People make choices
In split second slices – Poof!
Another one made.
In this first Podcast, I speak with Will Pringle, director of demand generation at Endeca, about what it took to create a team devoted specifically to generating demand. Will and his team share some insights about the challenges they faced, how they structured their organization, and the benefits the company has seen as a result of his group's laser focus on demand gen.
Download it now. (right-click to save to your desktop).
Note: You can also subscribe to the Podcast automatically using your favorite Podcast client by clicking one of the links in the right-hand column.
Interesting post by John Sviokla on why you should not just use past behavior to determine which customers are most valuable to you, but rather look to their potential as well.
My favorite quote
Most CRM does not focus on the future, and potential. Worse yet, those firms that are poor at becoming the dominant supplier may in fact reward internal behavior that is incremental. You might be growing an account, but losing market share. This means that the competition will grow even faster than you, and you will never become the dominant supplier of the category you service.
Do you predict the potential lifetime value of your customers? If so, at what point in the buy cycle?
This quote from Dana VanDen Heuvel, director blog ad company Pheedo is typical of a lot of the breathless web 2.0 marketing kicking around these days:
RSS is the new e-mail, blogs are the new whitepaper and podcasting is the new Webinar.
Now, I'm sure Dana was trying to make a bigger point here and I think blogs are great, but please, someone take my wireless access away and make me stand in a quiet corner if any of these postings begin to sound like a white paper.
I mean, really.
When have you ever read a white paper that has the phrase, "I mean, really" in it?
RSS is not the new email. Email is a push technology -- it appears in your inbox without any action on your part. RSS (really simple syndication), which is the technology that allows content to be "subscribed to" on the Internet, is a pull technology. When you make a request for new things, new things are pulled down to you.
And Podcasting being the new Webinar? Nope. First of all, if someone is rebroadcasting a Webcast as a Podcast, throw away the Ambien because you're in for a snoozefest. A Podcast is much closer to a radio program than it is to a Webinar. You have all the considerations of a good radio show -- segments, intros/outros, bumper music, that you don't normally worry about during a Webcast.
To continue the conversation I started with a few financial services email marketers at the Sherpa show:
Demand generation is not the same as lead generation. If it was, you'd be assuming that every lead you acquire is a qualified customer who wants to buy from you. Not so. Effective lead generation results in a person interested in your story. Demand gen is transitioning the person from being attentive to your story to making a decision to buy.
You do that through an educational cycle that nurtures a person along the buy cycle. It's generally a longer and more complex process than lead generation.
There are 60-65 billion email messages are sent each day. AOL reports that 90% of the email they intake is spam.
11:33 a.m. first mention of AOL and Goodmail.
Holy cow! Seven panelists, all from competing companies, all trying to position themselves relative to one another. I just want to learn what the future holds for email delivery to consumers. Recommendation for next year: Get an analyst or two to speak, rather than have a vendor slugfest. Most of the attendees I spoke to left this session more confused than when they entered.
Flint McGlaughlin - Director, MarketingExperiments, begins to talk theory, but then presents a results slide which indicates that by applying a complex formula they created, their client saw over an 800% increase in subscriber growth.
Created a formula to apply to offer pages to determine why they convert traffic.
C = 4m + 3v+2(i-f)-2a
c = probability of conversion (email capture)
M = motivation of user (when)
V = clarity of value proposition (why)
i = incentive to take action
f = friction elements of process
a = anxiety about entering email
He walks us through the case study where he applies this formula. I'll post a link to the slideware later on.
Todd Watermann from Christianity Today International.
They have a permanent place for their newsletter on their organization's home page. Some interesting how-they-do-its, but
what's notable is that every organization I talk to these days that is doing email successfully does this:
They flow chart the flow of the campaign; that is, they don't think about single emails any more, but rather multiple mail sent as part of an overall program. Fire up the Visio!
Todd hammers home an important point: your email must be FROM a person. It must have a human voice. And it must be TO a person. That is, it must acknowledge that there is a real person on the receiving end and it should speak to them as if they were face-to-face.
CT uses Please note: copy at the top of the page (should appear in the preview pane). Calls attention to the most
Nick Usborne, who works for MarketingExperiments and publishes the Excess Voice newsletter, speaks next.
Nick talks about newsletter co-registration, so they can sign up for related newsletters when they sign up for yours. And partnering with others who will do the same for you. But don't go into a relationship where money changes hands. Rather, look
for value and benefits to your subscribers. He suggests on the sign-up thank you page, you offer a free download of something as an incentive, then provide links to subscribe to related newsletters.
Brings up a topic that I think will be a recurring theme of the show here: don't think that by building your list to twice its size that you will double its quality.
Steve Gershik has been a VP of Marketing and demand generation leader for over 18 years. He frequently writes and speaks about marketing automation, brand management, demand generation and Internet marketing.