linkedin.com/in/stevenkellogg" target="_blank"><br /></a></span></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"><b style="mso-bidi-font-weight: normal;"><span style="color: #595959; font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Digital Marketing Thought Leader, Strategist and Technologist<a href="http://astadia.com/" target="_blank"></a></span></b></span></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"></span><span style="font-family: Arial,Helvetica,sans-serif;"><span style="mso-bidi-font-weight: normal;"><span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;"></span></span></span> <span style="color: blue;"></span></div>
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;"><a href="https://plus.google.com/106703694244999221571/posts"></a></span></span>P.S. Want to know a bit more about Sacagawea? A few fun facts:<br />
<ul>
<li><span class="ng-scope">Sacagawea was the daughter of a Shoshone chief, and was born in Idaho around 1788. </span></li>
<li><span class="ng-scope">She
was captured in her early teens by an enemy tribe and sold to a
French-Canadian trapper who was later hired as an interpreter by
Lewis and Clark.</span></li>
<li><span class="ng-scope">Sacagawea
accompanied her husband on the expedition despite having a newborn son
in tow. She soon became recognized as a valuable member of the party.</span></li>
<li><span class="ng-scope"> She was the only woman on the Expedition and took care for her newborn son, the entire journey.</span></li>
<li><span class="ng-scope">After
the expedition was over, while still in her mid twenties, she gave
birth to a daughter, but Sacagawea died shortly afterwards in South
Dakota, from what was probably Typhoid fever*.</span></li>
<li><span class="ng-scope">William
Clark, who had grown fond of her son during the expedition, took legal
custody and paid for his education. He later went on to become an
explorer in his own right and lived to about 61.</span></li>
<li><span class="ng-scope">Sacagawea never got paid for her role in the expedition. </span></li>
<li><span class="ng-scope">Clark
did pay tribute to her in a letter to her Husband, referring to her
as, "Your woman who accompanied you on that long dangerous and fatiguing
route to the Pacific Ocean and back, deserved a greater reward for her
attention and services than we had in our power to offer her." </span></li>
<li><span class="ng-scope">In 2000, a special "Sacagawea dollar" was minted in her honor.</span></li>
<li><span class="ng-scope"><i>*Accounts of her death vary and at what age. Some rumors say she died of old age in the company of her Shoshone tribe. </i></span></li>
</ul>
<br />
<div style="text-align: center;">
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com62tag:blogger.com,1999:blog-713698103946312347.post-7730220656708560452014-05-20T13:44:00.000-07:002014-05-20T13:44:34.800-07:00Connecting the Customer Experience<div class="separator" style="clear: both; text-align: center;">
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<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Customer Experience (CX) is all the buzz right now. I recently
had the pleasure of being a Guest Speaker at the Customer Experience Executive
Conference in Chicago. Other guest speakers and attendees included Customer Experience Execs
from Victoria Secret, Nordstrom, MGM, Walgreens, CNN, Teleflora, Vonage, Macys
and other high profile companies.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">As we all discussed CX processes, challenges and
opportunities, some very interesting similarities and patterns began to emerge.
It became clear where in the customer lifecycle CX management first appears and
who actually owns the Customer Experience within these companies.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Not surprising, IT owns CX for the vast majority of these
companies. And in general CX focuses on post sale experiences, typically call
center customer service/support processes. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">What was definitely surprising was that, for almost every
company in attendance, neither marketing nor sales has any visibility into or
involvement with CX. CX remains siloed deep within the IT org. As such all pre-sale
funnel stage activities and experiences are not usually considered as part of a
CX ecosystem.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Yet all customers experience a number of marketing and sales
interactions during their buyer journey, which collectively form the overall
CX. I doubt I’d get much argument that the customer experience needs to include
everything. From brand, to purchase, to product, to support. And don’t forget
employee CX.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">But IT does not own content and marketing does not own IVR
systems, so finding an owner in either camp to manage this can be difficult. Even if you found
one, they would likely focus on their ‘siloed vision of CX’. Not a holistic
viewpoint. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Yes there are CXO and CCO roles. Some CEOs are also great CXOs. (Steve
Jobs and Elon Musk, to name a few). But this role requires a strategic as well
as a technical leader. It’s one thing to talk and quite another to execute.
Even if you have found the perfect CXO, it still requires connecting a single holistic view of
the truth.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Is this even possible? According to eMarketer, less than 20%
of businesses have even successfully obtained this single view and only 3% have
actually integrated online and offline experiences.Yikes.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Most customers really do want you to know where they are in
your company’s lifecycle, no matter what channel they choose to experience you
on. They don’t want to have to repeat themselves with every interaction, and
they don’t want to marry you on the first date either. All the while expecting
their information to be locked up, completely secure. Unfortunately 25% of all companies have experienced some kind of security
breach in the last 12 months, </span><span style="font-family: Arial,Helvetica,sans-serif;">according
to Forrester. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">Until a single, fully secure customer interaction platform
is fully realized and integrated, CX will likely continue to be managed like a
railroad track, built in 2 unconnected sections, (pre-sale and post sale) instead
of one completed line.</span></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;">And while you may not have the ability to install processes
to fill the unconnected sections just yet, as new integrations and identity
security solutions evolve, it will happen eventually. Hey, it took over 39
years to complete the railroad track from the Atlantic all the way to the Pacific. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-family: Arial,Helvetica,sans-serif;">So what can we do right now? In a nutshell, control what you
can control and use the data you have. The good news is that even siloed, you
can make great strides in improving the customer experience, both on the front
end and on the back end of the lifecycle. They just may not be connected and
talking to each other just yet.</span></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span style="font-family: Arial,Helvetica,sans-serif;"><a href="http://crowds2crowds.com/" target="_blank"><b style="mso-bidi-font-weight: normal;"><span style="color: #365f91; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Steve Kellogg</span></b></a></span></div>
<span style="font-family: Arial,Helvetica,sans-serif;">
</span><div class="MsoNormal">
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com124tag:blogger.com,1999:blog-713698103946312347.post-66354912673260868622013-02-26T16:15:00.001-08:002013-02-26T16:15:20.364-08:00Reminder Emails About Reminders<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZlQg4MukengMNAKUVtWKITZGjhZND-UKMNGq1xosflsn_KZffNNnPPHQOvNt39XyiBqjD4mOAppZc2j3o6UL7rwFutrnUUa9RUoEO75edpABhY8QQdPwUF4HluIervByuClZcuaoFpg/s1600/Reminders.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZlQg4MukengMNAKUVtWKITZGjhZND-UKMNGq1xosflsn_KZffNNnPPHQOvNt39XyiBqjD4mOAppZc2j3o6UL7rwFutrnUUa9RUoEO75edpABhY8QQdPwUF4HluIervByuClZcuaoFpg/s400/Reminders.jpg" width="371" /></a></div>
<br />
Tracking a lead’s activity is easy using Marketing Automation. And while tracking inactivity is just as easy, it can be even easier to annoy those that don’t respond by reminding them to respond. And then reminding them to respond to your reminder. And finally reminding them there is still time to respond to your last 3 reminders. Yikes, you see where this is going.<br />
<br />
<b>Example:</b><br />
<ul>
<li>You send out an email with a special offer.<br /></li>
<li>After 3 days you send the same email with a different Subject Line to those who didn’t respond.<br /></li>
<li>5 days later you send a “Still Time” to those who still haven’t responded.<br /></li>
<li>7 days later you send a “Last Chance” email to those who haven’t yet responded. </li>
</ul>
<br />At best, you are training your by now catatonic leads to actually ignore the first few emails, knowing they will be receiving reminders as a deadline approaches. Once they are trained to ignore certain emails however, it won’t be long before the rest of your emails start to get ignored.<br />
<br />
At worst, you are probably annoying leads that aren’t responding for a reason. Maybe it’s the wrong product or wrong person or wrong time.<br />
<br />
Now if you work for a large enterprise, with multiple BUs, imagine what would happen if your leads get bombarded with multiple reminder emails from multiple campaign from multiple business units. How would you feel if you received 6 reminder emails, all related to different offers, from the same company, on the same day! It happened to me. I unsubscribed.<br />
<br />
<b> Recommendations: </b><br />
<ul>
<li>If you only send one email campaign every quarter, then reminder emails are completely appropriate. But if you’re like many clients and send campaigns weekly or even monthly, use Reminder Emails <i>strategically</i>.<br /></li>
<li>Don’t include them as routine steps in your campaign template, otherwise you will definitely train your leads to ignore the originals over time. Use reminder emails where they really matter. The big stuff. <br /></li>
<li>Make sure someone controls the overall volume and timing of emails from all sources within your company. Gating the flow of emails can get complicated with hierarchy rules, but at its simplest, It’s easy to create a little program that checks to see whether someone has received any marketing email within the last X days and if so, the campaign only sends the current email when the answer is no. This mandates a small break between the consistent onslaught (er, I mean flow) of emails.<br /></li>
<li>Finally, get proactive about motivating people to update their preferences. This should cut down on having to rely on reminders in the first place. It’s a hard sell to get someone to actually go to the trouble of updating their preferences, but if you make it worth their while, everyone wins. Knowing which content a lead has chosen as relevant is worth double its weight in gold, so make sure the reward for divulging this vital info is of equal value. A new car perhaps? jk.</li>
</ul>
<br />BTW: Sending an email reminding people to respond to reminder emails requesting they update their preferences usually doesn’t work :)<br />
<br />
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<div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com1668tag:blogger.com,1999:blog-713698103946312347.post-44462227875862329612012-11-15T15:24:00.000-08:002012-11-17T14:13:52.576-08:00Content Positioning: Preventative or Pain Relief?<div class="separator" style="clear: both; text-align: center;">
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Did you know the average American spends almost twice as much on pain remedies than on vitamins each year? It's even higher when you factor in prescription pain remedies.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEXpMGHbV_BhliHqwLSJDa4FqdXIEGKbBXbp5Qj2MfqzQ7DFDc7HybgRKuSwVE7kRQ6SzM1yuYguS-enwZGE81mJ2qAbsOWdERJVCivU0IuzsXghtxJFknzn93ZRvkYE9tHs6Xi2BSlg/s1600/Content+Positioning+-+Preventative+or+Pain+Relief.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="322" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEXpMGHbV_BhliHqwLSJDa4FqdXIEGKbBXbp5Qj2MfqzQ7DFDc7HybgRKuSwVE7kRQ6SzM1yuYguS-enwZGE81mJ2qAbsOWdERJVCivU0IuzsXghtxJFknzn93ZRvkYE9tHs6Xi2BSlg/s400/Content+Positioning+-+Preventative+or+Pain+Relief.jpg" width="400" /></a></div>
Now remember, I said the "average American". I know you health nuts are cringing right now.<br />
<div style="height: 8pt; min-height: 8pt; padding: 0px;">
<br /></div>
But it makes sense. I know I am more focused on alleviating any current
pain than on preventing future pain. And I would consider myself
health-conscious.<br />
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<br /></div>
For example, I am far more likely to reach for an Advil if I have a
headache, than to reach for a vitamin if I do not have a headache.<br />
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<br /></div>
So if this is true for people on a personal level, might they carry this preference with them when making business purchases?<br />
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Which is the truer statement at your company?<br />
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"Of course we don't look busy. We put the right systems and processes in place the first time". (Preventative)<br />
<br />
"Of course we're busy. We have to manage all the incompatible systems that keep breaking". (Pain Relief).<br />
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In our experience as consultants, we hear the 2nd statement far more often that the first.<br />
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<br /></div>
So
if your conversions are getting stagnant, try positioning your content
more on how your product or service alleviates existing pain and less on
how your product or service prevents future pain. See if you don't get a
higher conversion. As an added bonus when focusing on alleviating pain,
you also get the added advantage of <em>urgency </em>that you don't get otherwise.<br />
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<br /></div>
BTW: The average American purchases only 1 bottle of vitamins a year. Just sayin...<br />
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Automation Best Practices Consultant, <a href="http://astadia.com/" target="_blank">Astadia</a></span></b></div>
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<span style="mso-bidi-font-weight: normal;"><span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Let’s connect on <a href="http://www.linkedin.com/in/stevenkellogg"><span style="color: blue;">Linkedin</span></a> </span></span><br />
<span style="mso-bidi-font-weight: normal;"><span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Let’s Connect on <a href="http://crowds2crowds.com/on-the-porch.html"><span style="color: blue;">The
Front Porch</span></a> </span></span><br />
<span style="mso-bidi-font-weight: normal;"><span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Let’s connect on <a href="http://www.facebook.com/Crowds2Crowds"><span style="color: blue;">Facebook</span></a></span></span><span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;"> </span><br />
<span style="font-size: 10.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: minor-fareast; mso-no-proof: yes;">Let’s connect on <a href="https://plus.google.com/106703694244999221571/posts"><span style="color: blue;">Google+</span></a></span></div>
<span style="mso-bidi-font-weight: normal;">
</span><br />
<span style="mso-bidi-font-weight: normal;">
</span>
<span style="mso-bidi-font-weight: normal;">
</span><br />
<br />
<span style="color: #999999;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: xx-small;">Sources: </span>Consumer Health Products Association, http://weighttraining.com, http://reportllnker.com</span></span> <div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com19tag:blogger.com,1999:blog-713698103946312347.post-70126253683989524932012-06-25T12:58:00.000-07:002012-06-25T12:59:48.789-07:00Why Funnel is Good for you<br />
<div class="MsoNormal">
<a href="http://www.crowds2crowds.com/lead-management.html"><span style="font-size: 12pt;"></span></a></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigqAd4yX-WB9tE2L1xwo1drexx4a2j5vPSyNI-IRtr5djIR8hoT8TVyCR46Xb6XeEh78R23T0MSrD31oOWXH-e23VerXW5lSTjt4zOGMN7o7Ce-ZRsGUZVN1BWIPIWjDfa-PYx2B21Cw/s1600/Lead+Management+Food+Image.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="220" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigqAd4yX-WB9tE2L1xwo1drexx4a2j5vPSyNI-IRtr5djIR8hoT8TVyCR46Xb6XeEh78R23T0MSrD31oOWXH-e23VerXW5lSTjt4zOGMN7o7Ce-ZRsGUZVN1BWIPIWjDfa-PYx2B21Cw/s400/Lead+Management+Food+Image.jpg" width="400" /></a></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Without a formal lead funnel model in place, marketing might think they are serving quality leads to sales, yet sales thinks the leads generally stink.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Recent B2B trends
in lead management have sparked an updated funnel model from our friends at
<a href="http://siriusdecisions.com/" target="_blank">SirusDecisions</a>. Watch as we dissect the new model and evaluate how and why a formal lead funnel model can bring your sales and marketing teams even closer together.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">To watch the video, <a href="http://www.crowds2crowds.com/lead-management.html" target="_blank">click here.</a> </span></div>
<div class="MsoNormal">
<br /></div>
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</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/4m6MruEeXkY?feature=player_embedded' frameborder='0'></iframe></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="color: #365f91;">Steve Kellogg</span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="color: #595959; font-size: 10pt;">Certified Marketing
Automation Best Practices Consultant</span></b></div>
<div class="MsoNormal">
<a href="http://crowds2crowds.com/" target="_blank"><span style="font-size: 9pt;"> http://crowds2crowds.com</span></a></div>
<div class="MsoNormal">
<br /></div>
<ul>
<li><span style="font-size: 9pt;">Let’s connect on </span><a href="http://www.linkedin.com/in/stevenkellogg"><span style="color: blue; font-size: 9pt;">Linkedin</span></a><span style="font-size: 9pt;"></span></li>
<li><span style="font-size: 9pt;">Let’s Connect on </span><a href="http://crowds2crowds.com/on-the-porch.html"><span style="color: blue; font-size: 9pt;">The Front Porch</span></a><span style="font-size: 9pt;"></span></li>
<li><span style="font-size: 9pt;">Let’s connect on </span><a href="http://www.facebook.com/Crowds2Crowds"><span style="color: blue; font-size: 9pt;">Facebook</span></a><span style="font-size: 9pt;"></span></li>
<li><span style="font-size: 9pt;">Let’s connect on </span><a href="https://plus.google.com/106703694244999221571/posts"><span style="color: blue; font-size: 9pt;">Google+</span></a><span style="font-size: 9pt;"></span></li>
</ul>
<div class="MsoNormal">
<br /></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com16tag:blogger.com,1999:blog-713698103946312347.post-58034239696602227532012-06-19T18:36:00.000-07:002012-06-19T18:37:31.959-07:00We All Want It and We All Want It Now!<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6LTRnvp4mca4Smj5dU6kZFS0fSO042647HfUyRMzaXYRznKEW9Ht69B8-CKmHlvy6q1XE8vnjiKTAPifg-quzMg24_VN-B8Z5sxFa_mLz7N0g46psalRPnKD0nJsbMVwV5t3UUHA6ig/s1600/Marketing-Command-Center-Map-of-Earth.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="198" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6LTRnvp4mca4Smj5dU6kZFS0fSO042647HfUyRMzaXYRznKEW9Ht69B8-CKmHlvy6q1XE8vnjiKTAPifg-quzMg24_VN-B8Z5sxFa_mLz7N0g46psalRPnKD0nJsbMVwV5t3UUHA6ig/s400/Marketing-Command-Center-Map-of-Earth.jpg" width="400" /> </a></div>
<br />
<div class="MsoNormal">
<span style="font-size: 12pt;">You’ve labored for
months, maybe even years, working </span><span style="font-size: 12pt;">at a large enterprise company</span><span style="font-size: 12pt;"> in finally securing
budget to purchase your Marketing Automation Tool. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Despite all the internal challenges,
approval hoops, endless committee meetings and ROI calculators, it is finally,
finally a reality. Not only is it approved but the shiny new tool is now installed!
It’s been a long, long road but it’s time to celebrate!</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">But wait. Even before the champagne stops bubbling it
starts. Word gets out. Suddenly C-Level wants it, sales divisions all want it, every
marketing division and business unit wants it, APAC wants it, Latin America
wants it, EMEA wants it, partners, distributors and resellers all want it…in
short, now everyone wants it. And they all want it NOW. In fact everyone is
suddenly desperate to start using it. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">SCENARIO 1:</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">You start by
kindly saying NO. You explain that you need time to formulate new processes, provide
training, manage the change. But no one takes NO for an answer. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">“These are desperate
times and we NEED it NOW!”, is the mantra from above and below. So after
constant bombardment and pressure, you finally give in and (gulp) release it to
the world. You are everyone’s best friend.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt;">Fast forward 1 year later…</span></i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">The data apocalypse
takes up permanent residency, making a huge mess. Bad data is overwriting good
data. Data is deleted. CRM integration is full of errors and unresolved
failures. Divisions upload bad lead lists because they can no longer nurture
and grow their own. Hard bounce rates go through the roof. Deliverability is
down the drain. Files are all over the place, with new folder structures
appearing daily. What’s left of the good
database is being bombarded with multiple emails from multiple divisions
offering multiple deals. Subscription management is nonexistent as no one could
ever agree on the right process. Unsubscribes are rampant. No one knows where
to allocate budget. Sales and marketing no longer have confidence in the tools
they used to use. Sales must revert back to the old days of mostly cold
calling, prospecting for leads. A global Marketing Automation “Do-Over” is eminent. You have moved on.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">SCENARIO 2:</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">You somehow manage
to hold your ground. No means NO. You launch the tool systematically one
division at a time. You work out the kinks. You fully vet the scoring and
nurturing programs. You evaluate the CRM integration for effectiveness. You
wait until sales enablement tools are up and providing value. Only 1 division
is best friends with you.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;"><span style="font-size: 12pt;">Fast Forward 1 year later…</span></i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Data is
standardized globally. Checklists and processes are consistent. Dynamic content
is maximized. Training is routine. The global marketing calendar is monitored,
measured and analyzed to constantly improve message relevance and value. Sales and
Marketing adore each other. Revenue goals are exceeded. Budget allocations are a
no-brainer. You are everyone’s best friend (and hero). Three other companies want
to hire you.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-size: 12pt;">Summary:</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Trust your
instincts. Don’t give in and don’t give up. Ask anyone who has lived through
Scenario 1. They will usually start the conversation by saying…”if there was
one thing I should have done differently…”</span></div>
<div class="MsoNormal">
<br /></div>
<a href="http://crowds2crowds.com/" target="_blank">Steve Kellogg</a><br />
<span style="color: black;">Certified Marketing Automation Best Practices Consultant</span><br />
<div class="MsoNormal">
<span style="font-size: 9pt;">
<br style="mso-special-character: line-break;" />
</span></div>
<div class="MsoNormal">
<span style="font-size: 9pt;">Let’s connect on <a href="http://www.linkedin.com/in/stevenkellogg"><span style="color: blue;">Linkedin</span></a></span></div>
<div class="MsoNormal">
<span style="font-size: 9pt;">Let’s Connect on <a href="http://crowds2crowds.com/on-the-porch.html"><span style="color: blue;">The
Front Porch</span></a></span></div>
<div class="MsoNormal">
<span style="font-size: 9pt;">Let’s connect on <a href="http://www.facebook.com/Crowds2Crowds"><span style="color: blue;">Facebook</span></a></span></div>
<div class="MsoNormal">
<span style="font-size: 9pt;">Let’s connect on <a href="https://plus.google.com/106703694244999221571/posts"><span style="color: blue;">Google+</span></a></span></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com2tag:blogger.com,1999:blog-713698103946312347.post-91651997801698915592012-06-06T17:51:00.000-07:002012-07-18T17:36:31.999-07:002 Great Examples of Custom Email Subscription Centers<br />
How
do you provide email subscription choices without overwhelming users
with a huge list of options? I walk you thru 3 great examples of custom
email subscription preference pages.<br />
<br />
Watch the video here: <a class="yt-uix-redirect-link" dir="ltr" href="http://www.crowds2crowds.com/marketing-operations.html" rel="nofollow" target="_blank" title="http://www.crowds2crowds.com/marketing-operations.html">http://www.crowds2crowds.com/marketing-operations.html</a> <br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<br /><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/j3Q9tq8c5NU?feature=player_embedded' frameborder='0'></iframe></div>
<br />
<br />
<span style="font-size: x-small;"><b>Learn more about <a href="http://crowds2crowds.com/marketing-operations.html" target="_blank">Marketing Operations</a></b></span><br />
<br />
<span style="font-size: x-small;"><b>By Steve Kellogg</b></span> <br />
<div style="font-family: inherit;">
<span style="font-size: x-small;">-Demand Generation/Marketing Automation Consultant, <a href="http://www.astadia.com/">Astadia</a></span></div>
<div style="font-family: inherit;">
<span style="font-size: x-small;">-Eloqua Certified Marketing Automation Best Practices Consultant</span></div>
<br />
<br />
<div class="MsoAutoSig">
<span style="font-size: 9pt;">Let’s connect on <a href="http://www.linkedin.com/in/stevenkellogg">Linkedin</a></span></div>
<div class="MsoAutoSig">
<span style="font-size: 9pt;">Let’s Connect on <a href="http://crowds2crowds.com/on-the-porch.html">The Front Porch</a></span></div>
<div class="MsoAutoSig">
<span style="font-size: 9pt;">Let’s connect on <a href="http://www.facebook.com/Crowds2Crowds">Facebook</a></span></div>
<div class="MsoAutoSig">
<span style="font-size: 9pt;">Let’s connect on <a href="https://plus.google.com/106703694244999221571/posts">Google+</a></span></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com10tag:blogger.com,1999:blog-713698103946312347.post-29549778079743711402012-05-22T15:15:00.001-07:002012-06-02T14:17:19.253-07:00Revenue Attribution Demystified<a href="http://crowds2crowds.com/romi.html">http://crowds2crowds.com/romi.html</a><br />
Why is revenue attribution so painful? Because it's complicated! Learn
successful methodologies, what other B2B companies are doing, gotchas and best
practices in this short but very informative video. <br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div style="text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/U9uCb2Et6M4?feature=player_embedded' frameborder='0'></iframe></div>
<br />
<br />
<span style="font-size: small;"><b>Learn more about <a href="http://www.crowds2crowds.com/romi.html" target="_blank">Marketing ROI</a></b></span><br />
<br />
<span style="font-size: small;"><b>By Steve Kellogg</b></span> <br />
<div style="font-family: inherit;">
<span style="font-size: small;">-Demand Generation/Marketing Automation Consultant, <a href="http://www.astadia.com/">Astadia</a></span></div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Eloqua Certified Marketing Automation Best Practices Consultant</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;">Join me on <a href="https://plus.google.com/106703694244999221571?rel=author%22%3EGoogle" target="_blank">Google+</a></span><br />
<span style="font-size: small;">Join me on <a href="http://www.linkedin.com/profile/view?id=20058931&trk=tab_pro" target="_blank">LinkedIn</a></span></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com28tag:blogger.com,1999:blog-713698103946312347.post-54091592429025806482012-02-15T14:53:00.000-08:002012-05-08T15:02:28.508-07:00B2B Form Submitter BILL OF RIGHTSForms are arguably a necessary evil in the world of B2B marketing. Sure you can give your assets away, but that's a conversation for another day.<br />
<br />
For now, let's assume you do want a form. Watch this quick 60-second video and learn the Top 5 B2B Form Submitter BILL OF RIGHTS. Its funny, but true!<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://i.ytimg.com/vi/0_d6v1TvjKg/0.jpg" height="266" width="320"><param name="movie" value="http://www.youtube.com/v/0_d6v1TvjKg?version=3&f=user_uploads&c=google-webdrive-0&app=youtube_gdata" />
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<br />
<div style="font-family: inherit;">
<br />
<span style="color: red; font-size: small;"><b>Visit my brand new website and </b></span><span style="font-size: small;"><b><span style="color: red;">learn more about</span> <a href="http://www.crowds2crowds.com/form-optimization.html" target="_blank">form optimization</a>.</b></span><br />
<br />
<span style="font-size: small;"><b>Steve Kellogg</b></span> </div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Demand Generation/Marketing Automation Consultant, <a href="http://www.astadia.com/">Astadia</a></span></div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Eloqua Certified Marketing Automation Best Practices Consultant</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;">Please share this:</span></div>
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<span style="font-size: small;"><a href="http://www.facebook.com/sharer.php" name="fb_share" type="button_count">Share</a> </span><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com19San Diego, CA, USA32.7153292 -117.157255132.5015767 -117.4731121 32.9290817 -116.8413981tag:blogger.com,1999:blog-713698103946312347.post-87486250636296584122011-10-18T09:33:00.000-07:002012-05-08T15:47:11.777-07:00Creating Content for the Buying Committee<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_AH6a2eRGmlFHpYgZbOJF45wR20Tg1LPy15eRl5zEq4aHfsmLse-76h0hVuk3bA82NYjOBfr4ynxnrB8kR2sK9Z1d8tMr2RC_rTb4WkCX2fvSx6pWc6QIn03cjxfRIjmu2UvuB4Cdog/s1600/Committee-of-Buyers.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"> </a><object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://i.ytimg.com/vi/C_tfkdxhK6k/0.jpg" height="266" width="320"><param name="movie" value="http://www.youtube.com/v/C_tfkdxhK6k?version=3&f=user_uploads&c=google-webdrive-0&app=youtube_gdata" />
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<embed width="320" height="266" src="http://www.youtube.com/v/C_tfkdxhK6k?version=3&f=user_uploads&c=google-webdrive-0&app=youtube_gdata" type="application/x-shockwave-flash"></embed></object></div>
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<br /></div>
<div class="separator" style="clear: both; text-align: left;">
</div>
<div class="MsoNormal">
<b><span style="font-size: 12pt;">Creating Content
for the Buying Committee</span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Most B2B sales are
not decided upon by just one person. Often a committee of folks is involved,
both during the initial decision process and further down the buyer journey, during
the purchase process. As many as 8 or more participants weigh in internally
before a final “Let’s do it” is heard.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">As frustrating as
this is for sales, it’s even more frustrating for marketers trying to:</span></div>
<div class="MsoNormal">
<br /></div>
<ol>
<li><span style="font-size: 12pt;"> Identify these committee members and </span></li>
<li><span style="font-size: 12pt;">Serve them relevant content</span></li>
</ol>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Unfortunately we
usually only get access to just one committee member, the person who is raising
their hand. He or she has clicked thru one of our emails, filled out a form, attended
a webinar, etc. and made themselves known. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Let’s call this person <b style="mso-bidi-font-weight: normal;">the Champion</b>. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj03XGEdhIfcL3oMziRCzE2ajBNogw06tIsWt4PvjEQOjcik032wciQtq4fwPEYweSDLIa8H9NG-g3swEjQvIjgymUCuvMMkWhI-ZOlcBTMxQzUeuF2Se0ex3OJD0YJqc_X2bYUoNUftw/s1600/The-Champion.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj03XGEdhIfcL3oMziRCzE2ajBNogw06tIsWt4PvjEQOjcik032wciQtq4fwPEYweSDLIa8H9NG-g3swEjQvIjgymUCuvMMkWhI-ZOlcBTMxQzUeuF2Se0ex3OJD0YJqc_X2bYUoNUftw/s400/The-Champion.jpg" width="266" /></a></div>
<div class="MsoNormal" style="text-align: center;">
<span style="font-size: 12pt;"><br /></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;"><a href="http://siriusdecisions.com/">Sirius Decisions</a>
has identified a total of 4 committee member types: </span></div>
<div class="MsoNormal">
<br /></div>
<ul>
<li><span style="font-family: Symbol; font-size: 12pt;"></span><span style="font-size: 12pt;">The
Champion</span></li>
<li><span style="font-family: Symbol; font-size: 12pt;"></span><span style="font-size: 12pt;">The
Influencer</span></li>
<li>
<span style="font-family: Symbol; font-size: 12pt;"></span><span style="font-size: 12pt;">The
Negotiator</span></li>
<li><span style="font-size: 12pt;">The Ratifer</span></li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">So how do you send
relevant content to these people, at the correct time they need to see it,
without even knowing who they are? </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">You can’t. Not
unless they raise their hand too. Sorry.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">So, we are left
with 2 approaches to ensuring relevant content is sent to the right person at
the right time:</span></div>
<div class="MsoNormal">
<br /></div>
<ol>
<li><span style="font-size: 12pt;"><span style="font: 7pt "Times New Roman";"></span></span><span style="font-size: 12pt;">Enable the
Champion as our “Content Distributor”</span><span style="font-size: 12pt;"></span></li>
<li><span style="font-size: 12pt;"></span><span style="font-size: 12pt;">Populate
Social Media, as well as your own website, with easy to find answers to likely
questions from the Influencer, the Negotiator and the Ratifier.</span>
</li>
</ol>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">Creating the Personas</span></b></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">The first step is
to create personas for each of the 4 committee member types. Ask sales what
keeps each one up at night? What do they want answers to? What content tools
can you provide that will help answer the question, “What’s in it for them?”
Once we know what list of concerns each committee member type has, we can
create specific content to address each one of their concerns.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">Converting the Champion to “Content Distributor”</span></b></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Once the Champion
has initially raised their hand, the next step is to add them to a nurturing/scoring
program that feeds content, directed at them initially. This is typically
Thought Leadership content. It’s never about you at this stage, it’s always about
what you can do for the Champion. The goal is to provide enough credibility
that your company makes it to the short list of evaluated vendors.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Focus on content
that is appropriate not only for the Champion, but for the Influencer as well. The
goal is to get the Champion to pass your Thought Leadership along to the
Influencer. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Don’t forget, the Influencer is searching on their own, so make this
content easy to find on your website as well, along with targeted Social Media,
just in case you haven’t converted your Champion to “Content Distributor” just
yet. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Content that makes
the Champion look like a hero will get forwarded more often than “non-hero”
content. So what the heck is Hero Content? “Hero Content” has to be good enough
to warrant a “Hey Influencer, look what
I found” reaction from the Champion.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Assuming the
Champion progresses through the buyer journey and is engaged with your
nurturing content, at some point the lead’s internal Decision Process shifts to
a Purchase Process. The trouble is you may not know when this actually occurs.
The Champion may have scored very high at this point, but the Purchase Process
committee members may not have even weighed in yet.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Based on what you
and your sales team know about your own sales cycle, you can send a Purchase
Process trial balloon email to the Champion when the time feels about right and
see what the response is. Did the Champion click thru to the ROI calculator? Did
it appear as if they may have forwarded the email?</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">If so, now is the
time to leverage your Champion to distribute content relevant to the Purchase
Decision group. ROI calculators, ROI Case Studies, Financial risk aversion
content. It’s all about the money. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Once again, this group is searching on their
own as well. Make sure this type of content is easy to find, not only on your
website but on targeted Social Media as well. Hero content works best here too.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">Summary</span></b></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Just because we
don’t always know who the committee members are, we can use this strategy to convert
the Champion to our “Distributor of Content” to those behind the curtain.
Content creation should therefore be focused on serving the following committee
member types:</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">The Decision Process</span></b></div>
<div class="MsoListParagraph" style="mso-list: l2 level1 lfo3; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12pt;">·<span style="font: 7pt "Times New Roman";">
</span></span><span style="font-size: 12pt;">The Champion</span></div>
<div class="MsoListParagraph" style="mso-list: l2 level1 lfo3; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12pt;">·<span style="font: 7pt "Times New Roman";">
</span></span><span style="font-size: 12pt;">The
Influencer</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt;">The Purchase Process</span></b></div>
<div class="MsoListParagraph" style="mso-list: l1 level1 lfo4; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12pt;">·<span style="font: 7pt "Times New Roman";">
</span></span><span style="font-size: 12pt;">The
Negotiator</span></div>
<div class="MsoListParagraph" style="mso-list: l1 level1 lfo4; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12pt;">·<span style="font: 7pt "Times New Roman";">
</span></span><span style="font-size: 12pt;">The
Ratifier</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">This will help
define the <i>What</i>. Leverage MA to define the <i>When</i>.</span><br />
<br />
<span style="font-size: 12pt;"><span style="color: red;">Visit mybrand new website and learn more about </span><a href="http://www.crowds2crowds.com/market-segmentation.html" target="_blank">marketing segmentation best practices.</a> </span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
</div>
<div style="text-align: center;">
</div>
<div style="font-family: inherit;">
<span style="font-size: small;"><b>Steve Kellogg</b></span> </div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Demand Generation/Marketing Automation Consultant, <a href="http://www.astadia.com/">Astadia</a></span></div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Eloqua Certified Marketing Automation Best Practices Consultant</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
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</script></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com15tag:blogger.com,1999:blog-713698103946312347.post-77669365385692283572011-09-20T11:00:00.000-07:002012-05-08T15:03:38.658-07:00Social Media: Tracking What Others Say About You<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXUaESy83lHmo2yCkqgwbSMYn8Sg24_anCAkU-0d2KIe7WSc-3M9rU_p1vEmjsJlMXGoCIBOBqJbyuTIXsD2MzTGQc-X47zGcbNuq2T_SR6PT262-wiywZ9E_ykLEkQvxyzUMCYVLjyg/s1600/Grid-won%2527t-fit-funnel.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXUaESy83lHmo2yCkqgwbSMYn8Sg24_anCAkU-0d2KIe7WSc-3M9rU_p1vEmjsJlMXGoCIBOBqJbyuTIXsD2MzTGQc-X47zGcbNuq2T_SR6PT262-wiywZ9E_ykLEkQvxyzUMCYVLjyg/s400/Grid-won%2527t-fit-funnel.jpg" width="400" /></a></div>
With better Social Media reporting tools coming on line, we’re starting to get a much better picture of the extent Social Media plays in converting leads into buyers.<br />
<br />
These tools provide insight into the whole other universe of inbound conversations occurring before, during and after our own outbound marketing communications.<br />
<br />
And while the traditional funnel model continues to work for our outbound marketing efforts, alas - it no longer fits with the overall buyer journey.<br />
<br />
Instead, the buyer journey now looks like a grid, with seemingly disjointed inbound and outbound touch points all playing a role in converting leads into buyers.<br />
<br />
<b>Welcome to The Grid</b><br />
<br />
Here is a visual example of how a buyer journey might progress from beginning to end.<br />
<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvMuSyqLSEETMVeJXBgzdqPOSxnmMKR-PU9pFSnJVtmYpjUFXPAw2YYdnVI7Qta0ZxWT44zvVAW1GeHF8jScTlwPKJmWK2jlawYVddaEr9tLpuyhR-dF9V3dyZjc1UxINxzBxqxx8BKQ/s1600/Grid+Journey.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="277" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvMuSyqLSEETMVeJXBgzdqPOSxnmMKR-PU9pFSnJVtmYpjUFXPAw2YYdnVI7Qta0ZxWT44zvVAW1GeHF8jScTlwPKJmWK2jlawYVddaEr9tLpuyhR-dF9V3dyZjc1UxINxzBxqxx8BKQ/s400/Grid+Journey.jpg" width="400" /></a></div>
<br />
<br />
Black squares are Inbound touches and Red squares are outbound touches. We see this person bouncing all over the place, but ultimately ending up a buyer. <br />
<br />
If we try and convert this buyer journey example into a linear roadmap, it would look like this:<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOZCFK0yO-mbFOH_hzxce2PWRBkJEAEZ6BptCXJbBvOlrPAsto4lBHXDVl8PXuOf15KylL3mI8gt1Jc1d1AD39TGLX_ej1f527V6gYNc3sFW_qJY4KiHurKtqBWDnj3Afk6s04BE2qCA/s1600/Grid+Journey+Linear.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="245" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOZCFK0yO-mbFOH_hzxce2PWRBkJEAEZ6BptCXJbBvOlrPAsto4lBHXDVl8PXuOf15KylL3mI8gt1Jc1d1AD39TGLX_ej1f527V6gYNc3sFW_qJY4KiHurKtqBWDnj3Afk6s04BE2qCA/s400/Grid+Journey+Linear.jpg" width="400" /></a></div>
<br />
<br />
<br />
We can track all the outbound activities just fine, the disconnect continues to tie in the value of all the inbound activities into one holistic view that can be leveraged for reporting.<br />
<br />
Our colleagues in Germany will have an even tougher time, as Germany has recently <a href="http://blogs.imediaconnection.com/blog/2011/09/12/germany-bans-facebook/?ref=IMEDIANEWS">banned </a>the business use of FaceBook Fan pages and Facebook "Like" social plugins because the data collection infringes on Germany’s data protection laws.<br />
<br />
So, while we can’t road map the collective social media activities of a single individual yet, we can definitely track how and where our products and brands are being perceived within the social media framework.<br />
<br />
<b>Recommendations:</b><br />
<br />
<ul>
<li><span style="font-family: Symbol; font-size: 12pt;"><span style="font: 7pt "Times New Roman";"></span></span><span style="font-size: small;"><span style="font-family: inherit;">Get insight
into the overall sentiment of your brand as well as those of your products/services within the social
media universe. Overall, is the conversation mostly positive? Mostly negative?
Mostly neutral? </span></span></li>
</ul>
<div class="MsoListParagraph" style="font-family: inherit; margin-left: 1in; text-indent: -0.25in;">
<span style="font-size: small;">o<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span><i>Use this to focus on keeping your +/- ratio
extremely high for each product and each brand.</i></span></div>
<div class="MsoListParagraph" style="font-family: inherit; text-indent: -0.25in;">
<span style="font-size: small;">·<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></div>
<ul>
<li><span style="font-size: small;"><span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span>How does
this sentiment compare to your competitors? Where is your company in the
“love-fest” pecking order within your industry?</span></li>
</ul>
<div class="MsoListParagraph" style="font-family: inherit; margin-left: 1in; text-indent: -0.25in;">
<span style="font-size: small;">o<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span><i>Use this as a benchmark in elevating and keeping
your overall +/- ratio higher than your competitors.</i></span></div>
<div class="MsoListParagraph" style="font-family: inherit; text-indent: -0.25in;">
<span style="font-size: small;">·<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></div>
<ul>
<li><span style="font-size: small;"><span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>How much
share of overall “voice” is your company receiving within your industry
compared to your competitors? In other words, how much buzz is about you vs.
the competition. (This could be a good thing or a bad thing, depending on
whether the sentiment is mostly positive or mostly negative).</span></li>
</ul>
<div class="MsoListParagraph" style="font-family: inherit; margin-left: 1in; text-indent: -0.25in;">
<span style="font-size: small;">o<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span><i>Use this as a benchmark in increasing and
keeping dominance in your overall share of voice within your industry.</i></span></div>
<div class="MsoListParagraph" style="font-family: inherit; text-indent: -0.25in;">
<span style="font-size: small;">·<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></div>
<ul>
<li><span style="font-size: small;"><span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span>Which
“megaphones” are people using to communicate? Facebook? Twitter? Blogs? Forums?
</span></li>
</ul>
<div class="MsoListParagraph" style="font-family: inherit; margin-left: 1in; text-indent: -0.25in;">
<span style="font-size: small;">o<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span><i>Use this to help identify where resources should
be focusing their social media efforts.</i></span></div>
<div class="MsoListParagraph" style="font-family: inherit; text-indent: -0.25in;">
<span style="font-size: small;">·<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span> </span></div>
<ul>
<li><span style="font-size: small;">Where
specifically are the most influential conversations coming from? Are there particular
blogs, forums or groups that are being particularly influential? </span></li>
</ul>
<div class="MsoListParagraph" style="font-family: inherit; margin-left: 1in; text-indent: -0.25in;">
<span style="font-size: small;">o<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span><i>Efforts can then be made to encourage the
positive and repair the negative.</i></span></div>
<br />
<b>So how do you track and measure all this?</b><br />
<br />
One of the better tools I’ve used that can provide these insights and more is <a href="http://www.radian6.com/">Radian6</a> which was recently purchased by SFDC.<br />
<br />
If you only care about Twitter, they just announced <a href="https://dev.twitter.com/blog/introducing-twitter-web-analytics">Twitter Web Analytics</a>, a tool that helps website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites.<br />
<br />
If you want insight into ALL of the recommendations above, Astadia is offering a complimentary Social Media Assessment Summary, for a limited time.<br />
<br />
All you need is:<br />
1. Your Company Name<br />
2. The name of the Competitor you want to compare your share of voice to<br />
3. The name of the product or service you want to get sentiment on<br />
<br />
<a href="http://events.astadia.com/content/EE11SocialMediaAssessment">Click here to request this complimentary Assessment Summary</a><br />
<br />
Controlling what content is received along with when a lead receives it through outbound marketing is easy. Controlling where leads go to find useful information and what they read about us from others during the sales process is next to impossible to control.<br />
<br />
We can still influence the outcome however by (1) incorporating the <b>whole grid</b> in our marketing efforts and (2) by beginning to incorporate the insights listed above.<br />
<br />
<span style="color: red;">Visit my brand new website and learn more about</span> <a href="http://www.crowds2crowds.com/social-media-marketing.html" target="_blank">Social Media Marketing</a> <br />
<div style="font-family: "Trebuchet MS",sans-serif;">
<br />
<br />
<div style="font-family: inherit;">
<span style="font-size: small;"><b>Steve Kellogg</b></span> </div>
</div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Demand Generation/Marketing Automation Consultant, <a href="http://www.astadia.com/">Astadia</a></span></div>
<div style="font-family: inherit;">
<span style="font-size: small;">-Eloqua Certified Marketing Automation Best Practices Consultant</span></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
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</script></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com8San Diego, CA, USA32.7153292 -117.157255132.5015767 -117.4731121 32.9290817 -116.8413981tag:blogger.com,1999:blog-713698103946312347.post-30998770751977263122011-08-28T14:23:00.000-07:002012-05-08T15:04:28.869-07:005 Lead Scoring Myth Busters<div style="font-family: "Trebuchet MS",sans-serif;">
</div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
</div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;">Having researched countless lead scoring programs for various clients, certain patterns tend to appear over and over. A few very lucky clients get it right the first time, but this is extremely rare. </span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;">Some clients enable a simple lead scoring program initially, then if it fails to meet the expectation of sales, they leave it on a shelf and abandon the idea. Successful clients actively tweak their scoring program continuously, adapting to changes in their industry, their products, and the shifts in behaviors of their leads.</span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><b>Myth #1: Lead Scoring Works Immediately</b></span></div>
<div class="MsoNormal" style="font-family: "Trebuchet MS",sans-serif;">
<span style="font-size: small;"><br />
</span></div>
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<span style="font-size: small;">Successful lead scoring programs take time to develop. On average 3-6 months to test, evaluate, tweak, etc, often even longer. It is very common to see either very low scores or very high scores come through when you first fire up the program. This is normal. Go back to sales and refine the scores further, each time getting closer and closer to accurately scoring explicit and implicit criteria. You really need to evaluate it for the entire length of your average sales cycle to fully vet it. So if your average sales cycle is 2 years, be very patient as you diligently continue to refine it.</span></div>
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<span style="font-size: small;"><b>Myth #2: Lead Scoring is for Everyone</b></span></div>
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<span style="font-size: small;">If sales’ only criteria for accepting a lead is if there is breath showing on a mirror, then sales will ignore lead scoring. In fact they will resent any efforts to throttle back non MQLs (Marketing Qualified Leads). Some sales reps are desperate for any lead, whether they are qualified or not, so taking the time to develop a scoring program for them is not typically worth the effort. Also if the sales cycle is extremely short, say less than 30 days, it may not be worth it to develop a lead scoring program either. </span></div>
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<span style="font-size: small;"><b>Myth #3: One Size Fits All</b></span></div>
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<span style="font-size: small;">I have clients that have multiple lead scoring programs running simultaneously, one for each product, geo or BU. Keep in mind this took several years to get to this stage and was done only after fully vetting their first successful lead scoring program. When setting up an initial lead scoring program, I recommend scoring on general interest first – Not by Specific BU. The advantages of doing it this way are:</span></div>
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<li class="MsoNormal"><span style="font-size: small;">Vetts the process with Key Players</span></li>
<li class="MsoNormal"><span style="font-size: small;">Builds Confidence/Buzz</span></li>
<li class="MsoNormal"><span style="font-size: small;">Gains Momentum</span></li>
<li class="MsoNormal"><span style="font-size: small;">Build out Specific BUs once Success Achieved</span></li>
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<span style="font-size: small;"><b>Myth #4: Lead Scoring Generates More Leads</b></span></div>
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<span style="font-size: small;">It always surprises me how prevalent this misconception is, especially among sales. It is often the reason sales reps ultimately ignore your lead scoring program. The truth is, just the opposite occurs. Sales actually gets fewer leads; but they tend to be of higher quality and further in the buying cycle. Make sure sales understands that lead scoring does not guarantee a lead has an open PO ready to sign, or have their checkbooks out, it only provides a pecking order of who to call first, second, third, etc. That’s it.</span></div>
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<span style="font-size: small;"><b>Myth #5: If Sales Looses Confidence in Lead Scoring – Game Over</b></span></div>
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<span style="font-size: small;">This almost always happens when the mistake is made to launch an initial lead scoring program to the entire sales organization out of the gate. Sales heard about this cool thing called lead scoring, marketing is anxious to provide immediate value, so the lead scoring program is launched quickly. That’s when the trouble starts. Sound familiar?</span></div>
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<span style="font-size: small;">If this occurs, don’t give up, but don’t re-launch an edited version to the whole sales team. They are already circumspect and if there are still any edits to be made, then it will be very difficult to get full buy-in moving forward.</span></div>
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<span style="font-size: small;">Instead work with 1 or 2 sales champions and really get them involved in making the tweaks. Have them evaluate the last 50 closed deals and look for explicit similarities. Are they sharing a specific job role or title? Look for similar behaviors as well. Visits to certain web pages, attendance at specific webinars, etc. If you look, patterns will emerge. Make sure your next generation scoring program is incorporating these.</span></div>
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<span style="font-size: small;">If you are new to lead scoring or need a Lead Scoring “Do-Over”, consider the following tips, depending on whether you have many leads or few leads:</span></div>
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<span style="font-size: small;"><b><u>We Have Many Leads in CRM</u></b></span></div>
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<li><span style="font-size: small;">Start with an Inactive Lead Nurturing/Scoring Program</span></li>
<li><span style="font-size: small;"><i>Pros:</i></span></li>
<li><span style="font-size: small;">Converts dead or “junk” leads </span></li>
<li><span style="font-size: small;">Doesn’t disrupt current lead flow processes</span></li>
<li><span style="font-size: small;"><i>Cons:</i></span></li>
<li><span style="font-size: small;">Takes full sales cycle to provide value</span></li>
<li><span style="font-size: small;">Leverage nurturing to drive scorable behaviors – don’t just leave it to happenstance</span></li>
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<span style="font-size: small;"><b><u>We Have Few Leads in CRM</u></b></span></div>
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<li><span style="font-size: small;">Score Everyone Often</span></li>
<li><span style="font-size: small;">Focus on recency of behavior, rather than frequency of behavior</span></li>
<li><span style="font-size: small;">Give sales visibility to all scored leads (not just MQLs)</span></li>
<li><span style="font-size: small;">Build Fast Lane for Ready to Buy Leads</span></li>
<li><span style="font-size: small;">Work closely with your “sales champion” throughout testing phase</span></li>
<li><span style="font-size: small;">Leverage nurturing to drive scorable behaviors – don’t just leave it to happenstance</span></li>
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<span style="font-size: small;">Lead scoring is marketing's gift to sales</span>. It can be an extremely powerful sales enablement tool. But it rarely works correctly out of the box and requires continuous course correction once it does work. Having that expectation helps make the lead scoring journey worth all the trouble for the entire enterprise.<br />
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<span style="color: red;">Visit my brand new website and learn more about</span> <a href="http://www.crowds2crowds.com/lead-scoring.html" target="_blank">lead scoring</a>. <br />
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<span style="font-size: small;"><b>Steve Kellogg</b></span> </div>
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<span style="font-size: small;">-Demand Generation/Marketing Automation Consultant, <a href="http://www.astadia.com/">Astadia</a></span></div>
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<span style="font-size: small;">-Eloqua Certified Marketing Automation Best Practices Consultant</span></div>
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</script></div><div class="blogger-post-footer">Copyright 2024 ALL RIGHTS RESERVED</div>Crowds2Crowdshttp://www.blogger.com/profile/05175096036833880481noreply@blogger.com11San Diego, CA, USA32.7153292 -117.1572550999999932.4256327 -117.35807359999998 33.0050257 -116.95643659999999