Search Results

Keyword: ‘data’

Social Media Marketing: A look at 2012, part 2

February 3rd, 2012 2 comments

Yesterday’s blog post featured the thoughts of Larry Drebes, founder and CEO of Janrain, a social user Web management platform, on the social media channel and marketing over the next six to 12 months.

Today we have insight and advice from Loren McDonald, Vice President of Industry Relations, Silverpop, an email and marketing automation vendor.

Loren will be joining us next week at Caesars Palace in Las Vegas for the MarketingSherpa Email Summit 2012, and will participate in the innovation panel Wednesday afternoon, February 8th.

Social media marketing is an important channel for both B2B and B2C marketers, and Loren offers up a valuable perspective on the topic and some actionable takeaways to maximize that channel over the rest of this year.

This chart illustrates Silverpop research on where all marketers are utilizing social media:

 

Click to enlarge

 

Here are Loren’s thoughts on social media marketing:

  Read more…

Social Media Marketing: A look at 2012, part 1

February 2nd, 2012 1 comment

A couple of weeks ago, I wrote a popular blog post on using social media profiles for login on third-party websites rather than the more traditional form field registration. The post featured research from Janrain, a social Web user management platform, and some additional commentary from Larry Drebes, founder and CEO of Janrain.

That topic was very specific and applies to one marketing issue — gathering data from website visitors.

Janrain’s research found that Facebook is the clear favorite for social login at 42%, followed by Google at 29% and Yahoo! at 11%.

 

Click to enlarge

 

In preparation for the innovation panel Wednesday afternoon, February 8th, at next week’s MarketingSherpa Email Summit 2012, I also had the chance to speak with Larry about the social channel in more general terms, and to get his take on where it is heading and what marketers should be thinking about over the next six to 12 months.

Tomorrow’s blog post will feature the thoughts of panelist Loren McDonald, Vice President Industry Relations, Silverpop.

Here is the result of my conversation with Larry:

  Read more…

Lead Scoring: CMOs realize a 138% lead gen ROI … and so can you

January 26th, 2012 1 comment

In last week’s blog post, I looked at the importance of lead nurturing. Some readers wanted more, so this week, I’ll dive even deeper into the complex B2B sale with a few data points and some very actionable tips on lead scoring.

First, let’s look a few data points from the 2012 MarketingSherpa B2B Benchmark Report, featuring Jen Doyle, Senior Research Manager, MarketingSherpa, as the lead author.

This chart shows the value of scoring leads based on a survey of CMOs:

 

Click to enlarge

 

Here is commentary on this chart from the report (italic emphasis is mine in the quote):

 

Once organizations establish lead qualification practices and define the criteria for a qualified, sales-ready lead, they need lead scoring methodologies to accurately and precisely identify qualified leads. Lead scoring is the process of adding and subtracting points to a lead’s value over time based on various lead attributes or demographics, and behaviors.

Lead scoring is one essential component of an overall funnel optimization strategy; however, the above chart analyzes one of the key benefits of only implementing this one feature. On average, organizations that currently use lead scoring experience a 77% lift in lead generation ROI, over organizations that do not currently use lead scoring.

 

Okay, so lead scoring is clearly a good B2B marketing practice, but the next data point isn’t so positive. Our research, through a survey of 1,745 marketers, found that 79% of B2B marketers are not engaging in lead scoring.

This week’s B2B newsletter article – “The Complex Sale: Lead scoring effort increases conversion 79%” – is a look at how Bersin & Associates, a human resources and learning professionals research and consulting firm, implemented an entirely new lead scoring program over 2011.

I interviewed Paula Reinman, Senior Vice President Marketing, Bersin, to learn the process Marketing and Sales at the company went through to create and implement a lead scoring program that fit in with the existing marketing automation software and CRM environment.

I think if you take the time to read the case study, you will take away a solid sense of implementing lead scoring, but as they say in New Orleans, this week I’m offering some lagniappe, a little something extra from Paula in the form of six lead scoring tips.

Hopefully these will help either improve your lead scoring activities, or even spur you to set up a program of your own if you aren’t currently engaging in lead scoring.

Here are Paula’s lead scoring tips:

  Read more…

Marketing Analytics: What the heck is ‘cross-channel management?’

January 24th, 2012 2 comments

Technology and language have a strange relationship. Technology pushes the limits of what we can do. Language lags behind, trying to explain what we’ve done.

For example, take “cross-channel management.” Or is it called database integration? Or multi-channel management? Or a unified customer database?

All these phrases strive to describe a similar technology — one in which a company centralizes all its customer data and makes it actionable. The vendors appear to differentiate themselves in their language and their features.

But marketing teams are reaching the limits of their databases and they need more than snappy jargon. They need clarity.

Nearly 90% of email marketers say integrating email data with other data is at least a “somewhat significant” challenge, according to the MarketingSherpa 2012 Email Marketing Benchmark Report, written by W. Jeffrey Rice, Senior Research Analyst, MarketingSherpa. And just last week, we published a case study about a credit union that replaced its database to push its email marketing forward.

To help clarify this topic, I spoke with Kristin Hambelton, VP of Marketing at Neolane. Neolane provides “conversational marketing technology” (which is another phrase you can add to the list).

Read more…

Public Relations: 5 interview mistakes that drive journalists crazy (and how to avoid them)

January 20th, 2012 1 comment

I remember you wrote about press releases from the viewpoint of the publication/writer. I think you could write a similar one, for the subject of an interview. What do journalist look for when they interview someone for an article, case study, how-to etc.?

I recently received the above question, and I think the answer could be helpful to many marketers as they reach out to the traditional press, websites and bloggers to promote their products and services through those extremely valuable “earned mentions.”

Much of this blog post is going to skew a bit acerbic (hey, it’s human nature to complain about those who comically make your job more difficult), so I first wanted to let you know, and I’m sure many journalists feel the same way, that I genuinely love interviewing you.

And not just for work. At a party or on an airplane, I’m naturally curious about what people do for a living and always want to learn more. I’ve learned an invaluable amount of in-depth information about various industries and jobs from the interviews I’ve conducted, and on a personal note, have extremely enjoyed those discussions.

I know there can be a lot of pressure when you interview (especially for your first interview), and I just want you to be rest assured in knowing that we really look forward to talking to you and hearing what you have to learn.

That said, like with any other job, some sources do just drive us up a wall.

At the end of the day, you want an article or blog post that makes you and your company, product or service look good. But we’re the gatekeepers. So let me help you avoid these five things that drive journalists crazy …

  Read more…

Email Marketing: The importance of lead nurturing in the complex B2B sale

January 19th, 2012 6 comments

While gathering presentation material for the upcoming MarketingSherpa Email Summit 2012 (February 7-10 at Caesars Palace Hotel and Casino in Las Vegas), I had the chance to reach out to Jen Doyle, Senior Research Manager, MarketingSherpa, to get some additional background on lead re-engagement and nurturing.

Jen was the lead author of the 2012 B2B Marketing Benchmark Report, and was very helpful in finding a couple of relevant charts for me, providing some additional comments on what this research means for B2B marketers.

 

73% of all B2B leads are not sales-ready

The first lesson Jen offers is almost three quarters of all B2B leads are not sales-ready. This means Marketing needs to engage with those leads in some fashion to move them down the buying funnel. This also means it’s possible for leads to “go cold” somewhere between entering the funnel and becoming sales-ready. Those are the leads Marketing needs to reengage with.

Here is the first chart of MarketingSherpa research Jen provided:

 

Chart: Average percentage of total lead volume that is sales-ready

 

Click to enlarge

 

And here is Jen’s commentary:

The above chart is the demonstration of why all leads cannot go directly to Sales.

At the time of original lead conversion, an average of 27% of those leads will be qualified to the point where they are ready and willing to engage with Sales.

The remaining 73% are not there yet. When these leads are prematurely sent over to Sales, they are not receiving the experience they desire and will look elsewhere for it.

Besides, do you really want your Sales team spinning their wheels making dial after dial where nearly three-quarters of those leads are not ready?

 

So, a large majority of B2B leads are not ready for Sales. This is where lead nurturing campaigns come into play.

The usual touch point for lead nurturing is email. These campaigns are greatly enhanced by utilizing marketing automation software to track and score those leads, and send triggered email based on demographic, firmographic, and probably most importantly as the lead moves closer to be becoming sales-ready, behavioral information. Behavioral information would include website visits, whitepaper downloads, webinar participation, and similar activities that indicate the lead is getting ready to buy the product or service.

With that in mind, this second chart is not good news for many B2B marketers:

Read more…

Email Research: Top 3 tactics to grow your list

January 17th, 2012 5 comments

Growing your email list has benefits beyond the obvious increase in size. For example, new subscribers are often more active than older ones. They just signed up for your emails and want to click and open them.

For this reason (and many others) you should always strive to grow your email list. Doing so will help keep your engagement numbers healthy and ensure your brand is connecting with new prospects.

Growing your database can seem daunting, though, with the number of tactics at your disposal. Thankfully, marketers have been running list growth campaigns for years. Here is a chart of 10 popular tactics, starting with the most effective on top. The chart is pulled from the all new MarketingSherpa 2012 Email Marketing Benchmark Report.

 

Read more…

Categories: Email Marketing Tags:

Social Media Marketing: Social login or traditional website registration?

January 12th, 2012 10 comments

Janrain, a social Web user management platform provider, recently released its Social Identity study with the research conducted by Blue Research.

The study involved a final sample size of 616, with respondents recruited by email and screened to ensure they either purchased a product online within the past 30 days, or read articles or watched video from major media outlets in the past 30 days.

A key element of the survey was finding out how respondents felt about using a social login — Facebook, LinkedIn, Twitter, etc. — instead of having to register individually at multiple websites.

Some of the results were very interesting:

  • 86% of respondents reported being bothered by the need to create new accounts at websites and said they would actually change their behavior:

–        54% might leave the site and not return

–        26% would go to a different site if possible

–        6% would just simply leave or avoid the site

–        14% would not complete the registration

  • 88% admitted to supplying incorrect information or leaving form fields incomplete (this result should come as no surprise to marketers). This figure is up from 76% in last year’s study
  • 90% admitted to leaving a website if they couldn’t remember their login details rather than taking the time to recover their login information. This figure is up from 45% in 2010

The study also found that even though website visitors are becoming more frustrated with traditional marketing, they are becoming more open to using social identities for website registration.

In fact, 77% responded that social login is “a good solution that should be offered,” with 41% preferring social login over creating a new user account or using a guest account.

 

Click to enlarge

 

Among that 77%:

  • 78% of social login fans have posted a comment or message to their social networks about a product or service they liked or thought others should know more about
  • 83% reported being influenced to consider buying new products or services based on positive social media comments
  • 69% report positive reviews might increase their likelihood to purchase a product or service
  • 82% seek out, or avoid, companies based on social media reviews

 

That’s a lot of pretty numbers, but what do they mean for marketers?

To help put this research into a marketing context, I had the chance to interview Larry Drebes, CEO, Janrain. Here is the result of that interview:

  Read more…

Marketing Campaigns: Dig deep to replicate your successes (and learn from your failures) with marketing and sales enablement case studies

January 6th, 2012 No comments

Sales were up 80% in 2011! Congratulations!

Except, well, now you have to repeat that feat in 2012 (or at least hold the line). So, how exactly did you lift sales?

Not only that, but your team is 80% bigger this year, and many of them weren’t even working with you when you initiated many of the changes that got you the big success in the first place (nice hypothetical problem to have, right?). Still, it begs the question …

 

How do your replicate your success?

Or how do you avoid making the same mistakes? Well, first you have to discover why you succeeded and failed. And then you need to spread that new business intelligence throughout your team and your organization.

I recommend forensic reporting. That’s a term I like to use to explain what our reporters do here at MarketingSherpa, and how we write the case studies that appear in our free marketing newsletters. (While our case studies are meant for external consumption, this is something I used to do internally as well for companies like IBM and BEA Systems to spread effective tactics inside the company, so I can see how the same principles apply.)

First, you have to understand these case studies don’t just exist somewhere. Marketers and teams go about their jobs and do various things. From these actions, they bring about successes or failures. But the reasons why and how they did it, which is the case study, is never prepackaged.

As the name “forensics reporting” connotes, you have to investigate and dig pretty deep, because often the entire picture of what led to the success or failure isn’t even immediately obvious to the people that helped make it happen.

Here’s a very simplified, six-step process to get your started …

  Read more…

B2B Marketing: What are the biggest B2B opportunities for 2012?

January 5th, 2012 1 comment

Now that 2012 is upon us, we wanted to share what marketing thought leaders and practitioners have identified as some of the biggest B2B opportunities for the upcoming year.

If you’re familiar with MarketingSherpa research, I must warn you that, in this case, the data gathering was completely unscientific. MECLABS A/V Specialist Luke Thorpe and I simply wandered around the networking event at MarketingSherpa B2B Summit 2011 in San Francisco, and thrust a microphone and camera into the face of every willing participant.

Many speakers and attendees were kind enough to put their drink down, pick up a mic, and share insights with you. Here are a few of our favorites …



 

So what’s on the horizon for B2B marketing in 2012?

  • (00:38) Jay Baer, President, Convince & Convert, and author of “The Now Revolution,” discusses multimedia for B2B
  • (1:34) Tracy DeMay, Marketing Manager, CenterBeam, talks about leveraging social media
  • (1:53) Ge Moua, Senior Demand Generation Manager, Unify, shares her thoughts on the importance of tools
  • (2:23) Beth Toeniskoetter, Product Marketing, ReadyTalk, thinks deciphering which new technologies to invest in is key
  • (2:39) Tony Doty, Senior Manager, Research & Strategy, MECLABS, reminds marketers of the importance of segmentation
  • (3:21) Pamela Markey, Director of Marketing and Brand Strategy, MECLABS, sees a huge opportunity for content in this new year
  • (3:42) Karen Hayward, EVP and CMO, CenterBeam, urges marketers to slow down so you can go faster
  • (4:30) Kristin Zhivago, President, Zhivago Management Partners, and author of the book “Roadmap to Revenue,” wants you to pick up the phone and interview customers
  • (5:00) Michelle Mogelson Levy, Associate VP, Marketing Programs, ECI Telecom, discusses revenue marketing

 

Related Resources:

B2B Marketing: Top “Aha moments” of 2011 from your peers

B2B Marketing: 7 tactics for implementing marketing automation from a fellow brand-side marketer

Social Media Marketing: Why B2B marketers need to care, by the numbers

MarketingSherpa’s B2B Summit 2012

B2B Summit 2011 DVD Combo