When was the last time you heard of a really successful email campaign? Or TV ad campaign? Or a campaign on any channel for that matter? It’s likely been awhile.

The reason that isolated, channel-specific campaigns are rarely discussed these days is simple: they rarely work. That by no means is saying that email, or TV, or social, can’t be incredibly effective platforms to market your messages. Cross channel (see multiple channel) marketing is effective because each of these platforms can have an impact, when integrated into a holistic campaign.

It’s with this in mind that Maria Pergolino, Marketo’s Senior Director of Marketing, led the Marketo Summit panel discussion ‘Engaging with Cross Channel Marketing’.

Joined by Marketo users Tricia Reilly of VMWare and Loretta Jones of Echosign, Pergolino started the session by asking each panel member to share their journey to adopting Marketo’s marketing automation solution. After Reilly and Jones reviewed how their business needs and market demands led them to Marketo, the discussion then changed gears and focused on some ways VMWare and Echosign leveraged data from Marketo to identify and develop a cross-channel marketing strategy to more effectively nurture prospects through the sales funnel.

The session featured several case studies, but Pergolino’s own story of Marketo’s recent campaign to re-engage stale contacts really resonated with the crowd. Here are the details on how fortune cookies drove $200K in revenue for Marketo.

Marketo’s Fortune Cookie Campaign

Challenge: Reinvigorate high value but inactive email subscribers.

Strategy: Re-engage these stalled contacts through a multi-touch, customized campaign.

Tactics: Pergolino’s team deployed a marketing mix aimed at a targeted audience segment that included: email, direct mail, web content and phone calls.

Marketo’s marketing team started the campaign by leveraging the sales teams insights and asking them to nominnate contacts to target for the campaign. After the lists of contacts were cleaned to remove old or inaccurate data, the campaign was ready to launch.

1. Fortune cookie baskets were sent to targeted contacts
2. Each basket included a definitive guide resource, as well as a personal letter
3. Once the package was received, the e-signature for the package created a notification within Marketo, triggering an email to the contact
4. A follow up call was then automatically scheduled with the appropriate sales rep through Marketo’s integration with Salesforce.
5. Optimized web and social content was crafted and published to reinforce the key messages

Results:  Pergolino shared that the cost to Marketo for developing and executing the campaign was approximately $13,000. The return was slightly higher, with $200,000 to-date in revenue…with more opportunities in-progress.

Food aside, this story reminds us of the importance of connecting with our audience it different ways. Direct mail, email and phone enabled Marketo to effectively push their strategic message and inspire action, while their optimized web content allowed them to pull in the target audience to destinations that moved them along the funnel.

Have you had success with a cross channel campaign?  What’s your fortune cookie story?

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TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
Marketo Summit Session: Engaging with Cross Channel Marketing | http://www.toprankblog.com

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Could you charge higher fees for your legal services than you charge right now?

What if you could get paid one-third more than you now get without losing any business. Wouldn’t that be cool? Or, maybe you might lose some business but increase your net income because of the higher fees you are paid from everyone else. Also cool.

Most attorneys set their fees by looking at what other attorneys in their market charge. They don’t want to charge a lot more or a lot less so they play it safe. But some attorneys do ask for more and they get it.

True, these higher paid attorneys may have more experience or a higher-profile reputation. They might offer more value to their clients. Perhaps they are better “sales people” or have more chutzpah. Maybe they took a chance when quoting fees and got lucky.

The point is that some attorneys get paid more than other attorneys for doing essentially the same work. What if you could, too?

There is a way to find out if you could charge more. No, not by asking your clients or prospects if they would be willing to pay more. They have a certain, um, bias, don’t you think? No, if you want to find out if people are willing to pay more you have to charge more and see if they pay it.

But hold on. Don’t raise your fees across the board just yet. That’s too risky. You don’t know if this will be successful. What if you ask for too much and lose too many clients? Not good. Conversely, what if you don’t ask for enough? Your clients may pay ten percent more without flinching but how do you know they wouldn’t have paid twenty percent more?

The answer is to test higher fees with small groups of clients and/or prospects and measure the results.

Pay-per-click advertising is a great way to do “split testing”. Basically, you quote one fee to the first inquiry and a higher fee to the second. You alternate quotes until you have a meaningful sample of responses and clients. With enough responses, you’ll be able to see which fee is producing (a) the most clients, and (b) the highest income.

Pay-per-click advertising has become extremely expensive and you might not want to use it as an ongoing marketing tool. But for short term testing purposes, wouldn’t it be worth it to find out conclusively that you could safely charge a lot more than you do now?

If your practice isn’t amenable to advertising, there are other ways to test fees with smaller groups of prospects. If you do seminars, for example, you could quote every other attendee a different fee. Or quote different fees at every other seminar.

The results of price testing are often surprising. You would think that charging higher fees would decrease the number of sales (clients) but that is not always the case. Sometimes you sell just as many at the higher price. And sometimes, believe it or not, you sell more at the higher price.

But you’ll never know unless you test.

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What they need and want. What’s important to them, their goals and aspirations. Their day to day problems, their fears.

And ultimately, understanding what they need to know and feel to be ready to hire you.

Of course, building that deep understanding isn’t always easy. Most of us have a mass of data about our clients – but not necessarily much insight.

In this short video I show you a simple process for taking what you know about your clients and translating it into Actionable Insights that you can use to make your marketing much more effective.

I call it Customer Insight Mapping.

My experience using the process is that you discover new insights about your client every time. And often you’ll come across something really surprising that’ll drastically alter the way you approach your marketing to that type of client.

Check out the video – it’s about 20 minutes long and it’ll walk you step by step through the process and give you an example of how it works in practice.

The video is a companion to Danny Iny’s new project, the Naked Marketing Manifesto. You can check it out and get a free download by clicking here:

Naked Marketing Manifesto >>

Give the Customer Insight Mapping process a spin – it’ll take you about 10-15 minutes to do your first map – and it may well open your eyes to a completely different way of marketing and communicating to your ideal clients.

Customer Insight Mapping: How To Build Deep Understanding Of Your Potential Clients is a post from: How To Get More Clients: Practical Marketing And Sales Strategies

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Jay Baer Keynotes Wednesday Lunch Session at 2012 Marketo Summit

There has long been a widely held (and incorrect) belief that social media is a B2C sandbox. ’Stay out B2B marketers, this social thing has nothing to do with you.’ Of course, there have been countless studies that have documented B2B marketers successes in driving results in social.

With the notion that social is only for B2C debunked, in its place now are new myths. Each chalked-full of misinformation and hyperbole regarding B2B’s ability to implement, engage and monitor social. Jay Baer, President of Convince & Convert, lead a high-impact and high-energy presentation at the Marketo Summit aimed to call-out and ‘destroy’ some of the more prevalent myths.

The session was titled ‘Destroying the 7 Myths of B2B Social Media‘, and here are the 7 myths Jay shared.

1. My Customers Don’t Use Social Media

As Jay puts it, the people who believe this are projecting their own lack of social media adoption. Forrester research shows that 81% of online adults use social media. Regardless of whether your business is B2B or B2C, it is people who ultimately make the purchasing decisions…and 81% are using social.

2. Social Media Is Not Worth the Trouble

Forrester research also 86% of business technology decision makers use social media for professional reasons. Jay argues that social is actually MORE important for B2B than B2C. Why? With longer sales cycles, social can actually reduce the touchpoints needed to close a sale.

3. Social Media Doesn’t Apply to Our Business

Here’s the litmus test: does your brand have a story to tell? If you answered yes, than social applies to your business. It’s a forum to tell your story. According to Jay, the primary reasons any business uses social are:

• awareness
• sales
• loyalty

Of course, these reasons apply to ALL businesses.

4. If Nobody Tweets About Us, Then We Don’t Need Social Media

If people aren’t discussing your brand in social you shouldn’t use this as a free pass to continue to ignore this platform. In fact, this highlights the opportunity that exists for your business. People should be discussing your brand, but you need to give them something to talk about. Or as Jay more succinctly put it, content is fire and social media is gasoline. Together, they are powerful (and a fire hazard).

5. Having a Page=Having a Social Media Strategy

There’s no participation points or ribbons in social. Creating a page does not equate to have a real social media presence. ‘Don’t do social, BE social,’ says Baer.

6. Social Is Just Marketing

Social is very much a customer relations management tool as well. Businesses need to start thinking of each customer as a reporter. If a person has a poor customer experience, where will they turn? Social media. Consider this, 70% of customer complaints on Twitter are unanswered. Would you ignore 70% if your incoming calls or emails? Your customers deserve a response, regardless of medium.

7. Social Media is Not Measurable

Jay goes on to say, only half kidding, that the most overrated metric in the history of math is Facebook ‘likes’. A much more powerful metric is tracking behavior. For an excellent B2C example of social influencing behavior in a measurable way, Jay shares the story of California Tortilla.

Within social, California Tortilla gives clues or passwords for free or discounted items. So one day the message may be ‘say ‘fresh’ to our cashier and receive free chips and queso.’ With that, California Tortilla is effectively influencing behavior and driving consumer demand, and all in a measurable way.

Some Interesting Social Stats to Know

• In 2010, consumers consumed 5.3 pieces of content before making a purchasing decision. In 2011, that number jumped to 10.4.
• 33% of B2B marketers have fully embraced social media marketing.
• B2B customers contact a sales rep after 60% of the purchasing decision has been made.

What myths or barriers have you encountered while developing a B2B social media strategy? Share in a comment below and let’s see if we can’t take a page from Jay and debunk yours too.

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
Marketo Summit Session: Destroying the 7 Myths of B2B Social Media by Jay Baer | http://www.toprankblog.com

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When you tell a young child to do something–pick up their clothes, finish their veggies, do their chores–you invariably hear them ask “why?”

They don’t ask this because they want to drive us crazy, although I know you might disagree. “You don’t know my kid!” Mostly, they really do want to know why they should do what you’ve asked them to do.

In other words, why is it important?

They are learning about the world, trying to make sense of everything and how it all fits together. In that context,”Why do I have to finish my veggies–I don’t like them,” is not an unfair question. Why indeed should they finish them?

By the way, if my father is reading this, “Because I said so,” is not a good answer.

When you tell your children why something is important, why they should do it, even though they still may not like it, they will be more likely to do it. It’s not just something on a never-ending list of things children have to do, there’s actually a reason for it.

And yet as adults, we make lists of things we have to do without always understanding why. It shouldn’t surprise us then that our lists contain tasks that never seem to get done simply because we are not motivated to do them.

When you make a “to do” list, the parent in you is telling the child in you to do these things but not telling you why. Why not ask your inner parent why?

According to an article in Psychology Today, knowing “why” will help you accomplish more of the things on your task list, especially things you “have to” do but might not feel like doing.

The author recommends making a “why do” list rather than simply a “to do” list. Write down why a task is important, the benefits to be had for doing it. If those benefits are important to you, you’ll be more motivated to complete the task.

I love this idea. Not just because it helps us get things done we otherwise might not do but because it lets us compare the tasks on our list and see their relative value. This lets us prioritize our list so that we get the most valuable tasks done first.

In other words, knowing why helps us become more effective.

Right now, I’ve got hundreds of tasks on my master task list. I prioritize my list based more on gut feeling than anything else. Sure, there are tasks with deadlines and there are things I do every day because they are part of my long term business model. But most of the tasks on my list are discretionary and for those, I’m going to start writing down why.

Right now, I’m off to get another cup of coffee. Why? Because I said so.

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Note from Ashley: Please welcome this guest post from Shawna Kenyon, an Associate Account Manager with TopRank Online Marketing.

They say a picture is worth a thousand words, if that’s true then how many is an Infographic worth? Infographics are all the rage right now, and it’s not surprising B2B marketers are paying attention. When people talk about infographics we often hear the phrase ‘data visualization’. That’s because we have the means to transform information that could otherwise be deemed bland or boring, into something creative and compelling.

There is a method to the madness.  According to studies, 83% of learning occurs visually whereas people only remember 20% of what they read.  In a world of information overload it is essential that we present our customers with information that is easy to read, digest, and share.  Below I have included 4 Tips that will keep you from going off of the data visualization deep end.

#1 – Walk Before You Run

It’s tempting to jump head first when creating an infographic, but that’s how projects get messy and end up behind schedule.  In order to effectively create and market an infographic I recommend answering some basic questions that will set your team up for success.  These questions could include:

• Who is the target audience?
• What is the response you’re looking for?
• Is the infographic going to speak to a specific service or niche, or to the brand as a whole?
• What format will you use?
• What color themes best represent core messaging?

Once you can answer the questions above, the next step is to consider how the data you’re trying to convey can be represented visually. And remember, this is an INFO-GRAPHIC so there needs to be a mix of useful information and eye-catching images. Too much of one or the other can leave the reader feeling disenchanted and confused.

#2 – Know the Goal

By now we all know that goal setting and working to attain goals it is the best way to accomplish desired outcomes. Infographics are no different. We rarely succeed with one hand tied behind our back so do yourself a favor and understand the ‘why’, before tackling the ‘how’. When setting goals ask yourself:

• What are you trying to achieve with this information?
• Is the goal inbound links for SEO?
• Increased traffic?
• Social buzz?
• All of the above?

#3 – Share and Share Alike

It’s no accident that companies of all industries and sizes are tackling social media head on. It works. And it works on a number of levels. Now is not the time for tunnel vision. Get the word out and make it easy on your readers to do the same.  Some of the steps you can take to increase sharability include:

• Adding social share buttons (Facebook, Twitter, LinkedIn, Google +)
• Know when to publish your content. For instance avoid publishing on Sunday mornings and holidays. Friday afternoons are also not ideal as people are getting ready for the weekend.
• Use calls to action. Though it may seem obvious, your number of shares can increase dramatically when you tell readers how you’d like them to share your content.

#4 – Promote, Promote, and Repeat

If a tree falls in the forest, and no one is around to hear it, does it make a sound? If an infographic is published, but nobody knows how to find it, does it have an impact? My guess is you already know the answer to that question. An infographic is like any other piece of content; it needs to be promoted in order to be successful. There are dozens of tactics you can implement to increase your infographic’s visibility online. Here are just a few:

• Create a blog post
• Schedule Tweets that speak to specific
• Break it out into a PDF and promote on Slideshare
• Promote via email blast or email marketing campaign
• For 11 Ways to Promote your infographic be sure to check out this article from Lee Odden

In the end there are no hard and fast rules to creating and infographic. However, there are many blog posts, presentations, and yes infographics out there that can take the fear out of creating your own infographic.  I’m curious to know what experience you have had with infographics or how you feel about infographics as a consumer.  What do you think is the most important part of an infographic?  Why do you think some infographics succeed, while others fail?  Do you have a favorite infographic that you would like to share with our readers?

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
Infographic Feeding Frenzy: 4 Tips for Wading the Waters of Data Visualization | http://www.toprankblog.com

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– Louis Pasteur (1822–1895)
French chemist and biologist

Email this quote

Sales list…

What are the most common "drag you down, get in the way of success" thoughts?

• Defeatist (accepting, expecting, or being resigned to defeat)
• Cynical (contemptuously distrustful of human nature and motives)
• Vindictive (seeking revenge)
• Blame/ Fault (who cares? what are we going to do now? 4 points to bounce back)
• Wishful (do what you can to influence the deal/ project/ situation and keep moving)
• Self-pity (get over yourself… complain less… 4 ways to do it)

Get the complete list (5 more) and a printable reminder.

(Some definitions provided by Merriam-Webster. Most popular thoughts provided by your JustSell team. They’re not our thoughts, you understand. We have friends with these thoughts.)
_____

If you’ve not seen it (outside the money hours or on a well-earned break)…

A beautifully shot and scored video of New York (5 minutes). I’ve found it puts me in a great state of mind to make good things happen. (Thanks to Mark Hurst for tipping us off. Surround yourself with good people, you’ll learn about good things.)

_____

On a personal note…

I was doing a little research on how a student gets into Stanford (the place seems to have a great track record for producing people who make good things happen).

If you’re interested (or have young kids who you hope go on to big things), I found these thoughts helpful and personally inspiring in a strange way.

Bottom line… "You should realize that Stanford isn’t looking for the best students: they’re looking for the best people."

Connect with Sam (guy behind this stuff)…

Facebook | LinkedIn | Google+ | Twitter

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It’s just work. Marketing, that is. And it’s not hard, really. Compared to the rest of what you do, how hard is it to make a few calls or write a few emails?

It’s not hard to write an article or outline a talk. It’s not hard to invite someone for coffee. It’s not hard to hand write a thank you note to your new clients.

It’s not hard to do these things. It’s just work. But you have to do it.

I heard from an attorney yesterday who has a friend who always seems to have plenty of new clients, yet he doesn’t “do” any marketing. Trust me, he does. If he has a big enough base of clients, which he does after twenty years of practice, marketing for him means little more than saying please and thank you and staying in touch with his former clients. He did the “hard work” years ago when he had no clients. Now, marketing is so easy for him it appears like he isn’t doing any.

The hard part for many attorneys isn’t the work, it’s the ego. If you believe you “shouldn’t have to do this,” you’re going to resent doing it and it will be unpleasant for you. If instead, you believe that marketing is part of the job, not beneath you and really not that difficult, you might actually enjoy it.

You’ve got to get your ego out of the way and just do the work. Schedule time on your calendar every day for marketing and keep the appointment with yourself. Even 15 minutes a day will help you make progress, if you do it every day.

It’s just work.

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Have you ever felt that your marketing strategy was beginning to take on some unhealthy habits or perhaps fattening up in all the wrong places? Perhaps it’s been awhile since you took a long hard look at your strategy and looked at it for what it should be, an ever evolving and improving means of communicating with your customers.

Keeping pace with quickly changing Internet marketing trends can be exhausting, and frankly overwhelming. However, it is essential that your team offers new and inspired ideas to your prospects and customers. Why? Because if you don’t, someone else will.

2012 has many changes in store including: Over ¾ of the population will be online, smartphone shoppers will reach 68.6 million, and more than 90% of social networkers will be on Facebook. What should that tell you? It’s time to get off the couch and start strengthening your marketing strategy to better target your customers.

#1 – Stretch Your Content

Whether you’re new to marketing or are a marketing expert this is one step you should never skip. Avoid becoming overwhelmed by simply taking the time to stretch out your current marketing assets. How can this be done?

• Repurpose existing blog posts as articles or social media posts
• Curate content from other news sources to share with your network
• Drive traffic to existing content by creating multiple varied social media posts

#2 – Don’t Skip Your Warm Up

I’m sure you’ve all heard the expression “walk before you run”. The same can be true when creating your online marketing strategy. If your strategy is based solely on ideas your own ideas then are you really considering the needs of your customers? Before we jump into the 5k marathon it is important that we step back and identify some vital information about our customers. This can be accomplished in many ways including:

• Identify the habits and preferences of your customers online
• Run A/B testing on campaigns to help formulate your hypothesis

#3 – Take Your Marketing Strategy For A Jog

After identifying what strategy you believe is best suited for your customers it’s time to test. You may find that what you thought you could do, isn’t quite working out and your plan needs tweaking. Take this opportunity to make changes while your plan is still in the planning phase, you wouldn’t want to make a run for it and pull a muscle – that could put you out of the game for weeks!

#4 – Add Variety To Your Marketing Approach

The dreaded marketing rut, every marketer has been there at some point. You may have had success with particular content types and built your strategy around that one tactic. Today we must rely on not only creating content that our customers will enjoy, but creating it in the format that they are most likely to consume. Popular forms of content that should be a part of our marketing hub and spoke could include:

• Video
• Images
• Status Updates
• Microblogging
• Case Studies
• Articles
• Audio
• Blogs
• Webinars
• Testimonials
• Buying Guides
• E-Newsletters

#5 – Avoid Cravings & Falling Back into Bad Marketing Habits

This is another step where having the support of your colleagues is important. Perhaps you had a bad month: blog readership is down, engagement on social networks just isn’t taking off, or your clients are unhappy with results. Instead of reverting into your former bad habits, this is an opportunity for growth. If something isn’t working, change it or determine what small tweaks you can make in order to increase your chances for success.

#6 – Monitor Progress

Measurement is one of the most important exercises in your marketing mix. Without proper measurement, you will be ineffective in scaling and duplicating your process. Set a series of goals and benchmarks for your team and track which bad habits you’re losing, as well as the strength and momentum your revitalized marketing plan is gaining.

#7 Don’t Expect Results Overnight

No matter what the late night television infomercials tell you, it’s impossible to lose weight or become healthy overnight. Taking your marketing strategy to the next level is a journey that will help your team build process along the way. The time that it takes to generate results will vary from company to company depending on your industry, if you are B2B or B2C, and who your audience is. Don’t become discouraged, if you stick with your newly energized marketing strategy you WILL see results.

I’m well aware that many of these “exercises” are easier said than done. However, I am a strong believer that it’s time for us to get tough and make a change. Deciding to make a change, is half the battle. I’m curious to know: What have you found is your biggest marketing hurdle?

Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2012. |
7 Exercises to Revitalize Your Marketing Approach | http://www.toprankblog.com

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All through May the speakers at the full summit have been doing free 30 minute taster webinars. Apart from myself, there have been sessions from folks like Marshall Goldsmith, Prof. Vijay Govindarajan and Verne Harnish.

This week is the last of the free events before the paid summit begins. And there’s another stong line up of throught provoking and insightful sessions from leaders in the coaching, marketing and leadership fields.

If any of the following sessions looks like it might be helpful to you, now’s your last chance to book up.

Having Difficult Conversations – Karen Kimsey-House, CEO of The Coaches Training Institute
Wed, May 23, 2012 12:00 PM – 12:30 PM New York Time
Wed, May 23, 2012 5:00 PM – 5:30 PM London Time
Wed, May 23, 2012 9:30 PM – 10:00 PM New Delhi Time
Register here: WBECS Registration
Once registered simply click the pre-summit session button

Secrets To Attracting High-Paying Clients – Bill Baren
Wed, May 23, 2012 2:00 PM – 2:30 PM New York Time
Wed, May 23, 2012 7:00 PM – 7:30 PM London Time
Wed May 23, 2012 11:30 PM – 11:00 PM New Delhi Time
Register here: WBECS Registration
Once registered simply click the pre-summit session button

Coaching In This Time Of Change – Sir John Whitmore
Mon, May 28, 2012 10:30 AM – 11:00 AM New York Time
Mon, May 28, 2012 3:30 PM – 3:00 PM London Time
Mon, May 28, 2012 10:30 PM – 11:00 PM Beijing Time
Register here: WBECS Registration
Once registered simply click the pre-summit session button

The Number One Reason to Constantly Reinvent Everything – Jason Jennings
Tue, May 29, 2012 12:00 PM – 12:30 PM New York Time
Tue, May 29, 2012 5:00 PM – 5:30 PM London Time
Tue, May 29, 2012 12:00 PM – 12:30 PM EDT
Register here: WBECS Registration
Once registered simply click the pre-summit session button

Beyond Overwhelm: Build Your Focus Muscle – Michael Bungay Stanier
Wed, May 30, 2012 1:00 PM – 1:30 PM New York
Wed, May 30, 2012 6:00 PM – 6:30 PM London Time
Wed, May 30, 2012 10:30 PM – 11:00 PM New Delhi Time
Register here: WBECS Registration
Once registered simply click the pre-summit session button

These are the last of the complimentary sessions this year and shortly after the final session the “earlybird” pricing for the main event will end.

This’ll see the ticket price rise from $297 to $697. If you take a look at the full lineup of speakers who’ll be giving their very best material, this looks great value.

You can grab your earlybird ticket here: WBECS Tickets

My full session will be on June 19th where I’ll be diving in depth into the key steps needed to win high paying corporate clients. I hope I can see you on the session.

- Ian

PS full disclosure: if you do buy a ticket to the event after clicking on the links here, then as a speaker, I’ll get a commission on the sale.

Last Week of Free Webinars at the World Business and Executive Coach Summit is a post from: How To Get More Clients: Practical Marketing And Sales Strategies

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