I don’t know how many of you use Netflix but here’s another company that I think is really doing great things with their marketing and shaping their customer experience. I’m a big fan.
First, I’ll note that they use multiple tools to attract new customers – TV ads, direct mail, refer a friend promotions a very good online presentation. Their service is very simple to understand and use. You probably know the concept: pay a low monthly fee and receive unlimited, no-late-fee DVDs thru the mail. Their execution is top notch.
I’m particularly impressed with how they handle problems. I’ve never had to call them – their Web processes are solid, even for missing or damaged DVDs. All-in-all, this company has made dealing with them very easy – so much so that it’s always a pleasure to find a Netflix envelope in the mail. There are very few companies that can evoke that type of reaction from their customers. It’s good for their customer AND it’s good for them – terrific online support and problem resolution is far less expensive than live operator customer support.
I do think they could do an even better job by leveraging 1:1 marketing. I’ve been a customer for some time now, but I still get generic campaign message from them. They have a LOT of specific data that I’ve given them, so they could tailor campaigns directly to me, connecting with my interests and patterns. They have a recommendation engine on their site that extrapolates from the movies I’ve rented to suggest others that I might like. So why not continue that same experience by sending me e-mails about movies I may like, driving me back to their site? Or send a text message that mentions the service level I have, my video rental monthly usage and how I could benefit if I would upgrade? Since I have a very good relationship with them, I’d welcome messages that help me better use their service, connect with my interests, or provide me greater value.
The key to successful marketing today is developing close relationships with your customers. That means using 1:1 marketing techniques, cross media and every tool available to you to attract new prospects and keep the customers you have.
I’d love to hear from you about companies that you think are doing a great job. Leave me a comment here! And feel free to give me a shout to talk about how you can use these techniques to take your marketing and sales to the next level.
Thursday, January 28, 2010
Tuesday, January 26, 2010
Quality vs. Quantity – Why Qualified Leads Matter
The focus on quality verses quantity was one of my 5 Simple Keys to Marketing Success in 2010 and I think it merits some additional commentary.
I can’t tell you how many times I’ve seen a company plan their trade show activities around “collecting leads” and use the old fish bowl full of business cards as proof that they were successful. You typically see such companies giving away something really attractive, like a new iPod. And it works. They get a lot of names.
But the real question is this: Are any of those names actually prospects for your product or service? Simply collecting a large list of names usually results in months of follow up e-mails, expensive brochures mailed, and endless calls and rejections. Why? It’s simple. Just because they gave you their business card doesn’t mean that they have any interest in what you sell. They wanted the free iPod.
So ask yourself: is your current marketing plan designed to collect names or is it focused on attracting qualified prospects?
It’s easy to dazzle management with a high number of hits on your Web site. Traffic is impressive. But that traffic, just like the cards in the fishbowl, may not be useful. This is the key question you have to ask: Is your traffic made up of likely prospects for your product or service?
Like you, I’ve contemplated why there is always tension between sales and marketing. Here’s what I’ve come to believe: Your sales team wants more leads and marketing is delivering them by the bushel basket load. But what sales rep will follow up on a thousand leads? Marketing is unhappy with sales because they don’t use the leads that marketing gives them. And sales is unhappy because they don’t see the leads they get as potential prospects.
But imagine if your sales reps received only ten highly qualified leads a week to follow-up with. Just ten prospects that they could work on and continually nurture? It becomes more manageable, more consistent. And more effective.
Here’s what I suggest (you might need to adjust the numbers to your specific needs): Work with your sales team and have each rep create a highly targeted list of around ten “hot prospects” each month. Have them research each prospect, calling them to gather as much information about the company as possible. Have them detail what the significant pains are in that prospect’s industry. Have them find out how they decide to buy, when they buy, and what are the triggers for making a purchase. Once you have that, you and your marketing team will use this list and the highly detailed profiles that they’ve creating to focus your marketing on attracting more prospects just like these. No more free iPods to the crowd. You’ll design highly focused campaigns that will attract fewer prospects, but ones that are much more likely to become customers.
I’ve found that using 1:1 marketing techniques to create campaigns that are highly targeted and focused based on profiles like these to be very effective in accomplishing this goal. And the companies I see that are doing this well, like Salesforce.com are becoming very successful, even in a difficult economic environment.
So ask yourself: Is your plan designed just to deliver a thousand names or is it targeted at delivering ten highly qualified prospects to each sales rep? Which is really better for you?
This is the time to focus your marketing on attracting qualified prospects and turning them into customers. That might mean working with smaller numbers, but with bigger payoffs.
Of course, once you have that qualified lead, you have to have a plan for what’s next. That’s process. And too often marketing and sales are disconnected on this. But that’s a future topic. I’d be happy to talk with you today about how to shape your marketing plan to deliver high quality, highly qualified prospects to your sales team.
I can’t tell you how many times I’ve seen a company plan their trade show activities around “collecting leads” and use the old fish bowl full of business cards as proof that they were successful. You typically see such companies giving away something really attractive, like a new iPod. And it works. They get a lot of names.
But the real question is this: Are any of those names actually prospects for your product or service? Simply collecting a large list of names usually results in months of follow up e-mails, expensive brochures mailed, and endless calls and rejections. Why? It’s simple. Just because they gave you their business card doesn’t mean that they have any interest in what you sell. They wanted the free iPod.
So ask yourself: is your current marketing plan designed to collect names or is it focused on attracting qualified prospects?
It’s easy to dazzle management with a high number of hits on your Web site. Traffic is impressive. But that traffic, just like the cards in the fishbowl, may not be useful. This is the key question you have to ask: Is your traffic made up of likely prospects for your product or service?
Like you, I’ve contemplated why there is always tension between sales and marketing. Here’s what I’ve come to believe: Your sales team wants more leads and marketing is delivering them by the bushel basket load. But what sales rep will follow up on a thousand leads? Marketing is unhappy with sales because they don’t use the leads that marketing gives them. And sales is unhappy because they don’t see the leads they get as potential prospects.
But imagine if your sales reps received only ten highly qualified leads a week to follow-up with. Just ten prospects that they could work on and continually nurture? It becomes more manageable, more consistent. And more effective.
Here’s what I suggest (you might need to adjust the numbers to your specific needs): Work with your sales team and have each rep create a highly targeted list of around ten “hot prospects” each month. Have them research each prospect, calling them to gather as much information about the company as possible. Have them detail what the significant pains are in that prospect’s industry. Have them find out how they decide to buy, when they buy, and what are the triggers for making a purchase. Once you have that, you and your marketing team will use this list and the highly detailed profiles that they’ve creating to focus your marketing on attracting more prospects just like these. No more free iPods to the crowd. You’ll design highly focused campaigns that will attract fewer prospects, but ones that are much more likely to become customers.
I’ve found that using 1:1 marketing techniques to create campaigns that are highly targeted and focused based on profiles like these to be very effective in accomplishing this goal. And the companies I see that are doing this well, like Salesforce.com are becoming very successful, even in a difficult economic environment.
So ask yourself: Is your plan designed just to deliver a thousand names or is it targeted at delivering ten highly qualified prospects to each sales rep? Which is really better for you?
This is the time to focus your marketing on attracting qualified prospects and turning them into customers. That might mean working with smaller numbers, but with bigger payoffs.
Of course, once you have that qualified lead, you have to have a plan for what’s next. That’s process. And too often marketing and sales are disconnected on this. But that’s a future topic. I’d be happy to talk with you today about how to shape your marketing plan to deliver high quality, highly qualified prospects to your sales team.
Tuesday, January 19, 2010
A Week and a Half Without My iPhone – And What it Means for Marketing
A couple weekends ago I was with my family in Hocking Hills. On the weekends, I try to stay offline to reconnect with my family and focus all my attention on them. On this particular weekend I was having such a good time with my family, that while packing up to go home, I did the unspeakable....
I left my iPhone and was without it for a week and a half.
Maybe I’m an example of the spoiled Internet age, but I’ll tell you, that first week was nerve-racking. I felt like I was getting hives! In addition to being without my phone, I was also out of the office and it was over the holidays. On top of that, I couldn’t remember my PIN to get into my voicemail on the phone, so I couldn’t tell if someone was trying to get a hold of me. I felt anxious the whole time.
And anyone with a Smartphone knows, it’s not just about the phone calls. I’ve gotten used to being able to fill any empty moment by checking my email, the news, tweeting, updating my Facebook page, surfing the Web. Without it, I was lost. What if I had a car accident or ended up in a ditch? I’ve been carrying a cell phone for over 15 years now and it’s hard to remember what it was like before we had them.
On the other hand, not being able to pull out my iPhone and check in every few minutes did have its perks. I think I paid more attention to my family and after the initial anxiety of not having it wore off, I think I relaxed more. The thing is definitely a double-edged sword.
The lack of that tool was almost a disaster, but another tech solution came to the rescue. I was on the way to a prospect appointment when I got stuck in I-270 traffic, a complete stop. I hate being late. I reached for my cell phone to call them, but remembered it was still at the cabin. I almost panicked, but looked down and saw my laptop. I opened it up and got lucky, finding an open WiFi network from a hotel just off the road. In seconds I launched Skype and was able to place a video phone call and let them know I was stuck in traffic and was running late.
I was relieved that I found a solution to a potential problem. And it did provide a valuable lesson: never rely on only one way of communicating.
That’s an important marketing lesson, too. If you rely on only one method or one shot, what will you do if it misses the mark? How will you communicate with your prospects if they ignore their email? What will you do if that single ad you placed in a trade magazine doesn’t work? Even in this high-tech, hyper-connected world, you need multiple ways to get your message across. That’s what I mean when I talk about Cross-Media marketing.
For now, my iPhone is safely back in my pocket. And if you want to talk with me about Cross-Media plans for your organization, I’m sure I’ll be able to get right back to you! Test me by contacting me today.
I left my iPhone and was without it for a week and a half.
Maybe I’m an example of the spoiled Internet age, but I’ll tell you, that first week was nerve-racking. I felt like I was getting hives! In addition to being without my phone, I was also out of the office and it was over the holidays. On top of that, I couldn’t remember my PIN to get into my voicemail on the phone, so I couldn’t tell if someone was trying to get a hold of me. I felt anxious the whole time.
And anyone with a Smartphone knows, it’s not just about the phone calls. I’ve gotten used to being able to fill any empty moment by checking my email, the news, tweeting, updating my Facebook page, surfing the Web. Without it, I was lost. What if I had a car accident or ended up in a ditch? I’ve been carrying a cell phone for over 15 years now and it’s hard to remember what it was like before we had them.
On the other hand, not being able to pull out my iPhone and check in every few minutes did have its perks. I think I paid more attention to my family and after the initial anxiety of not having it wore off, I think I relaxed more. The thing is definitely a double-edged sword.
The lack of that tool was almost a disaster, but another tech solution came to the rescue. I was on the way to a prospect appointment when I got stuck in I-270 traffic, a complete stop. I hate being late. I reached for my cell phone to call them, but remembered it was still at the cabin. I almost panicked, but looked down and saw my laptop. I opened it up and got lucky, finding an open WiFi network from a hotel just off the road. In seconds I launched Skype and was able to place a video phone call and let them know I was stuck in traffic and was running late.
I was relieved that I found a solution to a potential problem. And it did provide a valuable lesson: never rely on only one way of communicating.
That’s an important marketing lesson, too. If you rely on only one method or one shot, what will you do if it misses the mark? How will you communicate with your prospects if they ignore their email? What will you do if that single ad you placed in a trade magazine doesn’t work? Even in this high-tech, hyper-connected world, you need multiple ways to get your message across. That’s what I mean when I talk about Cross-Media marketing.
For now, my iPhone is safely back in my pocket. And if you want to talk with me about Cross-Media plans for your organization, I’m sure I’ll be able to get right back to you! Test me by contacting me today.
Thursday, January 14, 2010
Getting Sales Processes Right – Salesforce
Recently I’ve been considering investing in a Customer Relationship Management (CRM) solution for Minds On and trying something new for our own sales tracking efforts. We have an agency project management package, which is fine for scheduling and task planning, but I’m not really excited about the CRM features. We’ve integrated Salesforce into websites and email campaigns for a lot of our clients, so I decided to research the benefits of using it here at Minds On as well.
As a marketing professional, I am very detail-focused and I must admit that I am very impressed with Salesforce’s sales process and the prospect experience. Here’s a company that seems to understand the potential of online tools and how to integrate them into a live sales force.
We’re a small company, so when I started thinking about selecting a CRM, I was concerned that most packages would be designed for large enterprises – too complex and too expensive for what we needed. And one of the first things I noticed about Salesforce was that they offer five different editions. It looked like it might be confusing figuring out which one would be right for me, but I was pleased to see a big button on the upper right hand corner of the page that said, “Which CRM? Try our edition advisor.” Clicking this button kicked off a brief presentation that asked me to answer some simple questions about my company and its needs. They then gave me a customized presentation that kept prompting me for more information to further customize my options. It was all helpful, informative and very well done. I recommend taking a look at how they do it, even if you’re not in the market for a CRM, as an example of a well-done online sales presentation.
What really got my attention was their process and follow through. After I signed up for the free demo, I got a call from Erin in sales support. She was pleasant and well informed. She answered my questions, and most importantly, verified that I was a good prospect from a sales perspective. At the end of the conversation she made a point of naming who my account representative would be and telling me that I’d hear from him the following day.
And I did. I received a polite email – not pestering or forceful. It was all the right signs that they have a solid sales process and are excellent in their execution. I was very impressed.
Frankly, almost any company, especially those engaged in B2B sales, needs a process like this and the online behind-the-scenes tools to pull it all together. And Salesforce could even take it to the next level by integrating cross media to their sales process.
So, did I go with Salesforce? You bet - I signed up yesterday. They won me as a customer by making their process clear, easy and very simple.
Take a look at your own site. Could a new prospect figure out which of your products is right for them without speaking to a sales rep? Could they provide you with their specific needs as part of a natural flow and presentation? And do you have the sales tools and materials to follow up?
These are all important questions. I’d be happy to help you answer them. Drop me a line!
As a marketing professional, I am very detail-focused and I must admit that I am very impressed with Salesforce’s sales process and the prospect experience. Here’s a company that seems to understand the potential of online tools and how to integrate them into a live sales force.
We’re a small company, so when I started thinking about selecting a CRM, I was concerned that most packages would be designed for large enterprises – too complex and too expensive for what we needed. And one of the first things I noticed about Salesforce was that they offer five different editions. It looked like it might be confusing figuring out which one would be right for me, but I was pleased to see a big button on the upper right hand corner of the page that said, “Which CRM? Try our edition advisor.” Clicking this button kicked off a brief presentation that asked me to answer some simple questions about my company and its needs. They then gave me a customized presentation that kept prompting me for more information to further customize my options. It was all helpful, informative and very well done. I recommend taking a look at how they do it, even if you’re not in the market for a CRM, as an example of a well-done online sales presentation.
What really got my attention was their process and follow through. After I signed up for the free demo, I got a call from Erin in sales support. She was pleasant and well informed. She answered my questions, and most importantly, verified that I was a good prospect from a sales perspective. At the end of the conversation she made a point of naming who my account representative would be and telling me that I’d hear from him the following day.
And I did. I received a polite email – not pestering or forceful. It was all the right signs that they have a solid sales process and are excellent in their execution. I was very impressed.
Frankly, almost any company, especially those engaged in B2B sales, needs a process like this and the online behind-the-scenes tools to pull it all together. And Salesforce could even take it to the next level by integrating cross media to their sales process.
So, did I go with Salesforce? You bet - I signed up yesterday. They won me as a customer by making their process clear, easy and very simple.
Take a look at your own site. Could a new prospect figure out which of your products is right for them without speaking to a sales rep? Could they provide you with their specific needs as part of a natural flow and presentation? And do you have the sales tools and materials to follow up?
These are all important questions. I’d be happy to help you answer them. Drop me a line!
Tuesday, January 5, 2010
5 Simple Keys to Marketing Success in 2010
So, here we are it’s the beginning of another year. Everyone I talk to is rushing to get moving. I also know from experience working inside a Fortune 500 software company that when we get to January the executive and sales teams turn around and say, “OK, what’s next?” Q1 usually sets the tone for the rest of the year. The pressure is back on. Goals and quotas are higher, demands on marketing goes way up. The sales team needs fresh leads!
There use to be time, but not anymore. I think fondly back on the days when we could mail off a campaign concept and have days before someone would look at it, then days more for the return trip. Not any more. Today it’s “Can I see that later this afternoon?” And “let’s pull the trigger on this new concept tomorrow.” Everything is becoming reactive, guerilla marketing.
But does that work?
I think that in the rush there’s a great deal being missed. It’s tempting to get sucked into that cycle where all you’re driving for is more hits on the website, more leads collected. Go to a trade show and collect a thousand names and email addresses. But what good are hits and email addresses if they’re not qualified?
Even the simplest plan is better than no plan at all. In fact, I’ve sat through way to many expensive planning meetings that resulted in a complex plan that was never followed, so I’m inclined to want simple, concrete plans with the ability to quickly modify them and act.
Your plan could probably fit on a napkin – the best typical can. What do you need to achieve this year? What are the hard numbers, the real measures that will let you know if you achieved what you wanted? And what are the key steps that will get you there.
Start with a simple plan like that and add these simple steps and you can’t help but move ahead.
Clean data, focus on existing customers, consistent and continual marketing, quality over quantity, and innovation - measure everything you do with these things in mind and you’ll be on your way to a successful 2010!
There use to be time, but not anymore. I think fondly back on the days when we could mail off a campaign concept and have days before someone would look at it, then days more for the return trip. Not any more. Today it’s “Can I see that later this afternoon?” And “let’s pull the trigger on this new concept tomorrow.” Everything is becoming reactive, guerilla marketing.
But does that work?
I think that in the rush there’s a great deal being missed. It’s tempting to get sucked into that cycle where all you’re driving for is more hits on the website, more leads collected. Go to a trade show and collect a thousand names and email addresses. But what good are hits and email addresses if they’re not qualified?
Even the simplest plan is better than no plan at all. In fact, I’ve sat through way to many expensive planning meetings that resulted in a complex plan that was never followed, so I’m inclined to want simple, concrete plans with the ability to quickly modify them and act.
Your plan could probably fit on a napkin – the best typical can. What do you need to achieve this year? What are the hard numbers, the real measures that will let you know if you achieved what you wanted? And what are the key steps that will get you there.
Start with a simple plan like that and add these simple steps and you can’t help but move ahead.
- Clean up your data and keep it clean. Remember the old adage: garbage in, garbage out. As I said in Survey Your Customers – 7 Tips To Discover Marketing Gold, this will be an ongoing process, but will help keep you focused on what messages and tactics will work.
- Focus first on leveraging your existing customers. This is especially important in rough economic times, but still the core of your business when things are good.
- Never stop marketing. Too many are betting the farm on one or two big events and that rarely deliver what you need across the year. You have to be consistent, continually touching your customers and prospects. That’s why you need a plan and not just a reactive stance. If you have a plan that rolls out across they year, you can easily respond and use guerilla tactics when you need to, but you’ll never get consistency and strong results if all you do is react.
- Focus on quality verse quantity. This is difficult, but try and get an agreement from your executives and sales staff that marketing is not just about numbers, but about qualified prospects. Who cares if a million people visit your site if not one of them is a potential customer. Set your goals on qualified prospects and conversions, not just raw traffic.
- Innovate. Don’t limit yourself to the latest fad or the tried and true. You can leverage all of the tools in your tool belt to create a competitive advantage. We’re finding that cross-media marketing when implemented as a continuous plan can be very effective.
Clean data, focus on existing customers, consistent and continual marketing, quality over quantity, and innovation - measure everything you do with these things in mind and you’ll be on your way to a successful 2010!
Subscribe to:
Posts (Atom)
