Book: What Got You Here Won’t Get You There

 Wonderful book!  Though it is written based on the work with successful executives specifically. the recommendations can be used by anybody who would like to improve.  The key is “want to improve.”  😉

One of the most interesting recommendations is how to ask for the feedback. We should ask what could be improved, rather than request a general analysis of our actions.  This approach removes the premise of “criticism” and changes the topic to specific recommendations.

Wiki Summaries gives a summary of the book, from where I can carefully copy and paste the recommendations for the change, which I thought were very beneficial.

Feedback Whenever feedback is given to you in any form, never respond by arguing about it. Instead, write it down and consider it later when your immediate flared passions are calmer. Thank the person for offering their opinion, put the advice aside for a while, and then look at it later with a cool head, and you’ll often find something specific you can improve on. If you want to be proactive about feedback, don’t be afraid to ask for it, but never argue about it.

Apologizing If you realize that you have done something wrong, either very recently or in the past, apologize. Swallow a bit of pride, go up to the person, and just apologize for whatever it is. Likely, you’ll both feel better for it – you’ll lose at least some of the bad feeling and the other person will feel better too (almost always).

Telling the world, or advertising Now that you’ve apologized, what are you going to do to change? The next step is to define the changes you’re going to make and to let everyone know about them, especially the people you’ve apologized to. Apologies don’t mean anything if they’re not coupled with some effort to change.

Listening When someone speaks to you, listen to them. Don’t interrupt them, and try to fully understand what they’re saying before formulating a response. This is always a strong tactic to use when someone is trying to talk to you. If you can’t fully describe and articulate the message someone is trying to deliver to you, your response is guaranteed to be less accurate and thorough than it could be if you listened to the message and to the messenger.

Thanking Whenever someone does something beneficial for you, thank them. Just be sure to take the time to thank everyone who contributes to your success, both directly and in public opportunities when given the chance.

Following up Once you’ve started to really work on these things and started eliminating the bad habits from your life, follow up on them. Wait a few months, then ask the person you’ve apologized to if things are still seeming okay and if you are doing well on your “advertised” plan of attack. Stay diligent yourself, and try to remind yourself often of your goals. Constant follow-up keeps you on task and on focus with anything in your life.

Practicing “feedforward” At this point, you’re making real progress on your negative habits. Now, step back and ask for some future suggestions on where you should go with these changes. Ask someone who you’ve had experience with in the past for two specific things that you can do in the future to help with the behavior(s) you’re working on, listen, thank them, then work on implementing them. Much as feedback talks about the past, “feedforward” talks about the future.

I am glad to discover Wiki summaries – it is a fantastic tools (and will be better as it grows) – particularly when taking notes from my very much loved audio books is somewhat challenging.

MIMA – FireBell – Social Crisis Simulator

Very interesting…  FireBell allows “practicing” social crisis management in a safe environment… which looks like almost exactly as the real one.  Hm…  maybe some environment differentiation is needed?  A red vertical line on the side of the screen perhaps to avoid accidental confusion?  😉

The “simulation” was played out during last MIMA event with a team pf people, who can potentially face similar crisis in real life.  The time line of the crisis and reality of the comments (with the audience participation) was very impressive.

Interesting notes from the conversation:

  • PPC – during the crisis a good way to present company’s point of view at the “point of search”  – completely agree; I came to the same conclusion after analyzing one of PR events in my own experience
  • Messaging to the employees should not be forgotten (employees can potentially worsen the situation, what was demonstrated by the simulation)
  • Sometimes, companies forget disconnect linked accounts while dealing with crisis – what can potentially expand localized crisis by company’s own accidental posting
  • [Good old suggestion] – have a microsite or page ready to customize and deploy quickly.  Hmmm…  I wonder who should take the lead on making sure it is available: marketing, PR, or IT?
  • If the crisis requires investigation, company should communicate what it is doing; though legal needs to be involved
  • Building advocates before the problem arose is important (Best Buy CMO mentioned it also on one of the events)
  • Preparation is important for good crisis response – little time will be available during real crisis
  • How do you prepare upper management?  Go through fire bell drill!
    Show “wrong way to handle” the crisis for the history.
  • During the crisis it is important for the company to be the source of the information
  • We can not control the conversation – we can only participate and contribute…

Very good event (as usually) and great food 😉

Eloqua – Road to Revenue – Minneapolis 2012

The event was as insightful as always.  It was interesting to see what is in the development (oh oh, Eloqua 10 transition is coming… 🙂  ).  As usually, it was clear that many marketers are struggling to take advantage of the opportunities – the opportunities of modern business environment exist, but they are technically, organizationally, and politically difficult to implement. Still – marketing is a very exciting field!  🙂

Interesting points:

  • 90% of the data in the world was created within last 2 years
  • Social suite is included in Eloqua 10, not quite in Eloqua 9…
  • Box – new app on app cloud (ha! how many companies block it?  )
  • If you get to a lead within 1 hour rather then 2 hour – there is 8 times more probability for conversion

Fellow marketers’ insights (smart marketers’ insights 🙂 ):

  • To avoid confusion, it might be a good idea to exclude from outbound  campaigns everybody who is in the nurturing program.
  • Creative content production – recycle as much as possible
  • Marketers are using external call centers to qualify leads as quickly as possible after the form was submitted; then, the lead is passed to the sales team.  If the lead is not reachable, the lead is sent back to qualification/reach.
  • Eloqua tools can help with CRM adoption – a CRM becomes instantly useful for sales
  • Book recommendation – Revenue Engine – the tip is that this book is not as easy to read as many marketing books…  Unfortunately, it does not look like it is available on Audible 😉
  • I should finally read Digital Body Language too….
  • Engage: make sure to have a generic template for any possible message sales might need to send
  • Engage: it is beneficial to allow reps to submit requests for specific emails they find useful and file these emails is separate folder (great point for new Engage users!)

Content marketing – it is more about content than the product 🙂

Suspect – more people who has experience with Eloqua brand. They want to know what you know and not what you sell

    • No forms on this stage – info graphics, fun videos, infotaining
    • Also curated lists of content (best b2b marketing books)
    • Those whose content was included would be willing to share it
    • Slideshare info is free, but if people are interested, they are presented with the form at the end
    • Metrics are soft…

Prospects – (a person who signed up for something and provided information)

    • Content that relates to their professional interests
    • Email, ads, etc.
    • Use a book – split into chapters, and use them as e-books
    • Analyst reports
    • Metrics – conversions

Lead (a prospect that meet certain criteria as determined by sales and marketing)

Fine-tune lead scoring often – Eloqua updates every week

    • Content that addresses their business plans
    • Case studies , demo videos, white papers, product comparison
    • At this stage use the signature from a specific rep
    • Metrics – engagement
    • Demos – does not have to be perfect – captivate on flip is ok

Opportunity

People are looking at some other products…  I should be the one to provide it rather than the competitor.  ROI calculator and generation of RFP – everything should be convenient at this point.

Event attendance – content related to events rather than customer promotions (very smart! I am not very enthusiastic about even spam in my own mailbox… 😉  ).  This content can be found and used when people search for event information.

Industry leaders invited to participate in a shared “book” – they happy to participate and will later share the content.

Production of the content is everybody’s job. Managing editor has a job of managing the content and assuring that everybody participates.  However, leadership buy-in is critical for accomplishing anything.

Eloqua is using a simple spreadsheet to manage content, with the information (piece of content, URL, stage of sales process, and persona for which this content has been targeted). The spreadsheet allows to manage expired content.

More about content – Grande Guide on B-to-B content marketing – hooray, this book (Content Rules) I read 😉

Use the piece of content as much as possible initially, then move to the next piece of the content.  It is OK if the person encounters the same piece of content several times through several channels.

There has to be support from top leadership…
Competition with marketo helped Eloqua understand the importance of content marketing 🙂