Un-Marketing – Book

Love the Un-Marketing book!  The book is full of colorful stories of mistakes and triumphs, interesting examples, and can be used for very tactical tips by businesses large and small.

Plus, the book is very entertaining to read… from another side, if a person achieved success in the area of social media, he would know how to communicate with the target audience in the most effective manner 🙂

My notes for future use:

  • Email newsletter welcome…   an unusual message encourages at least 40% of subscribers to indicate their industry…  Scott suggests it can be copied 😉

Email subscription is prominent on the page and also implies benefit, rather than offers to subscribe to a hypothetical newsletter.

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Welcome email itself as it appears in the mailbox…

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“Do you know that Zappos.com allows their phone representatives to source a product for a customer even if they don’t carry it and it is from one of their competitors?”

No… I did not…  This approach would be considered unthinkable by many companies 😉

  • FreshBooks approach to customer support:

Everyone who starts at FrestBooks – mo matter their role… starts by doing customer support for at least two month. There’s no better way to get to know the product and our customers than talking to them and answering questions. Four days a week, a new hire’s job is to pick up the phone, answer email, and respond to forum posts. When someone graduates from support, he or she is still responsible for one day on support about once every three weeks or so…

“Why you can’t learn from millionaires…  You can take tips and inspiration, but… their opinion may not be as practical with today’s tools…”

Great point when new products/brands/initiatives are attempting to “learn from the success” of already established products/brands/initiatives and ignore new opportunities…

  • The idea of collecting a list of people interested in a certain give-away for the future marketing… not only immediate list generation. Video can be included.
  • A company needs to be ready for success – what would happen if the interest in the offering is high?  Would the server, fulfillment, etc. capacity be sufficient?
  • The Time Moviehttp://thetimemovie.com/ – viral – viewed over 4 million times – author made more than $100,000 in product revenue from the movie.  One of the recommendations from the expert to the author: change “submit” to “I deserve more!” – conversions increase – 8%.

Landing page copy and call to action – after the movie

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  • Importance of landing pages (with possible embedded YouTube videos) to assure that the visitors are easily transferred into the conversion funnel.

Bob, as promised, the book is now yours 😉

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Eloqua Experience 2010

EloquaEloqua Experience 2010 was my first in-depth conference specifically concentrated on marketing automation. It was very exciting and spectacularly useful event. Most interesting points from the conference:

Campaign Management Essentials:

  • “Automation in Moderation” – even if ability to automate marketing activities is growing, we should try to automate only what makes sense
  • Campaigns channels audit (maybe quarterly?) – marketing environment changes so fast that it makes sense to review available channels regularly
  • Careful approach to offers (particularly if you as a marketer is not a member of the target audience)
  • Content audit needs to be made based on buying cycle – then other details need to be overlayed
  • Campaign execution: focus on things you can control 😉
  • “Vanity Metrics” and “Vanity Campaigns” (could be vanity nurturing campaigns) should be avoided – Vanity Campaigns or metrics not tied to business goals
  • Plan B is needed for nurturing programs: “if the person is not engaging, then…”
  • Take industry surveys on usage of marketing tactics, etc. with a grain of salt: what an average marketer is doing is not necessarily what we should be doing.
  • Don’t take risks in the areas where the data is not clean..
  • Testing resources: http://whichtestwon.com/ and http://www.marketingexperiments.com/

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RPM – Revenue Performance Management

Revenue Performance Management is an approach of taking into the consideration the entire funnel (including the top part of the funnel), measuring it consistently from sales and marketing perspective, and focusing marketing efforts in the most beneficial areas.

Eloqua CEO explains the concept in a 4-minute video.
Principles:
–  Focus on the entire funnel
–  Be consistent. Use a framework (measure the same things)

Eloqua attempted to create GAAP for sales and marketing in the reporting area – C-suite 16 – 16 reports consistent throughout industries that every CEO should review every quarter (one view of the truth).  I am curious to see these reports and wondering if 16 would be too many reports for an executive dashboard in general… 😉

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David Meerman Scott

Eloqua customers are in the next book

Most interesting idea (from my perspective 😉 ) is to move from the concept of “social media marketing” to the concept of “real time marketing” – what would be a more accurate and value-oriented definition of the same concept.

The most important opportunity of “Real Time Marketing” is to identify potential opportunities and take advantage of them instantaneously.

Action items:
– appoint real time officer
– implement real-time systems

Interesting examples:

GAP logo debacle was exploited by  http://craplogo.me/ – the company created a simple web site that allowed everybody to “create” similar logo and even use it quickly as Twitter avatar.

Real time mind set: Wynn hotels banned Paris Hilton from the hotel after she was in the press in an unfavorable light, what created additional publicity for the hotel.  Wynn hotel is also mentioned in UnMarketing by Scott Stratten.

United breaks guitars: the “herro” of the story recognized that it was his moment and made himself completely available for the media.

The guitar producer also took advantage of the opportunity to promote its brand.

A guitar case company also unveiled a brand of cases branded by the moment.

United did not respond… 😉

B-to-b example: Orackle acquired market2lead, and little information was available about the event. Eloqua immediately produced a blog post related to the topic, which was picked up widely by the media.

The media is operating in real time – you must too.

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Interesting Eloqua Customers experiences:

  • Automation allowed one customer to increase numbers of webinars – there was no need to manually set emails – just change speaker/city.
  • Webinars registrations increase when the invite comes from the person rather than general company invite
  • European webinars attendance is higher than US
  • B-to-B social media – sense of humor is helpful in a dry industry.

Magic “cutting of the cable” and explanation how the server cable was cut. The YouTube video was promoted through different channels; the result: 25,000 views 400 suspects in the nurturing program. Isilon.com has a robust YouTube channel and uses http://www.optify.net/ – social media reporting tool, which allows to run social media as a campaign

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Sales force

Cloud computing concepts:

Cloud 1: low cost, easy
Cloud 2: collaboration, real time, mobile

Interesting concept – shift to agile marketing (similar to agile software development)

Interesting: gating content produces more leads – un-gate content in new product areas…  Future is partially gated content (one minute free, then)

Video?  “Single most important thing we have done…”  What is the next best thing after a live event?  More people are willing to fill out the form after viewing the video – video will continue to be used more and more.

Each marketing team has its own measurement

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Marketing – art and science – Polycom

  1. Importance of roles and responsibilities
  2. Sales and marketing alignment is critical
  3. Constantly demonstrate your value and demonstrate it measure things that you can measure
  4. Leverage best practices
  5. Hire the best people
  6. Infrastructure investment coupled with process improvements (process change is as important – without changing of the process infrastructure alone would not be beneficial)

Executive Dashboard

Campaign dashboard is much more detailed:


Polycome concentrated on people, process, and systems

  • Has to be able to scale
  • Need to be flexible (no more annual plan)
  • Ability to measure influence
  • Track channel partners
  • Share marketing assets with channel partners
  • Easy to use Tools for marketing professionals

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Fostering innovation

How people think about the technology…

  1. Orient
  2. Plan
  3. Build
  4. Ta-da!

Marshmallow challenge – worst are recent business school graduates, who are trained to devise a plan and execute it; one of the best are recent graduates of kindergarten who run through series of prototypes.

How to avoid jumping to execution of the first idea?  Transform ideas into pictures…

Shoe company personas

Technology:
Impossible > impractical > possible > expected > required

Innovation fundamentals (below)

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Email is not enough

Ark sight was targeting c-level executives in a Fortune 500 companies.

What was interesting: purchasing a list and validating it; sending FedEx package with personal URL with a specific landing page based on company’s characteristics. FedEx would not be unnoticed, plus, an email informing about the WebEx and a phone call informing about the WebEx a little later (Eloqua has a call on demand option – 15c per call).  Email > phone > PURL > if appointment is set, the executive receives Flip camera >> with the goal of setting an appointment. Campaign was successful (and seems quite reasonable to replicate 😉  ).

Lessons from this campaign and similar campaigns:

  • Company’s characteristics “Don’t send Apple a Droid”
  • Company’s characteristics – a large empty box with a tiny cord was sent to a environmentally sensitive company. The company was furious and expressed its dissatisfaction to the rep…  the rep still thought it was “brilliant” – he did get the appointment… 😉
  • It is better not to send the “gift” right away – in a different campaign the company would send a cord, and noted that the device itself would be coming at the appointment

PURLs best practices

– put prospect first
– personalize
– quantify your value prop
– use third party validation
– make it relevant to their industry
– simple
– obvious call to action

Great conference!  Great food (yes, it is important for marketing automation, digital marketing, and everything interactive. Snack of fruits on the stick was my absolutely favorite 🙂

The conference was held at a wonderful location; below is the view from my room window.