What to Do When Customers Tune You Out

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Re: Case Study
cmophil   2/10/2011 10:07:58 PM

I've seen that with the enormity of online content and the proliferation of the web, it's easy to overlook or even miss the main points that are on websites. So if any real, viable leads are generated from a website, target that content that works more and more towards the target audiences.

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Case Study
hms022001   2/10/2011 5:51:28 PM

I agree that gaining something from the web visitors, is far better then what has been done in the past.  The case study painted a rosey picture and i was just interested to see what closed.  Even a small percentage of a 300% increase in leads would be good. 

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Re: Case study
kdawson   2/10/2011 5:42:55 PM

Prof. hms: I hope to do a followup on that case study. The writeup does say that the leads that come from Web visitors, however groomed, are soft. Sales is good at triaging leads; if the leads are well characterized by marketing, sales will know what to do with them. Yes, your point is valid, there would be some cost-shifting to the back end; but a good quantity of medium-quality leads would still seem a win over not getting much that's useful out of the Web visitors channel.

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Case study
hms022001   2/10/2011 5:02:16 PM

After reading the case study, there is no mention that the leads were converted into a closed sale. Is there any information that defines what percent of these leads are actual sales?

 I understand that the cost of these leads is far less then traditional lead generation and in the long term the benefit could be large.  But if they are at best soft leads that have to be worked (which costs money, even with email nurturing) by the sales department is it just a shifting of costs from lead generation to lead processing?


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Re: Permission-Based Marketing
kdawson   2/10/2011 10:28:30 AM

Scott, yes of course the ideas behind inbound marketing have been around for a good while. And using a potential customer's blog and tweetstream to evaluate their quality is a lead makes every bit as much sense in a B2B context as it does in checking out a potential date.

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Permission-Based Marketing
smkinoshita   2/10/2011 10:22:04 AM

I'm pretty sure Seth Godin covered this subject in his books of permission-based marketing.  (Several of his books predicted changes to the system before they actually occurred.)

For example, the "IdeaVirus" basically forms the groundwork for social media marketing.

While interruptive marketing will still work to a degree, in the long term it doesn't pay off.  I think that's why the most interruptive ads are for scams and take-the-money-and-run shady 'businesses'.

Some marketers of today will tell you that the old stuff still works, not everyone uses ad-blocking, so why change -- but that's a short-sighted view.  Just like how it's going to be very good business in the health-care and funeral industry as the boomers die off, it's going to be good business to know how to anticipate the differences in the next generation of consumers.

I've been using lead evaluation since 2008.  I had just started to use Twitter at that point -- my focus was on blogs.  A lead with a blog allowed me to get an idea about that person's interests and was instrumental in getting a critical connection for one of our clients.  I also used (and still use) any social media available for cold calls -- if the person's media didn't indicate a good match I don't bother calling.  On the other hand, if there's a match I use this information to customize the call based on my interpretation of the lead's values.

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