Friday, October 8, 2010
Wednesday, October 6, 2010
The backlight on my iPod Touch went out and I'd been meaning to get it checked for about a month. I finally took it into the Apple store to ask if there was anything to be done. As I was passing it over to the Apple Genius, he dropped it about 4 inches to the table we were standing by.
He checked out the iPod, cleaned out the connection area, basically tried the simple things to see if it could be coaxed back into working. When this failed, he said he'd check what it would cost to replace. He came back with a quote that was more than I really wanted to spend, and he recognized it before even giving me the number.
So he said that he needed to check in the back again. When he came out he told me that because he had dropped it, they would replace it for me at no charge. In essence, he found an excuse to provide me with over-the-top customer service. This was more than I had hoped for and expressed how thankful I was for that.
They didn't have any in-stock yesterday, so he took my number to call me when it arrived. I got that call today. And I'm now in the process of re-downloading everything to my new iPod.
Sometimes you do want your customer service reps to find excuses, just make sure they're looking in the right direction when they do. I will definitely be going back to Apple for the next shiny new device that they come out with.
Thursday, September 23, 2010
I had the chance to grab a quick video from my friend Kelly Stonebock a little while ago. She shares her experience coming to Austin and getting involved in Twitter.
As someone who has found a job through Twitter, I can agree with the power of networking that she's talking about.
Monday, September 13, 2010
I had the chance to sit down with my friend Bryan Person a little while ago and ambushed him with my Flip cam to answer one question about social media marketing.
I want to expand just a little on his point about consistency.
Thursday, August 19, 2010
Good fences make good neighborsTraditional wisdom stands up because it's proved over time. In the case of this quote, it conveys the significance of setting clear boundaries and knowing how to respect those boundaries.
- What triggers a lead passing from Sales to Marketing (MQL)
- What actions must Sales take with every accepted lead (SAL)
- What triggers a stalled lead passing back to Marketing (Lead Nurturing)
- Who decides which current Prospects to include in Marketing campaigns
- How can Sales remove Leads or Prospects from Marketing campaigns
- Lead Owner -- The Lead Owner should be assigned to show who will primarily will be interacting with the person.
- Lead Status -- Each value should be "owned" by one team or the other. There should be clear reasons when a lead status should change, and who is responsible for doing it.
- Lead Score -- If you are scoring your leads, make sure you can act when a score reaches your defined thresholds. Who takes ownership and what is the next specific Touch that needs to happen to these leads
- Opportunity Stage -- Marketing doesn't typically contact "Open" opportunities on which the salesperson is actively working. However, for Stalled opportunities that would make good candidates for nurturing, marketing should help retain and re-activate these prospects.
- Customer by Segment -- Once a customer has purchased, the relationship likely changes again. By setting up some clear marketing tracks around segments you can define and mark in your database, you can help your existing customers learn more about other products, upcoming events, and other opportunities to continue interacting with your company.
Tuesday, August 17, 2010
Marketing can be seen as either a cost-center or a revenue-generator.
Which makes tracking the return from our marketing efforts of utmost importance. You are integral in the perception of your organization towards marketing.
In a recent position, I was the first full-time marketing hire for the company, and one of my primary tasks was to step up demand generation. After a few months, I had successfully increased the size of our database and had a decent response rate to our campaigns.
But, looking ahead, I could see that executing lead gen activities wasn't going to be my objective. The sales team was going to look at how many opportunities they got out of the leads, how many deals they got from those opportunities.
If I kept my focus on putting new leads into the top of the funnel, I'm wasn't going to be aligned with the rest of the organization.
Tuesday, August 10, 2010
Tuesday, August 3, 2010
Friday, July 30, 2010
Content creation has exploded. The ability for anyone and everyone to generate their own blogs, videos, podcasts, pictures, articles or conferences has given rise to a culture of creation that is constantly pushing out some new piece of content.
Tuesday, July 20, 2010
I listened to a webinar recently by Bulldog Solutions about building buyer personae. This was a service they were rolling out when I worked there, and I wanted to see how it had evolved over the last year. It looks like they've made great strides with their tool.
My biggest take-away was the challenge companies face in selecting specific audiences to address in their marketing. It's very easy for companies to want public-facing information to be applicable to any reader. The downside to this approach is that the content must be so broadly understandable that it loses it's impact.
The buyer persona becomes valuable in directing your content development is knowing which audience you want looking at your content. When you've determined the right audience then you can provide information that is meaningful.
With a clear sense of audience, your content can then focus on:
- Specifics -- What does your reader need to learn from your content?
- Motivation -- How does the content move your reader further down the sales funnel?
- Call to Action -- How can your reader to take the next step?
Monday, July 19, 2010
Alternate title I considered "John's Search for Work"
As I prepare for myself to look for new career opportunities, I'm grateful to friends that have already helped me refine how I should be searching and what I'm actually looking for.
- Company - I'm looking for a company that has established itself but remains agile enough to execute new ideas -- ideally between 150-2,000 employees.
- Department - With 8 years of experience in communications and marketing, I'm looking for a position in a marketing or social media department.
- Role - My passion as a marketer lies in content development. Creating valuable content starts with a clear understanding of audience, requires skillful execution, and ends with measuring results. I have experience across this entire cycle.