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Leigh.Burke-Oracle

Points Leaders

Posted by Leigh.Burke-Oracle Feb 28, 2013

Thanks to the awesome Topliners Guru's we now have our Overall Rankings Leader board on the Home page, but also we now have leader boards under Do It & Imagine It.  Without looking how many people do you think made it on both the Do It & Imagine It leader board?  All 10, a handful or none, well the surprising fact is 3!

 

So the next question I asked myself was are the number 1's on both boards the same person?  YES - congrats to apandya - you're rockin' the posts everywhere!

 

Also congrats to Allan King for coming in 4th on Do It & 9th on Imagine It!

And not to be outdone, congrats to mhalliday for ranking 2nd in Imagine It & 5th in Do It!

 

What ideas are you going to blog about today - Technical Do It's?  Inspiring Imagine It's? or do you want to be like Amit, Allan & Mark and spread the Topliners Love across the Community?

 

So here's a challenge for the last day of February as we look towards March - who will be the next person to get on the Do It and Imagine It leader boards & who's ready to be the 4th person on both boards??

You cannot rely on intuition and experience alone to make critical marketing investments. Data can help us optimize our marketing efforts, predict results, justify spend and validate our impact and influence on revenue. But to do that, you need to have the right data.

 

Today’s marketing technologies have created an ever ballooning explosion of data and deriving business insights from their often disconnected metrics can be challenging.

Join Shawn De Souza, Demand Generation Practice Director at New York-based Digital Consultancy eDynamic LLC for a webinar session on how to capture the metrics you need and use them to make decisions that will deliver significant performance gains.

 

 

This session will include:

 

  • Key metrics every B2B marketer must focus on
  • A framework for setting up a solid data foundation
  • The difference between data and insights
  • When and how to act on data-driven insights
  • And More…

 

Who Should Attend?

This webinar is ideally suited to B2B marketers interested in improving their knowledge and ability to make good data-driven decisions that would improve their overall effectiveness

 

Date

Thursday, March 7, 2013

Time

2:00 PM - 3:00 PM ET

 

To Register click here

Reminders.jpgTracking a lead’s activity is easy using MA. And while tracking inactivity is just as easy, it can be even easier to annoy those that don’t respond by reminding them to respond. And then reminding them to respond to your reminder. And finally reminding them there is still time to respond to your last 3 reminders. Yikes, you see where this is going.

 

Example:

 

  • You send out an email with a special offer
  • After 7 days you send the same email with a different Subject Line to those who didn’t respond.
  • 5 days later you send a “Still Time” to those who still haven’t responded.
  • 3 days later you send a “Last Chance” email to those who haven’t yet responded
  • 2 Days later you send a "Final 24 Hours" email to those who still haven't responded

 

At best, you are training your by now catatonic leads to actually ignore the first few emails, knowing they will be receiving reminders as the deadline approaches. Once they are trained to ignore certain emails from your company however, it won’t be long before the rest of your emails may start to get ignored.

 

At worst, you are probably annoying leads that aren’t responding for a reason. Maybe it’s the wrong product or wrong person or even the wrong time.

 

Now if you work for a large enterprise, with multiple BUs, imagine what would happen if your leads got bombarded with multiple reminder emails from multiple campaigns from multiple business units. How would you feel if you received 6 reminder emails, all related to different offers, from the same company, on the same day. It happened to me... I unsubscribed.

 

Recommendations:

 

  • If you only send one email campaign every quarter, then reminder emails are completely appropriate. But if you’re like many clients and send campaigns weekly or even monthly, use Reminder Emails strategically.
  • Don’t include them as routine steps in your campaign template, otherwise you will definitely train your leads to ignore the originals over time. Use reminder emails where they really matter. The big stuff.
  • Take a look at the conversion of all emails related to a campaign. The initial offer/invitation and subsequent reminders. If you see a spike in conversion at the beginning and at the end, maybe its time to cut out the middle.
  • Make sure someone controls the overall volume and timing of emails from all sources within your company. Gating the flow of emails can get tricky and complicated with hierarchy rules, but at its simplest, it’s easy to create a little program that checks to see whether someone has received any marketing email within the last X days and if so, the campaign only sends the current email when the answer is no. This mandates a small break between the consistent onslaught (er, I mean flow) of emails.
  • Finally, get proactive about motivating people to update their preferences. This should cut down on having to rely on reminders in the first place. It’s a hard sell to get someone to actually go to the trouble of updating their preferences, but if you make it worth their while, everyone wins. Knowing which content a lead has chosen as relevant is worth double its weight in gold, so make sure the reward for divulging this vital info is of equal value. A new car perhaps? jk.

 

BTW: Sending an email reminding people to respond to previous reminder emails requesting they update their email preferences usually doesn’t work .


Steve Kellogg

Eloqua Certified Marketing Automation Best Practices Consultant, Astadia


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Last week, I had the opportunity to soak in some great ideas and advice from content marketing experts at the inaugural Content Marketing Bootcamp event. Hosted by Eloqua and Kapost, the event brought together close to 250 B2B marketers (about half of which were Eloqua users) who were passionate about creating, managing, and delivering compelling content throughout the buying process.

 

Why Content Marketing?

Why is the topic of content marketing so timely? We’ve all heard the CEB statistic that today’s buyer doesn’t engage with sales until they are 57% of the way into the buying process. They don’t call a vendor when they have a problem; they turn to Google and to their peers to investigate potential solutions. It’s our job as marketers to provide content that speaks to their pain points, teaches them something new, and eventually leads them down the path to our solution.

 

CEB_buying_process.JPG

 

So, as you map out the content strategy for your organization, where do webinars fit into the mix?

 

Remember: Webinars are a Vehicle

To start, I think an important thing to note is that webinars are a vehicle for delivering information – you still have to make the investment to develop compelling content to share during the event. I think web expert Ken Molay said it perfectly in this recent post:

 

“[People] don’t want webinars, they want specific information of value to them. The delivery method is incidental. The type of container is not the selling point. This is the reason that grocery stores have aisles with signs saying “pasta”, “cat food”, and “baking goods.” They found that it didn’t work so well when they created aisles of “cans”, “boxes”, and “bags.””

 

However, you can (and should) treat your live webinar with the same care as any other piece of content in your arsenal.

 

Tailor Your Webinar to Audience and Buying Stage

As with any other piece of content, having a clear strategy is key. While webinars can play a role at all stages of the process – top of the funnel, middle of the funnel, and bottom of the funnel – you will need to understand your audience (their role, industry, pain points) and tailor the content based on their stage in the buying cycle.

 

For example, if you want to fill the funnel with new prospects, you may want to focus your event on educating people about an emerging market trend or business problem. However, if you are targeting mid-funnel prospects, you may want to share specifics on how your product can help them take advantage of an opportunity or solve a problem.

 

Regardless of stage, make it your goal to bring a fresh perspective, expand your audience’s thinking, and arm them with the knowledge to make better-informed decisions.

 

Repurpose Your Webinar Content

Finally, don’t let the momentum die when the live event is over! You invested a considerable amount of time and energy to develop the compelling content you presented in your webinar. You may have even invested thousands of dollars to bring in a key thought leader or professional speaker.

 

Treat your webinars as a rich source of content to mine for ongoing programs. This exercise becomes even easier if you design your webinar content with reuse in mind. For instance, instead of delivering a 45 minute presentation where each slide builds on the last, consider segmenting the information into discrete capsules of information that flow together seamlessly but can still be leveraged independently.

 

Here are a just few ideas to help you get started with repurposing your webinar as content for future programs:

 

  • Distribute the slide deck on SlideShare
  • Share the recording on YouTube or embed it on your website or blog
  • Promote the recording as an on-demand event in a future campaign
  • Divide your recording into easily digestible sound bites and include them in nurturing emails
  • Write a blog post sharing key takeaways or highlights from the Q&A
  • Transcribe the recording and use it to help drive organic search
  • Create an infographic that highlights key data points from the webinar
  • Transform the transcript into an e-book covering the topic

 

Hopefully, this post provides some food for thought on the role webinars can play in your content marketing strategy. The possibilities are endless, so I’d love to hear your ideas for repurposing webinar content.

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