Quality, not quantity

Reflect for a moment.. what seems to be your usual thought process when a brand talks to you?

a) “Perfect, I’m buying that watch!” How convenient it is also 20% off if you buy it today.
b) “Why are they even sending me this? why would I want that?”
c) Or worse…. “Who is this, and what is this?”. Unsubscribe!

So many company’s have a horde of data which is essentially a door-way to so many…

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Eloqua: From Content to Customer Presentation

From Content to Customer by Eloqua & JESS3

Partnering again with Eloqua, an industry leader in marketing automation software, JESS3 designed a 33-slide presentation for a keynote speech at the 2012 Online Marketing Summit in California. Eloqua wanted an informative and detailed concept, “How to Generate Demand with Content Marketing,” to be displayed in a simplified, beautiful way that distinguishes each stage transforming an individual from “suspect” to a customer.

Guest Appearance: "What Google+ Needs to Offer Businesses"

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Can’t believe I haven’t posted about this yet.  Was honored to be quoted on this piece for Eloqua's “It's All About Revenue” blog by Jesse Noyes - they do a fantastic job of bringing in brilliant minds from across the web to opine on many of the social/web marketing issues of the day.  (And yes, even me!)  The blog alone is well worth a read, and the post is even better.  Thanks Jesse, and thank you Eloqua!

The world's first truly cross-channel digital marketing platform

The world’s first truly cross-channel digital marketing platform

And that’s the week that was! We met with many customers & prospects in Sydney & Melbourne during the first week of September for the launch of Oracle Marketing Cloud.

This significant event saw Oracle launch the world’s most complete and industry recognised Marketing Cloud. An integrated cross-channel marketing platform built for organisations of all sizes. Some may associate Oracle with big…

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Resume MarTech 1. Tag

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Ich werde hier nicht auf jeden Vortrag eingehen. Es waren eine Menge. :-)

Dennoch möchte ich an dieser Stelle einige Sildes und Statements platzieren, die ich besonders gut und interessant fand.

Vortrag 1: Chief Marketing Technologists Symbolize Marketing`s Changing Role

Laura McLellan von Gartner hat uns in ihrem Vortrag aufgezeigt, wie sich Marketing und besonders die Funktion der CMO`s verändern wird. Die beiden nachfolgenden Slides bringen es auf den Punkt.

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Wir werden uns in Zukunft also vermehrt mit IT auseinandersetzen müssen. Dies ist auch auf dem dritten Slide zu sehen, das aufzeigt wie sich das Business bereits verändert hat und sich noch weiter verändern wird.

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Die gehaltene Präsentation findet ihr hier.

Vortrag 2: The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

Sehr interessant hierbei fand ich den Teil in dem es darum ging wie sich Marketing mit Marketing Technologie verändert und wie ein gutes Marketing Team aufgestellt sein sollte:

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Anatomy of the Modern Marketing Team

  • Coding
  • Copywriting
  • E-Mail Marketing
  • Event Planning
  • Graphic Design
  • Lead Management
  • Mobile Strategy
  • Paid Media Management
  • PR
  • SEO
  • Social Media
  • Strategic Planning
  • Video Production
  • Webseite Management

Da sind wir doch mit der W4 nicht schlecht aufgestellt. :-)

Der Speaker Paul Roetzer hat dazu auch ein Buch geschrieben, dass wir am Anfang der Konferenz erhalten haben.

The Marketing Agency Blueprint

Sehr zu empfehlen!

Die gehaltene Präsentation findet ihr hier.

Vortrag 3: The Talent Land Grab in Marketing Technology: How to Win

Aus den ersten Vorträgen wurde immer klarer, dass durch Marketing Technologie ganze neue Anforderungen ans Personal gestellt wird.

Wie man geeignetes Personal findet und was die neuen Grundvoraussetzungen sind, war das Hauptthema des Vortrags von Erica Seidel.

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Ihre Präsentation ist hier zu finden.

Vortrag 4: To Build or Buy Your Own Marketing Cloud?

Mit über 1000 Marketing Technologien ist es schwierig für sich die optimale Lösung zu finden.

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Der Speaker Travis Wright gab uns einen (sehr amüsanten und unterhaltenden) Überblick über die bekanntesten Lösungen (u.a. Eloqua) und wie sie entstanden sind. Auch hat er einige Lösungen angesprochen, von denen ich noch nie gehört habe, die aber sehr interessant klangen.

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Let`s check it out!

Die gesamte Präsentation findet ihr hier.

Insgesamt kam ich heute in den Genuss von 9 Präsentationen. Wie so oft steht und fällt die Qualität eines Vortrags auch mit dem Speaker. Die meisten von heute waren sehr gut. Ich bin gespannt, wie es morgen weitergeht…

Ach ja, über den Mittag habe ich noch das beste Sushi Restaurant überhaupt gefunden. Eine Rooftop Bar mit direktem Blick auf`s Meer. :-)

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Your marketing automation person quits, now what? Top 3 things you must do.

I am in the business of helping marketers achieve their lead generation and revenue goals by using technology such as Marketing Automation. This relationship often starts with an email or call from a marketer or executive that sounds like this, “I just lost my _________.” Insert: Eloqua Master, Marketo person, automation tech, programs manager or agency. In fact, I got the email below recently:

“I am looking for ‘hands on’ consulting and marketing work for Eloqua. My Marketing Programs Manager quit and I need a short term solution in place while I’m still recruiting to backfill the position. I need someone sooner, rather than later – like now to help with the following items:

  •         Update Program Builder
  •         Integration between SFDC and Eloqua
  •         Build email templates
  •         Create campaigns
  •         Create landing pages
  •         Create forms
  •         Database segmentation.  ”

Anytime I see/hear ‘hands on’ and a laundry list like this one, more often than not, the person writing it does not have much experience or knowledge about marketing automation platforms, what it takes to gain real ROI and how all the pieces fit together. They often go with the cheapest consultant instead of looking for the best resource. If this sounds like you, this blog post is for you.

First!

DO NO HARM.  Do a basic systems assessment.  Many agencies, including mine, will do them pro bono.  Don’t just having someone in your marketing system (individually certified or not) do short term work without a written assessment first. A short term consultant hacking things to get stuff done will do more harm and cost more long term.  Think headaches without aspirin.  Un/fortunately, much of our work is fixing what short term contractors or employees leave behind.

Second!

Review short and long term objectives.  Re-define success. This is an opportune time to revisit why the platform was purchased.

Third!

Create a new plan.  If you have deployed within 6 months, revisit your existing plan.

I know, these three things are common sense but they are often forgotten in the frenzy to get the system(s) running again.

In addition,  I would recommend looking into these commonly overlooked areas for high ROI:

     1)  Untouched contacts/leads from poorly designed or conflicting nurture programs. This is like finding hidden treasure . ..well they shouldn’t have             been hidden in the first place.

     2)  Mobile compatible email templates and landing pages.  Everyone is mobile now so if your campaign does not render well, you look bad and lose.

     3)  Form strategy and deploy/refine progressive profiling. More data means better segmentation.

And . …. 4)  Everybody’s favorite, data health and completeness. A basic cleanse/append can breathe new life in your campaigns.

Resist the urge to apply a band-aid when more may be needed.

New Altimeter Group report: "content marketing will permeate the organization"

 

No one ever said content marketing is easy. In fact, a new report from Rebecca Lieb of Altimeter Group, Content: The New Marketing Equation, claims that “content marketing requires a shift in company culture, resources, budget, partner, and strategy.” Based on input from 56 interview sources (including me and iCrossing Chief Strategy Officer Adam Lavelle), Content: The New Marketing Equation says that to become more focused on content marketing, organizations to rebalance themselves around five components ranging from internal resources (staff roles, teams, and leadership that supports content marketing) to measurement (creating meaningful content marketing metrics). The report offers a maturity model to help you assess your own progress in embracing content marketing.

I read Content: The New Marketing Equation with interest because iCrossing lives on the front lines of content marketing. In 2011, iCrossing published a landmark report, Building a Connected Brand, which offers marketers a playbook for building connected brands by acting as publishers of content that is useful, usable, visible, desirable, and engaging. And last year we also launched the industry’s first-ever resource dedicated to real-time marketing (including content marketing), the Live Media Studio, among many other initiatives discussed here. We’ve helped brands from industries ranging from financial services to retail become real-time content publishers

Lieb’s report will be especially helpful to marketers who need a third-party source to convince your organization to embrace content marketing. According to research by Roper, content marketing is increasingly a C-level priority, but making content marketing a priority and practicing content marketing publisher are two different things. The report provides a sense of urgency for you to start acting as a publisher now.

Lieb’s assertion that brands need to reorient their organizations around content marketing might seem daunting (“What? Another analyst telling me I need to reorganize again?”). But especially when you read the case studies about effective content marketing, you realize that embracing content marketing need not be disruptive. Through executive sponsorship and empowering an evangelist with the right mindset, a brand can become a high-quality content publisher without gut-wrenching change. Lieb cites the example of Eloqua, whose content marketing program flourished when the company promoted Joe Chernov to a newly created role of chief content officer. Here’s what he did:

Chernov launched a corporate blog and worked on a series of free e-book guides, white papers, webinars, infographics, and other educational content. He also hired a former journalist as a full-time corporate reporter.

Leveraging internal experts as bloggers, Eloqua’s corporate blog reached the Ad Age Power 150 within its first year. Chernov used the blog to promote the company’s free content, made trackable by requiring visitors to provide their name, e-mail, phone number, company, and job title in order to download it. This data enabled Chernov to connect the dots between revenue and content. Four free guides were directly attributable to $2.5 million in revenue in 2010. Not only can Eloqua directly connect revenue and content, it can also evaluate lead quality. On average, 17% of visitors to Eloqua.com are VP or higher, and 25% of visitors who find the site via content pieces are VP or higher.

Eloqua is succeeding because an imaginative leader like Joe Chernov was empowered to hire the right skills, and –- this is crucial –- leverage company employees as bloggers. The effort obviously requires hard work but not an overhaul of the Eloqua culture.

Lieb makes an intriguing statement that you cannot leave content marketing in the hands of the marketing department alone. As a marketer, I agree and disagree with the sentiment behind the report’s conclusions. Yes, the marketing department alone should not single-handedly assume all the responsibility for content marketing. Content creation can and should come from all quarters of an organization, which is why I agree with Lieb that content marketing “requires staff outside the marketing department to assume marketing responsibilities.”

But marketers –- at least good ones — should lead the content marketing function. Marketers well positioned to function as real-time creators, editors, and publishers of real-time content. Good marketers possess the flexible communications backgrounds to hone the publishing and broadcasting skills that Lieb (and iCrossing) believes are required for brands to act as publishers.

And effective marketers have their fingers on the pulse of the marketplace. They are best qualified to sense and respond to a changing marketplace and ensure that a company’s marketing content does the same. Especially in the digital age, effective marketers have been already acting with the speed and agility that Lieb challenges companies to possess in order to function as content marketers. So while marketers should not be the exclusive content owners, they should lead a content publishing operation.

Finally, I would add one more dimension to the maturity model: audience. The Altimeter Group espouses a maturity model whose elements consist of organizational structure, internal resources, external resources, measurement, and education. In addition, I believe that marketers who want to gauge a company’s content marketing maturity needs to ask, How responsive am I to my audiences? Companies at the least mature end of the continuum are capable of creating meaningful content for mass audience. Customers at the most mature end should be able to customize content for multiple audiences, do so at scale across the digital world, and adjust their content in real-time based on your audience’s wants and needs. In fact, iCrossing announced the acquisition of Red Aril in 2011 to help brands more effectively achieve personalized content marketing at scale.

What do you think of Altimeter Group’s new report?

David Deal, vice president of marketing, iCrossing

Rapt Media raises $3.1M in funding, intros video-powered marketing automation with Eloqua integration

It’s a big day here for Rapt Media. We’re thrilled to announce that we’ve closed $3.1 million in venture financing led by Boulder Ventures. We’ll be using the funding to build out a presence in New York and Los Angeles so that Rapt Media will be in the hearts of the two largest cities where brands, agencies, and production companies thrive. The new round brings Rapt Media’s total funding to $7.5 million.

"Video is the fastest growing format in branding and advertising, and mobile is the fastest growing form factor in the consumption of content,” said Peter Roshko, General Partner at Boulder Ventures Ltd. “Rapt Media’s interactive video platform enables content creation for the next generation of mobile video, and has captured mindshare among leading consumer brands.”

As part of its business-focused drive to convert viewers into users and customers, Rapt Media also announced the launch of its integration with marketing automation system Eloqua. Enterprise-level customers can now collect more valuable information about leads by using Eloqua’s marketing automation suite to capture user interactions within an interactive video experience. This essentially lets companies monitor how people are traveling through interactive videos the same way they monitor how people travel through their website.

“As more brands and agencies invest in interactive video as a tool for engaging viewers, they’ve come to recognize the value of the intelligence that can be captured from those interactions,” said Caleb Hanson, VP of Product at Rapt Media. “That’s why we’ve developed an integration with Eloqua, the leading marketing automation system for enterprise.”

Rapt Media’s software, ideal for companies that are looking to get more value out of their online videos, puts choices in an interactive video, allowing users to self-select content and, in doing so, reveal information about themselves. The integration captures those choices and feeds that data into Eloqua, which lets companies then qualify and segment those leads.

The new Eloqua integration was originally piloted in a project for digital marketing agency Room 214. Tasked with finding a way to promote its client inContact’s Workforce-Intelligent Contact Center solution in a new and cutting-edge way, Room 214 looked to Rapt Media. The agency integrated Rapt Media’s Site Pairing technology with inContact’s Eloqua marketing automation system to create video content that speaks to each viewer in a personalized way, allowing inContact to gather valuable information about those viewers.

In the video, shown below, a user selects a path based on information like their role in the company and the size of their call center. These selections serve tailored content specific to that user, and the information about the user’s selections is captured and used to qualify the lead.

“It makes sense that if you’re asking a user to make choices, you would use those choices to better understand that user, which is why we chose this route for our client,” said Room 214 producer and editor Jen Casson. “Now every choice the user makes reduces the amount of info you have to collect to qualify them as a lead when they convert. It’s just easier for everyone.”

The interactive video category is growing at an amazing rate as companies continue to seek the best way to engage users. Entertaining content like the interactive Bob Dylan and Pharrell Williams music videos show the creative power of interactive video, but Rapt Media’s focus is on harnessing that creative power to help companies move the needle on their business goals.

“The concept of mere ‘brand awareness’ is dead,” said Rapt Media CEO and Co-Founder Erika Trautman. “We as consumers are so inundated with content and brand messaging that the half-life on brand awareness is just seconds. Companies talk about the number of views a video gets as if it’s a real economic commodity, but it’s fool’s gold. If viewers aren’t engaging in a real way, they’re not going to remember your brand.”

Rapt Media helps companies use the engagement a user feels in the moment to drive real business conversions, like sign-ups, sales inquiries, and purchases. Contact us to find out more about how Rapt Media’s interactive video technology can help your brand or company reach its goals.

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  1. Start with as clean and clear a database as possible. Your CRM should incude valuable data only. Merge, purge and filter out duplicates, old dead leads and unproductive data before beginning, or else the system will be flooded with wasteful information.
  2. Establish a consistent lead scoring methodology to rank leads. You should define a method internally to rank prospects against a scale that represents the perceived value each lead represents to your company.
  3. Establish strong communication between the marketing department and sales department. In order to achieve best results,  sales and marketing must communicate regularly so they can collaborate on key events and campaigns.
  4. Evaluate your current sales process flows. How many different sales process flows are there when a visitor views your company’s site? What are the steps of each sales process flow? Which steps make sense to automate and which steps do not? The who, what, where and when of the sale come into play in developing logical, usable, sensible sales flows.
  5. Map your content (or develop a plan to do so). How is/should content be mapped, or developed to be mapped? Does your site include content that leads the visitor to the action they would like to pursue that is appropriate to the stage of the sales cycle from which they come? Does the content inform? Does the content address a common question? Does the content invoke a reader to desire to act and make a contact or fill out a form? Sales process flows each need multiple kinds of content and each flow usually requires both unique and shared content relative to other flows.

I had a great meeting this week with a customer who’s looking at Oracle Content Marketing to help them with their Content Marketing strategy. Right now they’re buried in documents and assets spreads across C-Drives and company servers. I also found some great resources and tools from eConsultancy to help develop a process to support their Content Marketing Strategy.

3 Types of Content That Can Bring In More Leads

Eloqua - Content is king, and everyone is chasing the crown. It’s not enough to just create content anymore. To really stand out, content needs to be dynamic, interactive, and timely.

First you engage, then convince, and finally you can drive leads. Discover three types of content that can do the job here »

How @Glue Helped Increase Eloqua's Facebook Community by 2,500% #B2Bfacebook

At Dreamforce 2010 I attended a session hosted by Salesforce.com’s social strategist, Jamie Grenney, in which leaders at several emerging social media companies spoke for a couple minutes about their start-up. In the year that followed, I hired two of those vendors, and (successfully) pushed for Eloqua’s product to integrate with a third. As sessions go, this was about as valuable as they get.

One of the companies I hired is called BrandGlue, a highly specialized agency that specializes in “newsfeed optimization.” Translation: They not only help you attract more Fans on Facebook, but they also do something considerably more important. They maximize the number of Fans who actually see your content.

Surprisingly, only 1% of Eloqua Fans ever returned to our Facebook Page. That means if we want Fans to see our updates, we need to make sure our posts appear in each person’s newsfeed. Given Facebook’s complex (and secret) EdgeRank algorithm, this is easier said than done.

Following is the fruit of our labor: 10 Ways to ‘Solve’ Facebook for B2B. It’s a case study, hand-illustrated by our friends at JESS3, that looks at how BrandGlue helped Eloqua grow our Fan count by 2,500%, increase Facebook-referred traffic by 150% and achieve Fan engagement rates three times higher than industry norms. 

Facebook-for-B2B-JESS3-BrandGlue-Eloqua.ppt Download this file

If you are looking for a Facebook marketing partner, look no further than the gang at BrandGlue. For more background, check out my “Facebook for B2B Marketers” article or read BrandGlue’s post on the collaboration. Of course, you can also “Like” Eloqua on Facebook. (Hint.)

 

Marketing Automation Tips: 5 Ways to Save Budget and Time

“I must govern the clock, not be governed by it.” -Golda Meir

Feeling like there isn’t enough time in your day? Here are a quick 5 tips to help you save a lot of budget, and a bit of sanity, when you’re working with marketing automation. Sit back, take a breath, and enjoy.

1) Consider Using Email Templates
Skip the hassle of creating each email from scratch. Utilizing templates can be a great way to save time and money while helping ensure a project is branded and well built. Actually, we’ve got a bit more to say about email templates HERE.

2) Keep Those Lists Clean
How many open fields do you have on your lead generation forms? Are any of those fields labeled “job title” “industry” or “interest”? Then you might want to reconsider. It’s alright, don’t panic. It can take some time to understand the impact of open form fields. A lot of people like to use the term “garbage in, garbage out.” Just because you can add a field, doesn’t mean that you should. Limiting functionality can help everyone out. By using specific select lists in your forms you’ll provide the form user guidance on the type of information that you’re looking for.

This keeps your data happy. Chances are that if they don’t fit into those defined select lists then they won’t want to do business with you anyways. So don’t over think it. Remember, our job is to lower the threshold to get a conversion – if you pre-define their options, they have less choices which means they’ll have less to think about. This translates into more form submits.

Alright, so guidance is good, form submits are even better – so what? With select lists it helps keep your database clean! Aww, clean data – it just makes me happy. By using select lists on your forms all of your data is consistent! You really don’t appreciate the power behind this. You need to.

Clean, strategically defined, data is your best friend as a marketer these days. It makes so many things THAT much easier – like segmenting data, profiling website visitors, measuring campaign success, sending emails, building nurturing tracks, talking with sales, and analyzing the results. Clean data will make your day-to-day operations a breeze, so you can focus on improving, testing, and content creation!

3) Implement an Upload Process
Alright, so you have your email templates and beautiful select lists now. Life is good, right? WRONG! Have you seen your data? Cue the panic moment. Deep breaths. It’s going to be okay. All that work wasn’t for nothing. We just need to patch up a few things. Do you run trade shows? Do sales people give marketing lists? Well, do you make sure they standardize the data before uploading it to your database? … No?

Take another deep breath. Alright, as tedious as it sounds you need to roll out a standard spreadsheet/questioner for your field marketers and sales teams to use to keep this from happening. This upload process will help you keep your hair color for a few more years. With this process you won’t end up formatting and guessing with the data they bring back.

Depending on the tools at your disposal there are some creative ways to implement this process, but that’s for another post.

4) Create a Data Guide for 3rd Parties
I won’t run this one into the ground. It’s the same concept as using select lists and standardizing your upload processes. A lot of us marketers get our data from 3rd parties in a nice xls spreadsheet. You need to work with those third parties to see if they can standarize the data they provide you to match your select lists.

Without that, the profile data you get from them is useless. Yes, USELESS. What do you think you’re going to do with 50 new industry values? Nothing. You can’t use basic logic in a program to capture all of that information. It’s useless to your marketing.

Take the time to talk with your 3rd parties about your data. For some there are simply too many to have the same conversation with, so it makes sense to put together a data guide that you can easily pass out to all of your vendors. This way they know and understand that you’re serious about what you want.

Give it a shot, it won’t take long to put together if you have good data practices and you’ll find yourself sending it out once every month or two.

5) Clean up After Yourself
I don’t know about you, but mom always yelled about me about cleaning up after myself. I didn’t truly appreciate this until I lived alone. I believe the same goes for marketing today. There is an incredible amount of pressure to execute quickly while producing stellar results. Your work space, marketing platform, and collaboration tools can get messy fast. This is bad.

When you finally get into a good groove you’ll find yourself repeating the same campaigns with slight tweaks to them to optimize your results. It’s difficult to reference old campaigns when you never took 10 minutes to update your project brief with those last second changes. It is even more difficult to remember why you made those last second changes. Save yourself some sanity – clean up after you’re done with a campaign. It’ll take a lot less time than you think, I promise.

These are just 5 quick wins I thought of. I’ll get more structured, strategic, and succinct as my blog matures and I get feedback from you! Let me know what you thought. Do you have 5 quick tips?

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