Archive for March, 2009
Sales/Marketing Measurement Model
Linking marketing and sales to buying activity requires reinvention of the sales process as well as process improvement. The traditional model of marketing handing leads off to sales is being replaced by the idea that both organizations jointly own prospect relationships and coordinate activities to nurture and migrate the prospect forward in the decision cycle. [...]
Basics of a social media strategy…what else should I add to this list?
Approach your members and customers as participants rather than a wallet to plunder. Be useful. People use the Internet to solve problems. Help them understand how to solve their problems. Be findable and be discovered. A recession is a good time to build your network and invest in the future. What else should I add [...]
Map your content to the buyer’s process
How do you equip the salesforce with something interesting and useful that maps to each stage of the buyer’s process? The fastest way to identify this information is by reviewing your web analytics reports. What terms are people using to find your website? If they are searching on “sharepoint for marketing departments” then create informative [...]
How to sell social media to your boss
We’ve recently authored a slide deck titled: Social Media Executive Briefing: how to sell social media to your boss. More than any technology, the greatest barrier to social media adoption is often cultural. The deck outlines a change-management process for introducting late adopters in your company to the benefits of social media. This slide deck is [...]
I can’t keep up
Here are 26 New And Awesome Web Apps You Probably Don’t Know About. I can’t keep up! There was no way I could have predicted even five years ago that so much of my world would depend on the Internet. Take a look at a few of these apps. Good luck and enjoy. Send to [...]
Thinking about a marketing execution maturity model
Similar to a CMM (Capabilities Maturity Model), I’d like to explore the idea of a Marketing Execution Maturity Model (MEMM). MEMM is a defined path of improvement that helps organizations increase their ability to execute marketing effectively. MEMM I’m not sure I like the acronym MEMM but it will suffice as a working title for [...]
Learning to use Twitter
Learning to use Twitter is an odd experience. It takes a while to get the hang of it. For months, Twitter was something I would avoid. With email, IM, my blog and my business, who has time for another time suck? But just when I thought I was out, they pull me back in. It’s [...]
Find a way to filter out all the noise
When I first learned about Filtrbox (www.filtrbox.com), I was not impressed. I didn’t understand why the world needed yet another product that does the same things as Google Alerts (http://www.google.com/alerts). But thanks to the persistence of Filtrbox’s PR department, I now understand. My major complaint with Google Alerts was the inability to filter and remove [...]
Where does social media fit?
Where does social marketing fit? Social media is one small piece of your overall marketing mix. For that reason, it is hard to talk about social media without the context of the rest of your marketing program. The best social media strategy? Researching your targets, comparing your targets against the demographics of the various [...]
