One of the things that I love about online surfing is my anonymity. Last week, I hit a site that asked me all sorts of questions which I answered but not truthfully 'cause I just wanted to get to the next page. I answered that... 'I love Green Day and would like to see more of them. How did I know they are a rock band?
Now, because of that innocous questionaire that I filled out I am getting some event trigger marketing emails that reflect my stupid answers. On one hand it is cool that companies can create brand content and deliver it through digital marketing avenues but unfortunately there is no way for them to register or measure the truth. Since I work in marketing automation software as a lead generation specialist, the personal experience with 'Green Day' hit me between the eyes. So, how do I really know I am getting authentic interest on my site or just junk? How do I keep from getting the junk in the first place?
One of the answers could be found in website marketing. You know, pushing out my content to those that might find it relevant through search engine management and PPC (Pay Per Click) management and then from there, measure its effectiveness through either microsite monitoring or just plain Web site traffic analytics. I am curious to know what tools some of you may be using presently to do this. My company is a B2B, which is important to note.
Me, well I will continue to answer questionaires dishonestly but I will be smart enough to get a hotmail account for all the junk I will get in return.
Yes, working for Aprimo,
a fully integrated marketing powerhouse, one would think we have it all figured out but the truth is, we don't! Now, why is that you might ask. Well, for starters, this thing called "Interactive" is continually changing and that means that the bullseye is on the move. I can tell you that we are closer and closer to the mark these days regardless of where it moves because using our own product that has given us the ability to 'predict' where the market will go.
Wow, I said it, but it's true. I love, love, love coming to work in the morning and looking at our site traffic through our web analytics software and seeing where our traffic is coming from and what prospects are looking at on our site. I can even tie the activity directly back to person, too! Now, that's cool.
Remember what I said about the phone in a previous blog? Well, take it a step further and confirm your prospects needs around the activity you saw and for me that is mostly around Pay Per Click Management, Search Engine Advertising and Microsite Building tools. This sort of insight makes it so much easier for me to strike up a conversation and make the appointment.
What my prospects really dig is the fact that I call into their department and know exactly where thier interests lie because I am simply confirming their activity. They love it!!
Even our Net Promoter scores go up for existing clients, too. Hey, do you guys use this tactic in your lead generation efforts?
It’s been just a little more than three months since I decided to shut down my marketing services company, jump back into my pumps and back into the proverbial hot seat of a high-tech CMO. It’s been just a little over a month since joining my new company, Aprimo.
What is going on in the Marketing Automation space, let alone here at Aprimo, is just too exciting not to jump in. Name it. Budgets are slashed so B2B and B2C marketers are flocking to improve pay per click management, organic search, social media and blogging to reach new prospects and consumers at a fraction of the cost.
Guess what happens when marketers flock? Innovation occurs. And as B2B marketers try to scale and B2C marketers try to entice...CMOs like myself are looking to automate not populate to get more personal and more relevant with their marketing strategies and tactics.
Enter Aprimo. Our flagship product, Aprimo 8.5, automates the hard work of marketing -- budgets and financial planning, mass amounts of digital assets as well as integrated, multi-campaign management. Our new product line, Aprimo Marketing Studio, offers a suite of software as a service applications for interactive marketing -- including the blog I'm writing...as well as microsite tools, pay per click management and social media optimization.
So as Aprimo's CMO -- my team and I get to innovate our own marketing efforts -- and those of some of the most savvy marketers on the planet.
Can you blame me for jumping back in? Come join me -- let's talk about how we can innovate together.
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