Tagged 'Sales'

The Click Means Nothing

Posted by Rob Gatto on May 28th, 2013 at 2:33 pm

In a marketer’s world today, click through rate (CTR) is one of most commonly used metrics to determine the success of an ad campaign. The dirty little secret though, is that the click means nothing. As recent as this month on Facebook’s Q1 Quarterly Earnings call, CMO Sheryl Sandberg commented on the need to look beyond clicks. "Our focus for Atlas is on impression-based ads. Historically, a lot of online ads have been based on the last click. As people have begun to look more holistically at all the ad spending they're doing, what they find is that it's all the impressions that lead up to the last click that matter.”
Savvy marketers are realizing that to get “real” results of their ad campaigns, they must identify other KPI’s that matter depending on their campaign goals – brand awareness, retargeting, direct response sales or website traffic. The standard for measurement has changed so dramatically now that marketers are able to leverage insights from all of their data, they have come to realize that all campaigns must be tied to the right KPI.
This concept requires marketers to look at the quality of the “measurement” they are doing, looking across the entire sales... Read more

Is Your Lead Generation Off-Target?

Posted by Tony Zambito on May 13th, 2013 at 12:03 pm

Marketo wants to talk revenue cycle and lead nurturing #marketotour (Photo credit: servantofchaos)
A problem facing organizations today is generating more leads.  Making this issue even more challenging is changes in buying behavior.  Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.
A recent report by the Aberdeen Group on sales performance shows there is a fair degree of dissatisfaction among sales leaders.  56% saying they were not seeing sufficient growth in top line revenue.  Nearly 30% expressed dissatisfaction with lead conversion to sales.  A recent CSO Insights report indicated that only 20% of organizations understood their buyer’s buying process.  These two perspectives combined point to one of the key issues – targeting the wrong buyer.
Looking back on over 12 years of qualitative buyer research and buyer persona development work, I found in 6 out of every 10 organization– a different buyer was identified than the organization had been targeting!  If you are off-target with the buyer – you will be off-target on your demand generation and lead generation.
Getting On Target
Marketing and sales leaders today are looking to increase their percentage of being on target when it comes to lead generation.  There... Read more

5 Buying Behaviors of the Persona Buying Cycle

Posted by Tony Zambito on May 9th, 2013 at 10:27 am

“It is good to have an end to journey toward; but it is the journey that matters, in the end.”
― Ernest Hemmingway
The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade.  It is an understatement to say many things have changed in the world of buying and selling since their beginning.
We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals.  On the other side of the coin, we see marketing and sales making attempts to adapt.  The concepts of content marketing, lead nurturing, insight-based selling, customer experience, and brand management emphasized.  These practices have been introduced as gateways to connecting with buyers in the new digital age.
Adapting to New Realities
Personas, at their core, were introduced as a tool to communicate the goals and behaviors of users and buyers.  Specifically for informing strategies related to product design and marketing to buyers.  For B2B Marketing and Sales, a clearer picture has begun to emerge around the goals and behaviors of buyers.  Yet, there are many more miles to go.  My endeavor and work with organizations over the past decade lead me to... Read more

The Art of Buying

Posted by Tony Zambito on May 6th, 2013 at 1:16 pm

Galvanized by Art (Photo credit: cobalt123)
The quest to uncover how and why people and businesses engage in the act of buying is becoming an endurance race.  Spurred on by increasing social technologies advances.  The result is many organizations, whether academia or business, have focused on the science of buying.  What we may be losing is critical understanding of the art of buying.
What we are witnessing in the new digital age is the old rules of near total dependency on understanding processes and rules associated with buying is no longer the sole winning ticket.  Buying processes and rules have been dissected and analyzed many times over throughout the past few decades.  We clung to the belief of knowing the how will lead us to systematic knowledge of how to close more business with buyers.   The problem marketing and selling organizations face today is the how – processes and rules – are not as easily defined or structured as in the past.  Social technologies have made it possible for new networks and collaboration amongst buyers – causing plenty of flex in processes and rules.
The Why of Buying
If the science of buying has focused on the how of buying, the art of... Read more

No One Wants to Read Your Emails

Posted by Ian Tenenbaum on May 3rd, 2013 at 2:49 pm

So this will be the test to see if I practice what I preach. Whether it’s in sales or any other aspect of business, you have to understand people are inherently lazy. Simply put, they do not want to “read” what you’re writing to them. They DO want the information you’re sharing, or to know how you can help them though (people are always focused on themselves but thats a whole separate article). So the trick is how to get information shared without letting “words” complicate things.
One thing I’ve found helpful I can share is to take a look at your email before you hit send, then play a game to see how many words you can delete without taking anything away from the point you’re making. If you can do that successfully you will find that you will save time, be more effective, and maybe actually get people to read what you want them to.
Brevity is underrated.
Originally posted on www.30thousandft.com