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Tracking the Audience’s Evolution
Sales lead management systems have traditionally put the leads into a process, but those leads represent real people who are living an experience where their situation continuously changing. Companies that have frequent conversations with their customers and prospects have a natural advantage. MediaPost Email Insider Funnel Experiences, 2009-Sep-21, by David Baker Funnel marketing is marketing…
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Listen past the data
We're experiencing an explosion of technologies that help us listen to our audience, but none of them can apply the common sense of a human being to what they collect. While you can't listen to all your customers every month, but you have to make sure you interact with a few. As David Armano points…
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Sales Leads: Talk to ’em or Lose ’em
'Working a lead' is an unfortunate concept because the person at the other end often ends up feeling 'worked on.' Always remember that your leads are people who can tell you what's going on. Take an interest in their life—it won't take long until you relationship has a trajectory and a rhythm. Marketing Strategy and…
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At Etsy, email pulls its weight
Compared to ephemeral social media channels, email is practically a "hard copy." We can just let it lie in our inboxes until we get around to it. Musings of a VC in NYC: Don't Forget About Email, 2009-Sep-7, by Fred Wilson Our portfolio company Etsy operates a market for handmade items. Etsy has been operating…
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How RSS strengthens newsletters
Our audiences are collecting information in many different ways. For many people, an RSS feed is the easiest way to be alerted to new content. Make sure your headlines and excerpts look good on the feeds, then leverage RSS to improve your newsletter's reach. BtoB: How RSS can complement e-mail marketing, 2009-Sep-3, by Karen J.…
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Give then receive
Take a gamble on the value of the content on your web site. If it's actually valuable, your visitors will reward you by coming back, sharing and even registering. Another good point is that the people who register afterwards are a better match to what you provide (pre-qualified). FutureLab Marketing & Strategy Innovation blog: Collecting…
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Credibility from outside in
Making your web site credible is more important than making it ‘sticky.’ In Edward Tufte’s recent interview with MIT Sloan Management Review, he recommends sharing verifiable facts, using as many outbound links as possible so your visitors can get third-party support in understanding you. Innovation Playground: Edward Tufte On The Very Very Very Bad Design…
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Beat subscription risk
No one ever asks for more email. They may be anxious to know about your next sale or what new products are arriving, but they will never subscribe unless you make it clear that it’s the only way to find out. Michael Katz of Blue Penguin Development recently explained it well. E-Newsletter On E-Newsletters: Kick…
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Don’t turn your customers into targets
Recently I was describing what I do, when someone said, 'oh, that's target marketing,' and I was dismayed without knowing why. A couple of days later, Doc Searls resurrected something he wrote before The Cluetrain Manifesto, and the reason hit me. 'Target marketing' sounds like 20th century corporate warfare. Doc Searls Weblog: Reality 1.995.12, 2009-Aug-10,…
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Feed News Nuggets to your Leads
Over at Green Leads, Mike Damphousse has built a magnificent marketkeeping system. Although his business is focused on business-to-business lead generation, his comments are true for any audience—all people are hungry for news. (It's called the 'awareness instinct.') Marketing & Strategy Innovation Blog: Demand Generation and Social Media, 2009-Aug-8, Interview by Jon Miller: Executives are…
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