Posted in communication, web 2.0, sales, marketing on Jul 7th, 2007 2 Comments »
On Marketo’s B2B marketing blog, Jon Miller asked the question whether modern marketing applies to B2B. I’ve been struggling with the same question a while, and would reply in the affirmative.
At the risk of simplifying, B2B marketing is about direct contact, sales funnels and supposedly rational buying processes (as opposed to B2C which is […]
Posted in blog, communication, e-mail marketing on Jul 5th, 2007 No Comments »
As users start to find e-mail increasingly intrusive, and start to divert e-mail magazines to a secondary e-mail address, blogs appear the way of the future (if our customers only knew about RSS!). But what if you start a blog with no readers, while on the other hand you have an e-mailing list.
The good […]
Posted in the test of time, marketing on Jun 25th, 2007 No Comments »
‘Posh Spice and Persil’ is the ultimate lecture on branding (downloadable freely from the British Brands Group). Delivered in December 2001 by Jeremy Bullmore, it certainly passes the test of time. For anyone delving into the quagmire of branding, ‘Posh Spice & Persil’ provides a good framework and vocabulary to think about the subject. […]
Posted in communication, e-mail marketing on Jun 13th, 2007 No Comments »
The mix of marketing communications is expanding and changing. Web-based marketing appear promising to complement or replace conventional marketing channels, but there are some caveats:
the quality of leads: this can be more easily assessed from trade fairs, seminars or sales visits, rather thanfrom visitors leaving their e-mail address on a website
only sales count: does […]
Posted in blog, web 2.0, e-mail marketing, tools on Jun 10th, 2007 No Comments »
For the new blogger, it can be a bit daunting to enter the blogosphere and collect the chicklets to offer feed subscription from yahoo, google, bloglines, newsgator, … Search no more - feedburner let’s you ‘burn a feed’, a simple action with following benefits:
from a single feed, you obtain chicklets for the major feedreaders
a […]
Posted in metrics, e-mail marketing, site promotion on May 19th, 2007 No Comments »
So you’ve set up your web application and have been consistently posting for a couple of weeks/months. Visits have grown, but you seem to be stuck at a few dozen visitors per day, or 100 visits on a good day. Here are a few ideas how you could bring your blog to the next […]
Posted in reference, marketing on May 18th, 2007 No Comments »
We can find a textbook example of the many conflicting views surrounding branding in an article on Bob Bly’s blog. Does it highlight a misunderstanding between branding and image communications? On the other hand, a good reference site on branding, with an impressive list of contributors can be found at allaboutbranding.
Is branding underutilised in […]
Posted in e-mail marketing on May 13th, 2007 1 Comment »
Act 1: the rise of e-mail marketing
At Leonardo ENERGY, we started the use of e-mail marketing almost 3 years ago. Compared to the printed newsletters, ezines offer increased flexibility, detail campaign metrics and significantly cost reduction. And the results were encouraging - we had opening rates of 60-70% and click-through rates of 30-40%. And […]
Posted in metrics on Apr 22nd, 2007 No Comments »
So you’re running a B2Blog and your visitor numbers increase. But what’s your measure for success? Having started up dozens of specialised sites, and looking at other sites publishing counters, geomaps or full statistics, I’d propose following benchmarks:
Startup: tens of daily visitors
After 3-6 months: 100+ daily visitors
After 6-12 months: 1000+ daily visitors
And don’t benchmark […]