Customer Experience Matrix

JANUARY 31, 2007

“ IT Struggles to Show BI Value ” reads the headline in this week’s Computerworld. The article itself says pretty much the same thing. This spawns three quick thoughts: - It’s not IT’s job to show the value of Business Intelligence. It’s the job of the users. If IT is pushing BI on users who don’t want it, then something is wrong. - Even though BI is an indirect expense, users can and should still justify it based on improving customer value.

Ad Building 120

Ad Building Cost Promotion Purchase 120

markempa

JANUARY 23, 2007

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Categories B2B Telemarketing Books Cold Calling CRM Current Affairs Direct Marketing Email Marketing Event Marketing Human Touch Lead Generation Lead Management Lead Nurturing Lead Qualification Leaders

Lead Generation 120

Lead Generation B2B Sales Work Management B2B Marketing 120

Anything Goes Marketing

JANUARY 25, 2007

When comparing B2B marketing to B2C, many see B2B as having very generic campaigns that lack the excitement and creativity of B2C. For example, you rarely have celebrity endorsements or crazy contests that reach millions that you typically see with brands such as Nike or Coke. B2B Marketing is Boring B2B marketers tend to use the same marketing tactics over and over again such as direct mail, email, paid search, telemarketing, and live events to name just a few.

Viral Marketing 124

Viral Marketing Work Management B2B Marketing Word of Mouth 124

Buzz Marketing for Technology

JANUARY 24, 2007

Push-Button Publishing You're about to be redirected The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not been checked for spam, viruses and other forms of malware.

Blogger 100

Blogger Copyright Buzz Privacy 100

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Webinar Metrics

Smashmouth Marketing

JANUARY 1, 2007

Two or three months at a time. What can I say. It's not that I go underground for a long period of time, it's just that I get caught up in the moment with something else other than writing. Well I'm back. Possibly for a longer period. let's see. My first real post will be coming soon. This year will be interesting, and for me, calming. Tags: blogs drivel.

Tagging 100

Tagging 100

Customer Experience Matrix

JANUARY 29, 2007

I wrote last week about the challenge that retailers face when sharing a customer relationship with manufacturers. This morning’s USA Today reports that Apple—one of the most brand-savvy companies around—rejected an iPhone alliance with Verizon Wireless over this very issue. ( “Verizon rejected Apple iPhone deal”, USA Today , January 28, 2007, available here.

Ideal Customer Profiles 120

Ideal Customer Profiles Distribution Advertising Agencies Impressions 120

markempa

JANUARY 24, 2007

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Categories B2B Telemarketing Books Cold Calling CRM Current Affairs Direct Marketing Email Marketing Event Marketing Human Touch Lead Generation Lead Management Lead Nurturing Lead Qualification Leaders

Lead Generation 120

Lead Generation Generation Leads Lead 120

Anything Goes Marketing

JANUARY 23, 2007

Are you thinking about different ways to build demand for your products or services or just to attract more people to your website or blog? I've been reading a few articles lately about how some user-generated content ad campaigns such as the one that Dove ran called Dove Cream Oil Body Wash Ad Contest "failed" as it wasn't well received by the YouTube community.

Youtube 104

Youtube Web 2.0 User-Generated Content Blogger 104

Buzz Marketing for Technology

JANUARY 22, 2007

Push-Button Publishing You're about to be redirected The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not been checked for spam, viruses and other forms of malware.

Blogger 100

Blogger Copyright Buzz Privacy 100

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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

Paper

The ROI Guy

JANUARY 23, 2007

E-mail has grown to be one of the most important communication and collaboration tools for business. As a result of its utility, according to IDC e-mail volume has doubled over the past 5 years to over 40 billion person to person e-mails daily. Moreover, the volume is expected to continue to grow over 18% in each of the next five years. For the average e-mail user over 30% of their day is now spent on creating, organizing, reading and responding to e-mail, a significant amount of time that could

Cost 40

Cost Organization Allocation Peer-to-peer 40

WebMarketCentral

JANUARY 22, 2007

Going beyond search ads, pop-ups, banners, email marketing, white paper postings, podcasts, webcasts, video, even social networking, web marketing innovations -- of sorts -- continue to be developed. One new offering is browser branding from Brand Thunder. The company offers web browser customization services that enable clients to customize the look, feel and functionality of the Firefox web browser by adding their logo, content, custom functions (such as a news ticker and custom link buttons)

Webcast 20

Webcast Paid Search Agency Banners Differentiation 20

Customer Experience Matrix

JANUARY 26, 2007

The traditional process for selecting software involves gathering requirements, embedding these in a Request for Proposal, sending the RFP to qualified vendors, and making a decision based on the replies. I don’t know where the process got started; I suspect in government procurement but perhaps it was large corporate bureaucracies. In any event, RFPs are widely detested by vendors who often do huge amounts of work without knowing whether their efforts will be rewarded or even taken seriously.

RFP 120

RFP Vendors Marketing Proposals Sales Qualified Leads 120

Customer Experience Matrix

JANUARY 25, 2007

Aberdeen Group recently released “Creating a Customer-Centric Marketing Organization” available here (registration required). The paper is based on a survey of senior marketing executives at 500 small and mid-sized businesses. It was designed to identify the marketing practices of best-in-class customer-centric companies and to determine whether those companies actually report better results.

Ideal Customer Profiles 120

Ideal Customer Profiles ROMI Paper Barriers 120

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Social Media

Customer Experience Matrix

JANUARY 23, 2007

One of the interesting things about writing this blog is seeing how visitors find it. I use a simple page-tagging service called StatCounter that tells me which Web page visitors come from. Often these are Google searches for terms that have been used in my posts. When I have a few minutes to spare, I often click on those searches myself to see what else is coming up.

Consulting 120

Consulting Tagging Design Google 120

Customer Experience Matrix

JANUARY 22, 2007

Sterling Commerce, which provides software for sharing data across organizations, recently (well, last August) published “The Four Rules for Ensuring Customer Loyalty in a Competitive Retail Climate” available here (registration required). You won’t be surprised that all four rules relate to sharing data. But this perspective does lead to past the usual corporate boundaries towards the complete customer experience.

SIC 120

SIC Cross-Selling Cable Advertising Agencies 120

Customer Experience Matrix

JANUARY 19, 2007

I saw a flock of eight foot tall geese yesterday. It was awesome. They were waddling majestically (when you’re eight feet tall, even waddling is majestic) in front of a row of thirty foot pine trees. I caught them in the corner of my eye, and they didn’t register at first because I was in the midst of an intense business discussion. Then I realized what I’d seen and looked closer—and of course the trees were just ten feet high and they were regular three foot geese.

Impressions 120

Impressions Course Business 120

Customer Experience Matrix

JANUARY 18, 2007

Somehow a paper published in 2005 by IBM’s financial services CRM group, “Creating a 20/20 customer experience: From customers to advocates,” recently found its way to my desk. (Click here here for a copy.) The paper has plenty of the usual buzz words (customer advocacy, moments of truth, brand promise) but what stands out is a relatively unfamiliar (to me at least) claim that “emotive attributes…present the greatest opportunity for differentiation in the marketplace.

Paper 120

Paper Work Management Marketing Management SIC 120

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

Planning

Customer Experience Matrix

JANUARY 17, 2007

A comment on yesterday’s post on lifetime vale models makes the perfectly reasonable suggestion that people “develop a quick and dirty model, see what it can (and can't) do for you. and iterate to the next level.” I made the foolish mistake of replying before my morning cup of coffee (not Starbucks, of course. But, come to mention it, signs all over my gym this week proclaim that they now “proudly brew” Starbucks coffee.

Enterprise Management 120

Enterprise Management Resource Management Paid Search Agency Paper 120

Customer Experience Matrix

JANUARY 15, 2007

Consultants love 2x2 matrices. So in organizing my thoughts on the topic of lifetime value modeling, it’s natural that I ended up building one. The question I’m wrestling with is, just how detailed must a lifetime value model must be to be useful? This is raised by my claim last Friday ( here ) that lifetime value is the essential measure needed to manage customer experience.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Management 120

Customer Experience Matrix

JANUARY 11, 2007

Enough already about brands! Somehow I’ve gotten sidetracked onto that topic, which is so inherently fascinating that it’s tough to give up. As a parting shot, I’ll cite Apple’s conflict with Cisco over the “iPhone” name as more proof that customer have relationships with brands, not companies. For example, note Cisco general counsel Mark Chandler’s statement “The action we’ve taken is about protecting our brand.

Marketing Management 120

Marketing Management Multi-Channel Marketing Proposals Organic Leads 120

Customer Experience Matrix

JANUARY 10, 2007

I am not a big fan of Starbucks: the lines are too long, the made-up names are pretentious, and waiting to pick up your coffee from that little table is stressful (when will it come? which one is mine?). But Starbucks was on my mind yesterday as I was thinking about brands and customer experience. In particular, I was wondering whether the Starbucks brand can be meaningfully extended outside of Starbucks stores.

Branding 120

Branding Brand Identity Conference Tagging 120

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Rules

Customer Experience Matrix

JANUARY 9, 2007

I’m still gnawing on the distinction between brand relationships and customer relationships. Some distinction seems to be in order. Traditional brand relationships are one-sided: a brand is a movie star whose life is known to millions but is herself unaware of the fans’ activities. On the other hand, customer relationships are dialogues: they are based on interactions in which each side is (or should be) aware of the other.

Companies 120

Companies Branding Brand Identity Cross-Selling 120

Customer Experience Matrix

JANUARY 8, 2007

My exploration of the relationship between brand marketing and customer experience management somehow landed me at the Web page of BrandAmplitude LLC , a consultancy specializing in brand strategy and research. There I found a first-rate paper by BrandAmplitude president Carol Phillips, called “It Is Rocket Science: How ‘Science’ is Displacing ‘Art’ in Marketing and Creating a New Generation of Practitioners” available here.

Branding 120

Branding Brand Identity Lead Ranking Paper 120

Customer Experience Matrix

JANUARY 5, 2007

I’m still pondering yesterday’s question of what it would mean for customer management to become more like consumer packaged goods marketing. To me, the dominant feature of packaged good marketing is the focus on brands. In some ways, the brand is a surrogate for the company: because the company cannot create direct relationships with customer, it gives customers as a metaphorical relationship with the brand.

Branding 120

Branding Brand Identity Interactive Marketing Direct Marketing 120

Customer Experience Matrix

JANUARY 3, 2007

Here’s a fine mess: I was all set to review a paper titled “Marketing-Mix Modeling the Right Way”, partly because I found the title annoyingly arrogant and partly because I have doubts regarding the methodology it describes. But when I tried to find the paper on the vendor’s site, it wasn’t there. Checking my files, I found my copy came from a friend, so perhaps it had never been released publicly.

Marketing Mix 120

Marketing Mix Marketing Management Advertising Agencies Allocation 120

Speaker: Paul Slack, Vende Digital CEO

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B2B Marketing

Customer Experience Matrix

JANUARY 2, 2007

Tibco Software ( www.tibco.com ) has been providing enterprise integration technology for what seems like forever (actually, since 1985). But while it’s still basically in the plumbing business, it has apparently been paying attention to how people are using its products. Or at least, that’s my interpretation of what led it to publish a paper on “Predictive Customer Interaction Management,” available here.

Enterprise Management 120

Enterprise Management Marketing Management Paper Touchpoints 120

WebMarketCentral

JANUARY 15, 2007

Larry Chase at WDFM recently published his "Top 10 Marketing Sites for 2006." (Somehow he overlooked WebMarketCentral , but he's probably saving that for the 2007 list.) Here are the best tools from his list plus a few featured here previously that belong in any "top" tools list. SpyFu Type in any search phrase, and SpyFu will show you: - The top organic and paid search results - The number of advertisers who have purchased that term - Other terms also bought by these advertisers - Clicks per da

Tools 20

Tools Cost Per Click Marketing Websites Ad Frequency 20

WebMarketCentral

JANUARY 10, 2007

Correcting my earlier comments on Backflip , an online bookmarking and excellent research tool: it does indeed work with Firefox (or pretty much any other browser). Kenny Gorman sent me the following information: "Backflip indeed does work on Firefox. You simply have to create the 'button' by yourself. In fact it works on Safari and just about any other browser that has a button bar.

Contact Marketing 20

Contact Marketing Tools Contacts Research 20