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Sales Lead Management Association Radio

13
Oct 2015

Recruiting & Retention: Why would they come and stay?

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Host, Susan Finch and her Guest, Jaysen Greenleaf, VP of Business Development at RIO Genesis Software discussed both sides of recruiting great talent for your team and retaining them. They also dispelled myths about millennials, including thinking they are job hoppers.


The first half of the show was about preparing for growth, where to find the talent and the value that younger team members can bring, especially fresh from college or another industry. They are a clean, tech-savvy, educated slate with strong entrepreneurial spirit.

The second half of the show talked about ways to KEEP them after you get them to your company. This includes the importance of weekly meetings, breaks from the office to change the scene and allow those in other departments to get to know each other. It's an enjoyable show.

About our guest:
Jaysen Greenleaf joined RIO Genesis from Phoenix Asset Management, where he had worked for seven years. After starting his career at Phoenix as an asset manager, Mr. Greenleaf was steadily promoted throughout his time with the company. After two successful years as an asset manager, Jaysen was promoted to a client team lead position and managed multiple clients for Phoenix. Four and a half years ago, he was promoted to Director of Client Relations and Business Development, where he managed new client development while also managing existing client partnerships.

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This episode is generously sponsored by The Vanella Group
The Vanella Group, Inc. is the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. They achieve results 5 times higher than industry standards for outbound lead generation based on the research published by implementing their unique Telesales 2.0 methodology. We are an award winning leader in this space and get results like no other firms.The Vanella Group supports firms from Fortune 500 companies to startups.To learn more, visit BuildPipeline.com or call 888-335-0340

and by Validar
Whether you’re producing a seminar series, user’s conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution.  From capturing leads at tradeshows to managing onsite registration, tracking session attendance, gathering feedback, and providing sponsors lead retrieval we have a full suite of solutions for you.  Since 2005 Validar has been turning Corporate Events and Trade Shows into Better Business. Call 888 784 2929 or visit us at www.validar.com 
23
Jun 2015

Trade shows and conferences: are they throwing rose petals as you walk in the door?

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Conferences and trade shows are part of every industry. Whether you and your company participate in them is part of your marketing plan. Once you have your plan and schedule - how are you going to prepare to make the most of the money you spend on attending, exhibiting, sponsoring or speaking at these events?  Do you have enough staff to get it covered; and not only COVERED but NAILED?


Jim reminds us that planning for a conference needs to start months ahead of time. Communicating with attendees through inmail systems days before isn't good enough and will most likely be a waste of time.

Jim Obermayer will interview SLMA Marketing Director, Susan Finch, on this very topic. You may not realize how much of a mediocre presence you have once you realize all that you can do before, during and AFTER the conference or trade show.

This show had several ideas that to some, may be obvious, but making sure you do them can add to your successful conference experience before, during and after!

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A bit about Susan Finch in her own words:

Her mission: Create marketing solutions that give you power, renewed excitement, peace of mind, knowledge, and a plan while making you look great.

I give you control of your marketing plan AND I translate geekspeak into plain English. I’ll create a customized marketing plan that includes video, strategic alliances, client advocacy and then you get to choose the parts you want to do, and get my assistance with the rest, including: branding, repurposing and creating your content, and developing training materials.

Learn more about this specialty of hers here >


Commercial  sponsors on SLMA Radio include: The Young CompanyThe Vanella Group and Vanilla Soft.
5
May 2015

Organic Mobile Search is Within Your Reach - Stop Pointing Fingers at Google

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first-slide-kutcher-mobilegeddon.jpg
CMOs, SEO companies, Web Developers - stop pointing fingers. Smart phones and mobile search are not new. Weren't you ready? What about third party applications you are using or married to? Instead of wallowing in "It's not my fault, we only had three months to plan!" - why not look at it as an opportunity to REVIEW, REVISE and RENEW your site?
Highlights include: 
00:23 It is not google's fault. It's about what the users want from their experience.
00:58 Google wants to give the users the best search results - the best experience.
01:15 What is the differentiator between #1 and #10 results?

01:34 #1 gripe when searching from mobile is the results don't lead to sites that are mobile friendly.

Browser vs. Search engines - the two have to play nicely to give you the best results.
03:38 - It's the Web Developer... it's the SEO company... it's the marketing team... Who is at fault? ANSWER: THEY ALL ARE!
04:43 The mobile search market has really heated up in the last year. 
05:30 Assuming you have looked at your analytics. Where are your visitors/searchers coming from? You need to know. 
06:07 CASE STUDY: Cost benefit analysis. Local brick and mortar: butcher shop.
08:40 You never know when someone will pick up their phone for an immediate query they have. You don't know when they have the time for this query that's bothering them. They will go from searching, reading to calling or walking in your doors within 24 hours. THIS is the conversion we are looking for. 
09:30 You have to be there for your customers when they want what you have. BE their solution, give them the answers they seek.
12:40 Even in small companies where one person or vendor wears many hats: media buy, design, SEO, marketing - we have a responsibility to know better and ask the question, know where their customers and searchers are coming from.

14:06 "It's (website) is doing what it's supposed to be doing." Are you sure?

14:36 - Provide your customers with custom dashboards to serve their needs, or take them on a tour of analytics so they know what's going on and have the answers as to where their customers are coming from.
15:30 It bit those in the butt who just put out a website and forgot about it. 
They treat their website like a shingle they hang outside their business. They hang it and it's just there.

What percentage of your traffic comes from organic search?

Is your website successful or not successful? Do you know?

16:21 Just because you have an eCommerce site with all of your products, you still need to TALK about your products - tell stories - tickle the search engines that you are active and engaged. The sole description in your product "more" needs to be more than the dimensions.
17:15 This is a wake-up call to all businesses if they are even paying attention.
17:30 What is your website about? What are you doing for it lately? It's more than just making it mobile friendly. It's about evaluating your goals, your marketing strategy, modifying it, updating it. 
18:08 It's a fabulous opportunity to refresh your online presence and get excited about your site once again.  Your old mailing lists may be drying up. Time to find a new audience for your products and services.
23:00 Find out from your Team in a GROUP CALL: who is doing this, what is the timeline and we need to get this done yesterday. Eliminate the shoulda wouldas and finger pointing - just solve it. 
24:00 You will have to most likely pay for these updates, especially if you have a custom site. The web changes so quickly, you have to be ready to invest to keep up. 
24:40 You need to check in with your web development team at least once a month. It needs to go on the list with the rest of your marketing and sales duties. This is the cog in a lot of these strategies.
25:00 It's time to get excited again about your website. Rebrand, review, renew!
25:45 Find David Kutcher at http://confluentforms.com and Susan Finch at http://susanfinch.com
4
May 2015

Mobilegeddon and other finger pointing, search and SEO nonsense.

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Susan Finch and David Kutcher of Confluentforms.com dove into this discussion as companies large and small are crying foul from Google with the new mobile friendly algorithms put in place for search results at the end of April. CMOs, SEO companies, Web Developers - stop pointing fingers. Smart phones and mobile search are not new. Weren't you ready? What about third party applications you are using or married to? Instead of wallowing in "It's not my fault, we only had three months to plan!" - why not look at it as an opportunity to REVIEW, REVISE and RENEW your site?


Related rant of sorts on LinkedIn >
Highlights include: 
00:23 Mobilegeddon is not google's fault. It's about what the users want from their experience.
00:58 Google wants to give the users the best search results - the best experience.
01:15 What is the differentiator between #1 and #10 results?

01:34 #1 gripe when searching from mobile is the results don't lead to sites that are mobile friendly.

Browser vs. Search engines - the two have to play nicely to give you the best results.
03:38 - It's the Web Developer... it's the SEO company... it's the marketing team... Who is at fault? ANSWER: THEY ALL ARE!
04:43 The mobile search market has really heated up in the last year. 
05:30 Assuming you have looked at your analytics. Where are your visitors/searchers coming from? You need to know. 
06:07 CASE STUDY: Cost benefit analysis. Local brick and mortar: butcher shop.
08:40 You never know when someone will pick up their phone for an immediate query they have. You don't know when they have the time for this query that's bothering them. They will go from searching, reading to calling or walking in your doors within 24 hours. THIS is the conversion we are looking for. 
09:30 You have to be there for your customers when they want what you have. BE their solution, give them the answers they seek.
12:40 Even in small companies where one person or vendor wears many hats: media buy, design, SEO, marketing - we have a responsibility to know better and ask the question, know where their customers and searchers are coming from.

14:06 "It's (website) is doing what it's supposed to be doing." Are you sure?

14:36 - Provide your customers with custom dashboards to serve their needs, or take them on a tour of analytics so they know what's going on and have the answers as to where their customers are coming from.
15:30 It bit those in the butt who just put out a website and forgot about it. 
They treat their website like a shingle they hang outside their business. They hang it and it's just there.

What percentage of your traffic comes from organic search?

Is your website successful or not successful? Do you know?

16:21 Just because you have an eCommerce site with all of your products, you still need to TALK about your products - tell stories - tickle the search engines that you are active and engaged. The sole description in your product "more" needs to be more than the dimensions.
17:15 This is a wake-up call to all businesses if they are even paying attention.
17:30 What is your website about? What are you doing for it lately? It's more than just making it mobile friendly. It's about evaluating your goals, your marketing strategy, modifying it, updating it. 
18:08 It's a fabulous opportunity to refresh your online presence and get excited about your site once again.  Your old mailing lists may be drying up. Time to find a new audience for your products and services.
23:00 Find out from your Team in a GROUP CALL: who is doing this, what is the timeline and we need to get this done yesterday. Eliminate the shoulda wouldas and finger pointing - just solve it. 
24:00 You will have to most likely pay for these updates, especially if you have a custom site. The web changes so quickly, you have to be ready to invest to keep up. 
24:40 You need to check in with your web development team at least once a month. It needs to go on the list with the rest of your marketing and sales duties. This is the cog in a lot of these strategies.
25:00 It's time to get excited again about your website. Rebrand, review, renew!
25:45 Find David Kutcher at http://confluentforms.com and Susan Finch at http://susanfinch.com

15
Apr 2015

Gender Equality at the C-Level: Is it possible?

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Inspired by Patty Murray, formerly of Intel, Bonnie Crater, CEO of Full Circle CRM, wrote this article about taking a play from the NFL. Combine these thoughts with those of Patty Murray about gender equality at the executive level, especially the C level, we have some work to do. 
Some thoughts from Patty that Bonnie & Susan pondered: 
  • Ambition – and how it’s expressed – often looks very different in women.
  • Isolation affects women’s advancement more than we think.
  • Intentional, tailored development and flexibility is critical.
  • Women don’t want to be singled out as technical females.

How do these resonate with you? Do you agree, disagree? What is your company doing to address the imbalance in this area? Is it enough?
Phil Fernandez of Marketo doesn't think it is. He is committed to adding two more women to his executive level, bringing it to 4 and 4. He's also looking to increase the number of women on Marketo's board by 3. 
Decide to make a change. Listen to this passionate show and take the challenge.
14
Mar 2015

Stop sending newsletters, send an email instead.

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Before you pull the trigger, make sure you have some basic drip pieces in place. It's not about sending NEWSLETTERS. No one needs more newsletters. Think about these as sharing tips and items of interest with your contacts based on their interest and needs, rather than looking at it as a way to quickly cram your wares down their inbox. Wouldn't it be great if the 2000 on your list each shared your helpful, well-written, concise email with 2 folks, and at least one of those also gave your their email because they love the offer you give them if they "subscribe?"

Link to the checklist gift from Ely, Susan & Yvi and ongoing guides and tips to help you get started before you spend too much time in the WRONG email marketing system for your company.

Guest Panelist:

Ely Delaney is the Co Founder, Dean and Lead Trainer at Your Marketing University, a marketing education company designed specifically to help teach motivated entrepreneurs and business professionals how to take control of their marketing, online and offline. Ely has been in the marketing and multimedia design world since 1996 and is dedicated to helping businesses achieve their marketing goals without the need for expensive advertising agencies.

Subscribe to the Geekspeak Guides on YouTube, iTunes and Stitcher.

Your Geekspeak Guides:
Susan Finch - Marketing, PR & Web Pro for DECADES!

Yvonne Heimann - Your "Can Do" Geek

20
Feb 2015

Data is not truth, but it’s being sold as the truth.

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A gift from Linda to help you get started:


MYTH 4: Privacy is dead because we share and don't care:

79% of consumers care deeply about privacy.
But they have no way to know how they can control it.
Some of us are forced to be on Facebook to stay in touch with friends and family.
It's a compelling thing you have to do. You have ZERO control.

If you say no to the rules, you are OUT. So you either say, "no" and have no access, or you say, "yes" to participate and share. Even with your profile locked down, Facebook is still collecting your data even though you hide it from the rest of the world.


KNOW THIS: DATA IS NOT TRUTH, but it's being sold as the truth.

"You can predict what the average man will do with certainty, but you can't predict what the individual will do."
They share, but they also share stuff that has nothing to do with their real life. Perhaps it's research for a client, or something you were into for a moment after watching a movie, but then moved on. It's not accurate - it does not take into account our continuous evolution of interests.

Why should we care?

People share, but we have to be really respectful of that from a brand and reputation management view.
What we do with this trusted data can really destroy our relationships.
Consumers DO care, they feel they have no control over the data they share and then they rely on trusting that they are going to be smart by selective of whom they share information with. But how well do these selected companies protect what the consumer trusts them with?

All of our physical devices being connected to the internet - personal and moved to cloud. This is the central issue of our time as it relates to privacy and security. Know that the FTC is making this a high priority.

Myth 5: If it's in the cloud, I have a login and it's safe.

What is your doing at rest? What about in transit? Transit is typical, but confirm about it at rest.
When is it encrypted? The biggies are: Dropbox, Google Drive, and Box.
In the last 12-18 months, since the Snowden debacle, they are all encrypting their data at rest. It was already encrypted in transit.

Our government doesn't want us to encrypt our data. They want to be able to subpoena these records and have easy access to the data. They prefer not to decrypt. Really keep a brief eye on what is going on in Congress on this. If the laws come down that we cannot encrypt our data, it puts our customers at risk and our businesses at risk for breaches. We need a balance to this approach. We all need to participate in this conversation and give feedback to our elected officials. Lying back to await the outcome is unacceptable.

Cellphones have the same issue. Apple's new IOS is encrypted. The FBI is petitioning Congress to make this illegal.
If the government can hack it, so can our competitors, employees and other governments.
Make sure your 3rd party cloud vendors disclose to you what their security measures are.


About Linda Zimmer:  LinkedIn Google+ | Twitter

Today's world is a digital one. That means being effective online if you want great business outcomes. Connecting with customers and offering value builds business.She's clocked more than 20 years in creating and managing digital marketing strategies to engage with people and trigger action. And she's loved every second of my relationships and collaboration with corporate, nonprofit, and government organizations.

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9
Feb 2015

Content and Lead Generation through RSS Feeds

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The Geekspeak Guides, Susan Finch and Yvonne Heimann, are at it again giving you ideas of how to use your own site content, content from other sites and from venues such as Youtube, Pinterest and more to populate your site, your podcasting venues such as iTunes and Stitcher. These ideas will help create that fill in content for your social media posts to give you more time to REALLY engage with people in real conversations. This episode was recently featured on Blubrry as a valuable episode.

RSS (Rich Site Summary or Really Simple Syndication) is your simple pipeline of information. In a nutshell, it’s a properly formatted text file created dynamically by websites such as blogs and other content management systems. They don’t all create them, but most do. There are even tools you can use to create one on your own. THIS is the file you want so you can PUSH your content and reuse it, reshape it and share it better with MANY more venues including iTunes. You may use this superpower whether you are gathering content from your website, Pinterest, podcast or other online sites and services.

This video will give you several ideas and teach you how to find your RSS feed on your own site, and where you can use it.

Did you know that PINTEREST is actually a BLOG with CATEGORIES? That means that your entire Pinterest account and individual boards can all be treated as an RSS feed. 

Google offers a great FREE tool to generate a feed post, allow subscribers, manage subscribers and allow you to bring in content from other sites into your own, share your content with others with just a few lines of code and it is all DYNAMIC using RSS.

Having a feed address gives you something very specific to submit to Google on one specific topic. 

Podcasts use XML/RSS feeds, as well. It's a text file with useful fields for these various venues. For a podcast, it knows to look for the associated media file, episode art and excerpt. Depending on the podcasting service you use such as Blubrry, Podbean, Lipsyn, you'll be given different options before they send your fabulous content off to venues such as iTunes, Stitcher, SoundCloud and more.

This 20 minute show gives you some great ideas to use your content to generate more interest, more credibility, more leads and ultimately more sales. Trust us, we know this works.

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Find Geekspeak Guides on:

itunes:    http://bit.ly/gsgitunes
stitcher:  http://bit.ly/gsgstitcher
blubbrry: http://bit.ly/gsgblubrry


23
Jan 2015

3 Myths About Securing Data From Podcasts to Posts to Coffee Houses

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A gift from Linda to help you get started:

It's not just about IT, Password protections, McAfee, Norton, Firewalls and the like. It starts with what comes out of your MOUTH.

You can scroll below to watch it here,
or watch the replay on YouTube, here.

Linda Zimmer is a certified privacy manager by the International Association of Privacy Professionals. She is also the President of MarCom|Interactive - specialize in digital marketing
The biggest myth:
It's all about technology and we have to be paranoid and pour a ton of resources into our it security.
Data breaches come from a lot of different areas within the business.
It's a brand issue, a reputation issue and a financial issue.
The IAPP makes several certifications available. Linda encourages ANYONE wanting to embellish your career.

A question we need to ask is: How do we operationalize security and privacy within our organizations?
The answer to this will help you develop the processes across the organization
It will create a culture of security and privacy throughout the organization.
It's a big hit in the decision of how they shop and where they shop.
It isn't just a marketing thing. If marketing and sales don't have at least a degree of this knowledge, it's difficult to weave into your online plans, marketing strategies.
It gives you bird's eye view of the organization.

Probably using some CRM or SalesForce - very silo-ed, this is the information they own. BUT they may use it to transact and record financial transactions which means that credit card info resides within the CRM so there is overlap with finance and sales. 
Sales has the most access to the most important asset a company has: their customer database. It is all connected. Where does our data sit, where is it stored and what happens to it when it's on the move.

Myth 1:

Hacking is the number one way data is breached.

Truth:

40% of all data breaches come from employee mistakes, stolen laptops, negligence with sign-ons, flash drives, external storage.

25% comes from hackers.

Myth 2

Data security is the job of IT

Be careful when you purchase data, Check the reputation, ask the security questions. 
Be careful when you do a friend a favor by sharing data. It may be with good intentions, but that data you share, may get commingled with other data and then possibly, that gets sold or hacked. Did you have the permission to SHARE that information with any other company? Do not betray your customers and lists.
Be aware of HIPA compliance. This is the number one thing hackers want: Medical Records for medical identity theft. If you work with a company who has to follow this compliance, you need to as well. They should require it of you, as well.
Consultants and marketing firms:

We can be held LIABLE for who we hire to handle data.

Takeaway:

Need to review the contracts you have with your vendors and be sure that your contact obligates them to follow all of the data and privacy laws. That will go a long with the regulators. The FTC is broadening their scope. There are about two dozen guidelines we have to all be compliant with.

Social engineering is the way our data is compromised most frequently.
Someone using known, easily available information to defeat your security systems and protocols.
Security analysts love to go into a company and say, "I can hack into your company."
A security expert, Chris Hadnagy, comes in to pitch a CEO of a large firm. CEO is complacent and brags about how tough their IT dept. is on security, it's all locked down, etc. Presenting guy accepts this with a wry smile. He leaves and proceeds to look up public information about the CEO. He finds out his favorite team, learns he's a cancer survivor who promotes a specific charity and goes into action...
He calls the CEO pretending to be from that charity. He asks for a donation and says that for this campaign only, if he makes a donation they are giving donors pair of tickets to - get this - a game played by his favorite sports team! WOW ! How fortuitous... It gets better.
Then, the fake caller (sales guy demonstrating how easy it is to hack into their company) says he wants to send this CEO a flyer with the info. He want to make sure the CEO can view it in his version of Acrobat Reader and asks him which version. The CEO gives the information gladly and the fake charity guy emails him a PDF. The PDF when opened, launched malware that grabs all access to all network computers the CEO can access and all of his passwords since the fake charity guy knew which version of Acrobat - it told him which operating system, too.  He knew where to hunt for the digital keys to the company. 
This sales guy was making a point, but you can see how easy it is to get information through a seemingly innocent conversation. BE CAREFUL what you tell to strangers. A stranger is someone that you would not invite to your house for a BBQ. They are not an acquaintance. You don't know them, their face, or if they are whom they say they are!
These are the NEFARIOUS folks. Don't let them in. 

About Linda Zimmer:  LinkedIn Google+ | Twitter


Today's world is a digital one. That means being effective online if you want great business outcomes. Connecting with customers and offering value builds business.She's clocked more than 20 years in creating and managing digital marketing strategies to engage with people and trigger action. And she's loved every second of my relationships and collaboration with corporate, nonprofit, and government organizations.
13
Jan 2015

Images and Graphics for Marketing: Which format works best and WHY?

Watch Now:
 
Images done right – What’s the difference? png? jpeg? gif?
 
It is hammered into your head that EVERY blog post, every article and update needs an image.
We know those posts generally get the most activity – but only if they are quality and interesting images. But what about the format of those images and graphics, especially when they need to be LARGE such as on Google+ and Pinterest? There are several formats for online images: jpg/jpeg, gif and the current favorite, png.
 
Instagram allows 15 second marketing videos, Pinterest allows you to pin all images, some videos and animated graphics - but what makes the most sense to get your message out there?
 
What’s the difference?
How do we know which we want?
Can we simply rename an image?
What about saving as, a save as after saving as?
 
A copy of a copy of a copy – even digitally – begins to lose quality. We’ll give you tips on how to avoid that issue and keep your images as crisp, clear and lovely as possible.
 
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Helps:
Here is the link to Stackoverflows site, nicely describing differences:
http://stackoverflow.com/questions/2336522/png-vs-gif-vs-jpeg-when-best-to-use

And for crazy nerds, Google Developers "Image Optimization":
https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image-optimization
 
Free programs to edit images:
PicMonkey, Canva
 
Apps to edit images on your phone or tablet:
A Beautiful Mess!, Photoshop Express
 
Tips highlighted:
Start with the largest possible image and use SAVE AS to create variations and other formats. Name them all the same at the front and add: _500-lowres, _1200-highres, etc. so when you sort them they stay in a group and are easier to find.
 
Just because you can animate things, doesn't mean you should. Let's go back to that gooey baby from 1992!
 
Comment from event attendee, Brian Shea:
For those going back to the old days of dial-up in the 90's, keeping file size small was one of the most important lessons, as we had to upload those images via 28.8/56k.  So, we quickly understood and appreciated filesize.  When broadband came in, and digital cameras, all the new designers thought nothing of using photos directly out of the cameras.
Yes, I've seen 4mb files being used on websites.
Even for some old timers, they didn't get the concept that even though 'everyone' has broadband, the images still need to be optimized.  It wasn't until they got hit with major mobile data charges that they realized that filesize is not just about performance and speed. It's also costly.