SMB Marketing Blog

We all know that happy customers are advocates for your product or service. But how do you get fanatical customers? These are customers that really move the marketing and sales yardsticks. They promote you, they review every feature, and can’t imagine their work life without your product being part of it. One of the ways is to engage your customers in a way that makes them part of the team. The best way to do that is to make sure they have a voice, and that their voice is heard. This can best be accomplished by building an online community.

There are many, (many!) online community tools in the marketplace. They range from message forums to social media networks to chat oriented products.  In order to enhance service and make users heard, business to business companies can make use of these tools which are basically feedback channels where customers can provide any and all thoughts they have about your product. This helps companies listen, really listen, to what their customers want. An online community not only allows the customer to see how their feedback has been handled, but it also allows them to see the interest on those ideas from other professionals using the service. They may even stumble upon ideas that would enhance their own use of the product.  This creates engagement, and engagement generates fanatical customers.

How are you building your fanatical customers?

Marketers are shifting to digital for a variety of reasons, chief among them are the results.  While social media gets all the hype, it’s two tried and true workhorses, email and search marketing, that come out on top of effectiveness.  From a post over at Marketing Profs:

Most marketing executives cite email or search marketing as their company’s top-performing advertising channel in 2009—39.4% and 23.6%, respectively—and over nine in ten (93.6%) say they plan to increase their budget allocation to digital marketing in the next five years, according to the Fourth Annual Marketing and Media Survey from Datran Media.

Just 9.4% of marketers cited offline channels as their most effective response channel last year. Another 4.7% cited social media, while mobile marketing, still in its early stages, was cited by 0.8% of marketers.

Crucially I’d argue that all these pieces need to work together.  Search so they find you, content to convert them, email to nurture them.

The folks at Forrester Research have updated their Interactive Marketing Forecast out to 2014. 

The table of contents has some predictable headlines:

• Interactive Will Cannibalize Traditional Media
• Interactive Marketing Spend Will Near $55 Billion By 2014
• Search Marketing Still Leads Interactive Spend
• Display Advertising Rebounds
• Email Marketing Continues Healthy Growth
• Social Media Fixes Itself In The Interactive Mix
• Mobile Marketing Matters – Post Recession
• WHAT IT MEANS – Interactive Trends Will Redefine Your Business

It’s a very good read, and a few points jumped out for me.

When faced with budget cuts or the need for immediate sales, these marketers find that interactive tools are less expensive, more measurable, and better for direct response than traditional media.

Empowered consumers today expect a customized, interactive brand experience that goes way beyond a 30-second television spot or two-dimensional print ad. Forty-two percent of online adults and 55% of online youth want to engage with their favorite brands through social applications.

And last, even laggard industries feel that they have enough experience and data to prove interactive marketing’s worth. Online display spending by telecom companies in Q1 2009 grew 50% over Q1 2008.

What was also interesting was the the potential for more growth; interactive marketing ad spend is still under represented and laggard compared to how much of sample media time is spend online.

You can sign up for a copy of the full report here, courtesy of  DemandGen Report. Check it out. Your marketing future may depend on it!

Last week at the Salesforce Dreamforce conference, ActiveConversion was invited to be part of a panel on email marketing. The panel covered some basics on email marketing along with specific applications on campaigning within Salesforce, lead nurturing and the impact that social media has on email marketing.

An interesting observation I took away was that many B2B Marketers are not using email marketing on a regular basis.  I feel like this is something which we take for granted, because we have been using email marketing for so long.  I thought it would be valuable to cover the 5 tips for email marketing which were covered in the presentation:

1. Targeted Lists – Ensure you spend the time when building your lists to segment them.  This allows you to send out more targeted messages and offers, which will help give you a higher response rate and better return on your efforts.  Fields to segment on include: Country, City, Zip, Phone, Company size, Job title/level, past purchases, Age, Gender, etc
2. Targeted, Relevant & Fresh Content – Build messages which are relevant to those groups which you’ll be targeting in your offer. Use fresh content and offers to encourage the desired outcome of your email (ex. New whitepaper, limited time discount, new product announcement, etc)
3. Tracking and Reporting – To improve the quality of your email marketing be sure to use the built-in tools for tracking or reporting of your marketing campaigns.  Some of the metrics you may choose to measure success on include: Unique open rates, Unique click-through rates, Delivery success rate, Conversions and Unsubscribes, and Post click-through activity scoring.
4. Go Viral – Email is a great means to get your marketing messages out because they are easily forwarded and shared with others.  Make it easy for your emails to be forwarded or shared by your recipients
5. Permission is everything – Allow prospects to opt-in to receive your marketing messages and respect their privacy and requests if they choose to unsubscribe. When you are requesting information from your prospects, ensure you make it clear that their information will not be sold or rented to any third parties and it is being collected to be able to provide information on your company’s products and services

You can view the recording of this presentation and panel discussion here:
http://www.youtube.com/watch?v=_eAkoptsBG0

One of the areas that we’re always watching, along with the industry in general, is the challenge of Sales and Marketing Alignment.   Very recently we at ActiveConversion came across a great article on the subject and wanted to ensure our readership were made aware of it.

A recent post by Christine Crandell entitled “Sales and Marketing Need to Sleep in the Same Bed” illustrates the need for alignment to improve sales while optimizing marketing spend – something that all CEOs and business owners are interested in!

Referenced early in the piece is the 2007 Aberdeen study where it was “found that 56 percent of Best-in-Class companies identified sales and marketing alignment as one of their top operational goals.  Yet, 60 percent of those same companies also ranked alignment as their top challenge”.  A clear sign of the ongoing struggle for alignment between Sales and Marketing.

Telltale signs of misalignment can be seen in the industry statistics: 80 percent of leads passed on to sales are dropped; 90 percent of collateral is unused; and the total cost of winning a net new enterprise customer via direct sales carries a hefty average price tag of $500,000. Even worse, fully 80 percent of deals won are not influenced by marketing, at all.  That means these sales are much harder won than they need to be. Why is this essential collaboration so elusive? And once established, why is it so hard to preserve?

Take the time to read the entire article, it’s a great read! … “Sales and Marketing Need to Sleep in the Same Bed”, Christine Crandell