7 Critical Steps to Getting Effective Survey Results – Savvy B2B Marketing

Link: 7 Critical Steps to Getting Effective Survey Results – Savvy B2B Marketing via www.savvyb2bmarketing.com

Social Moxie in a Digital Marketing World

Does your business have “Social Moxie”; the skill and nerve to vigorously embody sharing, helpfulness, and community instead of reverting to tired, feature/function, chest-thumping and product-focused messaging? It takes courage and know-how to successfully shift to a mode where businesses put themselves in the shoes of buyers, identify pain points, and freely provide engaging content that helps address business challenges and build community first.

Today’s marketing imperative is to:

  • Position your organization as a leader in the market’s community of influencers and buyers
  • Become a destination site for this community
  • Establish your expertise, leverage appropriate 3rd party experts and publish your story through relevant content

With true thought leadership and content marketing, you are better positioned to reach, influence and engage with your business’ buyers via traditional digital and new (social) media channels.

so·cial [soh-shuhl]

1. living or preferring to live in a community rather than alone

mox·ie [mok-see]

1. vigor; verve; pep.

2. courage and aggressiveness; nerve.

3. skill; know-how.

4. My dog

Those marketers that have “the moxie” set themselves apart by successfully positioning themselves as experts. After trust and engagement is established, they layer in differentiated solutions, but always with an eye on solving problems for the buyer. Call it what you will – Marketing 2.0, Sales 2.0 ,Something 3.0 or Socialized Marketing – it’s the cornerstone of successful marketing professionals and organizations – B2B or B2C – today.


My Dog Moxie

It’s the Web … Stupid.

“It’s the Economy, Stupid” was the focus that helped Bill Clinton win the 1992 Presidential election. Marketers of all stripes need to realize that the sentiment applies to the key to their marketing success: It’s the Web, Stupid. Small businesses would be well served to have a good look at implementing a web marketing strategy using WordPress as the platform for their corporate websites.

Let me clarify right from the start. “Web” in this context means “Web Presence” and includes on and off site representations of your brand. And, if your business actually does have off site (Twitter, Facebook, LinkedIn, etc) brand presence, the need for the website is even more crucial. It serves as the mothership for all the great, helpful content you should be producing, and it holds the ultimate key to SEO success for your brand and terms.

One the reasons Marketing Automation still has 10% or less adoption is that it’s complicated stuff. There’s forms on websites, auto-replies, workflow rules, data capture requiring segmentation, email marketing, and so on and so on. A larger enterprise can hire the internal and outside resources needed to get the complex gears of Marketing Automation turning. Small folks? Forget about it!

It has to be brain-dead simple not because SMBs are brain dead, but because they need stuff that’s easy, efficient and just works. Some can get away with just a Facebook page, but most need more. Yes, the most important tool in today’s marketing toolbox is the website. Yet, most remain flat, boring digital brochures. There’s no interaction, no imagination, no change to content and – probably – nearly no customers.
Wordpress is Super

We’ve seen how crazily successful sites running on WordPress have become. It started as a blogging platform, and it’s still primarily used for that function. However, I expect to see many more businesses start hosting their entire website using the WordPress platform (on their own domain – not on wordpress.com like this blog is hosted).

Here’s some reasons why:

  • There are plenty of free themes that would let a small business get up and running on day 1
  • WordPress is easily customizable with very little technical knowledge.
  • While taking next steps requires some technical setup, there are plenty of guns for hire that can launch your site
  • After site creation, non-technical users from the business can easily update content, write blog posts and start engaging with their audience. The CMS features of WordPress are its bread and butter. It doesn’t get much easier.
  • With custom CSS and WordPress Pages, including static content for product, solution, case studies and other “core website content” is now easy
  • WordPress plugins make WordPress sites extensible
  • These plugins also make WordPress sites inherently social, and SEO friendly. This is huge. No site should lack capability to share content and create engagement (and links back to the site)

There are certainly WordPress naysayers who worry about performance, scalability, security – all valid challenges to explore and ensure they are well-understood. However, these same concerns and statements have been made ad naseum against SaaS players who host volumes more data (and more secure data) than WordPress. We also see incredibily high-traffic sites like TechCrunch on WordPress and high-traffic eCommerce sites like MP3.com (I link to them as if either of the sites need my link power to help their SEO!). We also see a nice selection of businesses using WordPress. What I’m surprised about is why there aren’t a whole boatload *more* businesses taking advantage of this platform? Hell, I’m ready to move off of wordpress.com already to take advantage of the Plugins I miss from my previous company’s blog (The Connected Marketer on Genius.com). Maybe I’ll blog about it once I get off my duff to do it (no snide remarks – this isn’t a business website – at least not yet – it’s a hobby).

So, what do you think the reason is that more small businesses don’t launch on or move to WordPress? I imagine there’s a large community of developers who specialize in CMS-driven sites that could churn these out at low-cost with high quality and quick delivery. What’s holding you back, SMBs?

Wild & Woolly World of Marketing Automation via Focus.com

It’s been 5+ years since an influx of  new vendors Genius.com, Marketo, Loopfuse and Pardot joined Eloqua in the marketing automation fray. There’s still a LONG way to go to get to a reasonable level of penetration, according to new research from Focus.com. There have been predictions of hockey stick style adoption for this market for many years, but it still hasn’t happened (believe me, I know, as a former VP of Marketing in this market). For example, one of the many interesting data points in the excellent infographic from Focus.com (with a cogent intro and input from Carlos Hidalgo) is that the 2010 adoption rate of Marketing Automation in B2B is still only 7-10%! The predictions state we should see growth to 50% by 2015. Is this reasonable or likely? Seems like it should be, but that’s truly steep growth. No wonder there are now 110 players in the Marketing Automation space (another excellent piece of data from the infographic). There’s so much juicy stuff here, I need more time to digest and will post more later. For now, see for yourself the wild and woolly world of B2B Marketing Automation.

Excellent Marketing Automation Infographic

Email Marketing Fails 96% of the Time. Good Job!

Marketers are always trying to make a good impression, but even the most successful email campaigns hover around a 96% failure rate. I’m probably being generous. A quick search on Quora finds EmailStatsCenter data from 2006 showing the very best conversion rates (on “click-stream based campaigns) at around 4%. 98% failure is quite acceptable in this arena, depending on various factors. A 2% conversion rate is actually pretty good, in most cases. Yay #Fail?!?!

Attention-grabbing headline? Check. Provocative opening? Ok, sure. My response rate on this post? Hard to measure. Probably worse than 4%, but against a much larger potential reach, but also a much less targeted reach. That’s one area where email marketing has an edge. Today, email marketing it’s measurable from click to revenue contribution.

96% Failure

The benefit of my 4% success rate in Email Marketing is that I know exactly who I was targeting, that they should be relatively interested in what I’m saying, and that I can measure my success all the way through to a sale (big assumption: your company has given you the proper email marketing and automation tools with integration to SFA/CRM to make this happen).

I’m all for Social Media as a key channel for today’s marketer, but the most important thing to remember is the C word: Content! Marketers need content for every stage of the buying cycle and in multiple formats for consumption.

Like it or not, 96% failure rate and all, email remains an important and measurable channel for delivering your messages, teasing your content, and pointing the wayward prospect in the right direction, down the funnel towards a purchase of your solution. Of course, every email marketer must try to improve response rates: Test Subject lines and offers, optimize … do all of that gory MASH unit surgery on your email campaigns to improve them. Don’t settle for 98% or 96% failure by any means, but do understand that the numbers don’t lie. In the end, email marketing remains a frustrating, necessary evil for many marketers, but a glorious and ever-changing challenge for others.

Found a true A/B-test-loving email marketing maniac? Lock them in with the Marketing System and throw away the key.

I’m always amazed when I find the people whose eyes sparkle when recounting countless A/B optimizations on their way to a .25% increase in response rates leading to, for example, 1 additional deal.

When you find those folks, find a way to lure them in, lock them in their cube with the marketing system, and throw away the key. There really is magic in squeezing that extra tiny bit of performance from a well-targeted email campaign, and that 96% failure drives lots of revenue.

Lucky Horseshoe New Name for Old Skip’s

The old Skip's sign still hangs. However, the balloons represent the grand reopening.

Reporting LIVE from the scene, I met Lisa Marie (pictured), new owner of the bar formerly known as Skip’s Tavern. The place is mid-construction, but open tonight for the Summer Solstice Stroll in Bernal Heights. Lisa Marie says there will be specialty and seasonal beers this summer. The big scoop? I already gave it up in the title: The new name of the bar will be “Lucky Horseshoe”. Can’t go wrong with good beer. Positive note to start! Opens officially Saturday, June 25. High Noon.

One of my most memorable experiences of Skip’s Tavern was on my 35th birthday. Friends of mine and I had eaten at Geranium, the old vegetarian place now occupied by the very popular ‘Moki’s’. We needed a place to keep the party going so we stumbled our loud drunk selves down to 453 Cortland. There was no band there that night, which was a good thing for our hearing. Many times you could hear the band outside of Skip’s a block away. And the music was very specifically blues rock. If you didn’t like VERY loud blues guitar whaling in your ears, well then you’d have to find a different bar.

Proprietor of the new Lucky Horseshoe (former Skip's)

Skip’s certainly added mojo to an ever increasingly gentrifying neighborhood. I remember it as a place you felt comfortable being yourself, even if that self wanted to get somewhat over inebriated. There was a certain novelty to the worn decor and the old-timer regulars were always a hoot. It had a special rugged sort of atmosphere that stood out in the bar scene on Bernal. Noone but yourself was going to tell you how loud or stupid funny you and your friends were going to be. That’s what attracted me to the place.  Adding to the mojo was the fact that several years ago some twenty-something kid bought a lotto ticket at Skip’s and WON!! (Rumor had it that it was the kid’s 21st birthday!) I believe the winnings were somewhere around 20 million bucks. So the mystique of Skip’s grew but the clientele continued to grow older.

It appears the bar will be dog friendly… Woo hoo!
I imagine the new owners know about the lucky lotto kid. They are planning to re-brand the bar as the Lucky Horseshoe. Though I am sure they are referring to the circular configuration of the bar itself and not the lotto winner. I do appreciate that you can walk around the horse-shoe shaped bar un-encumbered and order a drink from pretty much anywhere you like. It’s rare thing in the bar world. They just don’t make em that way anymore. Preserving the horse-shoe shaped bar is obviously important to the new owner, Lisa Marie. Above the bar they built an ambient oval light that matches the bar shape perfectly. They also ‘uncovered’ and lit up a mural that was painted by a bar patron in the fifties who painted it for free beer, presumably while drunk. It’s an ambient orange-ish mural with a cowboy and indian motif. I have to imagine the new owners will be following this motif throughout the bar.

Lisa Marie is super friendly and handled the busy bar with a kind smile and confident grace.

Music should be a regular thing again by August.

She is a Bernal resident, so she doesn’t have to burn fossil fuels anymore to get to her previous employ way out at the Riptide. She also seems to understand the appeal of our beloved Bernal Heights and she seems very genuinely confident in her intentions. It took her three years to wrest the bar from the previous owner hands. I am not sure how much she paid, but the fact that it was in escrow for some nine month’s couldn’t have been cheap.

Lisa Marie shaking, not stirring.Music should be a regular thing again by August.

Yesterday was the grand preview-opening of the new bar. It coincided with the first annual Summer Solstice walk on Bernal Height’s incredibly neighborhood-ly Cortland Street. The bar opening had a couple of fantastic blue grass bands that I would recommend to anyone. The first was the Kentucky Twisters. The latter was the Shedhouse. Both were terrific! Though the Lucky Horseshoe will have to reapply for their cabaret license Lisa Marie assured us that it should be issued by August.

I had a pretty tart margarita followed by a much sweeter and delicious Herradera margarita(apparently Lisa overheard me talking about the tartness of the first one and made the second one more to my liking) and my buddies had their standard beers and whiskey. The pours were very fair and the beer was cold and fresh. Lisa Marie mentioned that she plans to have specialty drinks and seasonal beers for summer that’ll be ready when they officially open.

All in all I would say that the Lucky Horseshoe will be a super friendly casual and comfortable spot to tie one on and a great ‘addition’ to Bernal Heights night life. The new ownership is friendly and forward thinking, so if you looking to get ‘lucky’ head on over the new spot at 453 Cortland. You won’t be disappointed!

Is it Easter for Skip’s?

Skip's Locals

If you never got the chance to visit the old Skip’s Tavern before it was sold and closed a couple months ago, this post is for you. Today, the new owners are previewing their bar that will be going into the space at 453 Cortland (a blog commenter over on Bernalwood noticed that “The 453 Cortland Tavern” is a sponsor of tonight’s Summer Solstice stroll on Cortland Ave. Will that name stick? Maybe we’ll find out more tonight from 6pm-9pm when the bar will be open for the first time.) Whatever the space that once was Skip’s becomes, let’s take a moment to take one last (virtual) breath of that dank air. See in our mind’s eye that wonderful horseshoe shaped bar. Listen for the blues music. And, of course, remember the awesome local patrons from all walks of life that made Skip’s so damn fun!

Let’s hope the new space continues to be legendary.

Come to Cortland for the Summer Solstice Stroll, Tuesday! (via Bernalwood)

As the excellent steward of all things Bernal Height notes on his blog, tonight on Cortland Street should be lots of fun with a planned stroll down the street with opportunities to visit and chat with local businesses, neighbors and other interested parties. The weather gods seem to appreciate this event, with one of the hottest days in recent memory on tap. Should be a warm and pleasant evening for a stroll! Bars and Bartenders correspondent(s?) will be on the scene to also document the opening of the new bar where the legendary Skip’s once stood. Come out and enjoy the beautiful night in one of San Francisco’s best neighborhoods!

Come to Cortland for the Summer Solstice Stroll, Tuesday! In winter we wandered Cortland merrily for the Holiday Stroll. Now the days are longer and the weather is (marginally) warmer, so it’s time for the 2011 Summer Solstice Stroll! Come on out tomorrow evening, Tuesday, June 21, starting at 6 pm for a neighborly walkabout on Cortland. The stroll is sponsored by  the Bernal Business Alliance and Bernal Bucks, and there will be yummy food, drinky treats, and cheerful people-watching. (Fashion tip: Per … Read More

via Bernalwood

Monday Marketing Minute: Nurture Your Social Contacts

Just like building a relationship with a prospect requires relevant engagement, so too does building relationships with influencers and other desired social relationships.

Don’t just follow, interact. It’s easy to find the “right” people to follow, but following without engagement leads to your following/follower ratio getting out of whack. Follow, read, comment … Engage! In short, nurture your social media contacts like you would your customers and prospects.

20110620-075108.jpg

Sometimes, it may feel like you’re the poor iguana in this photo: doing work, adding value, and getting squat … on! Keep at it, and get better at finding the other contacts who are also engaging. Then, your Social Graph starts to have real value for you as a professional marketer.

La Linda Salinas, Ecuador

La linda #salinas #Ecuador by the_Merses
La linda #salinas #Ecuador, a photo by the_Merses on Flickr.

While most Americans have probably never heard of (much less thought about visiting) Salinas, Ecuador, I’m thinking some readers of the @mundohood blog just may have already been there. About 2 hours North of Guayaquil on Pacific Ocean, Salinas is a lovely place. It’s about 60,000 people year-round, and balloons to upwards of 150,000 during high season (December to May). We recently visited, and will get posting about the places to stay and visit as soon as possible. In the meantime, please enjoy the view.

Spark it Up: 5.5 Simple Ways to Rev the Content Engine

Spark Plugs

Spark it Up!

Anyone who “gets” the new marketing paradigm of “publish or perish” has been there: Hovering over the keyboard, fingers poised to gin up some contagious content (excellent term coined and/or popularized by @Ardath421), excitement building for those future comments and Retweets! And, oh! The Diggs, Reddits, the Pingbacks and Trackbacks, and, most importantly, the fact that your buyers are out there researching already and now they’re going to find you, and isn’t it fantastic! But then …. nothing. Nada. Zilch. Zippo. No good ideas. No creative spark. No future engaged buyers …

No más! Before we get all that Social Gold and Inbound Marketing love, we need to write and create. When you hit the wall and seem to run out of ideas, you need to go back to the basics. Here are 5 simple ways I tend to crank up the old brain and get productive again.

    1. Remember your Customers? Talk to them. Put yourself in their shoes. What are their everyday issues and why how can you help solve them. Get out of your theoretical and fantastical world and hit the pavement to get the real scoop.
    2. When’s the last time you got your hands on the product or talked with who delivers your solutions? When possible and in need of a creative push, use it and experience what your customers experience. Lots of marketers seem to keep a kind of church and state separation between writing and actually using the product. You don’t need to understand all the intricacies, but running through a few simple usage scenarios can lead to many great new ideas.
    3. Write User Stories – they’re not just for Agile process geeks! The beauty of user stories is that, like Twitter, it forces you to be concise. They can help you think of any business problem in terms of what the user wants to achieve, and they’re great for helping break through writer’s block. Sometimes, just putting pen to paper will produce the spark you need to develop your content more fully.
    4. Along those same lines, get out in the community of your product or solution  and start commenting on other blogs. Failing that,just get out in the community of marketers (I know it’s scary, and there’s sometimes the feeling of entering an echo chamber in the land of marketers all competing to be the King Queen of the Kingdom of Content), but there’s also a ton of great thinking out there. You’re bound to come up with a few ideas, and, again, just getting your fingers onto the keyboard and contributing will get you back in the swing of things in no time.

Marketing Echo Chamber?

  1. Leverage the hidden writers. This one’s slightly off topic, but very important. Almost every company today has a need to produce lots of fresh and relevant content. Leverage existing budding writers from within the organization. In companies of even 10-20 people, you have 10-20 potential writers to help create content. Spreading out the assignments – think like an editor! – means no one is over-taxed. Important enough to mention again: Maintain editorial control, but spread the load. If possible, make the case (start combing blogs now for Content Marketing and Social Media metrics. They are out there, but I only have time to link to one that I really like - Three Content Marketing Vital Signs) for additional resources and hire.
  2. (Really 5.5 as it’s an extension of leveraging writers) Better yet, ask an expert in your company’s market to guest post, work with you on webinars or speak on your company’s behalf. Sometimes, this will cost, but many times, the experts are looking for additional outlets for their own content and will be happy to participate. This, of course, works better the more traffic and exposure your blog has (well, Social Moxie will get there, I’m sure. This is only post #2, after all). Third party validation right on your own website or blog is killer content.

This is not meant to be an exhaustive list, and it’s far from it. Fellow marketers, how do you rev up the engines, stoke the fire, shock the system and produce real quality content ? In a world where every marketer needs to write, edit, and publish, we certainly need all the ideas we can find to help us keep on keepin’ on.

Shhh… Please Don’t Tell

After a warm sunny day of peddling our bikes around NYC’s Governor’s Island, dancing to some pretty funky grooves and drinking beers on a warm sandy beach with a perfect view of the NYC skyline, and afterward taking an unbelievably fascinating stroll on the brand new High Line Park in Midtown, and after completing some rather tedious errands involving a very expensive and failed attempt to get a group corporate discount at Hertz rent-a-car, my date and I finally made our way to the East Village to meet some friends for drinks. Our local NYC friends had decided that we’d meet at a speak-easy called ‘PDT’.

It took some convincing for me at first because at the time the thought of hard alcohol and hot dogs made my stomach turn. We had very empty stomachs and our taste buds had been prepared for sushi and sake as that was our original plan. But our desire to socialize with good friends overcame our desire for the savory flavors of sushi and sake. The much craved spicy tuna roll and unfiltered variety of chilled sake would have to wait. And after our friend’s enthusiastic support of PDT how could we resist.  After all, they are the locals so they know the hot spots, right?

Our friends had convinced us that the place was chic and underground and impossible to get in to.  Yet somehow, luckily, at the last minute six of us were able to secure a booth that was supposed to seat maybe only four.  It must have been a slow night for the PDT.  Which was somewhat surprising when we discovered there are some 517 Yelp reviews that give PDT on average four stars (All of this in spite of the bar being named for an acronym of ‘Please Don’t Tell’), so the running joke for my date and I was that it wasn’t much of a secret at all. We joked that New Yorkers just can’t keep a secret…

For those of you who know about the speak-easy in San Francisco’s Tenderloin, which provides some amazing eye candy décor/design to go along with absolutely deliciously crafted drinks, you’ll be romanticized into believing that PDT is similar. It is not. There is interesting decor with the mosaic mirrored bathrooms and the hidden front door is quite original, but for the most part the place didn’t interest me architecturally or design wise. Even the lights over our booth looked like they had come from Home Depot.  No doubt though that you enter through a phone booth in the back of the hot dog restaurant is intriguing and amusing. But I am not sure it’s enough for me. It’s almost as if the place wouldn’t be popular at all if not for this one gimmick that gets people talking. As for the phone booth itself, if you didn’t know it was an entrance to a bar you’d think you can use it make a phone call on that old vintage phone. As did one unlucky hot dog restaurant patron who entered the booth with the intent of making a call and was understandably startled when the wall beside her opened up suddenly and there emerged some hipster dude with fresh alcohol on his breath.

After making our way through the secret phone booth door and squeezing ourselves into the seating we began perusing the 15 or so page drink menu. There was a food, or rather a ‘hot dog’ menu on the last page that actually had some interesting looking dogs. We opted for the ‘Hummer’, a delicious veggie dog smothered in onions and hummus. The waitress seemed completely oblivious to the irony when later on she returned and asked us if we wanted another ‘hummer’.  After spending way too much time reading about all the different drinks, I decided that I would have the ‘Bee’s Sip’, which was made with a shot of sake (yes, I still needed to satisfy my sake craving). It was a great choice! The most popular drink at our table ended up being the Mezcal Mule. I stuck with the Bee’s Sip for my second round too. The others had opted for a drink blended with egg whites and some serious pepper spice that I found to be downright undrinkable. It should be known that the novelty of drinking your protein with alcohol is not necessarily a good idea.

We enjoyed our drinks, dogs and conversation over some fresh tator tots with nacho type cheese dip and, as it wasn’t too loud (One of the bar rules is to not talk too loud. There are other rules I’ll discuss later), we were able to hear the music without defeaning ourselves. The music was a mix of different styles of pop but was for the most part pleasant. It was definitely not super hip music or anything. Whoever was spinning seemed to be either reliving the 80’s or perhaps discovering it for the first time.

As I mentioned, PDT has some rules to consider if you decide to go. One of which is that there is no ‘PDA’ allowed at the PDT. This doesn’t seem right to me, as you would expect an ‘underground’ place like this to be a likely choice for a first or second date between new lovers. I am quite sure the rule is often broken.  Another rule is that you aren’t allowed to use your cell phone for anything except ‘texting’. I suppose ‘sexting’ should be prohibited in the confines of their establishment as well.

Gimmicks aside, PDT was an okay place with friendly enough service but it was expensive for what you get and some of the drinks were sort of gross. BUT, please don’t tell anyone!