Discussing How Marketing Automation Makes Lead Management and Nurturing Effective

Marketing Automation

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For a phrase that’s being thrown around a lot recently, what does “Digital Transformation” really mean? When someone says that they want to digitally transform their business, what does one really mean, why do they want to do it, and should they approach this “digital transformation” process? First off, let’s start with a definition. If we don’t know what we are trying to achieve, then how do we know how to get there? Or to quote the famous Greek philosopher Yogi Berra: “If you don’t know where you are going, you’ll end up someplace else.” In a recent blog “How To Achieve Digital Transformation,” I stated with the following definition of Digital Transformation: “The coupling of granular, real-time data (e.g., smartphones, connected devices, smart appliances, wearables, mobile commerce, video surveillance) with modern technologies (e.g., cloud native apps, big data ... (more)

The Number 1 Marketing Automation Mistake

You visit a website. You register for a white paper download. You get an email. Open it, and you get another one in 2 days. Ignore it and three days later, you get another one. And so it goes. Welcome to the wonderful world of IF/THEN marketing automation statements – probably the biggest marketing automation mistake, and, arguably… the best way to alienate your prospects the least efficient way to generate positive ROI from your marketing automation investment. In fact, it is a mistake to rely on single click automation events -these may do more harm than good because a single click doesn’t come close to defining the motivations and intent of a given lead. Further, this approach doesn’t move you any closer to understanding visitor behavior or leveraging the power of marketing automation software as a lead intelligence gathering machine. Building a Lead Intelligence... (more)

Key to Data Monetization | @CloudExpo #IoT #BigData #Analytics #AI #DX #DigitalTransformation

Many organizations are associating data monetization with selling their data. But selling data is not a trivial task, especially for organizations whose primary business relies on its data. Organizations new to selling data need to be concerned with privacy and Personally Identifiable Information (PII), data quality and accuracy, data transmission reliability, pricing, packaging, marketing, sales, support, etc. Companies such as Nielsen, Experian and Acxiom are experts at selling data because that’s their business; they have built a business around gathering, aggregating, cleansing, aligning, packaging, selling and supporting data. So instead of focusing on trying to sell your data, you should focus on monetizing the customer, product and operational insights that are gleaned from the data; insights that can be used to optimize key business and operational processe... (more)

Ulitzer vs. Ning - a Quick Review

Having used both sites for about two weeks, there is still a great deal I am learning to do with both Ulitzer and Ning, but a reader asked if I would do a quick comparison, so I will. The obvious point for me is that the sites have two different objectives for the writers.  For Ning, the writer is trying to be involved in a niche social network from scratch.  For example, I have built my own social network for marketers and salespeople called BuyerSteps.  I created BuyerSteps as a way for other professionals to join in a conversation around the 21st century buyer.  So, Ning represents a way to build a community. In the case of Ulitzer, as a writer I am focused on getting readers from within an existing audience.  There are already thousands of readers coming to the Ulitzer site, so if they are interested in my topics such as marketing, they will find my articles as ... (more)

Driving SaaS Customer Acquisition with Success Metrics

As a SaaS business matures, the importance and value of SaaS metrics increase. Most SaaS businesses begin their journey down the SaaS metrics path by tracking recurring revenue in relation to customer acquisition costs. After building a solid customer base, churn becomes a priority. These fundamental SaaS metrics are all apparent in the standard SaaS profit equation below. SaaS profit = current customers x ( avg recurring revenue – avg recurring cost ) – new customers x avg acquisition cost However, it quickly becomes apparent that fighting churn requires a SaaS metrics toolkit that digs significantly deeper than simple financial metrics. Operational metrics are needed that connect day-to-day business reality to financial performance. It is this realization that gives birth to the new Metrics-driven SaaS Business as it discovers the goldmine of SaaS customer success... (more)

Will PR Firms Survive The New Media Avalanche?

http://twitter.com/fuatkircaali Last week I received an email from Lindsey Miller at Ragan Communications. I answered her questions for a story she was working on here. The following is the full text of my reply to her on this subject. What kinds of PR firm will survive the "fast-approaching new media avalanche"? What steps will firms have to take to ensure that they make it through? I know a lot of PR firms that are chasing new accounts among publicly traded companies, which are seen as cash cows in the business. I also know a lot of firms whose sales teams are larger than their senior account staff which will actually get the job done. These firms have armies of new college-grad telemarketers spitting out press releases to the media. For a while you can get away with both approaches. Once the laws, rules and regulations change, the first group of PR firms will disapp... (more)

The Secret Sauce to Inspire the Buyer to Learn More

Time is an asset we cannot get back and buyers know this.  The quality and speed in which providers can move buyers from newbie to informed status on a topic, the more value the buyer attaches to that provider.  If providers want to inspire today’s time-crushed buyer, making it easy for buyers to grasp a straightforward concept is a good place to focus. Photo Courtesy of: Arenamontanus Concepts help buyers improve their decision-making process, sell internally and frame decisions that deliver better outcomes. Providers must first establish a learning culture that helps the markets and buyers understand concepts better. The more visual the provider can be, the better for the learning mind. Research has shown that conceptual understanding tills the ground of the mind allowing for the absorption of more detailed information. When the provider has a master level understa... (more)

Internet of Things Company @CLabsLLC Appoints COO | @ThingsExpo [#IoT]

C-Labs LLC, a leading provider of remote and mobile access for the Internet of Things (IoT), announced the appointment of John Traynor to the position of chief operating officer. Previously a strategic advisor to the firm, Mr. Traynor will now oversee sales, marketing, finance, and operations. Mr. Traynor is based out of the C-Labs office in Redmond, Washington. He reports to Chris Muench, Chief Executive Officer. Mr. Traynor brings valuable business leadership and technology industry expertise to C-Labs. With over 30 years' experience in the high-tech sector, John Traynor has held numerous senior executive positions in software, mobile, and embedded technology companies. Before joining C-Labs, John was senior vice president, products and technology at Bsquare Corporation, where he led the definition and creation of award-winning products. Prior to Bsquare, John was... (more)

Calculating Your Incident Management ROI By @PagerDuty | @DevOpsSummit [#DevOps]

Calculating Your Incident Management ROI By Julie Arsenault Outages are typically expensive for your business, not to mention a headache for your team. Improving your processes and tools for responding to critical incidents can generate a lot of business value. However, you may be wondering how to prioritize projects and investments, or you may be asked by business stakeholders to justify the costs of new initiatives. Return on Investment (ROI) is one way to do that, but it can be difficult to determine. While the answer is unique to each company, we'll share a few different approaches to calculating your incident management ROI. Strategies to determine the business value of better incident management First, let's clarify what we mean by Return on Investment (ROI). It's calculated using the formula (dollar value obtained) / (dollars spent). Most businesses can easi... (more)

How Do We Respond to Change? (Buyers Are People, Too.)

In the 21st century, the U.S. Labor Dept. predicts that today's learner will have over 10 jobs by the time they are 38. Being able to adapt to changing conditions in your job status and the status of your buyers is an important strength in 2009. I used to have to go to Europe quite a bit and I remember seeing this sculpture in the Louvre. This piece of art is quite beautiful and it really does make you think about how these captives must have felt. It's universal because we have all been there. The four reactions of their captivity depicted in the sculpture are revolt, hope, resignation and grief. We all have the power of choice over our own emotions. It's not the event that defines us, but our response to that event. A few hundred years ago when we lived in a feudalistic society or a monarchy, hope was hard to come by. But this 2009 with so many technology tools and... (more)

Working with the Analyst Community to Get More Buyers

For some companies over the years, it became good fashion to give analysts a hard time or feel intimidated by them. Analysts for the most part are pretty good at helping provider companies think through issues. This is great news for a provider who is trying to frame their story and tell it in a way that works for the buyer. A strong majority of analysts are quite collegial, friendly and want to be helpful. You may run into a few that overstate their importance but they will be running with the minority. They are also for the most part bright, inquisitive and quite knowledgeable about any kind of buyer in their area of coverage. The reason they are so knowledgeable is that they talk to buyers on an almost daily basis. They are in fact helping those same set of buyers and personas decide on their best path to success. Regardless of whether the provider can get the an... (more)