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cezarovidiu

Using Email to Get the Conversion (Without Stalking) | ClickZ - 0 views

www.clickz.com/...he-conversion-without-stalking

crm email-campain

shared by cezarovidiu on 30 Oct 13 - No Cached
  • The reality of the inbox is that people subscribe to a lot more stuff than they are committed to reading. As a result, they sift through the advertising and marketing noise to find the gems--the messages they connect with and that add value to their lives.
  • your email has to add value to your customers' lives
  • From your initial sign up process to the content and frequency of your messaging, your most important job is showing your audience that you respect the privilege of being invited into their inbox.
  • ...15 more annotations...
  • Rule #1: Don't ask for more information than you'd personally be willing to give. Asking for too much information in an opt-in form can be a major deterrent to visitors who would otherwise be likely to sign up.
  • Make signing up as simple as possible by requiring only the bare minimum. In many cases, this means just the email address. Every field you add to your form beyond that will decrease the chances of someone filling it out.
  • Here's another tip: If you really want to convince a visitor to opt in to your communications, make it clear that the value they'll receive greatly outweighs the hassle of signing up
  • An opt-in form that says something like "Sign up for our newsletter," doesn't offer any benefit to the visitor. Give people a reason to opt-in by offering them something they'll care about, like: "Sign up for our monthly newsletter and gain instant access to our 57-page e-book on X."
  • Offers of buying guides, e-books, case studies, online videos, and instant coupons are all great incentives to test.
  • I recently welcomed two kittens into the family and we buy our supplies from Petco. As soon as I signed up for Petco's Pals Rewards program, the store proceeded to email me every single day with a new coupon offer. Can you guess what I did? Yep, I opted out. I'll still buy pet supplies from Petco, but at some point, the annoyance became greater than the value of the coupons.
  • One of the most critical steps in structuring your e-commerce email campaign is to set the publish frequency to align with the types of products you're selling and who you're selling to. At a bare minimum, segment your audience into two broad categories of current customers and prospects.
  • When you're communicating with prospective customers, offer discounts, promotions and pre-sale notifications and buying tips in your emails, to move them along the conversion path.
  • You can further segment your email list by those you send to frequently, those you send to less frequently and those you send to only sometimes.
  • You'll find your sweet spot by tracking conversions from the list, looking at the opt-out rate and by allowing your audience to manage the frequency of the communications (for example, by giving them the option to change the frequency before they opt out entirely).
  • When most people opt in to receive B2B email communications, they are at the top of the conversion funnel; the "awareness" stage. A smart B2B email campaign will then provide the right content to bring the buyer deeper into the conversion funnel, with content specific for each stage of the buying cycle.
  • Here are some ideas to get you started: Explore learning concepts that get the reader up to speed on the ideas surrounding your services, and that demonstrate your brand's unique perspective.  Dive into the ideas behind why a service like yours is so important to customers, what to look for in a company, and how your service or ideas compare to others.  Answer common questions your prospective customers have at each stage of the buying cycle and even after the purchase.
  • Don't forget you're not selling to rational people. Most of the buying decisions in a B2B environment are based on what could happen if the choice is wrong. Unlike the consumer market, where an item can be easily returned if it doesn't meet the buyer's needs, making the wrong purchase decision in the B2B arena could be extremely costly.
  • Your goal as the marketer is to arm the potential buyer with content that will reduce any fear and uncertainty about selecting your business over the competition.
  • Think of topics like, "7 Biggest Mistakes People Make When Choosing [insert your service here]" as a basis for building your case. If you have a sales team, ask them for the most common objections they hear from prospects, and create your content around the specific concerns known to be top-of-mind for many buyers.
cezarovidiu

Magic Quadrant for Sales Force Automation - 0 views

www.gartner.com/...reprints.do

crm

shared by cezarovidiu on 11 Jan 13 - No Cached
  • cezarovidiu on 11 Jan 13
     
    "Market Definition/Description Sales force automation (SFA) applications support the automation of sales activities, processes and administrative responsibilities for B2B organizations' sales professionals. Core functionalities include account, contact and opportunity management. Additional add-on capabilities focus on improving the sales effectiveness of salespeople, such as sales configuration, guided selling, proposal generation and content management, and sales performance management support, including incentive compensation, quota, sales coaching and territory management."
cezarovidiu

8 Principles That Can Make You an Analytics Rock Star -- TDWI -The Data Warehousing Ins... - 0 views

tdwi.org/...iples-analytics-rock-star.aspx

BI principles analytics

shared by cezarovidiu on 08 Feb 13 - No Cached
  • Great design, high-quality code, strong business sponsorship, accurate requirements, good project management, and thorough testing are some of the obvious requirements for successful analytics systems.
  • As a professional in the field, you must be able to do these things well because they form the foundation of a good analytics implementation.
  • Successful analytics professionals should follow a set of guiding principles.
  • ...11 more annotations...
  • Principle #1: Let your passion bloom
  • If you do not love data analytics, it will be hard to become an analytics rock star. No significant accomplishments are achieved without passion. For many people, passion does not come naturally; it must be developed. Cultivate passion by setting goals and achieving them. Realize that the best opportunity in your life is the one in front of you right now. Focus on it, grow it, and develop your passion for it! That excitement will become obvious to those around you.
  • Principle #2: Never stop learning
  • Dig down deeper about the business details of your company. What, exactly, does your company do? What are some of its challenges and opportunities? How would the company benefit from valuable and transformative information you can deliver? Take the time necessary to learn the skills that are valuable for your business and your career. Keep up-to-date with the latest technologies and available analytics tools -- learn and understand their capabilities, functions, and differences.
  • Deepen your knowledge with the tools that you are currently working on by picking new techniques and methodologies that make you a better professional in the field.
  • Principle #3: Improve your presentation skills and become an ambassador for analytics
  • persuasiveness and effectiveness
  • Improve your presentation and speaking skills, even if it is on your own time. Excellent and no-cost presentation training resources are readily available on the internet (for example, at http://www.mindtools.com/page8.html. Practice writing and giving presentations to friends and colleagues that will give you honest feedback. Once you have practiced the basic skills, you need to enhance your skills by improving your
  • You must be able to explain, justify, and "sell" your ideas to colleagues as well as business management. Organizational change does not happen overnight or as a result of one presentation. You need to be persistent and skillful in taking your ideas all the way up the leadership chain.
  • Principle #4: Be the "go-to guy" for tough analytics questions
  • Tough analytics problems typically don't have an obvious answer -- that's why they're tough! Take the initiative by digging deep into those problems without being asked. Throw out all the assumptions made so far and follow logical trial and error methodology. First, develop a thesis about possible contributors to the problem at hand. Second, run the analytics to prove the thesis. Learn from that outcome and start over, if needed, until a significant answer is found. You are now well on your way to rock star status.
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