Marketing Automation (Vtrenz)

I have worked with several marketing automation vendors: Eloqua, My Emma, Vtrenz, Constant Contact, Email Brain, etc.

They all seem to have similar designs / features. Some get more “advanced” – and price themselves appropriately so – by adding more features that they feel marketers demand. My take is that most of these applications suffer from the fact that their end user never wants any application they manage to be more complicated than MS Power Point, but, in order to differentiate, the marketing automation vendors add features that they feel they can charge more for. This would be blatantly clear if you were experienced with a robust application like Eloqua and compare it an app like Constant Contact.

Being mindful of the balance between additional functionality (i.e. the Cadillac) and just a plain email broadcast tool (i.e. the Pinto), I recommended Vtrenz as our marketing database. I have it integrated with Salesforce.com so that contact data is sent back-and-forth and is managed for me.

Google Analytics

I have implemented Google Analytics on a couple of sites.

True to what they do, Google it seems will always add to this application. This is my recommendation on Google Analytics:

Make sure that your marketer and webmaster are on the same page when it comes to adding the tracking script. In other words, because the tracking script is something that you must ADD TO EVERY PAGE on your site manually, your marketer must ensure that the creative agency is adding your organizations tracking script OR when the creative agency turns over the pages to your webmaster to add to your marketing directories that the webmaster has it as part of the go-live process to add the script.

I’ve seen it happen to often that a marketing department is working with the creative agency to get the brand new marketing live and out the door, that they forget to add the tracking script. Then, a week after the campaign has the launched, the marketing director asks for metrics and there are none because neither the creative agency or the webmaster added the tracking script manually to the new pages.

And yes, of course, an include file helps with this drastically. But when you are building custom marketing pages that are not built on a template, you must remember to add the tracking script.

It seems trivial but the cliche is: the devil is in the details.

Google AdWords

How much money has Google made from AdWords? wow!

I think it is a great application and appropriate for marketing departments that have larger than usual marketing budgets.

My recommendation is this: get a full-time employee to manage your AdWords account effectively and give that marketer a $5000 / per month budget. Instruct that person to constantly tell your webmaster or SEO agency what keywords are working. (Then instruct your webmaster or SEO agency to optimize your site accordingly).

A constant back-and-forth should be established between your guy managing your AdWords account and the person responsible for your site.

Furthermore, take advantage of any integrations that might be offered with your SFA / CRM. Salesforce.com and Google have a tight integration that can show you the number of search generated leads turned into deals and into closed-revenue.

My take is that the keywords people use to find your product/service, complete a form to become a lead for your sales department, then ultimately sign on the dotted line will tell your marketing director A LOT about what your company should be messaging and promoting.

Vendor Management

Vendors are something we all have in our departments, either to a great extent or minimally. I’ve been on both sides of the vendor coin as vendor and vendor manager.

Here are my keys to the vendor relationship.

=== Regular Communication ===

A systematic and regular form of communication is important to establish early. This is important for two reasons:

1. Reduce Anxiety : As a vendor, I knew that my point of contact at the client’s office was being measured by how I performed as a vendor but, most importantly, they were being measured by how well they managed me. Every vendor should realize that they need to make their client point of contact look good. One very easy way of doing this is by reducing anxiety. Having a systematic and regular form of communication forced me as the vendor to “think ahead” of what the client is going to ask me and it allows the client a medium to release any anxiety they may have about the success of the project or ask a question of you that they were asked and did not have an answer for.

Everyone wants to look good to their boss, everyone wants to look like they are under control and that the project is being managed well. Boss’ secretly believe that if those three things are happening, then the project will have a successful outcome.

“Wait! I hate weekly meetings!” – Me too, primarily because people do not think them through, prepare for them, or realize the opportunity they have to promote/sell a new idea, create synergy as a team, etc. Most often, those dreaded weekly meetings are never prepared for because vendors think they can just “dog and pony” their way through the entire meeting and update. Not true.

As a vendor, I created a list of ideas that I wanted to implement. Some very minor in terms of changes, some were pretty radical. But I had ideas. So on a regular basis – probably once a month – I would pull out a new idea. It would surprise my client, sometimes they would react positively and grant my wishes to implement the idea and sometimes they wouldn’t. With either outcome I win because it showed the client I was thinking about them strategically, or I was giving them ideas that they could take back to their boss and – here it is again – look good to their bosses. It is a mutually beneficial situation; I get a longer life as a vendor and my client point of contact has no anxiety, looks good to their boss and feels that they are managing me very well.

=== Crisis Management ===

2. Increase camaraderie : We all have those YIKES! moments where we think the world in crumbling in on top of us. When something in the project does go wrong, if you don’t have the documented outcomes of #1 above then guess who gets the bear the burden of the fall – the vendor. I’ve managed a vendor where we had a crisis and all I wanted was to be in constant contact. I got nothing from them. They knew things were wrong, I knew things were wrong and they were not responding to phone calls or emails.

To me, as the client in this scenario, I thought I was going to be fired because – here it is again – it didn’t look like I was managing my vendor well, I didn’t look good to my boss and I was full of anxiety. I was “contents under pressure” and hardly anyone makes a good decision under those circumstances.

I wasn’t keying in on the mistake, I was keying in on the complete lack of information coming from the vendor. That is what made me the most angry and is the reason that we will no longer work with that vendor.

Salesforce.com Administrator

Just some facts to start with:

  • I’ve implemented, customized and trained on four (4) different clients.
  • As of writing this post, I am now the single administrator at my company managing 93 users, Enterprise edition, across six (6) different departments.
  • As of writing this post, I am now the marketing administrator and webmaster. That means I have customized our website and marketing campaigns to submit leads to SFDC, implemented the online customer service portal and am using ‘Campaigns’ to report on marketing ROI.
  • I’ve built some complicated lead routing rules; currently my active routing rule as 28 statements.
  • In my production environment, for the six (6) departments mentioned above, I have over 300 custom reports and 30 dashboards.
  • I use SFDC sandbox regularly
  • I have integrated SFDC with our marketing automation provider – Vtrenz – so that marketing information and contact data flow bi-directionally.
  • I’ve built a flex app that used the SFDC API to call and publish data to a website.
  • As of writing this post, I have over two years experience as an administrator for both one (1) client, as well as, multiple clients at the same time.

SFDC, and CRM in general, are still battling the adoption war but SFDC has made great strides. I am a huge proponent of the application and I say that having learned the application through “hard knocks”. SFDC marketing is pretty slick and the event coordination is something short of spectacular. But I don’t know that side of SFDC that well; I just know the application. The application speaks for itself and it is really good, not perfect but really good.

Some interesting projects that I have worked on:

1. Implementing SFDC : Kicking off a SFDC project is pretty exciting. Most people want to create the logins and send them out to everyone. They want to rush into it WAY too early. Being able to get perspective on how SFDC is going to be used requires a lot of patience and the ability to ask a lot of probative questions. I became quite the flowchart designer after having talked to so many people about their day-to-day process and how we could use SFDC to augment. You have to start with a flowchart and get approval from the executives (read: flowchart the lead/marketing process, the opportunity/sales process, the data update process, the database integration process, the outlook integration process, the reporting/dashboard process, etc. There is a lot of upfront thinking you have to do before you let everyone run free in the application. If you do not, the SFDC adoption will fail.

2. The API : We needed to display some information from SFDC to a website. One of our analysts internally was using Excel and a had a pre-defined process of checking the accuracy of the data with the executives. So I connected his file to SFDC using the Excel connector, which updated the data in SFDC when he told it to. That data went into SFDC as an ‘Asset’ record. That data was then subsequently called to the website via the API.

Starbucks + Apple

For this post, read this Press Release

There are a lot of reasons why I like this story:

1. As a marketer, I am a big fan of Apple’s marketing strategy. This marketing move for both companies is, what I believe, real marketing. Its not a fluffy super bowl commercial that makes an undeliverable promise, or a billboard that I cannot react to, or a banner ad on a site that I will never click on. This story, in a way, creates the demand in me to have that new iPod Touch or iPhone and enjoy my technology over a great Latte.

2. As a person with a digital life including smart phone, blog, iPod, website and web 2.0 social network, I like that Starbucks is enabling me to carry on that digital life at every one of their stores. Apple’s marketing team, I believe, understood an affinity in their target market (ie, that they frequent Starbucks for the coffee and atmosphere) and developed a strategy to leverage that affinity knowledge and create more iTunes sales at the same time. Beautiful!

3. As a gadget geek, I am a big fan of Apple’s products all together – although I only own an iPod. I like that Apple is working to make its products more prevalent, regardless of the PC vs. Mac debate. Apple, in other words, is not spending its marketing dollars just trying to convince me of why they win the PC vs. Mac debate, but rather Apple is making it more and more enticing for me to buy the Mac or next iPod because I know I can use it everywhere. I know my Mac product will be supported.

All around, I like this story. The marketing and economic implications is what makes me deem this story blog-worhty.

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A different way of serving ads to me



Official Google Blog: Online ad-serving tests

Have you heard of Google’s new ad-serving tests? See the link above.

A couple of quick points:

I like that it is targeted. SEM should be a part of any company’s “meat and potatoes” marketing tactics.

I like that you can opt-out. Are people afraid of Google collecting data still? If so, they can opt-out.

I like that Google is attempting to ONLY deliver ads that are relevant and pertinent to the buyer in the context of that buyer expressing his/her own affinities. Meaning, if that buyer is on the sharperimage website, then Google only displays ads contextually relevant to what that buyer is looking at (if that user has cookies enabled).

Quote from the blog post above: “giving users the ability to provide feedback to us about the ads they like and don’t like.”

How often have you gone to a site just to look to see if their advertisements were posted? Have you done that with Apple’s ads? What if you could now choose which ads are delivered to you in the place you (probably) spend the most amount of time – the Internet?

It’s interesting food for thought and I seem to like what Google is doing here. So why does it feel a little awkward to have ads customized to me on the Internet?

…don’t know. Probably all of those years I have been told by marketers what I should like; now, evidently, I get to choose what I like.




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