Theresa Q's Viewspage on Marketkeeping

Lead generation is not about flashes of brilliance. #li

TQ — Thu, 26 Jan 2012 05:45:14 PST

When people ask about the secret of lead generation, I know they are looking for a silver bullet, to be shot one time, making all the prospects flock to them. Not happening. Lead generation is about slog, slog, slogging consistency and persistence. Hubspot: Sustainable Lead Generation, 2011-Dec-23, by Corey Eridon 1.) Blog, blog, blog. If you haven't already started a blog, do it. If you have one, write for it consistently. If you're not sure how often you should blog, take a look at your organic competitors. If they are blogging twice a week, outdo them and blog four times...

Write like you know you'll need help #li

TQ — Wed, 25 Jan 2012 07:57:57 PST

The most interesting thing about David Ogilvy's approach to copywriting is that he assumed that he would struggle and need the help of other people. It's humbling to realize that we shortchange ourselves when we just write something off the top of our head. Letters of Note: I am a lousy copywriter, 2012-Jan-24, by David Ogilvy, via Shaun Usher ... 5. Before actually writing the copy, I write down every concievable fact and selling idea. Then I get them organized and relate them to research and the copy platform. 6. Then I write the headline. As a matter of fact...

Finding an audience that cares #li

TQ — Mon, 23 Jan 2012 06:26:21 PST

Building a great list of people who await your messages is very challenging, but in the end, it's the only way to have a marketing system that's sustainable. Blog: Trap of Social Media Noise, 2011-Dec, by Seth Godin The game theory pushes us into one of two directions: either be better at pump and dump than anyone else, get your numbers into the millions, outmass those that choose to use mass and always dance at the edge of spam (in which the number of those you offend or turn off forever keep increasing), or Relentlessly focus. Prune your message and...

Real change in tempo of marketing communications #li

TQ — Thu, 19 Jan 2012 06:27:30 PST

When I started off in the advertising world, we spent months developing campaigns. Now marketing communications is more about responding to signals. Only Dead Fish: Slow Fast and Spiky Communication, 2011-Nov, by Neil Perkin A key element of this for me is linked to timing. Shiv mentions that media planning will change as social signals will heavily influence planning decisions, but I think this stretches into creative production as well, as decisions about when to create different elements of a narrative, and when to take them to a wider audience are impacted by the way in which people are involved...

A loyalty marketer asks herself 'what makes me loyal?' #li

TQ — Thu, 05 Jan 2012 06:16:51 PST

Over at The Hub, a loyalty marketer observes the brands and loyalty programs that fuel her behavior. While incentives can temporarily increase her purchase frequency, it's the stories that win her heart. She has a suggested process. Discover the brand's journey and why customers should join it. Invest in customer intimacy. Make sure your touchpoints are connected. Provide a place for your customers to commune. Partner with other brands to serve your customers more completely. Keep testing yourself and evolving. The Hub: The Loyalty Curve, 2011-Dec, by Lauren de Simone

Using Advisory Councils to build customer relationships

TQ — Tue, 27 Dec 2011 12:58:32 PST

When a big-ticket business-to-business company launches a customer advisory council, the top salespeople always compete to get their favorite customer on the council, and also to make sure the council is lavishly entertained. Which is actually a mistake. Most companies have a small subset of customers who have the insight and energy to help guide the company. And those customers are most impressed when they see the company actually taking their advice. Of course, that's harder than throwing a party for them. Loyalty 360: Achieving Inaugural Customer Advisory Council Success, 2011-Dec-20, by Karen Posey I have observed several organizations spend...

First post from a smart phone

TQ — Thu, 22 Dec 2011 05:30:25 PST

The internet is down at my home, so I'm learning to post from my new iPhone. Liking the singing pig, I'm amazed that I can post, never mind I'm doing it badly.

Here's an idea: don't exploit your customers. #li

TQ — Tue, 20 Dec 2011 04:55:26 PST

If business is war, the usual victim is the customer. Don't just plan to take their time and money. Think about what you can give them. MENGonline.com: The big idea won't fix your marketing, 2011-Dec-9, by Joe Pulizzi If you have a customer communication challenge, is one big idea going to fix that? Not in the least. It won’t be fixed by a glam-packed 30 second spot, print campaign, or even the integrated strategy itself. Even a decade ago, we drew on research at Penton Media (a large B2B media company) that indicated it took at least seven messages from...

The new cult of customer development #li

TQ — Sat, 17 Dec 2011 05:29:50 PST

I was sad to miss the opportunity to hear Steve Blank present recently, but I was too busy working on "customer development" at MosquitoZone. I'm glad to see his ideas spreading throughout the technology community. Back when I worked with Compaq, 'product development' was where all the cools kids wanted to be. 'Customer development' is much more civilized. Coconut Headsets: Customer development and inbound marketing in practice, 2011, by Rob May Customer development is about more than just asking people what they think about your product. It’s about understanding workflows and attitudes, needs and desires, and so much more. When...

Networking toward the top #li

TQ — Thu, 15 Dec 2011 06:37:10 PST

Networking with your peers and networking up the food chain require different rules. Both Sides of the Table: Never ask a busy person to lunch, 2011-Oct-13, by Mark Suster First date, speculative meeting: I always recommend you ask for coffee. And better if it’s at their offices if you’re asking for the meeting. “Hey, can I bring you a coffee and get 30 minutes of your time at your offices next Tues or Wed? I promise I won’t overrun my time.” And don’t. You become an easy second date to accept.