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03 Jan 19:06

7 ways India’s entrepreneurs will kick off a new tech revolution in 2015

by Vivek Wadhwa
India
GUEST:

The multibillion-dollar valuations of India’s new tech stars, Flipkart and Snapdeal, are no pricing bubble but a signal that the country’s technology boom has begun.

The next five years will see a flurry of technology innovation that will transform India as much as cellphones have over the past 15 years. This will be enabled by the availability of low-cost smartphones, the digital identity that India’s Aadhaar project has provided to hundreds of millions of people who lacked any documentation, and a host of exponential technology advances. A billion Indians will be joining the global economy during this decade.

There is a lot for Indian entrepreneurs to learn from Silicon Valley. But the bigger opportunities are for them to leapfrog Silicon Valley by solving the problems of the many rather than of the few. The same infrastructure gap that enabled India to create Aadhaar — the lack of any technological legacy to have to worry about — offers it an opportunity to implement changes for the public good and show the world how to create an entirely new digital infrastructure in the following areas:

1. Electronic commerce: Flipkart and Snapdeal have largely focused on consumer products for the well-to-do. The real market opportunity is to address the needs of the people who will soon be coming online. New marketplaces need to be built for artisans in villages so they can design and create custom crafts for customers worldwide. Fruit sellers, sweet shops, and restaurants need apps that can showcase their products and help them take orders from neighborhood customers. Local merchants need the tools to help them provide the same types of one-hour delivery services that Amazon and Google are launching in American cities.

2. Sharing economy: Uber showed Indian entrepreneurs that app-based ride-sharing was practical even in India’s chaotic cities. But Uber targeted elite, high-end customers. The bigger opportunities will be to share rides in three-wheelers, bicycle rickshaws, and buses. Technology can also facilitate hiring of workers in the informal economy — laborers, technicians, maids, and painters — through automation. Also needed are apps for tractor-sharing on farms, jhuggi rentals, bike sharing, and seed swaps.

3. Health apps and devices: Inexpensive sensors can be connected to smartphones and tablets to result in medical devices that are as accurate as those that western hospitals use. That is what Kanav Kohol did with the Swastaya Slate, a health device with 33 sensors, for blood pressure, blood sugar, heart rate, blood haemoglobin, urine protein, and diseases such as HIV, syphilis, dengue, and malaria. Using this $800 device and the A.I.-based apps that come with it, health workers in the Indian state of Jammu and Kashmir are providing life-saving medical care to a population of 2.5 million people. Telemedicine can also connect people in remote villages to medical experts.

There are endless possibilities for entrepreneurs to transform India’s health-care system to provide medical care to billions of people in need, both in India and abroad.

4. App-based automation of public services: Whether it be for booking railway tickets and monitoring train arrival times or for analyzing government productivity and efficiency data, virtually every aspect of government services could be improved through measurement, monitoring, and automation. Entrepreneurs can play a key role in modernizing governance by using technology and data to stem corruption.

5. Smart cities: Small, inexpensive, Internet-connected sensors, monitoring things such as traffic patterns, air quality, noise, radiation levels, and water quality, can be used to manage pollution and waste, parking, traffic congestion, security, and almost every other aspect of a city’s functioning. Entrepreneurs can start building smart neighborhoods and then smart cities.

6. Education: No matter how hard the government tries, it will not be able to fix India’s public schools in time to educate the more than 100 million children in towns and villages with substandard educational facilities. The only solution for them rests in using technology.

The XPRIZE Foundation has launched a $15 million global competition to develop software that will enable children to teach themselves basic reading, writing, and arithmetic. Already, there are tens of thousands of apps that can teach subjects such as history, geography, music, mathematics, and science. These need customization for regions and local languages, and adaptive learning platforms in order to tailor education to the needs of the student.

7. Agriculture: At a minimum, Internet-connected smartphones can be used to educate farmers on how to improve crop yields and minimize chemical usage. Social media can connect them with each other so that they can share experiences, and sensors can help monitor soil humidity and optimize watering. Supply chains can be improved, and on-farm diagnostic technologies can increase efficiency.

With India’s abundance of IT talent — and its greater abundance of social and infrastructure problems — its entrepreneurs have a unique opportunity to lead the world in innovation. I have little doubt that 2015 will be the launching point for India’s technology revolution.

Vivek Wadhwa is a fellow at Rock Center for Corporate Governance at Stanford University, director of research at Center for Entrepreneurship and Research Commercialization at Duke, and distinguished fellow at Singularity University. His past appointments include Harvard Law School, University of California Berkeley, and Emory University.


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03 Jan 18:58

5 Best Practices You Can Use to Get Your Pins Found in Pinterest’s Smart Feed

by Azure Collier

If you’re a regular Pinterest user, you’ve noticed some recent changes in the Pinterest feed.

Pinterest has introduced an algorithm — known as the smart feed — that has changed the way content is displayed for users.

Instead of seeing a stream of chronological content from the people you follow, you’re seeing content that is chosen for you by the smart feed algorithm. It was designed to improve the user experience by displaying relevant content based on a combination of criteria:

  • Pins from the people you follow
  • Pins that are related to the content you engage with
  • New pins that have been added since your last visit
  • Interests that you follow
  • The quality of the pin, which means a pin with a higher number of repins will be pushed to the top of the Pinterest feed
  • The quality of the pin’s source, which looks at the website the pin is linked to. Quality sources are websites with a high number of pins created from that website’s content, that also have pins with a high number of repins.

What does the Pinterest smart feed mean for your business?

The Pinterest feed is no longer based on chronological order, so your content isn’t always going to appear at the exact time and date that you pin it.

But don’t worry — there are lots of things you can do with your Pinterest content to make sure it shows up in the Pinterest feeds of your followers and as related pins for potential new followers.

Here are 5 best practices you can use to get found in Pinterest’s smart feed:

1. Pin what’s popular

Tap in to the content that people like, and you’ll get more engagement from pinners. There are a few ways you can find out what’s popular on Pinterest:

First, use your Pinterest analytics to find out what types of content people have been pinning from your website, what curated content has been doing well for you, which boards are getting the most engagement, and what your audience’s top interests are.

Keep creating and curating the content your audience wants to see. If they continue to engage with it, those pins will show up in the Pinterest smart feed.

5 Best Practices You Can Use to Get Your Pins Found in Pinterest’s Smart Feed image Pinterest Analytics Top Pins 600x192.png

Next, use what you’ve learned from your Pinterest analytics tools about the content your audience likes, and do a search for those topics in Pinterest’s Interests tool.

Interests displays the most popular content for those topics. You can also follow topics, and pins from those categories will appear in your Pinterest feed. Create similar content or curate the pins you find there to appeal to your followers.

2. Create good descriptions

The titles and descriptions you use will help get your pins found and repinned. People use Pinterest to find products they want to buy, ideas and inspiration, and content that will help them learn something.

Make sure that your pins and boards have a description that includes the keywords from your most popular content and Pinterest Interests so they’ll get noticed in the feeds of your followers and to show up as relevant pins in the smart feed or in a search.

Do you have content about products, places, and recipes on your site? How about blog content? Think about using Pinterest rich pins by installing special code on your website. When people pin that content, descriptions will automatically fill in text from your website in the pin’s description.

5 Best Practices You Can Use to Get Your Pins Found in Pinterest’s Smart Feed image Macaroni and Cheese Pinterest 368x600.png

3. Be smart about images

Users who scroll through their Pinterest feed are looking for beautiful images that represent the things they like or want to learn about. Catch their eye with great visuals from your own pictures or images you create with free online tools like Canva or PicMonkey.

When you’re creating and sharing content on Pinterest, aim for larger, longer images. They take up more real estate in the Pinterest feed and really stand out. You could start with the recommended size of 600 pixels X infinite in our Social Media Image Size Cheat sheet. Use Canva’s Pinterest template, or create an image in PicMonkey with the dimensions you choose.

5 Best Practices You Can Use to Get Your Pins Found in Pinterest’s Smart Feed image Canva Pinterest Image template 600x204.png

4. Make it easy to pin

Your customers who are Pinterest users might want to use Pinterest to bookmark your products, services, blog posts, or other content from your website.

Remind them to pin, and make it easy to do, by installing the Pin It button on your website. It will show up next to the images on your site. You can get the Pin It button in Pinterest’s Pinterest for Business tools.

5 Best Practices You Can Use to Get Your Pins Found in Pinterest’s Smart Feed image Pin It Button Taza Chocolate 600x535.png

5. Repin responsibly

You can find a lot of great curated and repinned content from other users on Pinterest that fits your audience’s interests, so make sure you share it on your Pinterest boards.

But if you repin that content, make sure that it goes to a reputable source. This takes a few extra seconds, but it’s worth the time and establishes you as a responsible pinner in Pinterest’s eyes.

Click on the pin and make sure that the website matches up and leads to a reputable source. Sometimes people will spam on Pinterest by including a link that leads to a sales pitch or other unrelated content to drive traffic to their websites.

5 Best Practices You Can Use to Get Your Pins Found in Pinterest’s Smart Feed image Check Pinterest Pin Source 298x600.png

Take your Pinterest content to the next level

Now that you’ve taken steps to make sure Pinterest users can find your content when they’re logged in to Pinterest, take advantage of Search Engine Optimization to boost your visibility in online search.

For advice on how Pinterest can boost your business’s visibility, check out our Social Media Quick Tips video, Using Pinterest for SEO.

03 Jan 18:57

You’re Invited To The Wedding Of The Season: Your Tactics And Results Are Getting Hitched!

by Danielle Ferris

You’re Invited To The Wedding Of The Season: Your Tactics And Results Are Getting Hitched! image demand gen webinar.jpg

 

Imagine you just met someone, and on the first date they propose. It’s a frightening idea, and in most cases you would never say yes. The relationship has not been put to the test, how will you know if this will work? Most people want to make sure their life goals align to those of their partner to guarantee future success. The same concept applies to your PR campaigns. At the end of the day, you want to marry your campaign objectives and results to be able to say, “This works.”

Aligning PR and marketing goals and communicating those goals has been a continuous struggle for many companies. The biggest reason for a lack in communication is a lack of measurement. The simple solution to this problem? Any tactic in your campaign deserves reporting.

Before the ultimate commitment, you want to learn about your campaign and audience in order to comfortably say this is a successful relationship. Setting your communications tactics and campaigns up for success begins in the planning process. While PR is largely equated with mentions (an output) and/or brand awareness (an outtake), it is important to remember that PR is also capable of driving lead generation- an outcome. Use the buyer’s cycle to help inform and structure your campaign. By doing this your goals will seamlessly align with the goals of your company, and your specific tactics will help generate leads at the correct stage of the campaign.

In a webinar hosted by PR Newswire titled “How to Drive Demand Generation with PR Tactics,” Meg O’Leary, principal of Inkhouse, expands on treating your campaign like a potential relationship. Here are Meg’s dating the audience tips:

  1. Get out and meet people! Using awareness pieces like blog posts, infographics and articles gives the audience a little taste of what is available.
  2. Go on a date! It’s time to dive in and give those interested readers something a little more specific about what you have to offer and the thought leadership/expertise you bring to the table. Consider producing whitepapers, case studies, and eBooks to give your audience a more in depth look.
  3. Pop the question! Sales calls, product tutorials and one-on-one demos will help convert this relationship to a client.

Once you have a solid plan for the tactics that should be used as well as when, where and how they will be used, it is time to start thinking about measurement. What should you measure? That’s easy, if you’ve set out clear goals and objectives in your planning, they’ll inform how you define success. In order to prove you achieved your goals, measure each tactic implemented throughout your campaign against your specific objectives.

When family and friends start to pester about “Is this person THE one?” you want to be able to confirm, “Yes, and this is why.” Similar to how when you express your tactics are successful, you should have good evidence as to why. In a survey conducted by PR Newswire, 51.4% of PR pros said they reported on their efforts to leaders and stakeholders as needed or requested. As needed or requested may not always be enough. More consistent reporting methods will help improve the success of future tactics by providing a baseline and establishing a comprehensive view of your efforts over time.

Seasoned PR veteran, Anthony Hardman, advocates measuring everything you do. Just as in a relationship, there are many variables to determine if you are ready to walk down the aisle. From Facebook likes to click through rates and sales conversions – everything matters, and each is a detail of the larger picture. Here are a few measurement tools Hardman lists to get you started:

  1. Your newswire dashboard (in Hardman’s case PR Newswire’s Visibility Reports) is a good view into consumption metrics.
  2. Social analytics (like Facebook Insights and Twitter Analytics) can give you an accurate measurement of how many people are engaging with your social content.
  3. Marketing Automation allows you took take a further look into where your referral traffic is generating from – and can take your outputs and outtakes and tie them to outcomes.
  4. Google Analytics can give you the big picture on how awareness and engagement turns into leads.

Reporting not only helps communicate the effectiveness of PR initiatives, but also helps PR professionals understand who is engaging with their content. Analyzing who your audience is, who is engaging with your content and who is requesting more information allows you to better target your future campaigns. It’s time to say “I do!” and celebrate the marriage of your tactics and results!

03 Jan 18:57

What’s Your New Year’s “Re-Solution”?

by Frank Bocchino

Whats Your New Years Re Solution? image 2015.png

New Year’s Resolutions are most often pledges to rid our lives from nasty or unhealthy habits. A resolution is made when we choose to resolve a situation. As I started to make my list, I realized that the word “resolve” is re-solve and “resolution” is a re-solution. In other words, another try or a different solution. I like that better. It feels more like a step in the right direction rather than a self punishment or prevention. It’s a new way to approach an old problem.

I think in business we tend to spend too much time looking for new solutions, rather than rethinking the ones we have. Our vision gets clouded due to time constraints or pressures to perform. Many of the answers are already there in place and just need tweaking. (That’s tweaking not twerking).

Sure we have budgets, and schedules, and marketing plans. But what about business resolutions? Where are they? Maybe we need to pledge to ourselves and our employees to take a new look at old problems. Offer new solutions. “Re-solutions”.

What’s your New Year’s “Re-Solution”? Will you try a new approach on how you follow up on those sales leads and vary the day and time and communication method you respond? Will you rethink that job description for that position people always seem to leave too quickly? Will you pick up the phone rather than avoid “that” call?

I intend to do everything differently in 2015: both for the problems I couldn’t solve and for the ones I did. Yes, even the the tried and true methods will be subject to reassessment because good solutions can always get better.

Happy New Year. And Happy Re-Solving.

02 Jan 19:27

‘We are hardly surviving': As oil and the ruble drop, ordinary Russians face growing list of problems

by Maria Tsvetkova and Roman Anin, Reuters

BALASHIKHA/BASKAKI, Russia — On her third day in a new position at Russian Railways, Elena Kachalina heard a man die. She didn’t see the train hit him as he tried to cross the tracks at Saltykovskaya, a station in the heavily populated Moscow suburb of Balashikha, but she heard the impact.

“He was young and was thrown right here, and he lay there for a very long time,” she said, pointing at a path across the railway tracks.

That was seven years ago, and since then Kachalina, whose job is to supervise a crossing point at the station, says she has had to deal with people dying on the lines with tragic regularity. “Now I’ve got used to it,” she said during a short break between the trains that thunder by her booth beside the tracks.

The railway and its death toll are emblematic of life in Russia under President Vladimir Putin. The country has prospered over the past 14 years, especially compared to the economic chaos of the 1990s. Russia boasts grand projects such as high-speed rail lines, new hospitals and the Sochi Olympics.

But behind these attention-getting projects, it has also, in some places, failed to provide basic infrastructure. At Saltykovskaya, for instance, there has been no safe way to cross the tracks, just a barrier and a red light that people routinely ignore.

Sergey Sobolev, a Moscow journalist whose wife was killed by a train at Saltykovskaya station in early 2013, started a campaign to push state-owned Russian Railways to build a safer crossing point. He put the annual death toll at the station and its crossings at 20 to 25 people, while local media reports put it at up to 30.

Russian Railways said those numbers are too high and blamed accidents on pedestrians who violate safety rules. In early 2013, it said there had been nine accidents at the station in the previous two years but did not specify how many people died. It told Reuters in an email that it had introduced safety measures such as limiting the speed of trains from 120 to 60 km per hour. It said there were four accidents in 2013 and 2014, again without specifying how many people died. The company said a new underground crossing point will help further.

The state’s ability to deliver services is likely to come under further pressure as recession looms. Many Russians complain that the country often comes up short. Basic amenities can be poorly built or non-existent, while the standard of living for the average citizen remains far below that in the West.

Kachalina earns 30,000 rubles a month – worth about US$520, down from US$860 before the ruble’s recent collapse. Her extended family of six lives in a nearby town in an apartment with one room and a kitchen, where her ex-husband sleeps on a sofa.

“He has no other place to live,” Kachalina said, adding that she struggles to get enough sleep before work. She shares the other room with her son and daughter, her daughter’s husband, and her 3-year old grandson.

It’s a world away from the comforts Russia’s elite enjoy. Russian media, mostly controlled by the state or people supportive of the Kremlin, keep the country’s vast disparities in wealth out of sight. Some aspects occasionally seep out, though. In 2013, prominent opposition leader and blogger Alexei Navalny published details of a lavish country estate owned by Vladimir Yakunin, president of Russian Railways and a longtime associate of Putin. Navalny’s allegations were based on anonymously leaked pictures of the property.

“We read on the Internet what houses Yakunin has. We know that,” Kachalina said. “That’s disgusting because nothing has been done for workers.”

In an interview with Russian online media outlet Gazeta.ru in November, Yakunin said he had sold the property, but there was “an agreement that he may visit it if he needs to.” His spokesman confirmed that information to Reuters.

STRIKING OIL

Putin took over as president from Boris Yeltsin, who had allowed both alcohol and oligarchs to get the better of him. Putin, a former KGB agent, brought rising living standards and order where there had been lawlessness.

The improvement wasn’t just down to oil and gas, which Russia has in abundance.

When Putin arrived in the Kremlin in 2000, oil was trading at about US$30 a barrel and it was still around that level in mid-2003. Yet Russia’s gross domestic product rose during that time. Income per head jumped from US$1,772 (in current dollars) to US$2,975 in 2003, according to the World Bank.

From mid-2003, the energy market boomed. Oil hit US$70 a barrel in 2006, dipped slightly, then soared to more than US$100 a barrel.  Money flooded into Russia’s coffers. According to the World Bank, GDP per head rose to US$11,700 in 2008 and US$14,612 in 2013, the latest figure available.

Andrey Rudakov/Bloomberg
Andrey Rudakov/BloombergEmployees pass beneath pipes leading to oil storage tanks at the central processing plant for oil and gas at the Salym Petroleum Development oil fields near the Bazhenov shale formation in Salym, Russia.

That rapid improvement is one big reason Putin remains popular despite widespread suspicions of corruption among the elite. As Reuters has detailed this year, vast sums of state spending over the past decade have disappeared into the hands of people close to the Kremlin and hard-to-trace middlemen.

Billions of dollars in spending by state-owned Russian Railways have gone to companies that disguised their ownership and had little or no presence at their registered headquarters, Reuters found. Associates of Putin also extracted millions of dollars from a state health project and sent money to help build a lavish estate on the Black Sea, popularly known as “Putin’s palace” – though Putin denies any connection to it.

Examination of other data showed that close associates of Putin helped a Ukrainian oligarch with influence in Ukrainian politics make billions of dollars from cheap Russian gas.

At the same time, ordinary Russians have not seen the full benefits of Russia’s economic boom over the past 14 years. As Russia’s economy shrinks because of falling oil prices and Western sanctions triggered by Moscow’s role in backing the separatist movement in Ukraine, those two realities may get harder to square.

Despite such inequality, Kachalina, the railway worker, sees no sign of Putin and his style of government changing. She did not vote for him in the last election. “I can’t say anything bad about him. The only thing is, he’s helping others too much but not us,” she said, referring to the pro-Russian separatists in eastern Ukraine. “Why not increase wages for those who live here, the Russians, why not give them what he gives Ukraine? I’m against it.”

IN THE FOREST

There are no high-speed trains where Pavel and Valentina Lunyov live. In fact, there are no trains at all. The elderly couple are from a village called Baskaki, more than 200 km from Moscow. The last seven km of road into the village run through pine forest and are unpaved.

This is old Russia. A lively village in Soviet times, according to Lunyov, it is now in decline. Only 15 inhabitants remain. Lunyov, 73, puts much of the blame on corruption and lack of discipline among officials.

“The village started to die about 15 years ago,” he said. “Our kolkhoz (collective farm) gets money allocated from the budget to buy fuel during the sowing time, let’s say two or three tons. But when the sowing time comes we get only 800 litres. And where is the rest?”

The district political chief and his deputies could not be reached for comment.

Lunyov’s wife, Valentina, is 77. She suffered a stroke a few years ago that left her partly paralyzed. She can walk only a short distance and relies on her husband to care for her.

The nearest hospital is in the town of Rameshki, 16 km away. In an emergency, if it is able to, the hospital sends a paramedic in an ordinary car.

When there are multiple emergencies, the ambulance service struggles to cope, said Valentina Arkadieva, a nurse, who usually earns about 8,000 rubles (US$138) a month. “Of course, the money we receive is not enough,” she said. “We are hardly surviving.”

The head of the hospital was not available for comment.

Lunyov does not blame Putin personally. Instead, he blames people around the president for siphoning off money secretly. “There are too many fraudsters behind Putin’s back,” he said. “I think if Putin knew, he wouldn’t ignore it.”

Valentina agreed. “He is a good person in general,” she said.

Putin has raised pensions to nine times what they were in 2001, according to the Russian statistics agency Rosstat. Lunyov and his wife, whose combined pensions amount to 25,000 rubles a month, are grateful. “We receive enough pension,” said Pavel. “We have enough for food.”

PROPAGANDA

The Kremlin’s grip on the mass media means that ordinary Russians, while aware of problems at home, often have a limited grasp of how their country compares to the outside world, or its role internationally.

The West has condemned Russia for its military incursions into Ukraine this year. Lunyov believes that the main culprit behind the conflict in Ukraine was Viktor Yanukovich, the Moscow-backed former president of Ukraine, not Russia. But he showed the limitations of his knowledge when he said that he thought Yanukovich was still in Ukraine and working with the current president, Petro Poroshenko. Yanukovich fled Ukraine in February, before Russia seized Crimea, and is now living in Russia.

In Khimki, a suburb of Moscow, Yanina Pakhom has fewer illusions. Pakhom, 29, was leading a middle-class life in Donetsk in east Ukraine when pro-Russian separatists seized government offices there in the spring.

It’s going to be hard for fat Moscow

She didn’t worry at first. Then, on May 26, the separatists and Ukrainian government forces clashed in a brutal battle for the city’s airport, with government air power forcing the separatists back.

“We got scared after the airport,” she said. “The next morning, we went to buy tickets and left in the afternoon.”

Pakhom went to live with her sister in Khimki. She said she knows that starting anew will not be easy, but sees few other options.

“We decided that if we work and live here we will be more help for our relatives than living together with them in one apartment (in Donetsk),” she said. “Even if the war is over it’s not safe for my child to be there. People with guns are people with guns.”

Pakhom says she believes that many Russians, especially younger ones used to the high life in Moscow, have no idea what awaits them as the country heads towards economic crisis. She has experienced downturns in Ukraine, where the economy has teetered on the edge of collapse in recent years.

“It’s like Groundhog Day for us. We came (to Moscow) and we understand that it’s going to happen the same here. We may be better prepared for our troubles than the Russians. It’s going to be hard for fat Moscow.”

Oil is trading around US$60, down nearly 50% from a year ago, and the ruble has plunged. It now takes more than 50 rubles to buy a dollar compared with 33 at the start of the year.

Pavel Golovkin/AP Photo
Pavel Golovkin/AP PhotoA woman holds Christmas toys while looking for presents in the Central Department Store in Moscow, Russia, Saturday, Dec. 13, 2014.

To protect their savings, Russians have rushed to buy dollars, euros or big ticket items such as refrigerators and cars. In one week in December, Russians spent up to 3.5 times more on electronics and clothes than in the same week a year earlier, according to Russian bank VTB 24.

Economy minister Alexei Ulyukayev told a Russian radio station that Russians bought 30 billion U.S. dollars in cash in 2014, about a quarter of Russia’s capital outflow this year.

Given the squeeze, can Putin’s popularity ratings last? Surveys by Levada, a Moscow-based polling company, indicate that 85% of people still think he is doing a good job. In his annual address to the nation this month, Putin warned that tougher times lay ahead, but said that Russia’s economy would bounce back within two years.

Living quietly in their isolated village, the Lunyovs are prepared to wait. Putin will make their lives better in the end, the couple said. “We need to wait,” said Valentina. Pavel said the president should be even more forceful with his people.

“He is taking care of us,” Pavel said. “But if he was as tough as Stalin, the discipline would be better.”

© Thomson Reuters 2015

02 Jan 19:21

The Power Of Simplifying

by Tibor Shanto

By Tibor Shanto - tibor.shanto@sellbetter.ca

simple

Even the simplest sale has a lot of moving parts, and with new challenges popping daily, sales people have more than enough opportunities to be distracted and taken off course. One of the key elements of value sales management can add to their team’s success is helping them stay focused on those activities that drive consistent success. But at times it is management that adds to the problem by creating distractions rather than limiting them. Let’s be clear I’m not suggesting that this intentional, or some strange game, but just an unintended outcome of how they view and filter the world. Changing those filters can change management’s perception, and their impact on their sales teams, and ultimately results.

Changing filters does not mean easing up or lowering expectations, it just means altering the way those expectations are set and how they allow their teams to meet them. The hard balance for management is meeting and driving strategic goals in a way that does not trump or adversely impact tactical goals and execution. While this may require a different balance, it could lead to measurable improvement. Management needs to strive to have its objectives met by helping the front line achieve theirs. Setting these things in motion can be done any time through the year, the New Year is a good time as it aligns with people expectations and rhythms and acceptance levels.

A good example, and one that many can relate to is the experience many have had in rolling out a CRM. Despite good intentions, often the reality of roll outs was well short of expectations, often due to lack of use and adoption by front line salespeople. The message from above was what management wanted and needed from the CRM, while failing to help the front line rep understand how the CRM will help them. Lack of adoption, led to lack input, little or no data, leaving a void in their ability to make strategic decisions required to move things forward.

This year why not surprise your reps and simplify, again, not compromise or settle, but make it simple for them to adopt and change in a way that focuses on what is in it for them. Make it less, rather than more, better they achieve and deliver against one or two key factors than fail at more. Make it make easy to execute and relevant to their success, and you’ll find that they will ungrudgingly contribute to your success. Align with your requirements in achieving your strategic goals, and less truly becomes more.

A key step is to separate wants from needs, simple yes, easy no. I have witnessed too many management gatherings where ideas snowball, and while they all may be good, many are superfluous. Once you isolate the needs, separate the doable from the rest, this simplifies things for you and by extension your organization, no one buys into undoable things no matter how simple they may seem. Next focus on creating ownership and accountability in your front line managers, your success depends on them buying into and selling the vision and activity to their reps.

With this being the season for big resolutions, most of which are abandoned before Valentine’s Day, why not explore the upside if being simple but successful.

What’s in Your Pipeline?
Tibor Shanto 

02 Jan 19:21

Repurposing Content: A Lesson From A Master Storyteller

by John Durante

On a lovely Christmas Day I purloined one of Santa’s gifts to my wife and patiently listened to the latest release from Hall of Fame rocker Jackson Browne, Standing In The Breach. For his legions of long-time fans (like me) he dished up a very satisfying mix of singer/songwriter intensive melodies with some country swing and a few hard guitar licks thrown in. Then, as always, he delicately adorned all of it with his sublime piano playing. But a review of this “album” is not what I’m addressing here. It is something, though perhaps subtle, even more telling.

The recording’s opening track is a tune called “The Birds of St. Mark’s”—an easily recognizable song that sets the stage for listeners to hear his latest offering. The song is classic Browne with a refined sense of pop melody and lyrical narrative. Among the reasons the tune was so recognizable is that Browne originally wrote it in 1967! First recorded by The Byrds (and countless others since then), “The Birds of St. Mark’s” released now illustrates that Jackson Browne has grasped one of the most important ideas of the digital era—repurposing content.Repurposing Content:  A Lesson From A Master Storyteller image JacksonBrowne.jpg

Now remember we are talking about a performer who has recorded 20 albums, has been in the Rock and Roll Hall of Fame since 2004 and is the co-author of the second most widely recorded song in the English language—“Take It Easy.” In other words the guy has cred and has been a stud in the L.A. and activist rock scenes since Lyndon Johnson was President. So then why is he releasing such “dated” content on his 13th studio album?

Well perhaps there are many reasons and among them that he—a superb storyteller—knows a good story when he hears it. His repurposing of original content in the name of commercial art serves an important lesson to those of us daily plying the waters of “content marketing.”

Everything that we create in the name of marketing enterprise cannot always be new and unique relative to everything that we created before it. To do so would be to deny inspiration, wisdom, experience and simply our own evolution of opinion. It also denies that the second or even third iteration of an idea to fuel content creation can be of superior quality and communication value to the first time an idea was produced. That’s why as we start 2015 I want to urge all content marketers to consider it the year of “repurposing content,” to find new ways to take the most solid of old ideas and allow them a second day in the sun. And hey, Rock On! 

(Jackson Browne photo credit: GQ.com)

02 Jan 19:16

5 Steps To A Great Sales Insight

by Donal Daly

5 Steps To A Great Sales Insight image here be dragons.png

Much has been said about the need to bring insights to your customers. In today’s world of more informed buyers, it is clear that you need to do more than just communicate the capabilities of your product. However, not much has been written about how to do this well or consistently. Sellers are struggling to know where to start, and some sales and marketing organizations flounder when trying to build an ‘insight machine’ that scales. How can you ensure that your insight machine (a) delivers insights that customers appreciate and (b) guides them to your solutions?

According to Forrester Research, 64 percent of senior executives believe that the sales person does not know enough about their buyer’s business to bring any value to a meeting. In fact only 25 percent of them are prepared to take a second meeting. Think about this for a minute; three out of every four sales meetings are a waste of time and money – both for the seller and for the buyer.

A seller who adopts the buyer’s perspective in his approach to a customer meeting will engage a buyer more effectively. This is because he sees things as the buyer does. He inhabits their world, and speaks to their pains, challenges, and fears. Using insights as a core part of the sales engagement strategy forces this perspective and results in more successful sales calls. Recent research from SiriusDecisions indicates that providing industry and business expertise is four times more valuable than having product knowledge and developing good relationships. That’s the value of a well-designed insight.

Sometimes we can forget that being a customer is not necessarily easier than being a sales person. All the customer’s got to do is pick a supplier, right? But when the customer makes that buying decision, the risk shifts from the supplier to the customer. For a customer to be comfortable, she must be really sure that the supplier actually understands her needs. Demonstrating knowledge of your own products or solutions doesn’t help. You need to help the customer learn something (worthwhile) that she doesn’t already know. That’s how you build credibility.

Insights are different from traditional marketing messages.

Insights help your customers discover problems (or opportunities) that they didn’t know they had. Traditional marketing approaches sell to a buyer’s identified need. But, as Daniel Pink said in his book To Sell is Human, ‘your products and services?are far more valuable when your prospect is mistaken, confused, or completely clueless about their true problem.’

The purpose of an insight is not to confuse, but to illuminate. Unlike traditional marketing materials, the insights themselves provide something of intrinsic value to the customer. Insights teach the customer something that you want them to learn, but have inherent worth such that, in the extreme case, a customer should be not be adverse to paying for the insight itself. Traditional marketing messages tend to address just the need that the buyer has identified. Remember, that is what all of your competitors are doing as well, so it is hard to differentiate.

The Recipe For A Great Insight – 5 Ingredients

The core ingredients for a great sales insight exist in every company. When your engineers, product managers or product designers first built the product you are selling, they usually started with a customer problem that they were looking to solve. The solution they developed was designed to fix something that is broken in the customer’s organization, or provide a capability that doesn’t exist but is needed. Assuming that the product concept was well informed, the essence of those product design decisions should be the foundation on which you build your insights.

Unfortunately, in many cases, some of the ingredients for that great sales insight are lost on the journey from product designer to sales person. Good insights lead a customer to the unique value that you can provide with your solution. This is important. If your sales team is bringing insights to your customer that are not leading to your unique value, then your sales efforts become an expensive educational exercise, and you may end up educating the customer right into the arms of your competitor.

Insights are tremendously powerful when well crafted and used in the right context. However, this is one of those cases where if you can’t do it exceptionally well, you should not do it at all. You can fall on your face really easily.

1. Start with the ‘typical’ customer problem scenario: All customers are different, but few have truly unique problems – just problems that are not sufficiently well understood at a detail level in the context of that customer. Companies of a similar size, at the same stage of company maturity, in the same region, and serving the same markets tend to have similar business challenges. There are other attributes that apply, and while the issues vary by role and their ability to meet those challenges might diverge, the context generally remains the same (or at least similar). This is just how business works.

We all have Goals (or Key Business Requirements) and Business Pressures to which we have to respond. This is why we undertake Initiatives (or projects); to relieve those pressures so that we can achieve the goals. In essence, these Initiatives fix things that are broken or add things that don’t exist but are necessary for a successful initiative. I refer to these as Obstacles. Remember, the reason the product was built in the first place was to help fix something that was broken, or fill a gap in the market.

5 Steps To A Great Sales Insight image 1d938ff.png

2. Consider the Buying Personas: Companies don’t buy – people do. In a typical B2B scenario there will be multiple personas involved in the buying decision. Each of these will have different concerns and issues that they care about. If, for example, you are selling a Cloud-based CRM system, the VP Sales in the buyer’s organization may care about how the CRM will help with sales productivity, while the CIO is more likely to be concerned about the deployment effort and data security concerns. Insights must be designed with the buying persona in mind. In this example, it may be valuable to provide the CIO with insights around the relative cost-of-ownership of SaaS versus on-premise software. The VP Sales might care about that but probably not too much. He is much more likely to be interested in the ease of use for his sales team and access over mobile devices, and might see value in a whitepaper that discuss trends in mobility.

3. Make it interesting – add intrigue: While it is important to address the buyer’s stated needs, and demonstrate your understanding of how the buyer might deploy your solution to meet those needs, it is a lot more valuable if you can create that ‘Aha’ moment when the buyer says “That’s interesting, I never thought about it that way before – I can see how we might benefit from that approach.” You want to teach the customer something that you want them to learn. You have to bring something new to the table and make it interesting.

4. Lead to your solution: You can create an insight that leads to your solution if you have a deep understanding as to why the product was developed in the first place. This is where sales enablement and product marketing / management can deliver dramatic value to the sales team by synthesizing those specific capabilities that your product uniquely delivers that the customer should value, based on your understanding of their business. You want to use the insight to lead to your product’s capabilities mapped to the customer’s known or unknown needs, rather than use traditional marketing approaches to lead with the product.

5. Do Not (overtly) Self-Promote: As I said above, the insight you provide should have intrinsic value. Here are 12 Steps to Building a Great Sales Playbook; Check out your Sales Velocity Equation; 64 percent of sales calls are ineffective, are all examples of Insights (from The TAS Group) that all have intrinsic value – independently of whether the customer chooses to do business with the insight provider. They each cause the buyer to think in a potentially different way about the challenges or opportunities in front of them. Good examples of insights are things like 3rd party studies, survey results, or industry analysis. Anything that is overtly self-promotional, and presented as an insight does more harm than good. Datasheets, customer testimonials, or demo videos are not insights. Insights should really be vendor agnostic. Bear in mind that you are asking the buyer to spend their time consuming whatever you provide. Does the insight add value to their job? You should be using the insight to build credibility.

Making It Scale

What we are doing here with insights is designing for a crucial component of the buyer / seller interaction; the point at which credibility grows or dies. It is not reasonable (or responsible) to ask all of your salespeople to figure this out themselves. They just don’t have the time and are not as close to the problem as your product people were when they were building the product, or where your sales enablement people or product management / marketing should be. In many cases you will end up with marketing collateral masquerading as insights; or insights that are only lightly-informed and can’t flex when faced with any level of analysis; or, at worst, insights that have not been thought through well enough and in fact lead to a capability that you cannot provide.

There are too few sales and marketing organizations that package insights in a manner that can be consumed easily by an individual sales person and then shared with the customer. Even fewer have put the infrastructure in place to scale such a solution consistently across a sales team. This is where things typically fall down. I’ve seen marketing portals brimming with collateral, sales portals littered with data sheets and case studies, and CRM systems grinding to a halt under the weighty burden of content, content and more content. There is lots of content, but very little customer context. We need less content and more context.

Winning sales teams are gathering all of the raw information available from product experts, from marketing and customers, to deconstruct, process and repackage it with smart software so that everyone – sales, marketing and all customer facing personnel in your company – can apply it to facilitate good business conversations with customers that lead to the right solutions. Smart technology can help to connect your solutions to the customers’ business problem and deliver the right insights at the right time to the right persona.

31 Dec 20:40

Correctly factoring in the more important role of energy corrects economic predictions - Energy has Ten times bigger role than cost

by noreply@blogger.com (brian wang)
A paper shows that the failure to describe modern economies adequately is not due to the introduction of calculus into economic theory by the so-called 'marginal revolution' during the second half of the 19th century, when the mathematical formalism of physics decisively influenced economic theory. Rather, the culprit is the disregard of the first two laws of thermodynamics and of technological constraints in the theory of production and growth of industrial economies.

Energy is ten times more important than its cost

If one foregoes cost-share weighting and determines the output elasticities of capital, labor, energy, and creativity econometrically, one gets for energy economic weights that exceed energyʼs cost share by up to an order of magnitude, and the Solow residual disappears. The production factor energy accounts for most, and creativity for the rest of the growth that neoclassical economics attributes to 'technological progress'.

According to the cost-share theorem, reductions of energy inputs by up to 7%, observed during the first energy crisis 1973–1975, could have only caused output reductions of 0.35%, whereas the observed reductions of output in industrial economies were up to an order of magnitude larger. Thus, from this perspective the recessions of the energy crises are hard to understand. In addition, cost-share weighting of production factors has the problem of the Solow residual. The Solow residual accounts for that part of output growth that cannot be explained by the input growth rates weighted by the factor cost shares. It amounts to more than 50% of total growth in many countries. Standard neoclassical economics attributes the discrepancy between empirical and theoretical growth to what is being called 'technological progress' or, sometimes, 'Manna from Heaven.' The dominating role of technological progress 'has lead to a criticism of the neoclassical model: it is a theory of growth that leaves the main factor in economic growth unexplained', as the founder of neoclassical growth theory, Robert A Solow, stated himself.

New Journal of Physics - How energy conversion drives economic growth far from the equilibrium of neoclassical economics


Read more »
31 Dec 20:40

2014 was a bad year for movies — here’s what went wrong

by Josh Dickey
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LOS ANGELES — “It was a great year for movies” is one of those phrases that gets trotted out annually around this time, as bloggers whip up their top 10 lists and prestige films start preening for awards attention. On the whole, it can’t always be true.

It pains me to say it, but this is one of those years when it’s not. 2014 just wasn’t all that great for movies, and that means creatively, at the box office and for the overall health of the business — three factors that always seem to run in a pack.

SEE ALSO: Movies to look forward to in 2015

Here’s the good news: 2015 will bounce back so vigorously that “It was a great year for movies” will be a silly understatementThe Avengers are back. Spielberg and Tarantino are back. So are the Fast and Furious gang, Pixar (twice!), not to mention 50 shades of potentially profitable newcomers. There will be an awakening in the box-office Force, and it will be record-breaking. Read more...

More about Entertainment, Movies, Box Office, Film, and Sequels
31 Dec 20:40

Jerry Seinfeld's One Great Trick For 'Talking To Regular People'

by Aly Weisman

comedians in cars getting coffee jerry seinfeld amy schumar

In a new episode of the popular web series "Comedians In Cars Getting Coffee," Jerry Seinfeld takes Amy Schumer for a ride in a Ferrari before settling into some serious conversation at a New York City diner.

When Schumer admits she is sometimes uncomfortable during "meet and greets" with people, Seinfeld gives her one piece of advice.

"Here's my trick for talking to people — numbers!" Seinfeld says seriously, "Ask them questions to which the answer is a number."

When Schumer asks "Why numbers?" Seinfeld explains:

"There's always an answer. This is Seinfeld's secret technique for talking to regular people — 'How long have you lived here? What time do you start work? When did you do that?'"

Schumer, catching on, adds: "How many of your grandparents are alive? What age were you when you lost your virginity?"

Of sometimes feeling socially awkward, Seinfeld explains that, "as a comedian, the world has a transparent quality to you, you see through everything and spend all of your time trying to cogitate."

The two comedians also discussed what it's like dating an alcoholic.

"Have you ever dated an alcoholic?" Schumer asks Seinfeld, who says yes. "Was it fun for a while? And then it’s like, oh, this is actually pretty dark. I’m wondering what it’s like to date me." She then reveals: "In actuality I will have like two glasses of wine a couple times a week and I feel really bad about it."

Watch the full webisode here.

SEE ALSO: Jerry Seinfeld Wrote A Great Thank-You Note To Mark Zuckerberg For His Web Show's Surprising Success

MORE: Jerry Seinfeld Gives 2 Smart Pieces Of Career Advice

Join the conversation about this story »

31 Dec 20:20

2014: The Worst Moments In Tech

by Richard Procter

ReadWriteReflect offers a look back at major technology trends, products and companies of the past year.

At ReadWrite, we like to focus on things that are working and ideas worth pursuing, not the false starts and failed experiments that inevitably accompany innovation. 

But it's important to learn from mistakes—lest we repeat them. In that spirit, here's ReadWrite's list of 2014's most jaw-droppingly awful moments in tech. If you made the list, don't let us catch you doing this again. 

Microsoft CEO Gives A+ Career Advice to Ladies

Satya Nadella Grace Hopper

A high-profile male executive giving career advice to a room full of women! This should end well. Microsoft CEO Satya Nadella, speaking at the Grace Hopper Celebration of Women in Computing, told the audience that “It’s not really about asking for a raise, but knowing and having faith that the system will give you the right raise.” Because that's worked so well so far! 

Nadella tried to clarify his remarks on Twitter after the event. It didn't work.

People were upset at this moronic advice and Nadella sent an email retracting his remarks and apologizing.  

Sony's "Interview" Turns Out To Be Hardball

I don't know if corporate leaders send each other Christmas cards or presents or holiday fruit baskets, but if they do, and I were a Sony executive, I would just send everyone a note saying "Hey! You aren't us! Congrats."

Hackers targeted Sony Pictures in November, breaking into its corporate network and lifting what they claimed was 100 terabytes worth of data. They released it bit by bit, starting a series of stories which picked up momentum and ridiculousness like an avalanche down a mountain. 

Internal emails revealed titillating tidbits on movie stars, scripts, and directors under Sony's umbrella. Sony, understandably embarrassed, hired a very fancy lawyer to try to get everyone to just forget about it and pretend they didn't see any of that information, please. That move displayed a familiarity with the Internet that suddenly makes this whole episode come into focus.

Back to the hackers! The hackers objected to Sony's release of The Interview, a movie about the assassination of North Korean leader Kim Jong-Un. On top of the information dumps, they also threatened terrorist acts against any theater which aired the movie. Cue the finger-pointing: Sony and the big theater chains both blamed each other for the movie's ensuing cancellation. It took a presidential finger-wagging and a feisty group of independent theater owners to get the movie back on screens for Christmas Day.

Sony's woes continued as other hackers decided to take down the PlayStation Network for fun. 

All this from a company that had a similar situation three years ago and warnings about their poor security before all this went down.

On the bright side, maybe Sony can greenlight a movie about these shenanigans. It would be funnier than The Interview

Don't Shoot the Facebook Messenger

Facebook

This summer, Facebook decided to release Facebook Messenger, an app that was was like the Facebook messaging feature already contained in the Facebook mobile app, but now separate! How convenient ... for Facebook. 

Facebook then made the app mandatory for using messaging on your mobile device. Whatever the reasons, however logical from Facebook's end, this was not well-received, and despite being one of the top apps by download, it was not well-reviewed. Users, irritated at the mandatory nature of the app, lashed out with a deluge of low ratings.

Most Obvious Fire Sale Joke of the Year

Amazon Fire Phone

Amazon's one of those companies, along with Google, Apple, and Facebook, that has a fair shot at turning into SkyNet and causing a robotic apocalypse that destroys the world. Which makes the failure of the Amazon Fire Phone really surprising. The phone initially sold for $199 with a two-year contract. In September, that dropped to 99 cents. It's a fire sale, get it get it, get it? Amazon's marketers should have anticipated that one when they named it.

Even at that discounted price, nobody would buy it. It's almost like Amazon, which claims to put customers first, somehow didn't anticipate their indifference to a skimpy app store, unnecessary 3D features, and a scanner designed to speed up Amazon purchases. Amazon took a $170 million writedown due to the fiasco, and apparently still has $83 million in Fire Phones lying around. Perhaps they can deliver them with drones?

Uber Botches Everything That Isn't Getting People From Point A to Point B

As a logistics service that gets you around town, Uber is a wild success. At moving hearts and minds, the company's been less successful. There was the time Uber executive Emil Michael propposed digging up dirt on tech journalists like Sarah Lacy. That would be disturbing even if another Uber executive hadn't actually looked into the private ride data of another journalist. An August report based on data provided by competitor Lyft indicated that over 170 Uber employees had created more than 5,000 false rides for Lyft drivers, sabotaging their efforts. When a gunman took hostages in Sydney, Australia, Uber initially jacked up prices there. Uber drivers have also been accused of kidnapping and charged with raping their passengers. It's also facing hostile regulators around the world. Uber's hired political spinmaster David Plouffe to turn things around, but the company that invented "surge pricing" is learning the cost of a bad reputation.

Death Star illustration by Adriana Lee for ReadWrite, based on work by Steve Rainwater

31 Dec 20:00

Are You InTouch With Your LinkedIn Strategy?

by Gerry Moran

Are you in touch with your LinkedIn personal branding strategy?

My great grandmother used to tell me, “Gerry Moran, you need to take advantage of every LinkedIn opportunity to reach out and touch your contacts. Build and nurture solid relationships by paying attention to the relationship triggers, authentically messaging and paying attention to the little things.”

Are You InTouch With Your LinkedIn Strategy? image LInkedIn Touch MarketingThink.com Gerry Moran.png 600x351

These B2B relationship-building tools and touchpoints are at your fingertips in your LinkedIn account. You just have to understand how to participate actively!

LinkedIn gives us the opportunity to combine good connections and good ‘manners’ to increase your relationship currency.

You can be in control of your perception and enhance the value of your relationship currency on LinkedIn by doing these little things.

8 Nice Touches To Make With Your LinkedIn Strategy

1. People Who Know People Are The Luckiest People In The World. Sharing your interests and needs, whether you are a marketer or sales person, with your network will increase your chances of connecting with their network. Many of my posts shared by my contacts reach people who are not in my direct line of networking site – but they will be soon.

2. Customized Invitations. My great-grandmother would never have sent out an invitation without a personalized message. As old-school sending personalized invitations might sound, it goes a long way in making an impact on the early stages of a relationship. It’s a great way to make a solid first impression – especially since about 95% of Linkedin invitations come with a default message.

3. It Takes Two To Play Tag. Tag you are it! The responsibility of conversation and relationship-buillding with social interation lies with the last person touched. Benefit from this relationship sustaining strategy by sending a customized note including invitations links to your blogs, reading content, etc.

4. Get Outside Your Comfort Zone. Connecting with 2nd and- and 3rd-level contacts is an excellent way to build a larger network resembling your current network. Introduce yourself to 2nd- and 3rd-level contacts, referencing the 1st-level contact you have in common. Ask a smart question or share so content you think they might find helpful based on what you know from your relevant contact. It’s human nature that people like to help, so put yourself in the position to be helped!

5. Contribute To The Greater Good Of The Community. Birds of a feather flock together. Add insight and valuable conversation to 2-3 LinkedIn groups to meet new connections and sustain relationships. Join groups where your target audience hangs out, answering questions and contacting people who have issues with which you can help.

6. Pay Attention To Who’s Checking You Out! Someone who checked you out must be interested in you, right? You need a quick and relevant response to help spark what might be the beginning of a relationship. Have 2-3 ready-to-send responses customized for each type of opportunity.

7. Pay Attention To Current Relationships. People love and need to be acknowledged for their birthday, work anniversary, press mention or any other business-related event. Take the time to use the Stay In Touch feature (in the Connections drop-down menu). Congratulate 1st-level contacts who have updated their profiles – especially if they’ve changed jobs and/or companies – to learn about new opportunities for doing business together.

8. Add Value Every Day To Your Relationship. Move from spammy me-centric messaging to relationship-building and value-add content. Sharing meaningful content with your network encourages them to share with their network, so you continually have the opportunity to meet new people.

Do you have a nuance or a nice touch you use to be successful with your relationship building on LinkedIn? If so, please share below. Or, contact me directly on MarketingThink.com or LinkedIn and start building our relationship! I can also be reached on Twitter and Google+.

As my great-grandmother always said – “it’s the little things that count up to the right relationships and big sales results.”

31 Dec 20:00

Challenge, Value and Create – My Three Words for 2015

by C.C. Chapman

2015 Three Words for CC Chapman are Challenge, Value and Create

The final hours of the year are upon us and I know that 2014 was not the year I had hoped for.

In the grand scheme of my life, it won’t be that bad of a year, but right now it was full of disappointments and multiple curve balls that I wasn’t ready for. Yes, it also contained love filled memories and smiles. But, in my head it wasn’t a great year.

As I read over last years three words post, it hit me again how much I was ready to move forward and not reflect any more on the last year.

“Get Your Mind Right!” is a saying I’ve heard many times over the years and that is why 2014 wasn’t the best year, because my mind was definitely not right. I let my lizard brain talk too much in a way that I hadn’t in years. I could see that was the problem and yet I didn’t fix it.

So, planning out my three words for next year was a very different exercise this go around.

It went quicker than it ever has, as the three words jumped out at me almost immediately. I let them sit for a week to make sure that they still resonated as strong as before and they keep screaming at me so they must be the right ones.

Challenge

As with most of the words I choose, there are multiple meanings.

The most direct route of inspiration for this word is the goal of completing a GORUCK Challenge in 2015.

My recent GORUCK Light was a huge accomplishment for me and the community of GORUCK Nation has helped me focus on life in a way that I wasn’t expecting them too and I want to push myself for more.

I even inspired my sister and wife to the point that they both signed up to do a GORUCK Light in June and I’m going to be doing it with them as well. You should join us.

But, beyond the event, I also want to challenge myself in all aspects of my life. Things have become a bit too comfortable and Never Enough Days is the first company I’ve ever started on my own and if that isn’t a challenge I don’t know what is.

The hope is that beyond pushing myself physically (which I’ve been doing a lot of lately and I love the feeling), that I can challenge myself in all areas of my life. My other two words will help with that.

Value

If it doesn’t add value or costs me too much then it gets cut or not accepted. That is what I’m telling myself over and over.

I’ve come to recognize that I can get lost in the click-stream of the world around me too easily and without focus it gets worse. The focus I crave comes from assigning value to all choices.

This means I’ve begun cleaning out my feeds, being very selective of what opportunities I accept and insuring that I value my time above all else. There was too much wasted this past year on other people, networks and organizations. I need to make sure not to make those mistakes again.

I chose this word also because I want to insure that what I ship, say and do adds value in some way to those around me. Sure, that is vague and can change depending on the day, but it makes sense in my head.

I’ll pause and ponder before I hit that post button every time.

Create

A few weeks back at a family gathering my dad cracked, “I remember when you were creative…” with a wink in my direction. I knew what he was talking about and it wasn’t a slam at all, but it did get my brain going.

As mentioned already, I’ve gotten a little too comfortable with the known and am not pushing enough, experimenting and playing with my creativity. A new 10mm fisheye lens arrived from Samsung during the holidays, so that is an easy first step to creating in a new way with my photography.

But, I also want to create in whole new areas. Perhaps create an event, create more with my hands or write something in a completely different genre.

Of course, this could be at odds with the last word because many times when you are creating, it doesn’t instantly give any value. But, it almost always gives value in your heart and soul and that is more than enough value some times.

=-=-=-=-=-=-=-=-=

2015 is almost here and I’m looking forward to being challenged to create things that deliver value. Just typing that cracks me up because it feels like what so many people do today in order to make what they are working on filled with buzzwords, but I couldn’t resist writing it since I laughed myself silly as my fingers hit the keys.

I’m going to push myself both physically and mentally. I’m going to create new things and insure that the time I spend on anything is worth it.

Never Enough Days is going to take off and find its wings. I’ve embraced that it may be a slow build, but I’m confident in it.

There will be events, new friends and long nights. I’ll take the stage, work with amazing companies and teach in my first college classroom.

One child will get their license and another will begin high school. My passport will get some new stamps and I’ll see a variety of beautiful views.

Twelve months is not a long time and before we know it, I’ll be here looking back to see how I did and looking ahead to the next twelve.

I hope that you have a very fulfilling new year and that the world around all of us learns to be a bit more kind and helpful towards everyone. That one little thing would improve an infinite number of lives.

Goodbye 2014 and hello 2015!

31 Dec 19:59

Who Provides Tech Support for the Internet of Things?

by Paul Weichselbaum
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The Internet of Things (IoT) is a funny phenomenon. While the phrase connotes “interconnectedness,” the truth is that these new gadgets, applications, interfaces, and systems aren’t nearly as interconnected as we expect them to be.

Think about it. Why do we have these “things”? We want our lives to be easier; we have connected “things” to gain control and convenience. “Things” allow us to do something, achieve multiple tasks and glean useful, actionable information. They allow us to shop, research, activate, change, transfer, call, watch, monitor, control, and so on, and we expect to be able to realize those tasks wherever and whenever we want – even remotely. Sure, the “things” we’re using to accomplish those tasks work well individually (for the most part), but how many of them work well together and do so consistently? Who can help us make that happen? Who will help when any or many are not inter-operating as expected?

Today, customer service and support for connected devices are primarily focused on the device or system purchased, solely supporting the product at hand by the brand that built or sold it. Tablet companies can push updates to a specific device and provide video chat support, but most can’t or won’t help connect that device to the smart thermostats in a customer’s home. A home security or smart lighting provider can assist with the use of its app on a smartphone, but can that same provider assist with the use of an aggregator solution that initiates a series of activities? For instance, if a smartphone app recognizes a consumer is pulling into the driveway, which activates the garage door, which triggers the lights and deactivates the security system, can that lighting provider help when the lights don’t go on?

Connected technology is impressive, but it leaves us wanting more from the products themselves, and the brands that make and sell them. The optimization and integration of devices remains cumbersome and disjointed, and as connected “things” venture further and further away from traditional technologies for which some level of support is already provided, toward products and packages like Internet-powered toothbrushes, crock-pots, and home security systems, the support gap will only grow. Simply put, this disconnectedness is a byproduct of impressive innovation without the service and support transformation necessary to underpin the real-world use of those interrelated applications.

Manufacturers and retailers are not to blame here. Supporting the IoT is no easy feat. In fact, according to Gartner, the IoT – excluding PCs, tablets and smartphones – will grow to 26 billion units installed in 2020. With far fewer IoT devices today (research suggests an average of five to nine devices and technology services in every U.S. home), there are already tens of thousands of different ways that these devices and services might connect and interact with one another in a single home or small business on any given day or week. That creates countless, unpredictable service points that represent a very complicated technical headache for end users. Just imagine the number of phone calls, chat sessions, text messages and self-help searches that will be necessary to reconcile consumers’ configuration, activation, integration, backup, and security needs across this diverse network of devices by 2020. Now imagine how difficult it could be to establish and maintain a positive customer experience among all that possibility, especially if the definition, scope, and delivery of technical assistance and support don’t change from the current parameters.

The necessary cross-brand integration presents both a huge challenge and a significant opportunity for companies in the IoT business. Tech support is no longer about individual manufacturers, retailers, telcos, and internet service providers’ product sets; it’s about a continuous service experience of the full connected environment to deliver on consumer expectations, while adding customer value to drive loyalty.

Which companies will be the first to remove their blinders and start thinking – and acting – beyond their own brands and their traditional scopes of service to help consumers experience the control, simplicity, and convenience the IoT has to offer?

31 Dec 19:59

Signs That You Lack Emotional Intelligence

by Muriel Maignan Wilkins

dec14_31_186365786

In my ten years as an executive coach, I have never had someone raise his hand and declare that he needs to work on his emotional intelligence. Yet I can’t count the number of times I’ve heard from people that the one thing their colleague needs to work on is emotional intelligence. This is the problem: those who most need to develop it are the ones who least realize it. The data showing that emotional intelligence is a key differentiator between star performers and the rest of the pack is irrefutable. Nevertheless, there are some who never embrace the skill for themselves — or who wait until it’s too late.

Further Reading

Take Craig (not his real name), a coaching client of mine, who showed tremendous potential and a strong ability to drive results for his company. The issue with Craig was the way in which he got those results. When asked to describe him, his colleagues would say things like: “he’s a bull in a china shop;” “he has sharp elbows;” and “he leaves dead bodies in his path.” His approach to executing projects was not sustainable as he wasn’t able to motivate, attract and retain good talent. His direct reports pointed out how frequently Craig seemed oblivious to how he demeaned others. His boss commented on Craig’s impatience and his propensity to lash out at his peers. When I shared this feedback with Craig, he seemed taken aback and was convinced that I had heard wrong. He didn’t have the self-awareness or empathy that are hallmarks of emotional intelligence.

Here are some of the telltale signs that you need to work on your emotional intelligence:

  • You often feel like others don’t get the point and it makes you impatient and frustrated.
  • You’re surprised when others are sensitive to your comments or jokes and you think they’re overreacting.
  • You think being liked at work is overrated.
  • You weigh in early with your assertions and defend them with rigor.
  • You hold others to the same high expectations you hold for yourself.
  • You find others are to blame for most of the issues on your team.
  • You find it annoying when others expect you to know how they feel.

So what do you do if you recognized yourself in this list? Here are four strategies:

1. Get feedback. You can’t work on a problem you don’t understand. A critical component of emotional intelligence is self-awareness — this is the ability to recognize and stay cognizant of behaviors in the moment. Whether you engage in a 360 assessment or simply ask a few people what they observe, this step is critical in heightening your sense of what you do or don’t do. And don’t just find excuses for your behavior. That defeats the purpose. Rather, listen to the feedback, try to understand it, and own it. When Craig initially heard what others thought of him, he quickly became defensive. But when he accepted the feedback, he moved to owning it and became determined to change.

2. Beware of the gap between intent and impact. Those with weak emotional intelligence often underestimate what a negative impact their words and actions have on others. They ignore the gap between what they mean to say and what others actually hear. Here are some common examples of what those with low emotional intelligence may say and how it’s actually heard:

What you say: “At the end of the day, it’s all about getting the work done.”

What others hear: “All I care about is the results and if some are offended along the way, so be it.”

What you say: “If I can understand it, anyone can.”

What others hear: “You’re not smart enough to get this.”

What you say: “I don’t see what the big deal is.”

What others hear: “I don’t really care how you feel.”

Regardless of what you intend to mean, think about how your words are going to impact others and whether that’s how you want to them to feel. Craig was notorious for saying things that made others bristle, but he began to consider the impact of his words. Before every meeting, he spent a few minutes asking himself: What is the impression I want to make? How do I want people to feel about me at the end? How do I need to frame my message to reach that objective?

3. Press the pause button: Having high emotional intelligence means making choices about how you respond to situations, rather than having a knee-jerk reaction. For example, Craig tended to interrupt and shoot down other people’s ideas before they could complete their thoughts. This behavior was a reaction to his fear of losing control of the discussion and wasting time. So he started to take pauses before reacting. There are two important pauses to take:

Pause to listen to yourself. When Craig was getting impatient and frustrated in discussions, he often felt his jaw clench and his chest tighten. By recognizing these physical signs, he was able to pause and remind himself that he feared losing control. As a result, Craig was better able to determine how he wanted to respond, rather than relying on his default of lashing out.

Pause to listen to others. Listening means helping others feel like you’ve understood them (even if you don’t agree with them). It’s not the same as not saying anything. It’s simply giving others a chance to convey their ideas before you jump in.

4. Wear both shoes. People often suggest you “put yourself in the other person’s shoes” to develop empathy, a key component of emotional intelligence, but you shouldn’t dismiss how you feel. You need to wear both shoes — understanding both your agenda and theirs and seeing any situation from both sides. Craig shifted his approach from “Here are my concerns” to “These are my issues, and I hear your concerns. Let’s determine a way forward that takes both into consideration.”

Strengthening your emotional intelligence takes commitment, discipline, and a genuine belief in its value. With time and practice, though, you’ll find that the results you achieve far outweigh the effort it took to get there.

31 Dec 19:59

Goal-setting app Lift becomes Coach.me, focuses on marketplace for coaching

by Kia Kokalitcheva
Coach.me

The man behind goal-setting app Lift, Tony Stubblebine, previously made a nice little living with a startup called CrowdVine, which provided social networks for conferences. But Stubblebine realized the conference business wasn’t his true calling. Instead, he wanted to help people achieve things, guided by his belief in “the compounding interest of specializing,” as he told me in an interview.

So he founded Lift, an app best known as a way to set and achieve goals and habits. Today Lift is announcing that it has been rebranded as Coach.me, to better reflect the company’s mission and budding business model.

Up until now, Lift’s app has let you set a goal you want to reach. It also came out with daily tasks you need to accomplish in order to work up to achieve your goal, helped you track your progress, and let you connect with Lift’s community for support and advice. It also offered pre-made plans, designed by coaches who provide assistance throughout — which is what Coach.me is now focusing on.

“We helped a lot of people floss, but I don’t think we helped a lot of people do triathlons … the harder stuff,” Stubblebine said.

He wants to change the image Lift has of being a “habit tracker with a coaching feature,” he said. Coach.me is a place for people to get coaching, with however much support they want.

To start, Coach.me will offer one-on-one, chat-based coaching to its users. It will start at $15 per week, a price Stubblebine says is high enough to incentivize coaches, yet low enough for the community to want to pay for it.

Next, Coach.me will add paid plans, priced somewhere between $5 and $50, which Stubblebine says is already in the works. And eventually, it will add video chat-based coaching, something users will likely be willing to shell out more money for — say, $200 per session — once every so often for a higher-value connection with their coaches.

With that said, Coach.me isn’t getting rid of its simple habit tracking format, so fans need not worry.

Interestingly, Stubblebine doesn’t view Coach.me as purely a marketplace or a product. The startup supplies coaching resources to its users, yet does so by creating a marketplace where coaches and users meet.

Coach.me and Stubblebine have been influenced quite a bit by Twitter, whose founders have been investors, bosses, and board members to the company.

Coach.me already has 700 active coaches on its marketplace and more than 1,000 on its waitlist, which the startup will be onboarding. Stubblebine added that becoming profitable in the next year is one of Coach.me’s goals, now that it has finally set up a revenue model.

The company was incubated at Obvious before launching last year. It’s based in San Francisco, and it recently raised $1.1 million in follow-on funding from current investors Obvious Ventures and Spark Capital, bringing its total to $3.5 million.








31 Dec 19:59

3 Technologies to Get More eCommerce Sales

by Jason Dea

3 Technologies to Get More eCommerce Sales image Screen Shot 2014 11 06 at 2.13.50 PM3.png3

You’re an online business, so it makes sense to be using technology to help drive more sales, and grow your brand. There is a problem with technology though. There is way too much choice. It’s almost like being a kid in a candy (ecommerce) store.

Don’t fret. I’ve scoured the Internet and here are 3 easy to implement technologies that you can start using today to help you start driving more ecommerce sales.

1. Recovery Messages

Over 68% of online shoppers will actually abandon their transaction once they reach the cart.  That’s actually surprisingly high if you think about it. These shoppers have gone through the entire process of learning about your products and added them to their shopping carts. But once they review their order, they leave.

In fact research says that over 2 thirds of them are doing so. Clearly they had interest in buying, but for one reason or another they decided not to. That doesn’t mean that all is lost however, some of these customers might just need an added push or reminder to cross that purchase finish line.

That’s where a recovery message can help.

It doesn’t take too much imagination then to realize that reducing that number or winning back some of those cart abandons could be some really low hanging fruit when it comes to growing your business.

If you’re on a Shopify Professional or Unlimited plan, one feature that some stores overlook is the fact that setting up an abandoned carts (or recovery message) alert email is actually an included feature.

Shopify not only saves those abandoned transactions in your events database, but there is in fact a way to automatically send an email to a customer with a permalink to their abandoned checkout as well. If you do this in an automated fashion there is a good chance that a portion of those abandons will actually return to the store to complete the purchase.

Here is a great tutorial from the Shopify documentation that walks you through the process of setting this up.

2. Social Media

As an ecommerce business there is a very good chance that customers are not only trying to interact with you though social media, but they expect you to be interacting with them in that fashion.

More and more social media is becoming the most convenient way for customer to keep up with you and your business. Customer service issue? Social media. Product inquiry? Social media. Referring their friends? Social media.

With that volume of activity, it’s important for you to keep an eye on that channel to make sure you’re not missing anything.

A great tool to help you organize what’s going on across all your social media channels, including Facebook and Twitter, is Hootsuite.

Use Hootsuite to consolidate all of your social feeds onto one screen. You can also use the tool to setup automated searches for mentions of your store name or URL, or even mentions of your industry. When you see your name come up or a related conversation come up that you can add value to, add your two cents, or reach out directly to those customers. Retail is detail, and using today’s channels to develop relationships with customers and potential customers is a great way to grow your business.

3. Word of Mouth

One of the most beneficial activities that customers can be engaging in online is generating positive word of mouth for your business. Forget the old definitions of B2B (business to business sales) and B2C (business to consumer), these days everything is H2H (human to human). This is especially true when it comes to marketing online. Consumers have trained themselves to tune out advertisements. Instead they are turning to each other for referrals and recommendations.

Don’t miss out on that.

There you have it. 3 quick technologies you can start using TODAY to help generate more sales for your store.

This post originally appeared on the Forewards Ecommerce Blog

31 Dec 19:59

Choose the Right Innovation Method at the Right Time

by Nathan Furr

dec14_31_513839931-2

In the industries plagued by the most uncertainty, how do companies hold on to their ability to innovate? And how do they achieve, and keep, an innovation premium in the market?

We found that managers who help their firms create and maintain an innovation premium use a different set of tools than their more traditional counterparts — tools honed in start-ups and specifically designed to manage uncertainty.

Although these tools come by many different names (e.g., lean startup, design thinking, discovery-driven planning, agile software, and so forth) they actually have a remarkable commonality. Where they differ is primarily with regard to the steps of the innovation process they emphasize. For example, design thinking emphasizes understanding customer problems, whereas lean emphasizes solution experiments. One other important difference: They tend to be tools that start-ups easily adopt, but that managers wrestling with day-to-day execution have struggled to incorporate.

In our research, summarized in The Innovator’s Method, we synthesize these perspectives into an end-to-end innovation process and show how successful corporate innovators have adapted these principles to increase their innovation premium:

anendtoendinnovation

Although the process may appear simple, even obvious on the surface, the billions of dollars wasted on failed innovation projects annually suggest that it is not so easy to implement. Naturally, innovation is a messy process and you may find that you start somewhere else on the figure (e.g., you already have a solution or business model innovation in mind), but the figure helps us remember that even in these cases, each element has to be addressed before you try to scale the business—or you are in grave danger of failure.

In the figure below, we summarize the key activities of each step.

theinnovatorsmethod

Innovations always begin with an insight about a potential need, solution, or business model. These are the flashes of inspiration, the clues there is a problem, and the surprises that are lurking in the world around you. For example, as a sales representative at Baxter, Gary Crocker had a busy schedule, but he still spent as much time as possible observing the professionals he served, to understand them better, looking for surprises. As he watched cardiac surgeons work in the operating room, he noticed something obvious and yet completely overlooked: there was a lot of blood. Why? Of course, because it was a cardiac operation. But the blood was causing huge problems for the surgeons trying to work quickly and precisely. Crocker went on to found his first of several multi-million dollar companies, this one to create the “plumbing” that cardiac surgeons now use around the world to manage blood flow during cardiac operations. In our book, we discuss the observation behavior and several other behaviors that we saw innovators use to increase the chances of encountering a valuable surprise.

Once you have an insight, most innovators make the mistake of leaping to straight to solutions without first understanding the real problem, the job-to-be-done. For example, when managing the technology support function first became a major problem for software makers, most entrants into this market assumed the solution was to create a knowledge database for technicians. But Mike Maples Jr. and his team eschewed this approach, first spending weeks watching technicians, timing their calls, listening to the conversations, and mapping out the process. They discovered that only 25% of the call was spent actually addressing the problem with a knowledge database. The other 75% of the call was spent on simple administrative details, such as determining the operating system and the level of support needed. Maples and his team went on to build a multi-million dollar product based on a deep understanding of the problem that all their competitors missed.

After you know what problem you are solving, you need to find the fastest path to the solution. Everyone understands the value of prototypes and many have heard of the idea of a minimum viable product. What we found was that innovators used four types of prototypes: theoretical prototypes, virtual prototypes (or pretend-o-types), minimum viable products, and finally the minimum awesome product, in that order, to reduce their risks and quickly validate the solution. One of our favorite examples? Coin. The founders felt that most individuals hate carrying around multiple credit cards and had the idea to create a single digital credit card that contained the information to be used as multiple credit cards. They created a simple video describing the features of a product that didn’t exist yet and asked for pre-orders to validate demand. The video sold tens of thousands of units well over a year before they actually delivered the product to the market. Using little more than a video (a virtual prototype), they validated that customers wanted to purchase and were able to get details about what features they most valued.

Finally, although incremental innovations can leverage your existing business model, most new innovations require a new business model. You have to experiment to discover the right business model, particularly your go-to-market strategy, or the unique way that your customers find out about, evaluate, purchase, use, and connect to your product. This is a familiar concept. What’s different is the depth of customer engagement you need to discover the right go-to-market strategy unique to your innovation. Sometimes the changes are simple. Several years ago Merck launched a serotonin reuptake inhibitor that, despite having the same mechanism of action as Prozac, experienced dramatically low sales. Only after interviewing physicians and patients did they discover that customers associated these products with a label. Prozac owned the “depression” label, but the “anxiety” label was relatively uncontested. Merck re-launched around the new label and achieved billions in sales. After you have nailed these elements of your innovation, then you are ready to scale. Before that, scaling will kill your innovation because it obfuscates the real source of value and burns your precious resources.

Although the innovation process is messy and non-linear, every innovation we studied went through similar steps. If you are starting with a problem, work through the steps. If you already have a technology or product, go back to understand the problem you are solving. Avoid using surveys and market studies — really go deep and understand the hearts and minds of your customers during the process. Although you won’t eliminate the risk of innovation, you can dramatically reduce it and dramatically reduce the cost of failure, giving you multiple chances to launch a home run.

31 Dec 19:58

30 Favorite Quotes From Content Marketing Influencers in 2014

by James Anderson

shutterstock_220261759

 

As a newer member of the TopRank Agency blog team, I spent a good part of my first couple weeks here digging through the past year’s blog posts and getting up to speed with TopRank content and best practices. As I did, I found that I was jotting down quotes and notes that stood out to me — some from industry leaders, and others from up-and-comers I haven’t yet met. In sharing this list with you, I hope that you’ll find the same insight and utility that have discovered.

Here are a just a few (OK, 30) of my favorite quotes from some of the best brains in the business. You may have your own quotes that you remember well from conferences, books or blog posts in 2014. If so, feel free to share!

As you will see, I have categorized my favorite quotes into four topic areas: Strategy, Tactics, Predictions, and ROI. In doing so, I noticed that some people’s quotes fell into multiple categories, also that some individual quotes could have fit more than one category. (I don’t know that this changes the relevance of the quotes themselves, just an interesting side note.)

Content Marketing Strategy

30Content_Michael_Brenner

Michael Brenner
@BrennerMichael

“Content is the atomic particle of all marketing across paid, owned, and earned channels. A Culture of Content starts with an obsession of customer.”
Content Marketing Best Practices Report: Creating a Culture of Content

 

30Content_Brian_Clark

Brian Clark
@brianclark

“The best “native” advertising helps build an audience into a a long-term business asset, and that’s a goal worth spending on in conjunction with owned content creation.”
21 Digital Marketing Trends and Predictions for 2015

 

30Content_Andrew_Davis

Andrew Davis
@TPLDrew

“Some of the best content has no CTA. There’s an implied action that sparks a new journey!”
A Writer’s Guide: Calls to Action – Tips Inspired by Tweets from Content Marketing World

 

30Content_Gurdeep_Dhillon

Gurdeep Dhillon
@gurdeepd

“Modern marketing is about taking risks and not being afraid to fail. No matter how much we research and study our audience, we’re not always going to hit the mark when we create content. The key is to recognize the failures, learn from them, and move on. And the way to do this is simple … measure everything!”
How to Build a Content Marketing Strategy eBook

 

30Content_Kevin_Green

Kevin Green – Dell (client)
@KevinMGreen

“Many people forget how new search and SEO really is to the average user. Most digital marketers are still thinking in terms of keywords, but consumers are getting more conversational. Search is getting smarter and more effective at understanding the nuances of a user’s requests and serving them not only the results they are looking for, but in an experience that helps them better discover and learn.

Digital is now the first touch point for the consumer and a channel where the consumer has greater control over what they see and when they see it. In a world where the intended target has limitless choices, it’s up to Digital Marketers to understand the customer journey, customer expectations and desired outcomes from a myriad of scenarios.”
Digital Marketing – What Does It Really Mean? Insights from 9 Brand Digital Marketers

 

30Content_Ann_Handley

Ann Handley
@annhandley

“Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?”
Infographic: How to Grow Your Audience – 10 Tips from Facebook, MarketingProfs, ExactTarget, Copyblogger

 

30Content_John_Jantsch

John Jantsch
@ducttape

“I believe organizations will go deeper into overall strategy with digital marketing – Chief Digital Officers will help organizations lessen their focus on demand creation and heighten it on organizing an end to end customer journey through digital storytelling tactics.”
21 Digital Marketing Trends & Predictions for 2015

 

30Content_Deanna_Lazzaroni

Deanna Lazzaroni (client)
@DigitalDL

“Social has a powerful way of connecting great minds. Don’t be afraid to tell the world why you’re one of them. Build your brand.”
15 Women Who Rock Social Media at Top Tech Companies – Career Advice & Insights

 

30Content_Rebecca_Lieb

Rebecca Lieb
@lieblink

“Content strategy is the infrastructure of content marketing. Without answers to ‘why’ & ‘how’ the result is chaos.”
Content Marketing Strategy Infographic – 12 Tips from SAP, Boeing, CAT, Progressive, John Deere, charity: water
 

30Content_Jason_Miller

Jason Miller (client)
@JasonMillerCA

“Standing out is overrated. As a content marketer you really need to ask yourself: “Do you want to stand out or do you want to truly connect with your customers and prospects?” The answer is a balance of the two.”
Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

“We don’t need more content — we need more relevant content,”
Welcome to the Funnel, We Have Leads & Names – Jason Miller of LinkedIn at MnSummit

 

30Content_Joe_Pulizzi

Joe Pulizzi
@JoePulizzi

“If we only talk about ourselves, we’ll never reach customers”
5 Content Marketing Best Practices Most Businesses Aren’t Doing, but Should! #SMMW14

 

30Content_Mark_Schaefer

Mark Schaefer
@markwschaefer

“Are you human? Isn’t that the essence of how this online world started, why we love social media, and what people expect if you are going to build trust and loyalty? And yet, this is getting increasingly lost in a world preoccupied with traffic, search rankings and automated marketing software.”
5 Must Read Perspectives on Social Media Marketing Strategy

 

30Content_Scott_Stratten

Scott Stratten
@unmarketing

“I’m the first person to preach about customer experience, but if your product is terrible, I don’t care if you’re the greatest customer/community believer in the world, it won’t help. We always talk about the importance of social media, of being where the customer conversation is, but we need to tend to our own home first.”

“What it comes down to is transparency in marketing, that’s where the consumer comes in. Marketing is no longer about what brand message the company wants to put out, it’s what the customer thinks. Good or bad. You don’t define your brand. If you want to know what your brand statement is, ask a customer.”
What’s Next in B2B Marketing? #MPB2B Interview with Scott Stratten @UnMarketing

 

30Content_Nazil_Yuzak

Nazli Yuzak – Dell (client)
@NazliYuzak

“Be prepared to fight the good fight! Social media is still about building human to human relationships. There may be a lot of content to share from your organization but you have to defend the customers’ perspective and make sure that they are being presented with the most relevant content to where they are in their journey.”
15 Women Who Rock Social Media at Top Tech Companies – Career Advice & Insights

Content Marketing Tactics

30Content_Ardath_Albee

Ardath Albee
@ardath421

“Let’s say you develop 5 resources to help prospects reach an objective. A prospect reads the 2 resources about and solving a specific problem and a case study about a company similar to theirs, but ignores the 3 that take a different perspective. Now you know exactly what type of information will be relevant to entering into a dialogue with the prospect.”
How to Show Real ROI For Your Content Marketing eBook

 

 30Content_Brian_Clark

Brian Clark
@brianclark

“To please your audience, research their problems & desires, observe their content interactions & iterate.”
Infographic: How to Grow Your Audience – 10 Tips from Facebook, MarketingProfs, ExactTarget, Copyblogger 

 

30Content_Jason_Miller

Jason Miller (client)
@JasonMillerCA

“Take your content and treat it like leftover turkey. Slice and dice it and use it in as many ways possible.”
18 More Amazing Search & Digital Marketing Takeaways from #MNSummit
30Content_Ann_Handley

Ann Handley
@annhandley

“Writing doesn’t have to be long to be meaningful. I’d argue that the words we use everywhere – on our websites, on our landing pages, on our LinkedIn profiles and so on – are just as important as the words we use in places we typically think of as ‘writing.’ ”
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Interview with Ann Handley
30Content_Michael_Stelzner

Michael Stelzner
@Mike_Stelzner

“Those that pitch are becoming ignored. A little bit of selling here and there is great, but those marketers who do nothing but sell, sell, sell, are gonna get ignored, dismissed and overlooked by consumers and prospects. Get cracking folks, it’s time to actually care. That means dedicating more resources to things that are harder to track, like answering customer questions and providing more value online.”
21 Digital Marketing Trends & Predictions for 2015

 

30Content_Amy_Higgins

Amy Higgins – concur (client)
@amywhiggins

“When crafting a blog post, think about the title – if just the title is shared in a tweet, will someone what to read it?”
Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

Content Marketing Predictions

30Content_Brian_Solis

Brian Solis
@briansolis

“I’d love to say that by 2015 we will truly see digital strategies that are integrated across social, mobile, advertising, marketing, comms, et al. But, we won’t. What we will see though is a more conscious effort to bring disparate groups to the table to learn how to collaborate across screens, channels, and moments of truth to deliver ONE experience to customers wherever they are in the lifecycle.”
21 Digital Marketing Trends & Predictions for 2015

 

30Content_Jay_Baer

Jay Baer
@jaybaer

“With content marketing reaching near-ubiquity, the success pendulum will swing toward boosting consumption of content. That will put a new focus on math, testing and optimization as content production and content distribution become equally important.”
21 Digital Marketing Trends & Predictions for 2015

 

30Content_Pam_Didner

Pam Didner
@PamDidner

“The major change for 2015 is NOT about digital marketing. The major change will come from Marketers by Going Back to Basics: reevaluate the target audience, determine what works and what doesn’t. Re-prioritize and be smart about resource allocation and investment.”
21 Digital Marketing Trends & Predictions for 2015

 

30Content_David_Meerman_Scott

David Meerman Scott
@dmscott

“Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate “departments” but will merge the two functions into one customer facing organization focused on revenue generation.”
21 Digital Marketing Trends & Predictions for 2015

Content Marketing ROI

30Content_Joe_Pulizzi

Joe Pulizzi
@JoePulizzi

“Skip analytics reports for your CMO. Instead, focus measurement reporting on performance: sales, cost savings, and customer retention.”
Infographic: Achieve Real Content Marketing ROI – 10 Tips from CMI, Dell, Kraft Foods, Curata, NewsCred

 

30Content_Michael_Brenner

Michael Brenner
@BrennerMichael

“Content Marketing ROI is no harder than ROI for the rest of marketing. But many folks ask the question more as a defense mechanism for change. You will hear marketers ask this question despite not knowing what the ROI is on the rest of their marketing spend. So start with that benchmark. What is the ROI of marketing? Content marketing ROI is easier because content marketing results are easier than something like advertising.”
Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview

 

30Content_Mark_Schaefer

Mark Schaefer
@markwschaefer

“The way I measure content marketing success would vary by every customer. I would start with this question — ‘What is the behavior or attitude we are trying to change?’ Usually we can backward engineer from that response to find a set of measurements or leading indicators to determine our progress.”
A Practical Approach to Content Marketing Success – Interview with Mark Schaefer
As I mentioned, if you have any memorable quotes from 2014, feel free to share. There are surely more than 30 I could have pulled from the past year’s archives. I’m looking forward to 2015 at TopRank, where I’m sure I’ll fill a notebook or two with quotes from even more great minds we come across at TopRankBlog.

Top image: Shutterstock


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31 Dec 19:57

Applications Drive The Biggest Money In Big Data

by Matt Asay

We're still fixating on all the wrong Big Data startups. Hortonworks, one of the primary companies behind Hadoop, recently went public to great fanfare and a $1.2 billion valuation. But Hortonworks and the rest of the so-called Big Data startups are actually some of the least interesting Big Data companies.

In fact, of the current crop of 40 startups valued at more than $1 billion, virtually none of them sell Big Data technology like Hadoop. But all of them make heavy use of data - lots of it - to deliver a wide array of services.

See also: Big Companies Are Still Struggling To Buy A Big Data Clue

As consultant Peter Goldmacher declared back in 2013, the biggest winners in Big Data are the "business people that have identified opportunities to use data to create new opportunities or disrupt legacy business models." As we enter 2015, expect to see data double the number of billion-dollar startups even as public companies learn to grow through data, as well.

Do-It-Yourself Software Loses Its Luster

It used to be enough for a vendor to ship software and abandon the customer to figure it out (or pay hefty sums of money in consulting fees). SAP, for example, has made billions in revenue by shipping complex software and having customers shell out multiples of the software license fee for high-priced consultants to make sense of its Byzantine software.

That sort of strategy doesn't work very well anymore.

Forget startups for a moment. If we look at the stock prices of various data-related companies, investors are paying a premium for companies like Tableau and Qlik that make data easy to consume:

The companies rising the most include Tableau, Qlik and MicroStrategy, which provide tools to visualize data, while companies that tend to sell infrastructure like IBM and Teradata largely skidded through the year. (In fact, IBM is on its second year as one of the Dow Jones worst performers.)

Data Begets Billions

The analysis isn't perfect, of course. For example, though IBM sells a lot of core infrastructure it also has a Business Intelligence business. Oracle, for its part, plays in many camps, with a strong applications business to make up for its stalling database business.

See also: Big Data Will Get Even Bigger In 2015

But where the shift to Big Data really becomes apparent is in the Wall Street Journal's burgeoning billion-dollar startup club. As the Journal's Christopher Mims points out, "2014 was the year tech startup valuations went on a tear without precedent." 

It was also the year that tech startups put data to use at unprecedented levels.

No, not in the old-school Big Data way. When you review most lists of the "top 10 Big Data companies" they focus on those that sell Big Data technology. Among the top-15 most valuable startups, only Cloudera (and maybe Palantir) counts as a Big Data startup in this old sense of the word. 

Source: Wall Street Journal

Comb through the rest of the top-40 most valuable startups and you add MongoDB and Good Data. At face value this seems to suggest that Big Data really isn't that big of a deal.

Back to Goldmacher.

In Goldmacher's world, the "Big winners" in Big Data are "infrastructure providers like the Hadoop vendors and the NoSQL vendors," the "Bigger winners" are "the Apps and Analytics vendors that abstract the complexity of working with very complicated underlying technologies into a user friendly front end."

There's An App For That

But the "Biggest winners," as noted above, are companies like Uber, Stripe and Airbnb that have figured out how to "leverage data as an asset," thereby up-ending old industries and setting themselves apart. Look through the list of the top-40 most valuable startups and nearly all of them have this in common: they understand and leverage Big Data.

As we enter 2015, data will become more important than ever. It won't, however, be easy to track, because there's no meaningful "Big Data" category of vendors. Instead, data will transform industries as diverse as retail and healthcare, crowning multitudes of billion-dollar startups and billion-dollar revenue streams along the way.

31 Dec 19:57

10 Great Pieces Of Entrepreneurial Advice From 2014

by Business.com

10 Great Pieces Of Entrepreneurial Advice From 2014 image advice no text.280by280.png

In 2014, we’ve published hundreds of articles chocked full entrepreneurial advice. From handling small business finances to marketing dos and don’ts, we’ve made it our goal to keep you at the top of your entrepreneurial game.

But practicing all of the pieces of advice from 2014 is nearly impossible. That’s why we’ve rounded up the top 10 suggestions that we, and our team of expert contributors, have given you this year.

Don’t pitch crap to investors

If we’ve learned anything from Shark Tank this year it’s that elevator pitches can surely go awry. Serial entrepreneur Scott Gerber and his fellow Young Entrepreneurial Council (YEC) provided us a list of 10 things entrepreneurs should never, under any circumstances, do while pitching to investors.

The article was a hit and our readers loved the piece. Must-not’s include:

  • Being redundant
  • Not having fiscal milestones
  • Avoiding tricky questions
  • Ignoring possible risks
  • Not pitching your team

If you’ll stand in front of a panel of investors in 2015, be sure to reread this cautionary collection of pitching do’s and don’ts.

Don’t quit your day job

According to a University of Wisconsin-Madison study, entrepreneurs who stay employed while launching a new business are a third less likely to fail than those who quit their jobs. For reasons like financial stability, testing the waters, and minimizing risk, we advise keeping a steady paycheck while first starting your business- at least until you can make that smooth transition to full-time self-employment.

Passion will always trump money

John Meyer, Head of Strategic Partnerships/Marketing at The Company Corporation, relayed nine pieces of inspiration from the entrepreneurial ambassadors of this year’s Global Entrepreneurship Week (GEW).

One of our favorites on the list was a quote from Blake Mycoskie, founder of TOMS Shoes. When asked if entrepreneurs should start businesses based on financial possibilities or pure passion, he responded with counsel we loved:

“I believe that it should be based off your passion – it proves to be a different type of motivation when you actually care about what you are doing versus just doing it for the bottom line.”

Men, support your women leaders

Our second-favorite piece of advice from this article originated from Hilary Clinton. Always a strong voice for women in executive positions, the Secretary of State instructed men to support women in leadership roles and to value their irreplaceable insight. The only way women will be able to break through the proverbial glass ceiling is with the help of their male counterparts.

“There is a stimulative and ripple effect that kicks in when women have greater access to jobs and the economic lives of our countries,” says Clinton. “By harnessing the economic potential of all women, we boost opportunity for all people.”

Empower women to chase their goals in 2015.

Foster an entrepreneurial culture

Gerber and the YEC also supplied us with 12 ways to establish a workplace of innovating “intrapreneurs,” rather than follow-the-leader employees. To do this, entrepreneurs should hire aspiring entrepreneurs and make employees feel empowered via incentives, open communication, and giving them ownership over important projects.

Accept the ebbs and flows of business

In his post, What Successful SMB Founders Wish They’d Know From the Start, contributing guest writer Nick Chowdry asks three successful entrepreneurs to recall what they wish they’d known from the get-go of self-employment.

Steve Buskin, who runs training and speaking business, said he wish he’d known that everything in business – from his cash flow to his self-esteem- would fluctuate. And that it was okay. He advised hopeful entrepreneurs to learn how to remain calm and realize that, just because business may be slow at certain times, clients don’t hate you. The nature of business is to ebb and flow.

Respect your work/life boundaries

Chowdry asks the same question to Hannah Martin, founder of Talent Ladies Club, and her response provides guidance to those of you who work from home. It can be easy to blend your work life and personal life when both reside under the same roof.

But according to Hannah, you must learn to create boundaries between your house chores and your work chores. Dedicate hours to your business and hours to your personal life. Try your best not to blur the lines between the two, even if your dirty laundry is overflowing.

Nurture young entrepreneurs

Market expert Larry Alton outlined 6 signs from childhood that pointed to your future as an entrepreneur. Do any of these ring a bell? You never procrastinated, you were a bookworm, you challenged yourself, and you were always picked first for softball. While you may have identified with many of these signs (congratulations), be sure to notice these traits in the young minds around you. Nurture and encourage them to think outside the box.

Didn’t go to college? Doesn’t matter.

It’s time to get over your insecurities about not going to college. Studies show a bachelors degree equates to business success, but Shayna Marks shows us this isn’t always the case. In her well-received blog post, she describes six extremely successful entrepreneurs who completely changed their respective industries.

Do the names Richard Branson, David Karp, and Susan Lyne sound familiar? None were university graduates.

Don’t be a bad manager by micro-managing

Nothing kills creativity like micromanagement. As Larry Alton explains in his post, 5 Signs of a Bad Manager, it’s hard to give someone else the reigns- especially when you’ve built your business from the ground up.

But if you’re going to be a successful entrepreneur and leader, back off and trust the employees you hired for a reason. Also, be sure to read the remaining four signs to avoid terrible management habits in 2015.

We look forward to providing you with the best thought leadership advice from the best thought leaders in 2015. But for now, take these 10 pieces of advice to heart and share then with your entrepreneurial comrades.

31 Dec 19:56

5 big data trends to watch out for in 2015

by Ben Werther, Platfora
HP servers.
GUEST:

What a difference a year makes. At the end of 2013, the industry was still debating whether Hadoop and related big data technologies were going to become mainstream or were just niche technologies for Internet companies.

A year later, the answer is clear — Hadoop is without question the foundation of the new data stack, the first of the Hadoop distributions (Hortonworks) is now a public company, with others sure to follow. This is putting a spotlight on the next layer up the stack — big data analytics — and the use cases that will be unlocked and transformed by collecting and connecting vast quantities of raw data and empowering business analysts with new capabilities. In 2015, we’ll see the impact of big data across almost every industry sector, and there will be a multitude of proof points that go beyond vague claims often seen today.

Here are five trends to watch for over the next 12 months:

1. Big data analytics fills security void

Big data analytics will emerge as a powerful complement to traditional security software.

Massive breaches at Target and Home Depot in 2014 highlighted the degree to which the dizzying array and vast quantities of data that corporations collect has quickly outgrown the capabilities of traditional security software. The increased complexity and varieties and volumes of data enterprises currently manage make it nearly impossible to analyze everything, especially given the fact that most security platforms don’t talk to each other, and the cost of processing huge volumes and varieties of data is both cost and time-prohibitive.

But big data analytics can be used to identify suspicious behaviors and patterns that might indicate a network — even one protected by disparate security solutions that don’t talk to each other — is under attack. Over the past six months, CISOs have started to look at big data analytics as an important new tool that will enable their security infrastructure to identify and remediate “low and slow” advanced-persistent-threat attacks that might otherwise be undetectable. Look for this trend to accelerate and expand to other sectors in 2015.

2. Faking it with big data will no longer cut it

We’re in a historic technology replacement cycle that has only just begun to affect the enterprise sector. Many experienced vendors are trying to sell rebranded technologies that cannot handle the volume or variety of data that new platforms and technologies can. While it’s taken a few years for big data analytics to emerge as a fundamentally distinct solution from traditional business intelligence and data warehouse technologies that came before it, the next year will see less buyer confusion about what characterizes next-generation analytics. Buyers will come to understand what is possible with a modern stack and what to look for when choosing a solution.

3. The Internet of things comes around to big data

The hundreds of device makers building the Internet of things will get serious about big data — or get left out in the cold if they don’t.

Data generated by the household devices, wearables and industrial devices that comprise today’s Internet of things is growing exponentially, but almost all of it sits in silos created by different device makers. The real value is in connecting the dots across these silos to understand patterns of behavior, interaction and failure modes. This is critical to understanding how devices and services are operating, understanding the flow of communication that could constitute security threats, and weaving together dependencies and interdependent failure modes. Using Hadoop as a data lake to store Internet of things data is a required first step, and a range of analytical approaches follow.

For example, Opower uses big data analytics to help customers at more than 100 utility companies better understand their usage patterns and suggests how they could save money by consuming less power.

In 2015, look for the discussion to shift to how the device makers are turning to data analytics to help the nascent Internet of things market reach its full potential.

4. Companies reorganize around big data analytics

According to a recent Gartner report, 85 percent of Fortune 500 companies are ill prepared to exploit big data. Companies of all stripes and sizes will increasingly adopt a data centric approach as they set strategy, encourage collaboration among colleagues, and interact with customers.

A few years ago, big data tools were available only to corporate giants that could invest in proprietary and largely inflexible infrastructure. The advent of the Hadoop data lake is democratizing — and quickly accelerating — the game, forcing companies of all sizes to react if they want to remain competitive. In 2015, big data’s ability to connect dots in ways never before possible will prompt companies to rethink the way their employees collaborate and use data to identify and quickly adapt to opportunities and challenges.

For example, Riot Games, the 1,500-person gaming company most famous for League of Legends, has a task force of employees who are responsible for making their company more data-driven. They use big data to analyze behavioral data of 30 million users to find bugs in the software and to make data-driven decisions on which new features to introduce into the gaming environment.

5. The winning architecture emerges, leading to vendor consolidation

After more than six years of development, testing and early-stage roll outs, the big data landscape is ripe for a shake out.

Countless startups have either taken the wrong architectural road or are focused on niche products that cannot meet their customers’ overall needs. In 2015, look for some of these small players to fail, or become acquisition targets as larger vendors look to cobble together end-to-end solutions.

With big data indicators all pointing north, we’ll see enterprises making bigger strategic bets in 2015 as they look to vendors that offer end-to-end solutions built to handle massive amounts of disparate data without requiring data scientists. Look for both Cloudera and MapR to go public in 2015, and plenty of discussion about those companies (both public and private) that can thrive in this new world of big data — and those that are on a fast decline. It’s shakeout time.

Ben Werther launched Platfora to transform the way businesses use big data analytics. Before founding Platfora, Ben was vice president of products for DataStax and head of product at Greenplum.


VentureBeat is studying mobile marketing automation. Chime in, and we’ll share the data.







31 Dec 19:56

Write For A Star

by Steven Pressfield

Today’s post will be the last in our series featuring lessons learned from a 20-year look-back at The Legend of Bagger Vance. Today is also the final day of our Black Irish Christmas Special. I will stop blabbing about it forever!

Clark Gable, the star. We, the writers, have to make him give a damn.

Write for a star. That had been a mantra of mine for at least ten years before Bagger. It’s a screenwriter’s axiom. But I never realized how true it was till my agent took the manuscript of Bagger “out to the town.”

The rights were snatched up within days. Almost immediately Robert Redford came aboard. He wanted to direct and to play the lead, Rannulph Junah. Eventually he decided that the role needed a younger actor. Matt Damon signed on.

This was no small thing for me, or for any writer. To write a character that two such A-list dudes want to play … that’s something. It cemented, for me, the concept of “writing for a star.”

Are you working on a novel or a screenplay? Who’s the protagonist? What kind of role is it? It’s an extremely powerful and revealing exercise to ask yourself (as I’ve done with every book and script since Bagger), “Would an A-list actor or actress want to play this part?”

Think about Fight Club. Is it any wonder that Brad Pitt wanted to play the role of Tyler Durden? How about Julia Roberts for Erin Brockovich? Anthony Hopkins as Hannibal Lecter? Jodie Foster as Clarice Starling?

Why did Matthew McConaughey want to play Mud in Mud—or Ron Woodroof in Dallas Buyers Club? Why did Reese Witherspoon option Wild? Did anyone have to talk Benedict Cumberbatch into playing the lead in The Imitation Game?

These roles are star turns. They’re Oscar bait. They’re career-makers.

When you and I write for a star, we have to ask ourselves:

1. Is this role vivid? Memorable? Unforgettable?

2. Does the character drive the story? Is he or she “the straw that stirs the drink?”

3. Does he or she change? Is it a radical change? Does the character evolve in the face of adversity? How much adversity? (The more the better.)

4. Does the character want something desperately? Does he or she pursue this “to the end of the line?”

5. Does the character have internal contradictions? Is she complex? Does she act in unexpected ways?

6. Is the character a hero? Is he epic? Is he larger than life?

Sometimes we as writers will be tempted to tell our own story. We’ll write a central character who’s a thinly-veiled version of ourselves. This can be a trap. Because you and I are real people who live in the real world, we unconsciously and inevitably impose limitations on characters based upon ourselves.

You and I aren’t going to shoot someone. We’re not going to cut off our right arm or parachute into Kobani to fight ISIS. But the hero of our book or movie might have to.

It’s an enlightening exercise to pick a few A-list actors and actresses and see what roles they’ve chosen to play in recent years. Daniel Day-Lewis in Lincoln. Jennifer Lawrence in Silver Linings Playbook and A Winter’s Bone. Colin Firth in The King’s Speech. What kind of role would it take to attract Meryl Streep or Jeff Bridges or Robert Deniro or Hillary Swank?

Keep in mind how smart these talents are, how many difficult and different roles they’ve played already. Can we give them something that will challenge them? Can we write a part that they’ll be desperate to play?

Story counts. Structure is critical. Theme is all-important. But at the heart of it all is the protagonist, the hero. They’re our locomotive. We’ve got to give them something to play, something that will stretch them, something they can’t say no to.

We’ve gotta write for a star.

31 Dec 19:55

15 Ways Content Marketing Rocked Our World in 2014 [Examples]

by Jodi Harris

CMI_15_Ways_Content_Marketing Rocked_CoverThe end of the year is always a great time to reflect on what we’ve learned, what we hope to improve, and what will drive us to keep progressing. Sure, we may not have hit it out of the park with every single piece of content we created, but despite the obstacles, oversights, or disappointments, every experience brought us closer to creating content magic the next time around.

Every Wednesday on our Facebook page, the CMI team shares one of its favorite examples of content marketing that really shakes things up and stands apart from the pack. Here, we’ve compiled 15 of the killer efforts that inspired us in 2014 – and that makes us certain that we’ll be seeing even more epic content in the new year.

1. Evernote

Evernote has earned its spot as one of the most popular online and mobile productivity tools. As the company has grown, it has enhanced its feature set and functionality tremendously. To help users keep up with its ongoing upgrades, the company embraces the use of images and explainer videos, demonstrating its newest tools for managing information, work, and more. It’s an excellent example of visual marketing used for customer retention.

evernote-hello-video2. Taco Bell

Taco Bell was among the earliest adopters of Snapchat, using the popular visual conversation service to introduce its beefy crunch burrito in May 2013. Since then, the brand has continued to embrace the app’s newer features, including handwritten text overlaid on images, short-form movies, and Snapchat Stories, which allow users to add a “snap” to a feed for 24 hours before it vanishes.

taco-bell-snapchat-stories

3. Downtown Resource Group of Minneapolis

Downtown Resource Group of Minneapolis saw a huge opportunity to create a compelling piece of content that created a different impression than an eBook or brochure would. DRG worked directly with real estate professionals and condo residents to provide prospective buyers with a wealth of homeowner association comparisons, helpful stats about the area, and other insider secrets. Combine this with its gorgeous use of aerial photography and parallax effects, and you have an interactive area guide to Minneapolis that’s worth navigating, even if you aren’t looking to live there.

minneapolis-downtown-resource-group

4. L.L. Bean

Many people believe that only women-centric brands share pictures of clothing and cupcakes to build strong followings on Pinterest. Outdoor gear and clothier company L.L. Bean has proven that isn’t the case, by earning more than 5 million followers through consistent, organized, and inspiring posts on the platform. L.L. Bean’s boards are not directly centered on product offerings but instead focus on the things its target audience members enjoy as they relate to the brand and its products.

LLBean-pinterest

5. General Electric

GE has mastered the use of Instagram, building a following of 169,000-plus people through its visual content marketing efforts on the platform. Though GE’s business may not be considered an “exciting” one, the company has proven that it’s not lacking a creative spark when it comes to sharing visual content. For example, GE often posts behind-the-scenes images of elaborate equipment and visual illustrations of its methods (along with detailed descriptions), as well as inspirational photos and pictures of staff. Its images have garnered thousands of “likes” and comments – not bad for a business without an obvious “artistic” component.

GE-Instagram

6. Tealium

With an increasing amount of branded content available, companies need innovative ways to cut through the noise. One company found a fun solution: a children’s book. Tealium, an enterprise tag management provider, recently launched Taming the Digital Marketing Beast to give away at industry trade shows. The beautifully illustrated book is meant for attendees to take home to their kids, but it also includes a reference guide for adults that explains the association between the key plot points and characters and the company’s digital marketing technology. (You can view a digital download of the full book here.)

tealium-digital-marketing-beast

7. Caterpillar

Who said B2B has to be boring? Caterpillar surprised many this year with its bold Built for It™ campaign. The first video featured the company’s massive earth-moving equipment moving 600-pound blocks in a giant game of Jenga – and earned over 2 million views. Global Brand Marketing Head Renee Richardson described the campaign as an important step for a historically risk-averse brand. In an interview with Fast Company, she explained, “We wanted to be more brand promoters than brand police. Instead of focusing primarily on enforcing compliance on brand and identity standards, we wanted to facilitate more consumer interaction and use it to contribute to the growth of the brand.”

caterpillar-jenga

8. Four Seasons Hotels and Resorts

Hoteliers have a leg up on other industries when it comes to captivating storytelling, but the challenge is doing it in an effective and engaging way that supports the brand. Four Seasons Hotels and Resorts leads the luxury hospitality pack with a beautiful and hardworking portfolio of content delivered through various channels focused on engaging existing and prospective guests. It includes the brand’s premier digital property, Four Seasons Magazine, as well as a host of special-interest microsites such as Have Family Will Travel and Taste, and microsites targeting Brazilian, Russian, and Spanish-language travelers.

four-seasons-magazine

9. Qualcomm

Qualcomm has created a terrific website called Spark that is focused on how technology enables innovation. It seeks to inform readers about what’s going on in the world of technology – and what we can learn from it – without trying to sell readers on Qualcomm’s products. Spark contains technology news, columns on a variety of technology topics, and an impressive collection of episodic videos – all produced in less than two years at a significant level of investment. What’s most unique is that the company has given the members of its editorial staff carte blanche to cover whatever they want – as long as they adhere to Spark’s business goals and editorial mission.

qualcomm-spark

10. Starbucks

My Starbucks Idea is a place where the Starbucks community can submit ideas and requests to the company. Since its inception, many of these ideas have been implemented and featured on the website. The leaderboard, community engagement opportunities, and blog make this a great content marketing example.

my-starbucks-idea

11. Intel

Intel‘s Bryan Rhoads (our Content Marketer of the Year) has worked on many projects that serve as great examples of content marketing. One of our favorites is The Creators Project, which captures stunning examples of art and innovation made possible through technology. The online arts channel has showcased more than 500 artists from around the world, and features a slate of original artwork commissions, a music video series, tech-focused tutorials, and more.

intel-creators-project

12. Vans

Lifestyle brand Vans produced a 12-episode documentary series, #LivingOffTheWall, which aimed to enable some unique storytellers to illustrate their commitment to creativity using words, images, and motion pictures. There’s no direct mention of the brand in these films – they simply share the aesthetic that makes Vans so popular with its target demographic. It’s first-rate content marketing in so many respects that CMI’s Chief Strategist, Robert Rose, raved, “It’s worth a look for all content marketers.”

Vans-off-the-wall

13. Guitar Center

You would certainly expect a brand like Guitar Center to embrace its musical roots in its content marketing efforts. But Guitar Center‘s YouTube channel goes beyond the standard in-store and online promotions. It’s great content marketing in the form of exclusive performances, product information, and so much more.

Guitar-center-YouTube

14. Sharpie

Sharpie uses a variety of visual social media channels to appeal to teens – a demographic that has a vested interest in finding colorful ways to express their individuality. On its Facebook page, Sharpie promotes a Fan of the Week by sharing the winner’s Sharpie-enabled artwork. It also drives ongoing brand engagement with consumer-generated artwork displayed in themes (like Shoesday Tuesday) on its Pinterest page.

sharpie-shoesday-tuesday

15. Wisconsin Milk Marketing Board

A few years ago, the everyday consumer thought of Wisconsin as a reliable source for cheese (particularly cheddar) but little more. With more than 600 varieties and styles of cheese to promote, a limited budget, and a national scope, the Wisconsin Milk Marketing Board embarked on a campaign to engage consumers, build a following of supporters, and have fun doing it. It succeeded in spades with its electronic recipe index on the Cheese & Burger Society website. With Patrick Warburton (who played Puddy on Seinfeld and has lent his distinctive voice to shows like The Tick and Family Guy) narrating such gems as, “If you’re lucky, one day her home may be your tummy,” the brand elevates descriptions of the humble cheeseburger to a sumptuous – and sticky – content feast for the eyes and ears.

cheese-and-burger-society

Like CMI on Facebook to see new examples of the best content marketing every week.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post 15 Ways Content Marketing Rocked Our World in 2014 [Examples] appeared first on Content Marketing Institute.

31 Dec 19:55

4 Tips For Generating More Return Business In Any Industry

by Helen Nesterenko

4 Tips For Generating More Return Business In Any Industry image 86 1024x6781 150x150.jpg

If your small business marketing strategy doesn’t include your existing customer base, it definitely should!

It’s a well-known fact among marketing experts that your current clients are a major source for revenue. These individuals have already researched your brand and chosen to make a purchase. Hopefully, they’re fully satisfied with the purchase. But how do you leverage these contacts to earn repeat spend?

Gartner has found that for most brands, 80% of your future income will come from your existing customer base. This is why the most brilliant marketers focus their efforts on customer satisfaction strategies. This post is designed to share some simple and effective tips for customer satisfaction, so you can generate more return business:

Go The Extra Mile

Everyone – and I mean everyone – loves free stuff. That’s why customer bonus programs are an essential part of so many online and offline brands. Can you imagine a world without airline miles or credit card points? However, what many companies fail to realize is bonus programs don’t entail giving away your product for free.

Many business experts believe that giving away or significantly discounting your product can devalue your brand. Providing related products and services as a bonus can keep your company’s services at a premium, while still providing immense value to your clients. Sounds like an all-around win, right?

Here are some pragmatic ways you can offer complementary products or services:

  • Freelance copywriting agencies can offer complementary metrics analysis or blog redesign tips.
  • Social media managers can provide Facebook or Twitter cover graphics (which are easy to make with a tool like Canva!).
  • Bakeries or confectioners can offer complementary tea or wine that pairs well with their products.

While it’s crucial to ensure you have the skills and abilities to deliver your bonuses well, they can enhance brand loyalty and customer referrals.

Reward Negativity

It may be hard to accept, but negative online reviews are actually a positive opportunity for growth. And let’s face it, every organization will receive a negative online review on Yelp, Google local, Facebook, or another outlet at one point or another.

Ignore nonsensical rants about your brand. However, when customers have actual constructive criticism to share, it’s important to listen. These people care about your product and your brand, and want it to be better.

Never fight back or argue on online outlets, which will only cast your company in a poor light. Use these negative reviews as an opportunity for good PR. Thank the customer for the feedback, and offer a freebie as an opportunity to right their experience. Negative reviews can help you publicly convert detractors into enthusiastic brand promoters.

Make Them Feel Special

4 Tips For Generating More Return Business In Any Industry image tumblr nc6yhrAZvQ1ta0hnbo1 1280 1024x768.jpg

Technology allows some pretty magical things to happen, especially personalization. Anything that can make your customers feel recognized and appreciated is a sharp move. Psychology researchers attribute the human love for individual recognition to our affinity for control.

Small, service-oriented brands should ensure their account management staff learns and remembers customers’ preferences and life details. However, larger or online-driven brands can leverage the right technologies to the same effect. Use name personalization in emails, or custom welcome messages when clients log-in. There’s no question that technology or individual-driven personalization is well worth your while.

Send An Email A Day

Both local and online brands should make a point to send an email to at least one client each day. It doesn’t need to be long or elaborate, but it must be very sincere. Vary your content by client as much as possible, but be sure to ask how their experience has been.

Not only will your customers love the individual effort you put into these daily emails, you’ll grow from the experience, too. This system can allow you to learn what people love (and dislike) about your brand, how they’re using your products, and a little bit more about your buyers.

Does your company’s marketing include a customer retention strategy? How do you increase your return business?

31 Dec 19:55

Customer Retention: Why Brands Should Always Play for Keeps

by Michael Pina

Customer Retention: Why Brands Should Always Play for Keeps image Customer Retention Why Brands Should Always Play for Keeps

Recently I called my cable provider to ask about a promotion I saw online. (Although I’m still waiting with baited breath to know when exactly winter will come in Game of Thrones, it was becoming increasingly difficult to justify the high cost of cable).

The operator explained to me that the promotion I had seen was indeed a great deal, but only applied to new customers.

I explained that I subscribed to the cable company’s service for almost a decade. Wasn’t there some kind of promotion for me?

In short, no.

I certainly understand the concept of customer acquisition, especially among new businesses. But companies that focus too much on new customers risk losing long-time loyal fans.

In a recent study analyzing the costs and revenues that resulted from serving customers over an entire purchasing life cycle, a 5% boost in customer retention proved to raise profits by 25% to 95%.

Another interesting statistic from the same study: a 10% rise in customer retention results in a 30% increase in the value of a company.

All of this begs the question – if companies are likely to profit from rewarding loyal customers, why do so many brands neglect them?

The answer is partially due to a couple misconceptions.

Myths about customer retention:

 

It’s hard to measure

New acquisition is easy to track. Convenient subscribe forms and first-time website sales provide simple, undeniable metrics. By contrast, measuring the behavior of a prior customer may seem like a trickier task. However, this perception has more to do with a lack of trying than reality.

With a little creativity, companies can easily track previous customers as long as the right campaign efforts are in place. Establish follow-up KPIs and incentives specific to that segment of your audience, and reach out to people accordingly.

More acquisition means more retention

Some marketers subscribe to misguided wisdom about how increasing the volume of new customers only increases the likelihood of repeat business. While this is partially true, it ignores the value of previous customers as their own group.

They don’t have the same curiosity about your products and services as newbies. Consequently, you have to tweak your communications with them to hold their interest, and entice them to buy again.

So if you think that customer retention can be just as valuable, if not more so, than acquisition, but don’t know where to start, read on.

How digital marketing can build retention:

 

Relationships 

As in any form of marketing, a brand’s success in the digital space often depends on the relationships with its customers. However, the difference between online and other areas is that the relationship between business and customer is very much a two-way street. Users play an active role in shaping your company’s online persona, so it’s critical that you maintain a positive relationship with them.

Not only does this improve your image in the short run, it can pay off handsomely down the road. If you continue to demonstrate the same brand identity (as well as quality products and services) online over time, satisfied customers will come back.

Engagement

Engagement is built into the fabric of social media. When people share, like, or comment on your content, they engage with your brand. And the more people are inspired to engage, the more likely they are to buy from you. This applies not just to first-time customers, but to previous ones as well.

Social media can be a great tool for driving continued engagement after that first sale. Whether it’s through contests, direct contact, or merely posting on-brand content, it can be easy for businesses to stay on customers’ radars.

So how exactly do you accomplish all of this?

Tips for using digital marketing to increase retention:

 

Create loyalty programs

The concept of the punch card, while old, is still effective. It rewards repeat buyers with some kind of discount after X amount of purchases.

These days more and more businesses are smartly replacing the punch card with a smartphone app. Like the punch card, apps often reward customers for shopping in a company’s brick and mortar store. Retail outlets, in particular, have had success using shopping apps that award points to consumers based on their level of interest, or lets users scan items in-store to discover specialized deals.

By giving customers customized discounts, a brand increases its chances of repeat business.

Use remarketing

When it comes to providing extra incentives to maintain customer interest, email remarketing can be very effective. Remarketing is founded on the concept of advertising to a user online after he’s already demonstrated interest in your brand, either through a sale or with clicks to your website, content, etc.

With email, you can reach out directly to a previous customer with a strategically timed message. If your product has a limited lifespan, like contact lenses for example, you can follow up with people when it’s time to renew their prescription.

Likewise, Zappos has been known to send emails to customers offering faster shipping on their next purchase. It’s a clever way to offer a deal to prior purchasers without sacrificing abundant revenue on Zappos’ part.

Boost customer service 

Digital marketing is a boon for brands as much as it is for customers. Social media in particular allows both parties to interact, often in real time. This presents an opportunity for businesses to demonstrate their top-notch customer service skills, court new acquisitions, and maybe most importantly, retain prior customers as well.

Many of us have needed to ask a question about a product after buying it. Whether it’s for instructions, washing requirements or other queries, our use of an item or service is ongoing. The traditional protocol of customer service is to offer phone support, but online users want the kind of instant gratification that they’re accustomed to.

A great way to satisfy customers’ needs while boosting your credibility is to offer support through social media. Twitter in particular is ideal for dealing with users’ comments and questions, especially after they’ve made a purchase. It allows for direct, one-on-one conversation in real time, which can support someone’s already-favorable opinions about a brand, or transform mildly satisfied or indifferent feelings to positive ones.

Encourage brand ambassadors 

Digital marketing is driven mainly by your online audience. You can create a message, but its perception is shaped by people’s response to it through shares, likes, and more. Word of mouth is more important to your marketing campaign than ever, which is why you should encourage satisfied customers to talk about their experience with your brand.

When it comes to browsing companies online, reviews can carry heavy impact. Allowing people to review your products and services on your website gives them an opportunity to further engage with your company, while (hopefully) providing a positive story that will influence others.

However, turning happy customers into full brand ambassadors online takes a little more effort. Sending follow-up emails or, say, offering free content will go a long way to filling in the gap between satisfied and ecstatic.

Brands like Novartis and Gillette reached out to members in their key demographic when testing new products. They asked them to test the products and make vlogs, take photos, and write content about their experiences, and share it all online.

(See here for more details).

As a result, many of the product testers were converted to users, and their testimonials helped shape the brands’ positive word of mouth online.

31 Dec 19:18

Analytics 101: How to Use Analytics to Refresh Your Email Marketing

by Kristen Dunleavy

According to Hiten Shah, KISSmetrics’ co-founder, growing your business without tracking your analytics is like driving a car blindfolded. Sound extreme? Maybe just a little, but he has a point. If your business uses email marketing, you owe it to yourself and to your subscribers to track your analytics.

Why use analytics?

If your goal is to grow your small business, analytics has your back. Want your emails to make you money? Analytics will tell you your ROI. You’ll glean valuable information about targeting to ensure you’re emailing the right people. And if you’ve got content woes, analytics will give you insight into the types of content your audience wants. Analytics is the key to becoming a successful marketer – and who doesn’t want that?

What should I be looking for?

There are a lot of areas you can look at in your email marketing analytics. You can use the tools within your email service provider platform, Google Analytics (or both, if you’re an overachiever) to identify these.

Open rates

Find out how many people opened your email and who they are.

Click rates

Which of the links in your email are getting clicks and which aren’t?

Unsubscribes

If anyone unsubscribed from your list after you sent a particular email, analytics will help you identify that email.

Traffic

Measure the traffic emails bring to your website and get a better picture of how effective emails are at driving readers to your website.

Bounces

Are any of your emails being returned as undeliverable? Identify those email addresses to get a cleaner list of engaged subscribers.

Location

Where are your subscribers from? Do you have a sudden influx of subscribers from a certain city? Location can play a big role in the type of content you send people.

Device

How are people viewing your emails? This should prompt you to test your emails to ensure they look good on any device.

Deliverability

Certain analytics like bounce and open rates may be affected by your deliverability. If this is low, emails may not be reaching some of your subscribers’ inboxes.

Sales

Find out how much revenue your emails are generating.

Common analytics problems and how to fix them

Now that you know what analytics to look for, here are some common problems and how to fix them.

My open rates stink

Give your subject line some love. It should be attention-grabbing, it shouldn’t sound spammy (avoid all caps) and it should be relevant to the content inside. Remember that your readers can see the first line or so of your content (this is called preview text), so make good use of that space too.

Also, focus on the timing and frequency of your messages. Through testing, find the time of day that most of your subscribers open your emails, then stick to it. On your sign up form, tell people how often they can expect to hear from you, then stick to it. If you signed up for a monthly newsletter and started getting daily updates, you wouldn’t be too happy, would you?

People are unsubscribing from my list

Did they unsubscribe after you sent a certain message? Look at that message and evaluate what you can do better next time. Frequency could be another factor. Are you emailing too much, or so little that people forget who you are? Unsubscribes might hurt initially, but they’re not necessarily a bad thing. It’s better to have a small list of active subscribers than a big list full of robots.

I’m getting bouncebacks

There are two types of bounced email addresses: a hard bounce and a soft bounce. A hard bounce indicates a permanent deliverability problem, while soft bounce points to a temporary issue. A good email service provider will identify and mitigate bouncebacks for you. Any email addresses giving you hard bouncebacks should be removed to ensure that everyone on your list really wants to be there.

I don’t know if I’m sending the right content to the right people

Let’s say you sent an email containing a customer feedback survey. Those who didn’t open the email may need an extra nudge. Why not segment your list based on open rates and offer a discount incentive to those who didn’t open your email? This gets you more opens, the feedback you wanted and a sale!

No one is clicking through to my website to make a purchase

What do you want people to do after they read your email? Make your call-to-action (CTA) very obvious. You can also try an incentive offer for first-time buyers.

My deliverability is low

Many factors influence email deliverability. The biggest reason is that your emails are generating too many spam complaints. Ideally, you want your spam complaints to be lower than 0.1 percent. To improve your deliverability, ask yourself these two questions:

  1. Are my subscribers receiving the content they signed up for?
  2. Am I emailing them as often as I promised?

Should I split test my emails?

Test all the things! An A/B split test lets you test two versions of the same email to find out which gets better results. Here’s how that works:

  • First, decide what you’ll be testing. Your subject line? Call-to-action? From name?
  • Define your hypothesis. Something like, “If I make my call to action button larger, more people will click through to my website and make a purchase.”
  • Keep an eye on those stats!
  • Adjust your emails depending on your results
  • Test again!

More analytics resources for email marketing

The only way you can start tracking your analytics is to start sending emails! Don’t get discouraged if you’re not getting the results you want right away. The whole point of analytics is to learn what you can do to refine your emails for the future.

Still looking to solve your email marketing analytics challenges? AWeber can help! Click here to get started today.

31 Dec 18:35

Why You Should Be Interested In Multi-Location Call Tracking

by Katherine Buchholz

Your website is important. Maybe that’s an obvious statement, but it’s true nonetheless. This next one might not be quite as obvious yet: your mobile website is even more important. We know smartphone users continue to grow (the U.S. alone will top 200 million by 2017), but we are only recently seeing how much advertisers are recognizing this growth. They are putting their money where consumers are: in mobile search. In 2015, for the very first time, mobile search ad spend will surpass desktop. And then, within three years, there will be over 73 billion calls made to businesses from mobile search alone.

But why do your customers visit your website? It’s to browse, do research, make a purchase, find a store location, and obtain contact information – including a phone number. And, as if you needed it at this point, here are a few stats to further emphasize the importance of mobile search and providing your customers easy access to call you:

  • 70% of mobile searchers have used click-to-call to connect with a business
  • 61% of customers believe it’s important that businesses give them a phone number to call
  • 47% of mobile searchers say that if a business doesn’t have a phone number associated with their search results, they will be more likely to explore other brands

The power of the smartphone only goes so far unless you are able to optimize your marketing to increase its ROI. Enter call tracking. Being able to track phone leads back to the marketing source they originated from (whether specific ads, keywords, web pages, email, etc.) enables you to prove and improve marketing ROI.

But what if you have a web page with multiple phone numbers listed on it pointing to different stores, offices, or agent locations? Can you still track calls from each number? And ensure calls are still routed to the right place? Why yes – yes you can. Let’s find out why multi-location call tracking might interest you.

My Business Has Multiple Locations

“Find A Store.” “Store Locator.” “Locations.” These are just a few variations of what many customers visiting a business’s website are looking for: a single page where they can find the nearest office or store location. Call tracking technology exists that allows marketers to display unique trackable numbers for multiple offices, stores, or services listed on a single web page. This way your customers are connected with the most appropriate location, and you are able to attribute the phone call to the correct marketing source that drove that web session that led to the call.

Why You Should Be Interested In Multi Location Call Tracking image multi 03 260 180.jpg

The other piece of the puzzle is the ability to route the call to the correct location. After you track where your phone leads are coming from, call routing technology that also includes contextual call routing can direct the call to the right place based on your business needs. In this case, being able to route the call based on the multi-location call tracking number means your customer is quickly and accurately directed to the location they selected.

My Lead Gen Service Needs to Prove How We Drive Calls And ROI To Our Clients

Or maybe you are a lead generation company, online directory, or affiliate marketer. If so, you know it is essential for your business to get credit for every lead you drive to your clients. BIA/Kelsey reports that 66% of sales managers consider inbound phone calls to be excellent leads, more than any other type – which means proving your service drives these valuable phone leads for each client is particularly important. Multi-location call tracking can help marketers do this, and for these businesses it is even more important to use call routing to ensure calls are being directed to the correct client’s business.

 

Take Vitals, one of the world’s most popular resources for patients searching for doctors, who used call tracking to prove how they drove 7.5 times more calls and appointments for their clients. By displaying a unique trackable phone number on each client’s listing, they are able to tell that the call came from not only their service, but the specific website and listing as well.

Interested in seeing multi-location call tracking in action? Request a demo to learn (and see) how this technology can work for your business.

31 Dec 18:35

Perfecting A Dashboard That Maximizes Lead Generation

by Tracy Vides

Perfecting A Dashboard That Maximizes Lead Generation image 180245209.jpg 300x225

Lead generation is one of the top priorities for every business. But as the old saying goes,

“You won’t get anywhere without knowing where you are.”

That’s why metrics are important for businesses. With so many stats and signs to worry about, measure, analyze, and glean meaningful information from, monitoring the right indicators is an uphill task.

Thankfully, there are innumerable, inexpensive tools available to make that part of the process easier. However, getting the best out of your metrics will require you to chase the right numbers, take what you must from a resulting sea of data, get organized, and create a system (like you would with marketing, hiring and operations).

But how do you decide which dials and meters are important and club them together to form a dashboard that will be the lifeline of the direction your business is taking?

Here are the critical components from which you can try and build a growth monitoring system optimized for lead generation.

Lead Generation Process

Setting the right goals gives you a firm direction for you to move toward. Your goal attainment metrics give you an overall view of what you need to make your business successful.

Staffing

You need an excellent, passionate, and hardworking team to get closer to your goals. So, ask yourself:

  • Who is a part of your team? What are their roles and responsibilities?
  • Who sort of people do you hire and how?
  • How long does it take for onboarding an on-site team member or an independent off-site contractor?

Tasks, Deadlines, and Productivity

More questions:

  • How do you identify your prospects and actually get the leads that you do?
  • What qualifies as a lead? What are your deliverables? What milestones need to be reached and when?
  • Does your team achieve task completion before deadlines? How do you allocate resources to team members?
  • How do you manage lead conversion and execute the sale?

Budget & Costs

Knowing how much you spend on various aspects of lead generation helps you move closer to the ultimate goal of spending less to get more.

  • What’s the budget you’ve earmarked for lead generation and customer acquisition?
  • What does it cost you to produce content or resources for lead generation, directly, or indirectly?
  • How do you measure your ROI on these costs incurred?
  • What is your Budget/Revenue ratio? While this is a slightly broader metric, it gives quick insight into how well your budget is being used to generate revenue for your business.

Leads by Channel

Blogging, social media, traffic to your website, outreach programs, email marketing, and other types of lead generation material such as whitepapers, reports, guides, video tutorials, and membership subscriptions will be your primary tools for lead generation:

Blogging

Business blogging is one of the best ways to generate leads without any extra costs (bar those of producing and promoting every blog post).

According to HubSpot’s stats, marketers who embrace blogging are 13X more likely to benefit from positive ROI. In fact, at least 82 percent of marketers who blog daily have acquired customers from their blogs.

What metrics should you measure for your blog posts? Here are few that work for me:

  • Number of blogs published that were planned for and scheduled in an editorial calendar
  • Comments per blog
  • Social shares per blog post
  • Amplification

By reaching out to other websites or third-party blogs to promote your content, you establish credibility and gain exposure. Guest posts, sponsored content, native ads, infographics and slide decks are the best forms of content to raise brand awareness. The metrics you’d do well to track are:

  • Number of content pieces published in various formats (and weighted by cost and quality)
  • Inbound link profile
  • Referral traffic

Social Media

Although it’s hard to pinpoint leads generated from specific social posts or updates, it’s still possible to measure the effectiveness of your efforts in generating leads:

  • Reach: How many people do your updates reach?
  • Engagement and shares: How many people actually engage with your updates? How many simply share and forget? What platform-specific actions (such as Like or Favorite) qualify as engagement?
  • Brand Impressions: On social media, your brand mentions are amplified. With hashtags, for instance, your conversations spread to a lot more people than you think. Did any of your hashtag campaigns hit “trending” thresholds on any social network? What were the lasting benefits or follower gains you achieved from these campaigns?

Email Marketing

Email marketing is the best way to reach out to your subscribers—a captive audience waiting to hear from you. Some of the important metrics to measure for email marketing are:

  • Total number of subscribers
  • Percentage increase of subscribers over a period of time
  • Open rates
  • Click-through rates (for CTAs within emails)
  • Social shares from emails

Standalone Content Assets

You could build any number of microsites that exclusively target certain niches you service or sell to. Better yet (from a centralized or branding point of view), you could choose to build a resource hub on your site, which acts as a nucleus or starting point for everything your audience needs and wants. Shopify’s resource center for starting and running a retail business is a great example.

Further, your blog could have email subscription forms above and/or below the post. The sidebar could have graphics, newsletter opt-in forms, or links to your resources or community forums.

All these elements help generate leads by helping you increase email subscriptions, direct downloads, social shares and, most of all, leads.

Funnel Progression

Leads by phase: Plotting all your conversion opportunities by stage allows you to get a holistic snapshot of your business.

Qualified leads: All leads are not created equal. Lead quality directly affects your conversions and marketing spend. Dividing your qualified leads into marketing-qualified leads and sales-qualified leads will put you in a better position to nurture them accordingly.

Engagement rate: Focus on how effectively you are engaging your qualified leads through drip campaigns, retargeting or other methods.

Customer Conversions: This is when customers come buying and making those transactions. If you had to pick just one metric ever, this one fits the bill.

Retention: The story isn’t over with conversions. There’s that recurring effort of making your buyers come back to make purchases again and again—post-sale marketing, they call it. It makes even more sense if your business has recurring transactions such as membership fees, subscriptions or monthly bills.

Analyze these:

  • Number of repeat customers
  • Loyalty program metrics
  • Customer life cycle

Putting Everything Together

HubSpot users will know most of these elements come together naturally right in their dashboards. Keeping a scorecard can help organize any additional elements.

But while every business calls for a meticulously customized approach to creating the right analytics dashboard, there are several ways to do so. If you are not utilizing HubSpot, here are a couple other options.

One tool I’ve used is Cyfe. You can pull in the numbers from various data sources, channels or campaigns (organic and paid), and maintain a single, centralized view for all your important analytics. Chris Abraham of Socialmedia.biz termed it as “one dashboard to rule them all.”

Cyfe integrates with social media networks, email marketing tools and all major web and mobile sources of traffic, sales and revenue. It also plugs into campaign data from ad networks owned by Google, Facebook, Bing, and Yahoo.

Perfecting A Dashboard That Maximizes Lead Generation image lead generation.jpg

Another above-average dashboard tool especially helpful in communicating critical lead data company-wide or across disparate teams is Geckoboard.

All said and done, make sure any tool or dashboard you use mitigates the inherent challenges that statistics carry:

  • Metrics, by themselves, make little sense. They are best understood in related clusters plotted over timescales.
  • The amount of variables in the actual transaction flow—from the time a prospect first becomes aware of your product, service or business to the point of sale—make it extremely complex.

How do you build your lead generation dashboard? Let us know in the comments!