Data Insights for Marketers

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"Out of the 10000 or so reports we looked at, 3500 had never been accessed. Not once!" exclaimed Theresa Kushner.

Theresa and her team were working on a project to create an Enterprise Data Warehouse that included previously generated marketing reports. 35% of those reports had never been opened!

Now, why would that be?
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Recap: Evolution of a Virtual Sales Rep

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Picture Robert, sitting among a bank of similar professionals, in a city near Provo, Utah. He is busy looking at different monitors that provide him data in real time, and typing on his keyboard and speaking into his headphone mic. No, he is not an air traffic controller.

VirtualSalesRepHe is a virtual salesman. He is chatting with a potential customer, aiming to convert him into a buyer.

This is what is shaping up to be the future of business-to-business marketing and sales.

What is Virtual Sales?

Virtual Sales is the model where a single human contact inside a company, the virtual sales rep, provides personalized, anticipatory, concierge-level service a business buyer needs to make purchase decisions. These virtual sales reps are marketers, salespeople, and service technicians, all rolled into one.

An excellent example of this model is already available in the B2C marketplace today: Read more

Virtual sales rep: A recipe for marketing to the self-sufficient buyer

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Selling to a business buyer is a whole new ball game today.

decision-1013752_1920Look at the evidence:

IDC studies show that most IT buyers are half way through the purchase timeline before they agree to meet with a saleperson. 1 in 7 of the buyers push it even further: they wait until they are 75% of the way in before agreeing to an initial contact! The pattern is similar with most business buyers of today.

How do you market to this new breed of buyers? How do you make the sale?
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Recap: Leading a Digital Transformation: 5 Keys to Help Your Partners Succeed

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We live in the 21st century and enjoy its benefits. We take the Internet for granted, for the most part. During my recent trip to Peru, not a day went by when I didn't check my smartphone for messages and updates.

Social media is the name of the game; emails are bread and butter. Serious businesses without websites are a thing of the past.

To have a presence where potential customers are, marketing departments have embraced digital media for sending out the messages.

This digital marketing, at its core, is a method of interactive marketing using digital technologies to convert leads into customers.

Challenges of Digital Transformation

But it goes well beyond change of technologies. Read more

Shareology: The Art and Science of Sharing

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Bryan Kramer will be speaking at the next Norcal BMA chapter meeting on May 20 on the topic of sharing. Come one, come all, and get a better understanding of harnessing the art of sharing to further your business.

shareology@bryankramer will walk us through how technologies like video, social media and mobile have increased the ease of communication so much that we need to rethink how sharing ideas influences people on a global scale.

Bryan's first book, There's no B2B or B2C: It's Human to Human: #H2H, was Read more

Membership Economy: Adopt or Perish?

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Is an evil Superuser an oxymoron?

Is it OK to ask subscribers to pay 4 times what they are used to paying?

Listen to Robbie Kellman Baxter, author of the brand new book, The Membership Economy, to get the answers. Robbie will speak to Norcal BMA members and guests on April 22 on this very topic.

If you are like me, you are juggling a few dozen subscriptions just enough to keep your head above the deluge. Seems as though everyone has learned from American Express: "Membership has its privileges." Memberships are everywhere.

Or are they? They may just be subscriptions.

What’s the difference?  Read more

Recap: Being Heard – How B2B Marketers Can Get Above the Noise in the Marketplace

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It was November 1923. Bandleader Paul Whiteman asked composer George Gershwin to create a concerto-like piece for an experimental jazz concert he was planning.   The event program was quite long that night and the ventilation system broke.  It was hot, the audience uncomfortable, and many of the pieces sounded similar. Gershwin’s new composition was second to last on the program. The room quieted. A haunting clarinet solo began, and American music was never the same.

The new piece caught the attention of nearly everyone who heard it. Nearly a century later, Rhapsody in Blue is considered a cornerstone of our American musical heritage.  United Airlines licensed the piece in the mid-1980s and is still using Rhapsody as its theme music three decades later.

In our March BMA Program, award-winning marketing expert Linda J. Popky, the founder and president of Leverage2Market Associates, wowed our capacity filled room at our March program held at the Microsoft Offices in Mtn. View with her colorful and effective storytelling when presenting some of the key messages contained in her new book Marketing above the Noise.

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Recap: The Power of Gamification to Create Engaged and Inspired Customers

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We saw all the die-hard B2B marketers at the August monthly meeting – still working hard while everyone else is on vacation.  You missed a good one but here are some highlights from Rick’s presentation which was thought provoking indeed:

Gamification has been with us for some time but was traditionally used in sales.  Today, gamification can be applied across the board in both B2B and B2C and is limited only by your imagination.   He introduced us to the term Lagniappe (pronounced Lan yap):  Something unexpected that sets you apart – a key element in any gamification strategy.  He also pointed out that one of the most receptive audiences to Gamification is Millennials because they grew up with technology. Read more