Marketing departments spend from a few percent of yearly sales to 20% or more. If marketing managers can't follow the money they aren't doing their job. In our program this week with Paul Petersen, GM and Vice President of GoldMine Software we discuss ways that marketing management can make better decisions in lead generation and lead management by following the money. This program is live, not scripted and the host is Jim Obermayer. Mr. Petersen was a guest on SLMA Radio when he addressed the subject: Why CRM is NOT a settled science! It is one of the most listened to programs so far in 2015.
About Paul Petersen
Mr. Petersen is the general manager and vice president of the GoldMine business unit of HeatSoftware Inc. His career spans working with sales & marketing systems and process having developed, managed, and sold for companies including McDonald's Corp, General Electric , Symantec, Allied Van Lines and now has 16 years with CRM background at GoldMine. Mr. Petersen holds a JD from Loyola University of Chicago and was one of the first to be awarded the Professional Certified Marketer designation by the American Marketing Association.
Headquartered in Milpitas, CA., USA, GoldMine is a division of FrontRange Solutions. GoldMine is a leading provider of mobile relationship management solutions for small businesses worldwide. Over 1 million users have selected GoldMine to help them manage over 1 billion relationships. GoldMine has been selected by businesses in more than 80 verticals and 45 countries to grow their businesses and build enduring relationships.
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?
Everything is eventually digital today and Paul Salvaggio from Backbone Media is bringing us some of his digital musing, rants or raves about digital marketing. Bring seatbelts. If you have a comment during the show the call in number is: 949-330-7762 The host is Jim Obermayer
Are you trying to be too clever with "us" "find" "hello" in your menu rather than CONTACT ? Don't make it hard. Make it easy to CONNECT or CONTACT. Add your form, sure, add your subscription form but add your PHONE, EMAIL and MAILING and/or PHYSICAL address in there, too. I don't want to have to dig around on your site, I don't always have the time to type a contact form submission with TINY keys - sometimes, I just want to CALL you.
HOMEWORK : Go check your site/sites to see if that information is readily available. Can a 9 year old find how to reach you?
Check your blog and other sites - do they link back to your main site AND have contact info? I can't tell you how annoying it is on blogs where they only way to contact the writer is by making a comment on a post.
join the community: bit.ly/geekspeakguides
Your Geekspeak Guides:
- Marketing, PR & Web Pro for DECADES!
With a background in public relations and advertising since 1986, Susan is a "gentle guide for clients trying new venues online." She engages those skills as she helps create an online presence that will appeal to existing and future clients and/or investors. All these factors are considered before she constructs a suggested plan for clients. It goes way beyond an online presence.
- Your "Can Do" Geek
After countless calls from business owners that have lost control of their web site,Yvonne put her main focus on customized WordPress sites, helping clients take charge of their online presence.Her refreshing openness will provide you with knowledge and resources in areas like Social Media, Social Media Marketing, Email Marketing, WordPress and Search Engine Optimization.
Michelle Jacobs and Matt Hertig of Alight Analytics discuss how multi-channel marketing analytics can help companies be more efficient with every marketing dollar. Marketing management today has pressure to spend money on things that work and leave the rest for their competitors. Michelle and Matt share how they use ChannelMix Big Data Warehouse to increase sales online and offline for their customers.
This is the first in a series with SLMA Director, Susan Finch along with her cohost, Stephan Hovnanian
If I had a Nickel: Webmaster Transitions - Pleading Ignorance Doesn't Fly
It used to be that you would have "the guy" and he would hold the keys. Uh, BAD IDEA. It's YOUR presence, YOUR domain, YOUR email, YOUR BRAND.
If you decide to part ways for whatever reason with "the guy" there are a lot of aspects of your web presence that you will want to get a copy of.
We have been on both sides of this discussion, as providers helping our clients move to new providers, and as the new provider for a client who has dumped, been dumped or simply parted ways with a web services provider. Years of hard lessons are now coming to you, free of charge so you are prepared to make that switch when the time comes.
MaAnna is a geek who can still speak in plain English and helps solopreneurs, small businesses, and non-geeks create sites that gets noticed by search engines and readers. Whole-site setup, consultation and training including WordPress, SEO, content, conversion, security, performance, MailChimp, and memberships.
SLMA radio host Susan Finch interviews Jim Obermayer of SLMALive the internet radio network to discuss how B2B companies can create their own internet radio programming. Obermayer and Finch discuss how having your own program is easy and less labor and capital intensive than a webinar program. During this program Finch and Obermayer will cover how internet radio is a huge generator of multi-faceted content, and provides a thought leadership position for the program owners.
James Obermayer is the Founder and Executive Director of the 8000 member Sales Lead Management Association and a principal in Sales Leakage, Inc., an Orange County, CA., firm. He specializes in helping small to medium-size companies identify sales and marketing leakage issues that stifle sales growth and waste valuable marketing dollars. Recent assignments include interim sales management positions at software companies, medical device/services corporations, a steel door manufacturer, a major real estate developer, an audience response system provider and a financial services firm. Obermayer has been the moderator to create marketing and sales plans in a single day. He is an author/coauthor of four B2B books and has a weekly internet radio program.
SLMALive: Ears, not Eyeballs. Just getting eyeballs on your site was the rage, yesterday. Today it's about getting people to listen to your message, for hundreds or even thousands of listening hours. Forget paying $10 a click for a 75% abandon rate and a minute or two on your site. Forget about $5K-$20K for webinar attendance of 100 people. Get your own internet radio listeners for $.50 cents to $2 per listener hour!
SLMALive is an online B2B radio network that gives companies the opportunity to produce their own shows and native commercials to increase their authority as experts. SLMALive shows are a content creation machine for the program hosts. They do this through customer interviews, panel discussions, rants and case study interviews.
After the live show program owners use the 30-minute SLMALive internet radio program to repurpose content for blogs, newsletters, white papers, testimonials, website content, YouTube, Google +, home page (player with program lists), email blasts, interviews, articles, webinars, transcripts, tweets, and text or voice snippets taken from the program recording. The programs owners can syndicate its program to other sites. This is hot.
Do you have something to talk about? Is your company THE expert on your topic or industry? Use SLMALive's internet radio network to cost effectively reach decision makers.
For information about having your own program on the SLMALive network. Call Ron Goodman T. 510.471.3874, C.510.708.1276.
SLMA Radio Host Jim Obermayer interviews the father of modern database marketing, Vin Gupta. The interview ranges from how modern database marketing came about to exactly how to avoid getting ripped off by supposed database suppliers. Vin has never strayed far from his roots as a marketer.
If you're speaking at a trade show or conference, are you thinking about what your LinkedIn profile looks like? Are the topics you're speaking about present on your company blog? What's going to happen to the decks after the conference? This is integrated marketing.
Shelly covered so many instances of missed opportunities that are typical. You spend the money to get them to the trade show, to have beautiful cards, manicured hands to shake hands, allowance for schmoozing - yet what did they do to prepare?
Some ideas include:Create lists, groups, circles that include all of the speakers for the event. Same with sponsors, exhibitors. If you are going through the trouble to send people there - have them pepper the key attendees with interest - "Hey, you're speaking - I can't wait to hear you..." + mention, @ mention them and their companies. You'd be surprised how much that can mean to people.
If you are speaking on a topic on behalf of your company, does your company profile include links to posts/articles that you have created on the same topic? Does your company site display that you have the expertise on this topic? How current are the posts? Check them out or create them FAST! Build that credibility.
You may think you have it covered, but chances are - you are indeed doing a lot of things, a little bit right.
- Are you trying too hard to "own" your communities or just using the ones you like, and are you forcing people to "go" somewhere other than where they want to go?
For that matter, find team members who are proficient in each of your four major online venues - could be one person, could be four. LinkedIn, Google+, Twitter, Facebook. It's pretty even that this is where people hang out - 25% average for each. If you want to hit more prospects and expose them to your expertise, you have to be proficient in all of these venues. But this is just the online piece.
- The fastest commercial break ever! Now let's talk about how to break down a piece of content into different presentations of that information for different audiences and platforms (tough to automate this, people).
34:58 - Shelly talks about the challenges that marketers face today to embrace all these channels and ideas in an effective fashion, and what to do about it.
38:12 - Who do you hire? Younger and savvy, or senior and seasoned? What will be most successful? How do we adapt and effect change?
43:18 - How to find and work with Shelly, info on the Integrated Marketing Summit and other conferences worth checking out, either IRL (in real life) or virtually...but IRL is better.
About Shelly Kramer
About our friend, Stephan Hovnanian:
A crisis communications plan is critical for all businesses. When you are in crisis is too late. Join me as we hear from Marketing Communications Expert, +Linda Zimmer . Linda is person to follow, know and learn from.
She can be found EVERYWHERE that is digital and is called upon from companies and institutions around the world for guidance, planning and education.
GRAB EVERY PROFILE/VANITY URL with your name, your company name or brand name or someone else will. This will give a consistent message and the public will know it's coming from you and will not be confused.
This is not an event to be missed. Linda, who is a collaborative, liquid being said it would be great to get a couple of additional experts in the discussion in the filmstrip. If you think yourself an expert on this topic and would want to join in, please let me know.
You can get to know Linda Zimmer better here:
SLMARadio host Jim Obermayer visited Tech Marketing 360 at the Ritz-Carlton Hotel in Laguna Niguel, CA on Feb 19th. He interviewed Gayle Wolski , the General Manager of Tech Marketing 360, plus an in depth interview with Aseem Badshah, and Kevin Yu, founders of Socedo a very unique lead generation company.
Other interviews included:
Tech Marketing 360 Description
Technology is the most dynamic and challenging specialty in the world of marketing. Tech Marketing 360 is dedicated to you - the technology marketer- the unsung hero of a multi-billion dollar engine of economic growth. Our mission is to build a community of tech marketers, for tech marketers, and at this path-breaking event, you’ll gain insight from the top thinkers at top companies, and be immersed in a community of practice, sharing, teaching and learning that will supercharge not just your skill sets, but your strategic vision.
Over three days at Tech Marketing 360, 400 senior-level tech marketing professionals will discover the most current and cutting-edge innovations and strategies to drive marketing success. Attend educational sessions across five tracks, hear inspirational keynotes, meet with top industry sponsors, and engage with your peers at special networking receptions in an intimate, upscale setting at the Ritz-Carlton Laguna Niguel.
At Tech Marketing 360 you’ll learn how to:
Host Jim Obermayer discusses with Paul Roberts of OC Talk Radio, about the compensation programs for CMOs. Plus as a bonus, Obermayer brings interviews from the Integrated Market Summit Conference (January 30-31st in San Diego). He interviews Shawn Ellridge, Shawn Flaherty of ITX Corporation, Mac McIntosh from Acquire B2B, Jennifer Allen from Victor Marketing, and Julie Newmark from Outward Media Inc.
Obermayer said that this summit was unusual in its choice of topics. There was a keynote by the venerated Don E. Schultz interesting presentations by Shelly Kramer of V3 Integrated Marketing, Michelle Killebrew of IBM Social Business. Aaron Bolshaw of Act-On Software, Audie Chamberlain of Realtor.com., Nicholas Muldoon from Twitter, Eric Holtzclaw of Laddering Work’s, Matt Hertig and Michelle Jacobs of Alight Analytics, Tim Ash of SiteTuners (Your baby is Ugly) Roy Pun from Adobe, Amanda Kahlow of 6Sense Insights, Pam Didner of Intel. If you missed IMS, it will appear in Atlanta, Minneapolis, Cincinnati, Raleigh-Durham and Austin kin the coming months.
SLMA Radio host Jim Obermayer interviews Christopher Hosford, editor-in-chief of the HosfordGroup a content marketing agency. In this week's program Obermayer asks Hosford, "Why are Content Agencies necessary?"
Can the typical digital, direct marketing, or branding agency handle content creation for B2B and B2C clients; or has the need outgrown their talents and ability to respond? Obermayer agrees nothing is created in lead gen today that does not have a need for a 'pile" of content for the insatiable appetite of buyers. What content do these agencies create and what is the cost? Is it true that those with the best and most content win?
About Christopher Hosford
Christopher Hosford is editor-in-chief of HosfordGroup, a New York City-based content marketing agency. He and his team are all former journalists — Chris previously was East Coast Bureau Chief of Crain's BtoB magazine, where he also spearheaded the company's content marketing services for such clients as Oracle Eloqua, Marketo, Aprimo, Act-On and Adobe. Previously Chris was editor-in-chief of the VNU/Nielsen publication Sales & Marketing Management magazine, and has covered marketing, business operations, finance and law fof 20 years. Chris was born in Atlanta, raised in Miami, and is a graduate of the University of Florida.
About the HosfordGroup, LLC
HosfordGroup LLC is a New York City-based B2B content marketing agency, specializing in the development of white papers, case studies, original research, webinars, blogs, live and virtual events, infographics and videos, among other forms of marketing content, all in support of clients' strategic marketing goals. HosfordGroup works directly with enterprise marketers, as well as with agencies of record to supplement their own content marketing services.
A Content Marketing Agency
We covered the reasons people are so comfortable on LinkedIn and why they find exploring Google+ uncomfortable, or unnerving, due to the fact it is organized differently with Circles, profiles and all of the other tools that are largely under utilized. We also discussed how when you dive into G+ it can be overwhelming due to all of the notifications that find you everywhere unless you go into settings and tone it way back.
Google+ profiles are about PEOPLE. If your profile is set up under your company name, you may want to change that RIGHT AWAY. Some "profiles" are being flagged when they are a company, rather than a person. PAGES in Google+ are for COMPANIES - similar to LinkedIn and Facebook - Profile - person, Page - company, brand or organization.
Mari Anne Vanella of the Vanella Group brought some very real examples of why she prefers LinkedIn and is hesitant to dive into Google Plus. She's had a successful, well formed group, Telesales 2.0, on LinkedIn for years. She is in the B2B arena exclusively.Greg Cooper covered additional scenarios of what may hold people back from dipping a toe into Google+; and Ronnie Bincer - The Hangout Helper as well as Mark Vang offered Mari Anne and the rest of you some great suggestions for getting started in Google+. It's not about bringing everyone over from LinkedIn, it's about finding some new connections through similar interests and areas of expertise.
We all acknowledged how powerful content is when posted to G+, YouTube through Hangouts on Air and using your authorship tags Google provides to build your reputation as an expert in your field and increase your rank in search engine results.
SLMA Radio Host Jim Obermayer interviews Debbie Qaqish, author of "Rise of the Revenue Marketer." Debbie was driven to write book by the question increasing asked by marketers, "What are you going to do about revenue?"
Obermayer will ask Debbie about the Revenue Marketers she knows that have made a difference. Why do marketers welcome revenue responsibility? Does she recommend that marketers should be paid on revenue. What are the metrics a revenue marketer should track other than the revenue goal? How long does it take to become a Revenue Marketer?
SLMA Host Jim Obermayer interviews Jeff Ogden, Host of Marketing Made Simple TV a popular and syndicated TV show. Not just a podcast this program has real followers as Jeff reaches out in a new media that every marketer should know about.
Jeff Ogden is an award-winning sales and marketing expert, as well as the President of the sales lead generation company Find New Customers. He’s also the author of the “definitive guide to btob demand generation” How to Find New Customers. In addition, Jeff created and hosts the popular syndicated show, Marketing Made Simple TV, where he interviews famous business leaders like Beth Comstock (SVP and Chief Marketing Officer of General Electric), Guy Kawasaki (1.3 million Twitter followers, and Daniel Pink (NYT best-selling author.) He holds a degree in Marketing from the University of Notre Dame.
About Find New Customers
Find New Customers helps mid-sized companies (from 150 to 1000 employees) to develop world-class demand generation programs, improving the flow of qualified sales opportunities, increasing win rates, and growing overall profits. Find New Customers delivers these services all over the world, except in the state of Georgia.
Host Jim Obermayer interviews Larry McAdams of the McAdams Group. Larry repeats an often quoted proverb that says," "He who fails to plan plans to fail." In this 40 minute interview Obermayer and McAdams discuss why companies fail to plan and the results of their failure. They cover the elements of a sales and marketing plan and why it only takes 8 hours to complete a solid plan.
About the McAdams Group
McAdams Group, located in Newport Beach, California, is a brand ID & advertising design agency specializing in web and print media.
"Make Bigger Waves is our battle cry," says Larry McAdams, president of McAdams Group. "This commitment keeps us searching for just the right creative approach to help our clients achieve their dreams.
McAdams Group's creative philosophy and commitment to service have resulted in a long list of creative solutions and an even longer list of satisfied clients.
Web & Print Communication Services:
Cyndi Greenglass, Senior Vice President, Strategic Solutions for Diamond Marketing Solutions was interviewed by Susan Finch about strategic volunteering. Finch, as the founder of a national non-profit, Binky Patrol has been at both ends of this discussion. She and Cyndi were in line with their thoughts and recommendations about strategic volunteering.
Cyndi is responsible for marketing and strategic solutions and manages our agency services team of data, analytics, creative, and digital professionals. With a strong track record in marketing, strategic planning, and database development, she helps our clients “market smarter” by providing strategic solutions. Prior to joining Diamond Marketing Solutions, Cyndi launched World Marketing Integrated Solutions, an integrated database and strategic marketing consulting firm. Her background includes 10 years in international business consulting with the U.S. Embassy and the U.S. Foreign Commercial Services.
Cyndi is a past president of the Chicago Association of Direct Marketing and past chair of the Direct Marketing Association Business-to-Business Council. She is a frequent presenter at major DM industry conferences and is an educator at several universities. Cyndi has twice been recognized among the Top 100 BTB Marketers by Crain’s BtoB magazine.
SLMA Radio host Jim Obermayer tackles the thorny question of compensation plans for marketing. Should Sales and Marketing be on the same plan? If so, is it just the Marketing leader, or the whole marketing department? What about bookings v. revenue as the basis for compensation? Sales is on bookings; marketing (usually) is on revenues, if at all. Are there other metrics that can be used for Marketing compensation plans, such as "qualified leads" or "conversions?"
Strategic alliances can occur in the strangest places. One great resource to consider are your direct competitors. If you've seen, "Miracle on 34th Street" you'll remember Kris Kringle directing the mother to Gimble's over Macy's because Macy's didn't have the toy she desperately needed. Macy's became the hero and further embedded her loyalty because her needs were put first.
They also tackle the topic of reputation management, Yelp! and the decisions Yelp! makes as far as displaying or not displaying reviews. Casey's has 37 comments. 28 are glowing, but Yelp! has decided that they are not legitimate comments and suppresses them from display AND the overall rating average. Susan knows for a fact that Casey's asks each customer for a review. The technician gives them the envelope with the quick survey and asks them to seal it while he/she is out at the truck wrapping it up. Good or bad, it is turned in. Customers are also invited to review them on Yelp!, MSN, Yahoo at the same time - Good or bad, happy or unhappy. It's the only way to improve your business is to ask for honest feedback. Hear a bit of this story and other customer service practices that can inspire you to go beyond your competition to garner the clients you want.