Performance Marketing Report - OCT 2012

RESEARCH REPORTS, HOW-TO GUIDES & CONSULTING METHODOLOGIES

Consulting Methodology

Marketing Strategy Playbook

Submitted by Jesse Hopps on Thu, 2012-03-15 12:31

Use this step-by-step planning playbook and set of 22 premium tools and templates to create a comprehensive strategic marketing plan.

Download This Consulting Methodology!

Upcoming eWorkshop

Next Webinar: The Real Secret to Higher-Quality Leads and More Revenue

Now Available On-Demand!

CLICK HERE TO WATCH THIS FREE WEBINAR...

This image rich webinar covers the 7 key factors that lead to higher-quality leads and more revenue in a story rich, easy and fun format.

Everyone will come away with two or three things that they can immediately use to improve their lead generation program. Above all the webinar is entertaining and fast paced. Eric Albertson uses a story to illustrate each point as well as actionable specifics you can take away and put to immediate use.

The 7 lead generation success secrets we’ll explore are:

The two must-have points of alignment
The processes that will leave your competition in the dust
How to pick the best targets for your campaigns
An insight about data that almost everybody else misses
Why leveraging the customers buying process can blow away your competition
Why having and using the Big Idea glues everything together for success
Why a lead gen blue print is like a GPS in a strange city… your key to getting somewhere

Other News & Announcements

Other News: Demand Metric membership eclipses 20,000!

Demand Metric now has over 20,000 members, a one-third increase in membership in just six months, and the company is on track to approach full-year membership growth of 100 percent by the end of 2012.

CLICK HERE TO READ THE FULL BLOG POST!

Buzz(ed) Marketing at HubSpot's Inbound 2012(link is external)

On Tuesday, August 28th at 6:00 PM, John Follett, Mike Volpe and Jerry Rackley took the demo stage over for a little scotch and marketing. Our theory was this: Demand Metric distills (no pun intended) marketing best practices into tools and templates for our members. We thought it an interesting experiment to put a couple of marketing geniuses on stage, liquor them up and see if any new best practices emerged.

By the end of our session, the scotch was gone, the audience was entertained, and we uncovered a new best practice: the use of brainteasers to hire more clever marketers.

CLICK HERE TO WATCH THE VIDEO!(link is external)

Analyst Insight

Getting Support for Creating Buyer Profiles

By: Jerry Rackley

I recently had the opportunity to collaborate with Ashley Furness, CRM Analyst at Software Advice and author of an article about using the customer service function to gain insights for buyer profiles. It’s a brilliant idea, and so obvious it makes one want to declare, “Why didn’t I think of that?”

If you’ve seen the movie Avatar, the greeting of the Na’vi people who inhabit Pandora is “I see you” – it’s an expression that goes beyond merely acknowledging the existence or presence of another. It conveys an emotional understanding of that person and their importance. Buyer profiles are tools that help marketers “see” the buyer on an emotional level. By creating a buyer profile or persona, we can get past the demographics and better know the people we’re trying to reach with our marketing efforts.

There’s a lot to like about personas. If there’s a problem, it is getting the insights necessary to create accurate, representative ones. Ashley explores in her article getting the customer service or support function involved in the process. It’s a great idea. Producing buyer personas is typically done in “top-down” fashion by the marketing team. This approach is fine, as long as some “bottom-up” validation occurs. Present the analysis to the customer service team and ask them: “Does this persona describe the customers you talk to every day?”

Getting customer service to render an opinion on a persona does a number of things, including validating the assumptions in your analysis, as well as gaining buy-in from the front-line. After all, you create a persona for a reason: to better pursue the right customer, ideal customer or the most profitable customer. You want the team in customer service, who will probably play a key role in whatever plans or campaigns that result from the analysis, to fully support and understand from whence it comes.

A number of customer service behaviors are good inputs for creating a persona:

Type of support channel used (web, hotline, other). This can indicate level of technical savvy.
Frequency of support requests
Nature of support requests (e.g. someone who calls every month requesting a password reset)
Responses to support trailer surveys (some organizations send post-service call survey links)
Complaints

Buyer personas are effective tools for getting deeper insights into the people you’re trying to influence with your marketing. Take full advantage of all the customer-facing personnel in your organization to help you refine your personas to accurately portray your buyers. Use the Demand Metric Buyer Persona template to help you do this.

Performance Marketing Report - OCT 2012

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Total Members

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Performance Marketing Report - OCT 2012

RESEARCH REPORTS, HOW-TO GUIDES & CONSULTING METHODOLOGIES

Consulting Methodology

Marketing Strategy Playbook

Upcoming eWorkshop

CLICK HERE TO WATCH THIS FREE WEBINAR...

Other News & Announcements

Other News: Demand Metric membership eclipses 20,000!

CLICK HERE TO READ THE FULL BLOG POST!

Buzz(ed) Marketing at HubSpot's Inbound 2012(link is external)

CLICK HERE TO WATCH THE VIDEO!(link is external)

Analyst Insight

About Us

Resources

Connect

Want to work with us?

Total Members

Support