Archive for the ‘ Analytics ’ Category

  • Tuesday, September 22nd, 2015

  • 3 B2B Social Media Management Tools We Love

    B2B marketers have come a long way recognizing the importance of social media for reaching their goals. And as B2B marketers, we like to make our work more efficient and more effective. That’s exactly where social media management tools come in: They help you manage all of your different B2B social media accounts, provide you with statistics and more.

    Social Media Management Tools

     
    As hundreds of these exist, it’s easy to get wrapped up in all the possibilities, so here’s a quick roundup of our favorites:

    (more…)

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  • Tuesday, February 4th, 2014

  • Demographics…and Millennials

    I have been a student of demographics for more than 30 years.  As one of the first subscribers to Demographics Magazine, I consumed each and every issue as I found the topic extremely interesting and applicable to the work I did for my clients.

    Recently, I ran across a blog from Bob Hoffman, the self-described Ad Contrarian, entitled Everything You Need to Know About Millennials. In it he takes a rather, well, contrarian view of this much-maligned, yet highly targeted generation.

    As a father of two Millennials, I can’t say I agree with every point made, but this blog – and many of his other writings – are quite humorous and thought provoking.  Trust you’ll feel the same way.  Enjoy.



  • Friday, September 20th, 2013

  • Do you trust online reviews?

    I was a bit surprised by the results I saw of an online survey that indicated 75% of consumers who read online reviews generally find them fair, and that 60% of survey respondents say they pay more attention to customer comments than to numerical or star ratings.

    My surprise was based upon my own skepticism about what I myself read on the internet, especially comment blogs.  However, when I think about it, I should not be surprised.

    Over the years I have found that customer comments do carry a lot of weight, especially when used as testimonials or as part of an editorial piece about a product or service.  That’s why we’ve been working hard to collect customer input on behalf of several of our clients – to use that feedback to communicate directly to similar potential customers.

    I guess it just goes to show you really can believe what you read on the internet, after all!

    Survey results can be seen here.

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  • Tuesday, November 27th, 2012

  • Google Analytics: mystery solved!

    “Data does nothing by itself,” tweets Christopher Butler from Newfangled Web Developers. He recently published a wonderful article in their September newsletter, How to use Google Analytics

    This article does an outstanding job of keeping its promise to readers. Chris offers a three-step analytics routine to answer essential questions about your site such as:

    Who is using my site?

    Where are they coming from?

    What content are they consuming?

    How are they engaging with that content?

    What can I do to make their experience better?

    These questions lay the foundation for measurement that has real relevance to your site and will help you make good decisions about its content and value to your business. Definitely worth the read.

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    With marketing budgets tight and markets becoming increasingly competitive, the manner in which we spend our resources is critical. I have found that by consistent branding, careful testing of messaging, and thoughtful measurement of results, one can get the most “bang for the buck” from your marketing budget. (more…)

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  • Thursday, October 4th, 2012

  • Brainstorming certification

    We’ve all been through brainstorming sessions. Some have been productive, others a waste of valuable time. Whether attempting to come up with a new product name, or trying to solve a marketing challenge, real brainstorming can be an excellent way to gather the team and generate valuable ideas.

    I recently attended a workshop through which I became certified in brainstorming. Yes, really.  And believe me, this time-tested and proven process will change your perception of how, when and why to brainstorm.

    In short, the process successfully pushed participants to quickly come up with new and inventive ideas…then push them aside, in an effort to delve even deeper into the brainstorming process. The end result is a listing of ideas that will directly address the challenge at hand, and motivate your team along the way.

    Check out before-after.com and let me know if you have any questions.



  • Wednesday, June 13th, 2012

  • Social media in the B2B markets

    A new poll by LePoidevin Marketing partner RSW/US indicates marketers are more likely to engage in social and mobile marketing themselves, than ask their agencies to perform these activities for them.  However, marketers and agencies alike are beginning to push this discipline to new lengths in an effort to measure more deeply and engage their audiences more frequently.  Yet, we believe B2B marketers still lag behind their consumer counterparts when actively employing social media. (more…)



  • Wednesday, March 21st, 2012

  • Qualifying leads

    A new survey by Chief Marketer, says that 28% of B2B companies have no standards in place when it comes to lead qualification. For those companies that do have a standard in place, what metric are they using to determine success? According to the survey, nearly one quarter of all respondents say their firm sets goals based solely on the total number of leads generated; another third have goals based on the total number of leads which are qualified; and 22% use both qualified and unqualified leads.

    I was surprised by the survey findings on the number of companies that don’t have standards and also those that use total number of leads as their metric for measuring success. In today’s economy, we know budgets are tight and people are stretched thin. However, doesn’t it make even more sense now to be smarter about lead generation and ensure they’re qualified? By doing this upfront work, you can determine the percentage of leads are deemed viable overall and truly identify “quality” leads; ultimately allowing you to determine your return on investment. It also helps save time for the sales team so they can focus on those top, quality leads to garner a better chance of making a sale. At the end of the day, if you want to hear that cash register ring, then proper steps need to be taken upfront to give everyone on the team a better chance of success on the back-end.



    The desire to generate measurable, qualified leads varies by business marketer as some distribute them to sales personnel and track results, while others use lead generation as a way to simply measure initial campaign tactical performance.

    Leads are expensive no matter how they’re generated, issued or closed.  It’s gratifying to learn when a tradeshow promotion, Adwords campaign or direct response advertisement generated an acceptable number of qualified leads, especially when they are directed to distributor sales reps or issued to the internal sales team to work.  And even more gratifying when those leads turn into sales, as tracked by a CRM system.  (more…)

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    I cannot tell you the number of times we’ve been asked to generate leads for field sales personnel, only to find there were no lead tracking or follow-through systems in place to help achieve measurable results. Generating leads is a fairly straightforward process and can be accomplished in a number of ways. The trick, of course, is to generate and manage the optimal number of qualified leads within a given period of time based on the sales goals of the organization.

    In my years of delivering a constant flow of qualified leads for salespeople I have realized the best results when a lead management program is firmly established and followed. A results-based lead management program must include several critical steps to help ensure success, which are: lead requirements, targeting and generation, qualification, distribution, tracking and analysis. Too often one or more of these steps are omitted or overlooked along the way. In my opinion, the first step is the most critical, as how can someone generate leads if they don’t know how many are needed to meet sales performance goals? (more…)

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