It's always cool to have an author on the program -- and even cooler when the program is one of our rare call-in shows. It makes for great programming and more fun as you never know what you're going to get in terms of questions.

The opening line in the jacket cover of The New Influencers says, “Attention marketers, business owners, and CEOs – your job will never be the same.” It’s that kind of statement that has been used to sell millions of books in the past. The reality, however, is that this time it’s true.

With me today was Paul Gillin, the founder and editor of TechTarget, one of the most successful new media properties on the net, and former editor of Computerworld. In his new book he offers a practical guide to engaging with the people are defining the rules of the conversation-based marketplace. He also suggests that to be successful, companies are going to have to learn how to act and respond within this new environment.

For any savvy marketer, you're going to hear the familiar in today's program. But what you're going to like the most is Paul's straightforward approach to getting started. He cuts through the hype of viral, guerilla, and social media and offers compelling advice on how to become a contributor or major voice in the new media.

AND, and someone who has read his book cover to cover, I have to recommend you go out and buy it. It's a quick read and chock full of great stories and sound advice.

Posted by David Kinard at 12:20 AM | Permalink | Comments (0) | TrackBacks (0)

Each year marketers invest significant resources to create messaging, positioning, sales tools and training designed to increase sales effectiveness. Sometimes we refer to these materials as collateral – and not surprisingly then, this content is often relegated to a tactical blip on the radar screen of most sales people and their business contacts. Today’s show was about taking a moment to consider the cost to your organization if sales people aren’t using the tools you create, and/or when they create their own.

The CMM Group recently released a whitepaper on Avoiding Collateral Damage. It provides a straightforward analysis of the problem and a four-step approach to solving it. To go over that approach and discover ways we can create effective sales tools, I asked Matt Guido, VP of Client Programs for the CMM Group to join me on the program. He shared these steps, along with practical experiences and results, from helping companies repair their “collateral damage.”

What struck me as most pressing were some of the stunning stats Matt shared:

90% of the materials marketers make go unused by sales staff
40% of sales time is spent making or searching for usable marketing content
60% of sales execs say that the stuff they get from marketers is ineffective
70% of MARKETERS would give themselves a D or F grade in sales tool effectiveness

So my friends, here's the opportunity to do something better or different in your organization. And it's marketing 101 when you really think about it...

1. Figure out who you are talking to.
2. Identify what they care about.
3. Identify what capabilities you have that will help the customer with their issue.
4. Show proof how your solution creates value for the customer.
5. Answer the big question..."Why should the customer buy from you?"

Sounds a little like integrated communications (though Don Shultz may disagree withe me on this one.)

Posted by David Kinard at 12:04 AM | Permalink | Comments (0) | TrackBacks (0)

Web site analytics are as popular as ever. And, if you’re like most marketers, you’re likely still scratching your head wondering how to measure your site’s effectiveness, or what to do with all the data you’re collecting. From search engine optimization, landing pages, conversion tracking, natural and paid search results, online marketing is a big job – an even bigger one if you want to do it right.

Whether you are new to the web analytics or a seasoned expert, in this show we talked about the simple steps you can take to move your organization to the next level of performance. And to help you get there, I asked Jim Sterne, the chairman for the Web Analytics Association and founder of the eMetrics Marketing Optimization Summit to join me. You’ll find his candor and simplification of Web analytics refreshing as well as informative. Aside from the easy to follow four step approach to optimizing your Web site, what I liked most about interviewing Jim was his suggestion to use personas in designing Web sites and user experience analytics (I’ve been doing this for awhile now and have found it extremely valuable – and it was nice to have it validated as a useful approach).

Jim pointed out two great resources for marketers who want to advance their expertise and abilities in Web analytics and optimization. The first is the Web Analytics Association and the upcoming analytics conference (eMetrics Marketing Optimization Summit) being held this coming October in Washington DC.

Posted by David Kinard at 12:16 AM | Permalink | Comments (0) | TrackBacks (0)