Beautiful Marketing

Where I've Been...

2009-03-18T16:33:00.002-04:00

I have begun posting on my company's blog and while I'd love to cross-post, I think it's best to keep all of my content in one place. To check out my latest musings on marketing, visit InsightIQ

Evolution of Dance

2009-01-11T11:46:00.001-05:00

The YouTube phenom is back! Judson Laipply will premiere his Evolution of Dance II on the Today show tomorrow morning. If it's as good as the first, it's sure to garner more than 100 million views.

Enjoy!

Seven Things You May (or May Not) Want to Know About Me...

2008-12-29T14:15:00.009-05:00

It's my turn. I've been tagged by Dave Raffaele (@daveraffaele), a social media guru and Twitter aficionado and Adam Cohen (@adamcohen), a friend and soc expert from Rosetta, for the ”7 Things You Wish You Didn’t (Or Did) Know About Me” meme. Here’s how it works:

Link to your original tagger(s) and list these rules in your post.
Share seven facts about yourself in the post.
Tag seven people at the end of your post by leaving their names and the links to their blogs.
Let them know they’ve been tagged

So here goes...

The 7 things I think you may or may not want to know about me, in no particular order, are:

I was a professional mime. No, I'm not kidding. I went to the Booker T. Washington High School for the Performing and Visual Arts in Dallas, Texas, and was a member of the school's esteemed mime troupe. I managed to work a few (paid) gigs as a mime, including one as an extra in a show that featured Gregory Hines.
I've been participating in social networks for more than ten years. Long before we knew them as social networks, online message boards served to connect people with like interests. I belonged to several "communities" around the time I got married almost ten years ago. The Delphi "white wedding" board was a gossipy, high-school like atmosphere (complete with cliques!), but I managed to meet some of the most wonderful women, most of whom I can still call friends.
I've run three marathons. I've run New York twice and Boston once. And no, I don't think there will be a fourth. Now, a tri...that's something I might be open to.
I was once a blond. Most people don't believe me when I tell them, but in fact, going blond is easy; you just need the right colorist.
I'll say it: I've used the auto-DM to new Twitter followers feature. Now before you jump all over me, know this: my intentions were good and I've stopped using it. I understand that it runs counter to the very nature of Twitter, but I like to try all new apps...even the useless or annoying ones.
I've had heart surgery...and have the scars to prove it. When I was 21 I had a radiofrequency ablation to correct a nasty arrythmia called AV Nodal Reentrant Tachycardia (AVNRT). While rarely life-threatening, AVNRT is quite debilitating. The procedure I underwent was so new at the time, it was considered experimental; the hospital made me sign a million waivers.
I love maps. One of my favorite Christmas gifts was a Rand McNally road atlas. I'll probably succumb to the lure of a GPS, but in my mind, there's nothing better than a good, old-fashioned map.

This part's going to be difficult; I've already been tagged my everyone I know who has a blog. But I'll throw it out to a couple of folks who should be writing for our corporate blog: Mike Burke and Patrick Dineen. I'll add more later!

Why Twitter?

2008-12-22T15:41:00.002-05:00

Are you on Twitter? Like most people, you've probably looked at the social messaging utility, which allows you to tell the world what you’re doing in 140 characters or less, and thought, why? How on earth could one find value reading about what someone ate for breakfast or what color socks they’re wearing?

Yet, many well-known brands have jumped on the Twitter bandwagon to hear what their most vocal supporters and detractors have to say. Why? Twitter is a bellwether that presages social media (and other) mishaps long before the general public hears about them. Take the recent Motrin Moms example. When Motrin launched a new ad targeting new moms for their Ibuprofen painkiller, they highlighted the drug’s efficacy fighting the head, neck and back pain associated with carrying a baby in a sling, wrap or “Schwing”. Angry moms flooded Twitter with messages denouncing the ad, clearly offended by its tone and inference that baby-carrying devices cause pain. How did Motrin respond? By pulling down the ad and issuing a public apology on their home page.

While the Twitter community is relatively small, it is incredibly powerful. Consider this: in April 2008, James Buck, a graduate journalism student at UC Berkeley was arrested in Egypt along with his translator for photographing an anti-government protest. While under arrest, Buck “tweeted” update messages to his followers who rallied support and ultimately informed the college, which hired a lawyer for the student. Buck was released the next day.

I’m not suggesting that you run out and join Twitter. But you should recognize it as a viable social media channel, one that is drawing a great deal of attention from consumers and brands alike. And, you should know who of your clients are represented.

If you are already on Twitter, please post your Twitter handle in the comments. Mine is @michellebb. Look forward to seeing you there…in 140 characters or less.

Has it really been a month?

2008-12-10T14:01:00.004-05:00

I guess it's been almost a month since my last post...that's quite the stretch. My apologies, but I've been rather tied up: my company, Quaero, has signed an agreement to be acquired by CSG Systems, a leading provider of customer interaction solutions. To read the full story, click here.

I look forward to sharing more in the coming months. Until then, I'll try to post more frequently.

Looking Beyond Engagement to Value

2008-11-18T08:40:00.001-05:00

Check out the front page of CustomerThink!

Quaero's own John Strabley has written an article, Here's How to Get Your Most Valuable Customers Engaged With Your Web Site and Increase Your Bottom Line, that made the cover of CustomerThink, an online publication dedicated to customer-centric business strategy.

In his article, John stresses the importance of looking beyond customer engagement- which has become the new marketing metric - to the value derived from engagement. He cites examples from our recent media company case study to illustrate his point.

To read the article in its entirety, click here. And congratulations to John; his piece coupled with Manuel's article on cloud computing makes for a nice CustomerThink front page coup for Quaero!

Out with the Old; In with the New.

2008-10-31T09:53:00.007-04:00

Lisa Bradner, senior analyst at Forrester Research kicked off day two of Forrester's Consumer Forum with a thought-provoking session on the future of consumer marketing. Entitled Consumer 2018 - Separating Fact from Fad, Lisa's presentation discussed what B2C companies need to know about consumers to drive their business in the next ten years.

So what *do* you as marketers need to know? Well, duh, the 4Ps, right? Not quite so fast. Brader suggests that we need to think beyond the traditional marketing mix with which we're all familiar - product, pricing, promotion and placement. Instead, marketers need to consider and integrate into their planning a whole new set of consumer-driven Ps - permission, proximity, perception and participation.

Here is Bradner's take on the 4Ps:

Permission - consumers derive comfort (getting back to James McQuivey's four universal needs) by managing with whom they engage. Bradner suggests that by adhering to consumers' permission preferences, you help them stay safe. And they, in turn, reward you with more information.

Proximity - This doesn't refer to physical closeness necessarily. Bradner says "consumers use proximity to tap into networks and affiliations based on comfort and association. " The majority of us (approx. 87%, according to Forrester) only "friend" people we know well in a social network. And only 8% of us "friend" companies or brands. What does this tell us? Consumers get the information they need in the way that feels most comfortable to them (e.g., online reviews, peer recommendations). Help, don't hinder.

Perception - "Consumers inhabit multiple personas to feel a sense of uniqueness and control", according to Bradner. She recommends engaging with the persona they put forward, which might be different from the one stored in a database.

Participation - We all have a strong need to feel connected...to somebody or something. Give consumers the right type of community and they will participate...even with a brand. In fact, according to Forrester Research, 51% of online adults are willing or extremely willing to participate in an online community organized by a company. Think MyStarbucksIdea.

So does this mean the 4Ps as we know them go away? I don't think so, entirely. But I do think marketers need to shift their thinking about consumers in this age of social media. Forrester's new 4Ps remind us that consumers are in the drivers' seat and it's our job as marketers to make it more convenient for them to get what they want, when and how they want it.

Forrester's Next Big Idea

2008-10-30T10:10:00.006-04:00

The Forrester forums are generally content-rich events featuring top-notch keynotes by Forrester analysts and highly influential business leaders. The Consumer Forum, held October 28-29 in Dallas, TX, did not disappoint. In fact, almost all presenters provided valuable insight, best practices and/or big ideas that should shape how marketers think about and communicate with their customers.

The Day One highlight was most certainly James McQuivey, (@jamesmcquivey) whose presentation, Satisfy Consumers for the Next Decade and Beyond, introduced the next Forrester Big Idea: People share a set of universal needs - connection, uniqueness, comfort and variety; satisfy those needs with convenience and you will win.

McQuivey believes that if you know your customers' need profile - and how it can vary over time - along with your company's Convenience Quotient - a single score that expresses your products/services' benefits minus barriers to adoption - you can prepare your brand for the future.

McQuivey gave a perfect example of convenience- the digital camera. Adoption rates climbed exponentially once barriers - price, availability, ways to print - were eliminated (Approx. 70% of US Households now have a digital camera, according to Forrester's North American Technographics Benchmark Survey). Convenience = benefits - barriers.

In the near future, Forrester will be developing consumer need profiles and more importantly, will report how those profiles vary, especially in a time of economic uncertainty. They'll also measure brands' Convenience Quotients to help companies understand how they compare to competitors and/or different ways of meeting the same need.

To keep up with James McQuivey - and to read his thoughts on the future of consumers - check out his blog, OmniVideo.

And check back in with me for more posts on the Forrester Consumer Forum.

Facebook, take back your pumpkin patch!

2008-10-27T10:28:00.004-04:00

In the past week, I've been poked, shown love, sent a pumpkin and asked to join five different groups. Enough. Facebook is a very interesting and valuable social networking site, but I think it's started to jump the shark. Now, it's less about connecting and more about giving advertisers, in particular, the means to target and market to people based on very rich profile information.

But it's not advertisers, brands or worthy causes reaching out to me to promote their products, services or charities - my friends are doing it. It's rather insidious - brands build widgets with cute gimmicks or fun quizzes and encourage you to sign up and send to your entire Facebook address book. Really, it's viral marketing at its best.

But it's too much. I don't like ignoring my friends' requests, but that's what I find myself doing more and more. I hate to think that soon I'll just mass delete everything that comes into my Facebook inbox...just like I do with email.

I use Facebook (and LinkedIn for that matter) to help me connect - or reconnect - with friends, colleagues and even family. And, if I could turn off the "send me that cute icon" element within Facebook, I absolutely would. Until then, I'll politely decline my friends' requests and hope I don't start receiving Christmas trees soon.

Android

2008-10-22T16:10:00.005-04:00

T-Mobile launched its G1 phone today, which you know (unless you've been hiding under a rock) features Google's long-awaited Android mobile operating system. While the G1 offer some unique features - one-touch screen and QWERTY keyboard, to name one - like the iPhone, it is designed to let people access the Internet from anywhere.

I haven't seen it live yet, but the G1 certainly looks interesting (and also very thick); and as T-Mobile customer, it's certainly intriguing. But I'm not sure I'd be willing to give up my trusty Blackberry....yet. I have no idea whether the G1 supports enterprise mail apps (and that would certainly be a deal breaker) and I really like my BB (shout out to RIM!).

I expect I'll get a next-gen phone within the year; it's inevitable. But what I end up with is anybody's guess.

Forrester's Consumer Forum

2008-10-20T10:56:00.006-04:00

I'll be at Forrester's Consumer Forum most of next week hearing marketers from leading consumer brands and Forrester analysts discuss ways to keep ahead of tomorrow's consumer. I'm sure the economy (and perhaps the upcoming election) will be a recurring theme and I look forward to hearing how today's consumer marketers are dealing with slumping sales, rising costs and fickle consumers.

I plan to blog and Tweet while at the event, so if you'd like to follow along at home, check back here for daily recaps or get up-to-the-minute reports from Twitter (@michellebb).

Fascinating!

2008-10-17T15:57:00.000-04:00

http://wordwatchers.wordpress.com/2008/10/15/debate-3-mccain-and-obama-word-usage/

I love that someone is tracking and analyzing the language used by the two candidates during the three debates. The key takeaways?

Obama talks more and uses bigger words and longer sentences
McCain is more personal in his prose
McCain is more categorical in his thinking; Obama is more contextual/fluid
Obama is more present oriented; McCain more future oriented
McCain is more emotional; Obama more causal reasoning

Don't you find this fascinating? To me, it really means that we are dealing with two different candidates with two different (and competing) styles. I'm not sure it offers insight into who will make a better President, but it is FASCINATING.

Note: this is cross-posted at P&R's World

MarketIQ

2008-10-14T12:25:00.003-04:00

And now for a bit of shameless self-promotion...

We recently launched MarketIQ, the Quaero monthly e-newsletter designed to provide insight and deliver value to our clients and prospects.

Have you signed up yet? No? Well, if you're interested, please feel free to sign up. And, you can check out last month's issue here. So far the response has been very positive. But I'm always open to constructive criticism. Feel free to post your thoughts in the comments section below.

Why do B2B Web Sites Fail?

2008-10-14T11:58:00.002-04:00

Forrester says there are six indicators that it might be time for a Web site redesign:

Flat or falling business metrics
New brand identity or brand positioning
Product/business line expansion
Merger, acquisition or restructuring
Technology platform upgrade
Nav system breakdowns

Check. Check. Check. Not-so-much. Check. Check. It's clear that Quaero is in desperate need of a Web site redesign, but I want the new site to meet our needs.

So why do B2B Web sites fail? It's not a rhetorical question; I really want to know. I'm in the midst of my own corporate Web site redesign and want to avoid the common pitfalls of most B2B sites.

My sense (and I'm not an analyst, nor do I pretend to be one) that most sites aren't designed for conversion; that is, they don't encourage the visitor to take a specific action. Nor are they designed to allow the visitor easily identify him/herself. For instance, as a visitor, I might go to a site looking for information relevant to senior marketers. Or, I might want content specific to marketing services providers. Or, I might just visit a site looking for ways to solve lead management problems. No matter my reasons for visiting a Web site - or how I choose to search - I should be able to find the information I'm looking for.

Given the research we've done and the client/prospect feedback we've amassed, I'm optimistic about our chances of creating a site that meets both our goals (increased conversion) and those of our constituents (solution information/career listings/best practices).

I'll keep you posted.

It's true: everyone is a salesperson!

2008-10-03T10:14:00.007-04:00

And in my organization, which is fairly small, everyone has to be a good salesperson. We have few field sales folks, so we really rely on our inside sales team, practice leaders and account people to participate actively in the sales process.

But how do you ensure that everyone in an organization -whether a skilled salesperson or not - knows how to identify, work and close a sale, especially a complex, solution-oriented sale? Train them.

So, I'm off to school. For most of next week, I'll be behind closed doors attending a sales training program designed to help everyone involved in the sales process contribute at a higher level. I've spent approx. eight hours between this week and last prepping for the course (thanks to a pretty rigorous e-learning class) and feel fairly confident that I grasp the major principles of the approach.

Solution Selling is hard. What struck me most during the e-learning course is the amount of preparation and work that goes into a solution sell. Typically these are large, complex sales that require input and buy-in from many people at varying levels within an organization; a salesperson must be proficient, if not fluent, in the language of each buyer and/or contributor. Selling is a difficult skill to learn, much less master.

What is marketing's role in all of this? I'm looking forward to the classbecause I believe it will help me and my team become better marketers. I expect we'll walk away with more and better ways to support our sales team and have a much better understanding of how "complex sale" buyers buy, which will inform future marketing programs.

Have you taken a Solution Selling course before? Any thoughts or suggestions? I have a very hard time sitting still for a long period of time, so I expect three days of training will be a challenge, but otherwise I expect to learn a great deal.

I'll let you know what I think when I get back.

The Web

2008-10-02T09:38:00.003-04:00

I met with our Web design firm yesterday for a couple of hours to begin work on the content. We have a finalized Information Architecture (IA) and an approved home page wireframe, so we're ready to begin content development.

I have no pretenses that this is going to be an easy process. With multiple contributors, all of whom have their own thoughts on how to best represent their services, this project will be a challenging one. I, fortunately, have strong (and well-positioned) internal support, something I think any Web site redesign project manager must have to be successful.

What haven't I done right so far? I don't know, to be honest, but I'll let you know as soon as I make a gaff. I expect that I won't share progress soon enough in the process for the rest of the organization. I'm very concerned about budgets and timelines and have little margin for error. So, while I did quite a bit upfront primary and secondary research (e.g., spoke with employees, clients, partners, analysts), I'm not inviting a large group onto the redesign task force. Isn't there an old adage about too many chefs?

For now, the process seems to work and those things we miss will be part of a Phase II implementation.

Was it only a month ago...

2008-09-25T13:12:00.004-04:00

...that we chose our marketing automation vendor? Because as I sit now, we have executed two major campaigns (MarketIQ newsletter and Marketing in a Tough Economy webinar), two lead nurturing campaigns and three data quality/hygiene programs. Unbelievable.

For those who aren't aware, we selected Marketo as our platform; I tell you this not to debate the merits of one marketing automation tool over another, but instead to offer my thanks to the entire team at Marketo who made our implementation smooth and easy.

It's amazing how much more insight marketing has into our database....and how much we still have to learn about our customers and their needs. We're at a very exciting point in our marketing maturity - we've built a pretty solid foundation and can begin executing against those very same best practices we prescribe to our clients.

And once we get the Web site finished? We'll be in a very good place.

Ideas

2008-09-25T12:56:00.004-04:00

As I mentioned in a previous post, I am fortunate to belong to a great learning and networking group, Forrester's Technology Marketers Executive Council (TMEC), which meets bi-annually at the analyst firm's Marketing & Tech Leadership Forums.

As you know, I just returned from our second meeting this year at which I met with 16 (or so) of my peers to discuss everything from demand generation techniques to the merits of outsourcing transcription services. We've recently launched a Facebook group (addresses the dilemma in the previous post) to continue the conversation online, and I'm looking forward to seeing if we can keep the activity level high enough to sustain a community.

Which raises a question: from whom do you get your best sources of information? Peers? Analysts? Bloggers? I rely on the TMEC council quite a bit - everyone seems to be dealing with many of the same issues - but it's not the only source of insight out there. So where do you go? And, to which groups do you belong?

Our Community

2008-09-23T09:02:00.004-04:00

I sit on the Forrester Tech Marketing Council, a group of approx. 110 marketers from companies that sell primarily to BT (70%) and/or Marketing(30%).

We just wrapped up our bi-annual meeting at this week's Forrester Business & Technology Leadership Forum where we discussed everything from lead generation to key next hires; from community building (think www.complianceonline) to public relations agencies.

The council meetings foster dialogues between individuals from like organizations who want to hear how others are addressing their most difficult marketing challenges. This year, the facilitators left more time for open discussion - something we've been clamoring for - and the group couldn't get enough.

So, we want to take the dialogue online. To a community. OUR community. If an online community, by definition, is "an interactive group of people joined together by common interest," then we're ready to take our group online. But we don't have a home. Yet. Forrester hasn't built out a social network group/community site that would enable us to engage with our peers online when we choose. Instead, we're limited to the personal relationships we've managed to build and email discussions. It's especially difficult for the newer Council members who can't really benefit from the older members' perspective.

The inmates now run the asylum. So we're going to build it. Or attempt to. Thomas Eorgan from nTara has agreed to help and I'm out researching freeware community options. If you have any suggestions or would like to assist, I'm all ears.

Could Tina Fey be any funnier?

2008-09-15T16:33:00.001-04:00

Designing the STOP Sign

2008-09-10T12:38:00.001-04:00

She *is* the personification of the most difficult client. That said, I went to each and every one of my vendors and asked them to wave a big red (stop) flag - or just say, "hey, you're turning into the blond in that video" - if I *ever* started acting that way.

Real Feedback

2008-08-25T10:57:00.002-04:00

LinkedIn offers a nice recommendations tool, one that allows you to provide references for former colleagues, partners and/or vendors. And it shares that feedback with anyone who clicks on your profile. It's perfect for job seekers and the companies looking to employ them because it offers a glimpse into a candidate's working history and the types of relationships he/she has built. Of course, every system has its limitations and LinkedIn's is this: you can really only write a positive reference for an individual because he/she ultimately must approve the content before it's published.

But what if you want to write a not-so-glowing review for a former colleague, partner or vendor? Nothing libelous, of course, but something that reflects a concern or offers constructive criticism? Is that even possible? I know sites like Yelp allow you to do it for businesses, but is there anything that goes down to the individual level?

Now let's get this straight; I'm not asking for the right to publish publicly defamatory content beacuse that doesn't serve any purpose. Instead, I'd be happy with a system that allows individuals to provide feedback (anonymous or named) to vendors, partners, and well, just about anyone. And this is the key: it wouldn't be published to anyone but the individual receiving the feedback. Consider it a sort of 360 evaluation, in which anyone with whom you've ever dealt could participate. Kind of interesting, yes?

So, is there any merit to opening up the feedback lines? I think so. I mean, for those of us who maintain blogs, we have already have with comments. What do you think?

It's Friday

2008-08-22T11:33:00.002-04:00

So here's a picture that has absolutely nothing whatsoever to do with work. Yes, that's me and my daughter, Petra, on an elephant.

Actually, this photo was taken at York Wildlife Zoo in York Beach, ME. Many thanks to Lydia, the elephant for not bucking us off.

It's decided!

2008-08-22T11:11:00.004-04:00

No, Obama hasn't texted the name of his choice for Veep (yet). This? This is so much bigger - we've selected both our Web design and marketing automation tool vendors. Thank goodness.

Seriously, these were big decisions tied to significant budget dollars (at least for my firm) and were not to have been made lightly. Our internal team went through an extensive (and exhaustive) review process in both areas - Web design and marketing automation - and deserve credit for leaving no stone unturned.

And while Phase one (Building the business case/making the selection/securing budget approval) is over, we're about to embark on the more difficult tasks of defining the Web site strategy and building out the supporting marketing infrastructure. Yes, I already have agita.

In the meantime, I have a few data hygiene issues to deal with. Hey, anyone out there a big marketing for Salesforce power user? If so, we must talk.

I'm back!

2008-08-18T20:39:00.003-04:00

As you probably know, I was on stay-cation (you know, the stay-at-home vacation) last week. It was dreamy; I slept in, stayed out late and caught up on my DVR'd shows.

I'm back (in spirit, at least) and anxious to get started on several major initiatives, including a Web site redesign, a marketing automation implementation (although technically, they're part of the same project) and a major client presentation.

I'll keep you updated on the first two, at the very least. The Web site redesign is a long time coming and certain to provide our marketing activities with the solid backbone they need. The marketing automation implementation should save my marketing person who might commit hara-kari if she has to manually execute one more complex Webinar campaign.

So, yes, I'm glad to be back. And yes, I'll post more once I get caught up on email. And meetings. And vmail.

"Pay no attention to that man behind the curtain."

2008-08-06T17:30:00.006-04:00

I like hot dogs. I really do. I've always been a big fan of ballpark franks smothered in mustard and sweet relish. "You know what's in those things, don't you?" my friends will scoff. "How do you dare eat them?"

I do because I simply choose not to think about it. I know hot dogs are a poor food choice and don't comprise the best selects of meats, but I like them and they taste good.

But all good things come to an end. The other day I was shown the metaphorical hot dog plant; I didn't like it. During a marketing automation demo, a sales person showed me my profile in the company's software, which recorded every move I had made from the time I first hit the company's Web site. All I kept thinking was, I'll bet they keep track of when I go to the bathroom. It felt creepy. And made me lose my appetite. Even for hot dogs.

Now remember, I'm a marketer, so I'm of two minds here. On the one hand, I understand how important it is to capture as much "relevant" data as possible (notice emphasis on relevant) to help me make better decisions about communicating with prospects and customers. On the other, as a consumer, it bothers me to know that so much information about me - and my behavior - exists.

Quite the quandary, yes? I hate to say it, but I was so much happier in my ignorance...not really knowing what happens behind the curtain (or in the hot dog plant). Now that it's been brought to my attention (and demonstrated in highly illustrative visuals), I can't stop thinking about it.

So, what do I do? I can't mess with my livelihood. But, I can be smarter about what I do. And what I collect. So if you are a prospect or customer of mine, I'm happy to have you provide me with your data collection comfort level. What is acceptable for me to know about you? What isn't?

To my vendors, I'm much happier keeping the man behind the curtain. Thankyouverymuch.

Photo credits: http://hotdogspot.com/2004/07/wiener-factory-these-babies-snap.html and http://www.starpulse.com/Movies/Wizard_Of_Oz,_The/gallery/WIZARDOZ024/

B2B Lead Management: It's a Complicated World

2008-08-05T09:53:00.009-04:00

How complicated is your lead process? 'Cause I'll tell you...mine? Very.

It's not like I work for a large company with a huge sales force. My company is a business-to-business marketing consulting firm that is - I'll use a euphemism here - "boutique", with fewer than ten field sales representatives. But, still. Our lead process - the path we follow to capture, develop and nurture leads? Very, very complicated.

We use Salesforce.com (as do quite a few b2b firms our size) and recently completed an audit of our current lead process and found that we had nearly one hundred lead sources (very high), only four lead status options (low) and no lead action field. Also, we had no specific "conversion point" , the point at which a lead is passed from marketing to sales.

In other words, we weren't doing a very good job of qualifying and/or managing our leads.

So we've made a few changes, including culling down the number of lead sources to a generic 20 (e.g., email vs. a specific campaign), creating a lead action field (i.e., if the lead source is the how did you find us, the lead action is what did you do when you found us) and adding five additional lead status options (instead of just open, working, current contact or unqualified). In fact, I added a "bad data" lead status option to help us determine which campaigns were pulling the most junk (the answer: Google AdWords. Hands down).

We've rethought the marketing-to-sales conversion point and who within our organization is responsible for that conversion (in our case, it's now our inside sales team).

But guess what? It's not all about the process. Without the proper infrastructure and tools, the process would remain a pretty Visio diagram relegated to my Demand Gen folder never to see the light of day. So, we identified our requirements and established three main areas of need:

Data Preparation and Maintenance- data cleansing and deduping
Marketing Automation- landing page/campaign development, lead nurturing and program execution
Advanced Lead Management- lead scoring and data enhancement

Parts 1 and 2 are already underway; they serve as the underpinnings for our new Web site, which we expect to launch in late Q4, and therefore, must be completed by the end of this quarter. We expect to tackle advanced lead management later this year.
____________

So, my fellow B2B marketers...does this sound familiar? Anyone else on a similar path?

Classified

2008-07-25T18:34:00.005-04:00

My new Blurb book, The Secret Diary of Steve Jobs, arrived yesterday and I'm looking forward to diving in. I bought the longer version, which is essentially a compilation of all FSJ's blog posts, because Dan Lyons, the man beyond FSJ, stopped writing as his alter ego and I was afraid the blog itself might get taken down. And then what would I do?

I'll warn you: the book itself isn't cheap ($58 bucks), but I think it's well worth it. If you're interested, there's an abbreviated version, sort of a best of FSJ, for $25.

I've read FSJ for quite some time-even before the outing-and will admit, it's going to be hard to switch over to Real Dan. I'm not sure the writing will have the same bite or seem as witty--I mean, it's no longer a parody--but I'm willing to give it a shot.

And, if you haven't been to Blurb, check it out. I am certain it will change the way we create and buy books in the future.

Data Capture Redux

2008-07-23T15:43:00.003-04:00

I just signed up for yet another Webinar where the vendor asked for more information than I was willing to give. To register, I had to provide the following:

Name
Title
Company Name
Terrestrial Address
Email Address
Phone Number
Company Revenues
Industry
Product Interest

I swear, if the next question had been blood type, I wouldn't have been surprised. And yes, all fields were mandatory.

Which brings me back to my previous post on the topic of data capture in which I beg marketers to only ask for what they need. Believe me, it's difficult to heed my own advice at times, especially when I have sales folks clamoring for more information. For them, I compare the data capture to dating : Prospects don't want to give out so much information on the first "date" . Instead, as sales and marketing professionals, we should seek out opportunities to gather more information...over time... as we get to know the prospect. And we should deliver in return (white papers, people!)

So back to the Webinar. Yes, I begrudgingly gave up the information because the topic was of interest, but I was not pleased. And since it is a marketing best practices Webinar, I remain quite skeptical of the organization. But I shall listen, and then perhaps I'll send an email with my best practice: Don't ask for more than you need...for now!

The Break Up

2008-07-23T15:41:00.001-04:00

This has been out there for a while now, but still remains the best characterization of the disconnect between brands and consumers.

As the "consumer" rightfully says, "I've changed. You haven't....I want a divorce."

The chore of corporate blogging

2008-07-21T13:11:00.002-04:00

I don't like to wash windows, do the dishes or any other household chore for that matter. I have so many other ways I'd rather spend my time. And, if I didn't have a neatnik for a husband, I'm sure I'd be living in filth, with days-old dishes in the sink and laundry stacked to the ceiling.

I think many people dislike that which they are forced to do. Which is why, I believe, so many corporate blogs fail: content providers view the writing as a chore, one that gets relegated to the bottom of their to do lists until marketing hounds them enough to deliver. Let me tell you, a post written at 11:15pm by an SME who got sucked into writing for the blog by his boss won't be the most thought-provoking, discussion-generating piece out there.

I spent a couple of hours looking through corporate blogs – from competitors, others service providers, software manufacturers – and one thing is very clear, the corporate blog lifecycle follows a pattern: The new blog always starts off well; everyone is excited, posting is frequent and content is abundant. But after a couple of months, interest from providers wanes. I’d say right around the two-to three -month mark. And then blogging becomes a chore. As I looked through the various sites I saw the pattern emerge over and over again – the shininess wore off and blogging became a chore.

As I build my company's corporate blog (our first, I might add), I am concerned about our ability to succeed. To do so, we need to deliver relevant, timely and frequent updates. We must build a culture of contribution.

So how will my company’s blog be any different? I’m not sure, but I do believe that awareness of the problem and acceptance that we’ll face the same hurdles are the first two steps. Here, though, are some of the ways I plan to deal:

Identify multiple contributors. I want to find employees who are eager to participate and meet their obligation as a writer. More importantly, I want to identify folks who have something to say…something that will be appreciated by our clients. I’m thinking 7-10 people total. It lessens the burden on any one or two individuals.
Provide contributors with ideas. Chris Brogan wrote a post about corporate blogging that I passed around to a few colleagues. While all 50 ideas might not be relevant, the suggestions are great thought starters. I think my job will be similar to that of an editor’s: offer ideas, guidance and critique.
Set up a schedule. When bloggers start, there is a rush to publish as much content as possible leading to an eventual slowdown once the easy topics and top-of-mind content’s been published. Setting up a schedule and encouraging (but not mandating) people to stick to the schedule might help to keep content flowing.
Invite participation at many levels. Our blog will not feature practice leaders solely; it will be open to employees at all levels and in all roles. Why? Because some of our newer talent and younger team members might be very talented writers. This is an opportunity to let them showcase those talents and contribute.
Don’t get discouraged. It is inevitable: the blog will hit a lull for one reason or another. It’s what we do at that point that determines its ultimate success. Planning for that lull (perhaps by swapping out content providers?) should prevent us from scrapping the project when things get tough.

So for other corporate bloggers out there, how have you handled? What suggestions do you have? Let me know and I’ll add them to my list.

Chris Brogan, here I come!

2008-07-18T14:09:00.002-04:00

On Monday evening, I'll be at the AMA Boston's event, Building a Killer Social Network, hosted and moderated by Chris Brogan. For those who aren't familiar with Chris, he's an expert on social media and writes a very popular blog.

I'll Tweet from the event and (hopefully) write a summary post here on Tuesday.

Let me know if you're planning to attend.

Do marketing automation tools make things too...well, automated?

2008-07-18T09:55:00.003-04:00

I am on the hunt for a marketing automation tool and am currently evaluating three: Marketo, Vtrenz and Eloqua. I expect that Eloqua will get knocked out early because of a) price and b) requirements, but I don't want to make that call yet.

And actually, this post isn't about the vendors themselves. It's about the concept of marketing automation and the value the solutions in this category offer. Trust me, functionality-wise, these babies rock. I'll bet, if I looked hard enough, I could find one to take out the garbage. It's enough to make me giddy, really. With these tools, you can set up workflows ad infinitum and trigger campaigns off any action. And get this....because this is the part that really gets me jazzed - they integrate seamlessly with Salesforce (and if you think that's not so exciting, try working in salesforce. Really.)

But the functionality in these impressive tools raises the question that's been knocking around in my head for a while: is marketing automation a valuable resource or a crutch for marketers who have too much on their plates (ME)? A business associate of mine, upon hearing of my search, offered this warning: "remember, marketing automation always turns into one of those 'now what' things". Yeah, I get that.

So, I started thinking, if I automate my campaigns (drip, complex...the gamut), am I, in some way, no longer doing marketing? I mean, I still have to design the campaigns. My team and I still have to build them; they don't build themselves. And most certainly, there's some grand master strategy driving the types of campaigns and communication cadence. But does marketing automation further move marketing from an art to a science? A series of lights-out, trigger campaigns that run themselves? And, is that a bad thing?

Don't worry, my vendor friends, I'm still buying something. I think, though, that I need to be careful not to automate everything as we start down the path. I do believe a Marketo or Vtrenz can help us develop dialogues with our clients and deliver value to them with every communication. But I don't want to be reliant solely on a tool.

I think I'll heed the advice of my colleague who said, "tools are great, but sometimes, a simple phone call is what's in order."

I've just about had it with Twitter

2008-07-02T09:57:00.004-04:00

Will Twitter EVER be stable? I ask because Twitter's issues relating to scalability and stability are nothing new. And yet, very few seem to have abandoned Twitter for one of the many similar services out there - Pownce, Jaiku, Plurk, et al. Why? I think you can give credit to the incredibly simple interface and the numerous apps and services that riff off of Twitter. And probably Scoble too.

Still, at what point do people decide enough's enough? I think it's coming soon. Twhirl has been nightmarish - I see "limit exceeded, paused 5 min" more than 75% of the time - and the Twitter web site is not much better.

What do you think? Is it time to give up on Twitter?

Data Collection (or only capture what you need!)

2008-06-20T09:40:00.004-04:00

I just registered for a Webinar on social networking (quick aside - I tend to sign up for and attend anything that is interesting, educational and relevant. I'm a huge fan of the webinar).

But as I filled out the registration form, I noticed that all fields were marked required. Huh. Just what is the company planning to do with all of this information? Send me a direct mail piece? Probably not. Yet, terrestrial address was a required field.

Even more interesting, the company failed to ask some basic (and in my opinion, mandatory) questions about purchase authority, behavior and interests. Why not take the opportunity to get to know me? I mean, what's the value in having three different ways to contact me when you only plan to use one and have little-to-no information on what's compelling me to attend.

So here's a little lesson in data capture: only take what you need. Seriously, it's that simple. If you only plan to use email for follow-on communications, then don't make terrestrial and phone required fields. People will appreciate the consideration and be more willing to answer a few quick questions instead of wanting to drop-off midway through registration.

Better yet, encourage people to check a box indicating their preferred method of communication. That way, the next time you're planning a Webinar, you can send the invitation through the desired channel.

It's really that simple.

Multi-channel Marketing in an Online World

2008-06-13T16:06:00.003-04:00

On June 25th, my company will be hosting a webinar designed to help business-to-business marketers think about better ways to communicate with their customers across channels. The real challenge, we find, is data - not acquiring them per se, but bringing them together (from online and offline sources) in a meaningful way.

In the session, our analytics and marketing technology experts will teach companies to build a comprehensive customer strategy that takes into account online behavior, apply Web site behavioral segmentation and predictive analytics, assess and implement the right targeting tools and finally develop the right metrics and measurement.

Sound interesting? I think so. And if you agree, feel free to register. Simply go here and tell us just a wee bit about yourself. That's it.

Look forward to seeing you on the 25th.

A very sad day in politics...

2008-06-13T15:58:00.003-04:00

Tim Russert, NBC Washington Bureau Chief and Meet the Press moderator has died at age 58. For more information on his passing...or more importantly, to celebrate the life of a man who accomplished and gave so much, go here.

Stay Tuned

2008-06-05T12:01:00.000-04:00

I need to put some thoughts to paper on the struggles marketers (I) face when trying to maintain brand aesthetics while designing for conversion.

I personally think my company has been skewed too far one way. We look good, but we don't get the results we need.

I'll give some thought to this in the next day or so and write a much more thoughtful post on the topic. I can only do so much from my BB while sitting at airport.

It's an addiction!

2008-05-30T16:57:00.003-04:00

Twitter, I would so leave you right now if I weren't addicted to your app and all of your offshoot applings. I mean, you're slow, unreliable and irritating, yet, for some reason, I love you so.

Please, I beg you, get thee some help.

How long should you wait?

2008-05-30T08:37:00.005-04:00

I realize I might be the most impatient person on the planet and the queen of multitasking, so I generally cut others slack when I ask for something, "No, I don't need it later today or even tomorrow (in the case of a proposal), but early next week would be nice."

That said, I do have expectations for a prompt respose to all requests--work product, campaign schedule or new business proposal. It absolutely enfuriates me when someone who wants my business takes his/her time getting back to me, especially when I've shown interest and indicated urgency.

But perhaps I'm just unrealistic. As a "vendor", I certainly know how difficult it can be to operate under tight deadlines. And as a vendor, it's my job to set proper expectation and then deliver as promised. Perhaps that's why it irks me to no end when I request a quick turnaround and don't get it.

So let me ask you this: In this on-demand world, have marketers become too demanding of their vendors? I think not. My customers operate in real-time, shouldn't I?

Twitter is good for...

2008-05-22T17:35:00.004-04:00

So despite all of the Twitter drama lately--it's been down almost as much as it's been up--I am still a faithful follower/advocate. Mostly because Twitter is, in my opinion, one of the best networking tools out there today. Don't believe me? Try it out. I did.

Today I had the pleasure of attending a networking lunch/tweet-up (ugh, I hate that term) over at Mzinga, a Burlington-based company that builds workplace and customer communities. I knew no one personally, but I had chatted with quite a few of the folks on Twitter.

So, how did it feel showing up in Mzinga's parking lot, unsure if I'd recognize anyone from the 1/2" x 1/2" picture in Twhirl? Probably the same way it does when you meet anyone for the first time (actually, I'm sure it's akin to Internet dating). I was nervous, but once I met a few folks, I felt better about being there. Oh, and the sausage and peppers helped. A lot.

And of course, most of our discussion centered on the recent issues plaguing Twitter, so conversation was easy, but interestingly enough it wasn't limited to Twitter. I met a woman who lives and works in Nashua and also has small children; and I met some of the Mzinga crew and spent some time with them talking about marketing measurement. In essence, I networked, a good thing for any marketer to do.

So apparently the Mzinga guys put on this BBQ weekly. And since I'm just down the street (and a complete carnivore), I think I'll check it out again.

Testing it out

2008-05-20T14:21:00.005-04:00

I'm testing the beta version of SlideRocket, an online tool for developing, producing and delivering presentations. The functionality is amazing--users have tools to build sizzlin' presentations--and it makes MSFT PowerPoint look tired and outdated.

I'll keep you posted and, if you're lucky, I'll share some of my work.

Jeannette, I finally get it!

2008-05-20T14:06:00.003-04:00

My good friend and SEM expert, Jeannette, has been espousing the benefits of conversion-driven Web design for as long as I've known her. She's written two great white papers on the topic and has given numerous talks on the subject.

And while I listened, I recognize now that I was just sort of nodding along as she spoke. I didn't really understand. Well, guess what? The lightbulb went on and someone is now home. I get it.
And let me tell you, my friends, it's like looking at Web sites in an entirely different light.

Conversion-driven design answers one question and one question only: what action do you want people to take when they visit your Web site? And conversion means many things depending on your organization. As an online retailer, you want to encourage purchase. A financial institution might want to drive customers to its home banking portal. As a business-to-business marketer, you want to capture as much information about visitors (demographics, behavioral, etc.) so you can engage in a dialogue- one that is more intelligent because it's informed by data.

Now granted, it's not so simple. You still have to employ the basic tenets of Web site design, which include designing around personas, implementing intuitive navigation and optimizing for search. But at the end of the day, you want people to come to your site and take an action; ultimately the site must facilitate that action.

So I bow down to Jeannette who tried to beat these principles into my head oh-so-many times. I finally get it. Now this important question: is your site designed for conversion?

Perish the thought!

2008-05-14T20:10:00.000-04:00

Is Twitter down?

About Me

2008-05-14T13:21:00.003-04:00

I thought it might be best to post a little bit about myself - both what I do professionally and what I like to do in my spare time (what little I have). Instead of the same boring-old format, I decided to take a slightly different approach and interview my daughter, Petra. Here are her thoughts on her mommy.

Me: Petra, what is your mommy's name?
P: Michelle (correct!)

Me: Where does your mommy work and what does she do at work?
P: She works in a building and plays on a computer all day.

Me: What does your mommy do when she's not working?
P: She feeds the baby.

Me: What are your mommy's favorite foods?
P: Cookies and McDonalds (just a little bit of transference, no?)

Me: Where does your mommy like to shop?
P: Her favorites are Sam's and Walmart (um, not really.)

Me: Does your mommy have a favorite TV show?
P: The crab show (Deadliest Catch, Discovery Channel). I have to watch my shows in the other room when it comes on.

Me: How old is your mommy?
P: I think she's nine. Or 9 1/2 (honey, that's nice, but I'll settle for 29)

Ah, to be so young and innocent. I do have a couple of hobbies (other than feeding the baby) including Bikram yoga, weight lifting and running. Also, I am a Parrothead and will see Buffett at least twice this year. Finally, I have a great group of IRL girlfriends with whom I spend as much time as I can.

To learn more about me professionally, check out my LinkedIn profile.

Goodnight, Facebook

2008-05-13T10:56:00.004-04:00

Anyone else’s usage of Facebook drop off as significantly as mine has? I just realized I hadn’t been to Facebook in a few weeks, and I don't seem to miss it. Should I? I mean, is there anything else to do on Facebook except poke folks or update your status? Trust me, no one liked Facebook more than I did when I first joined. But it was novel and new then. Now, I’m just bored.

I think what I enjoy most about Web 2.0 is the ability to connect with other like-minded individuals and establish a dialogue or share information– something I can do with my blog and tools like Twitter. But I don’t necessarily get that with Facebook. In a January 2008 post, Forrester analyst Jeremiah Owyang reported that Facebook has more than 60 million users, is the sixth most trafficked site in the United States and boasts higher than average usage time (avg 20 min per day). So there are a lot of people who would probably disagree with me.

I just took an informal Twitter poll and received five responses almost immediately. Many thanks to @weave, @conniereece, @samsushiro, @juliencoquet and @scotthepburn. Everyone echoed my sentiments: Facebook is old. Perhaps it’s just too mainstream at this point or maybe Twitter is consuming all of our precious available online time (it is mine!). Whatever the reason, I think we might start usage rates decline unless Facebook (or its third-party developers) can come out with new, engaging apps. Until then, I might just go dark....

Your thoughts?

First week observations

2008-05-09T09:08:00.002-04:00

As many of you know, I recently joined a new and much smaller company as vice president of marketing. I won't bore you with the reasons for the move, but I thought you might be interested in a few key observations:

Small companies can be really buttoned up. This new place – they have it together. From new hire onboarding to process improvement applications, my new organization offers employees many of the same tools (if not more) than any larger company with which I’ve been associated. And let’s not forget the free soda. That might be my favorite perk.
Every contribution counts. As Veep of Marketing, my primary role is to help the company generate revenue. Period. I think the role here, however, will extend far beyond that of other positions I’ve held. I see myself contributing to corporate strategy, new business development and even client training. We’ll see how many chapeaus I actually wear….
The buck really stops here. There is no one else who’s accountable. Scary? Yes. Doable? Absolutely. I should have an opportunity here to contribute at a much higher level but also be fully accountable for all marketing activities. We need more opportunities in the pipe? Michelle, make it happen. We need to increase awareness with key analysts and press? Michelle, all yours. It’s not as simple as that, heaven knows, but it truly is my show to run. And it’s quite exciting.

So, any words of advice? I actually sent myself a note this morning reminding me to slow down and be more thoughtful. I am so anxious to get started, but I have a lot of learning to do.

It (finally) came!

2008-05-07T15:38:00.003-04:00

Yes, I finally received my exclusive invitation to join the Brightkite beta. I joined, registered my mobile and told it where I was. So what now? Is anyone using Brightkite as anything more than a cool gadget? Are there potential marketing applications?

I think the answers are yes and yes. Picture this: I land in Charlotte, NC, to visit my corporate headquarters. I alert Brightkite. I receive an SMS from Dunkin (my drink o' choice) inviting me to visit the nearest Dunkin Donuts for a discounted cup of Java. They send me to a photo coupon, which I can show the cashier. I leave satisfied and fully caffeinated.

I recognize that mainstream business applications for tools like Brightkite are probably a ways out, but maybe not. Southwest Airlines, Zappos.com, Jet Blue and so many others are already using Twitter. Can it be long before they figure out how to derive value from Brightkite? Think about it: Brightkite lets users place themselves on a map and shout, "I'm here, I'm here. Come find me!" What could be better for consumer marketers than that?

Stay tuned...

2008-05-04T20:22:00.002-04:00

I apologize for the dearth of posts; I've just ended a new job and will start another one tomorrow. I'll be back to my regularly scheduled posting in 2-3 days.

And let's face it: you have plenty to read right now, what with the Microhoo deal going sour. Everyone from Valleywag to Fake Steve is talking about it. So what do you need me for anyway?

What is social media?

2008-04-28T16:30:00.003-04:00

What follows is an excerpt from an actual conversation that took place in my house last night.

Me (gabbing to my husband as I am wont to do): So, I was on Twitter earlier and found this great article on social media. It really got me thinking about...

Natche (interrupts): What's social media?

Me: What do you mean, what's social media. You know what social media is, don't you?

Natche (looking a bit annoyed): I'm not an idiot, but no, I have no idea what you're referring to.

Me (pushing on): But everyone knows what social media is! You know, the technology and channels through which brands engage with consumers, people interact with friends, family...and basically customers rule the world! That social media.

Natche (getting really pissed): Just because I'm not making Tweets or pretending to have friendships online doesn't mean I don't understand marketing (He doesn't. He's in finance.)

Me (realizing I'm two seconds away from pushing a major button and thus changing the subject): So, what do you have on deck for this week?
________________
The point of highlighting this interaction was not to make my husband look like an idiot (because he's not) or a luddite (because he's not that either). But it got me wondering: how many people out there actually use social media tools to engage with their friends, colleagues and yes, even their favorite brands. Sure folks know about LinkedIn, My Space and Facebook. But are they using them as they were intended?

I mean, I work at a marketing services firm and have to educate people daily on what's available and where people are talking. And I'm not nearly as up-to-speed as so many others in our industry.

It comes down to this (IMO), if you're not aware of what's available, let alone use the tools, then how in the world can you help your organization leverage those tools for the (nefarious) purposes of marketing?

I welcome your thoughts. As long as you don't say anything bad about my husband.

P.S. Many thanks to Kara Swisher's post on Twitter for reminding me of the conversation.

What if your brand screws up?

2008-04-28T14:31:00.007-04:00

What do you do when your brand does something wrong? Or perhaps not wrong, just counter to what it stands for?

If you haven't already seen it plastered all over the airways and on the 'Net today then you've been under a rock. Or tree. Or on a plane (except JetBlue because you get satellite TV on their flights!).

*It* refers to the pictures of Miss Miley Cyrus striking a pose for Annie Leibovitz no 15-year old child should strike. In one picture, Miley appears topless with nothing more than a sheet covering her. Another has her draped provocatively over her father's leg. And while Miley and her family are embarrassed by the photos, they did agree to be photographed and ultimately are responsible.

That said, let's get back to the original question: what happens to a brand when it runs counter to its promise to consumers? (And lest you forget, Miley Cyrus and her alter-ego, Hannah Montana are brands. Big brands. According to Vanity Fair, Hannah Montana , the TV show, has the second highest ratings in their demographic (6-14), second only to American Idol. She's sold out concert dates and set several records for album releases. She's a franchise much like the Olson twins were. are. were.) I don't believe this will hurt the Miley Cyrus/Hannah Montana brand a bit. She's been contrite and apologetic to her fans and publicly admitted she made a mistake. Let's hope this serves as a wakeup call to Miley and her parents (and other stage parents) about what is appropriate for a 15-year old girl to do, especially one who is adored by millions of pint-sized superfans.

And, what does this mean for Disney? Seeing their moneymaker splashed across the pages of Vanity Fair with little more than a sheet covering her? Causing the young girls of the world to stare agape at her image and say, I don't like that picture of Hannah (well, at least that's what my daughter did)? Who knows. It wouldn't be the first time one of their stars turned sex kitten (think Britney) and it won't be the last. My sense is they'll find another bright star and put her on the Hilary Duff, Miley Cyrus fast track to success. Because at some point, Miley will age out (perhaps sooner than we might've thought) and they'll move on to the next, biggest, brightest thing.

What do you think of my widget?

2008-04-24T12:50:00.008-04:00

I recently installed the DisneyLINK desktop widget on my computer after a friend recommended it to me. I didn't do it for work-related purposes; I'm hardly in a position that utilizes or designs these types of tools. I did it for one reason and one reason only: the castle.

Don't you just love the castle? It appears when I log-in to my computer and plays a little ding as it starts up. Yes, it provides me with updates on vacation packages, Disney news and even the weather. And yes, I spend a few minutes checking it out every morning.

Full disclosure: I have young children and Disney pretty much rules our world, so it's not a surprise that I would enjoy the widget. And that's where Disney got it right. The widget encourages participation and interaction--thanks to a nice (and sticky) interface and relevant information--but more importantly, it drives sales. Let's face it, I'm already planning next year's pilgrimage.

According to Forrester Research, desktop widgets "turn the most engaged consumers into brand evangelists," and "if a widget successfully engages the customer, there's the potential to turn that enthusiasm into word-of-mouth referrals." (1).

I'm not saying that desktop widgets are appropriate for all consumer-focused companies, but I do believe there's value for organizations that have a great deal of content to present and want to do it in a manner that suits the consumer. And given my effusive praise of DisneyLINK, you know I think widgets are a win-win: Consumers get the information they need with the flexibility to check updates when they want; brands get to stay top-of-mind. Perfect, yes?

Let me know your thoughts; I'd love to hear. And if you have a favorite desktop widget, please share in the comments!

1 What Travel Sellers Should Know About Desktop Widgets, Sarah Rotman Epps, October 23, 2007

If you're looking for marketing insight...

2008-04-23T13:22:00.004-04:00

...you're in the right place.

I've decided to separate the personal from the professional, mostly because my husband is horrified that I share so many details about myself with the world. So to allay his concerns (and some of my own), I've decided to make this blog take over as my persona to the world.

Family/Friends: I hope you'll continue to read P&R's World. I imagine I'll share quite a bit of content between these blogs.

Professional Acquaintances: Stay here. Note: I'm just now moving in and getting comfortable, but I think in the long run, you'll find much more relevant content over here (unless you *really* want to hear about my daughter's latest poops).

To all, thank you for your understanding; enjoy my blogs.

Repost: The long journey home...

2008-04-23T12:42:00.000-04:00

I just finished up at the Forrester Marketing Forum and am sitting in LAX waiting to catch the redeye. Yes, the redeye. Because I must find as many ways as possible to torture myself.

In the meantime, I'd like to say thank you to the folks at Forrester for putting on an excellent conference. The content was interesting and thought-provoking, but more importantly, the company was exceptional. I met so many bright and fascinating marketers. Seriously, there is no light bulb joke here.

I'll try and assemble a post of key takeaways once my brain starts fully functioning again. I will say this: many companies are on the path to "engagement" but so many more have a lot of work to do to get there. And based on the speakers' content from the past two days, the real challenge with "engagement" is me. And you. And all of the other consumers out there who want to dictate how, when and through which channel they want to "engage".

But it's so promising. LeapFrog is doing a great job mapping the Learning Path. Nike is engaging with their target audience through events and online communities. FedEx is sharing key moments of truth with their customers through an interactive Web experience. TopHat Cleaners has Gloria who knows everything about everyone. Dell - well - Dell is just building a single agency (not sure what that had to do with engagement). And Patrick Jordan has a lovely, engaging voice.

So more on the conference later. To my new friends, thanks for a great two days.

Repost: Zappos

2008-04-23T12:41:00.000-04:00

If you don't have a Twitter account or aren't sure what it is (hint: micro-blogging), visit www.twitter.com and sign-up today. And, if you don't follow @zappos on Twitter yet, you should because this online shoe retailer has embraced the medium more than any other company out there (sorry Jet Blue).

All Twitter posts (called Tweets) are written by the CEO himself, Tony Hsieh, who is doing some very interesting things to engage his followers:
Yesterday, Tony held a contest in which he gave away a FREE pair of shoes to an @zappos follower and ten of his/her friends. @rotkapchen won the prize (despite my direct pleas). Today, Tony upped the anty by offering two round-trip tickets to Vegas plus two-nights' stay, a tour of the Zappos office and lunch with him. How cool is that?

So what can companies learn from Tony? Social media outlets like Twitter are yet another way companies can connect with customers. The fact that I know Tony is currently at a wedding eating corn nuts is insane, but in a weird way gives me a better sense of the Zappos culture and makes me want to engage more.

After spending four days at the Forrester Marketing Forum, I am pleased to see some companies embracing and really leveraging social media. We'll see if Tony continues to Tweet - I mean, after all, he *does* have a company to run - but if he does, I'll be following.

Repost: What It's Become

2008-04-23T12:39:00.001-04:00

I have been thinking about Twitter a lot lately (have you noticed?), and realized that I'm so enamored with it because of what it's become for me.

Let me explain. When I first started using Twitter, I would write these random and completely unimportant Tweets: "I think I might go grab a cup of coffee," or "Just heard club remix of O Fortuna. Don't know whether to hate it or dance to it". I dipped my toe in the water with these fairly inocuous posts because I was curious more than anything.

But then I started to follow people and a strange thing happened: they started to follow me too. Now I don't have 20,000 followers like @scobleizer (nor would I want to, I think) but now that people read what I have to say...and I read what they have to say...we can have conversations (as long as they we use fewer than 140 words per message).

The point is, Twitter is not the speed dating version of the blog. It's so much more. Blogging is a uni-directional medium, for the most part. Twitter actually allows and encourages dialogues between people and is witness to conversations involving hundreds perhaps even thousands.

Maybe I'm exaggerating a bit and perhaps I'll be sick of Twitter in another six months. But what really stands out for me right now is that through Twitter I am exposed to so many different and interesting people (@newmediajim, for one) who are doing and saying tremendous things. If I weren't on Twitter, watching...listening, I wouldn't be nearly as caught up on social media trends, new tools and interesting (and real-time) stories.

Repost: The life of a short-timer

2008-04-23T11:35:00.001-04:00

It should come as no surprise to many of you that I've resigned my position as Vice President of Marketing for a large marketing services firm. If it does, sorry, but I've tried to reach out to as many folks as possible; I haven't been as successful as I would've liked.

So you know, I've been offered another Veep Marketing position at a much smaller company. But I'll be running the show, something I coudn't do in my current position given the sheer size of the organization. This opportunity allows me to take the next logical step in my career.

In the meantime, I want to reflect on what it feels like to be a short-timer. It's unusual; once you give your notice you become George Bush and people treat you differently...like you don't count as much. Maybe I don't.

Overall though, it's been an interesting couple of weeks. Some observations:

The initial swarm. I received a number of emails, phone calls and drop-ins from folks sad to see me go. It was touching. I guess when you stay at one place for 5.5 years, you're bound to make a few friends. But even folks I barely knew reached out. One person told me he was "crying on the inside, but happy for me". Another just sent me a message with the subject line, "bummer".
Acceptance. Folks are in the acceptance phase right now. I've been asked to finish up a few projects, which I will do gladly, but for the most part, my team is trying to do business as usual and figure out how to work without me. My last day is next Wednesday so I certainly won't start anything new and my team is already reporting to someone else. So yes, I am working and yes, I am productive...but just not as much as before.
Departure. My exit interview is next Wednesday and I fully expect to wrap up most of my work by Monday afternoon/Tuesday morning. And then what? I don't start in my new position until the 5th, so what do I do? Go to the mall? Sunbathe? Have the children play hooky? Sit at home and do a Deadliest Catch marathon? I.have.no.clue.

Anyhoo, I'll update you all on my whereabouts once I start my new job. Until then, please feel free to reach out. For some reason, I have so much more free time...