We all know the importance of keeping our customers at the forefront in all that we do--sales, marketing, product development, etc. But, let's face it. Sometimes we all get a little sloppy. This is a great reminder.
Wednesday, July 15, 2009
Monday, June 29, 2009
Ribbons for Research Continues to Grow
Last year I blogged about Ribbons for Research, a foundation founded by HCG Healthcare.
Read 2008 Ribbons for Research post
I caught up withHCG Healthcare again at DIA's 2009 Annual Meeting and was thrilled to learn that Ribbons for Research donated more than $25,000 to 16 different medical research organizations in 2008.
You can learn more about Ribbons for Research at www.ribbonsforresearch.com. HCG Healthcare is always looking for other companies to participate in this very worthwhile effort. As I described in last year's post, participation in this program is a highly effective trade show promotion, channels money to great causes and is much more environmentally friendly than squishy balls or other traditional logoed tradeshow handouts.
Read 2008 Ribbons for Research post
I caught up withHCG Healthcare again at DIA's 2009 Annual Meeting and was thrilled to learn that Ribbons for Research donated more than $25,000 to 16 different medical research organizations in 2008.
You can learn more about Ribbons for Research at www.ribbonsforresearch.com. HCG Healthcare is always looking for other companies to participate in this very worthwhile effort. As I described in last year's post, participation in this program is a highly effective trade show promotion, channels money to great causes and is much more environmentally friendly than squishy balls or other traditional logoed tradeshow handouts.
Wednesday, June 17, 2009
Print Is Dead! No It's Not! Yes It Is!
I am a self-professed centrist on many issues. Those who know me would not classify me as a wishy washy person and I have some kind of opinion on most everything. So, being a centrist does not mean having a lack of conviction, it simply means that on so many issues in life and in business, the answer lies somewhere between the extremes.
Americans are often big fans of extremes--we like there to be a clear winner and a clear loser, good and evil, black and white... Yes, some issues are clear, but many are more complex.
Is print dead? No. Is digital media the sole future of b2b marketing? No. Is digital media unimportant? No.
Print has been battered by this recession because effective print advertising often requires a bit more thinking and you have to be very strategic to "prove ROI" (some of my thoughts on "proving ROI" are contained in posts in August and September of 2008). A print ad does not deliver directly measurable instantaneous clicks. This does not mean print advertising does not have an important place in today's marketing mix.
By the same token, you can do things online that are simply impossible in print.
Like so many things, the answer to the question, "What does an effective marketing mix look like today?" is....it depends. In many cases mixing the old with the new in new ways is the path to greatest success. One of the many entertaining debates on this topic can be found within a recent Folio blog post.
Americans are often big fans of extremes--we like there to be a clear winner and a clear loser, good and evil, black and white... Yes, some issues are clear, but many are more complex.
Is print dead? No. Is digital media the sole future of b2b marketing? No. Is digital media unimportant? No.
Print has been battered by this recession because effective print advertising often requires a bit more thinking and you have to be very strategic to "prove ROI" (some of my thoughts on "proving ROI" are contained in posts in August and September of 2008). A print ad does not deliver directly measurable instantaneous clicks. This does not mean print advertising does not have an important place in today's marketing mix.
By the same token, you can do things online that are simply impossible in print.
Like so many things, the answer to the question, "What does an effective marketing mix look like today?" is....it depends. In many cases mixing the old with the new in new ways is the path to greatest success. One of the many entertaining debates on this topic can be found within a recent Folio blog post.
Thursday, June 11, 2009
Stance on B2B Digital Ethics
I have been growing increasingly concerned about digital media privacy policy practices surfacing in the B2B media industry. I am not sure if reasonable digital ethics are being violated due to a lack of thought about strategic audience care or due to economic pressures caused by the recession. Or a combination of these two factors.
It is my stance, and the position of Putman Media, that a typical visitor to our websites, a typical e-newsletter subscriber or a typical member of our digital communities do not think a great deal about the software and other mechanisms most all publishers now have to track audience behavior and activities.
We do know that our web site visitors want access to meaningful and quality information and to explore our sites at their leisure.
Of course, as marketers we all study to learn tricks and tips to increase response rates and other desired behaviors. However, I strongly believe in transparency on the internet.
When a website visitor fills out a registration form to access a piece of content, or to attend a web event I believe that it is well understood that contact information will be shared with the sponsor. It is a buy/sell relationship. I will "sell" you my contact information in order to "buy" the content you are offering.
An individual, in my view, does not expect their full contact information to be shared as a result of clicking on an ad or an article link. In short, a click is not a lead and no publisher has the right to reveal the full identity and contact information of an audience member as a result of just a casual click. A click is just a click--an indication of some level of interest.
Publishers who release click activity as sales leads concern me greatly for a couple of reasons. First, audience members will catch onto this practice, not understand or care which publishers are doing this and which publishers are not. Industry members will simply lessen their participation on industry web sites--this is bad for all of us.
The second source of concern is that plenty of advertisers do not understand where these "leads" are coming from. All they know is that they have new leads and who would not be happy with that? Advertisers do not understand that they are putting information into their sales pipeline that was acquired in a shady fashion. When advertisers understand this dynamic further they will either retract from their marketing activities with industry sites, or encourage publishers to further escalate these unethical practices. Either option is destructive from my standpoint.
PharmaManufacturing.com and PharmaQbD.com have become more vocal about our stance on digital privacy practices. If you would like to review our formal privacy policies contructed with the aid of Putman Media's lawyers, you can find those statements on our websites. Or, our newly released Digital Pledge outlines our position in plain English.
It is my stance, and the position of Putman Media, that a typical visitor to our websites, a typical e-newsletter subscriber or a typical member of our digital communities do not think a great deal about the software and other mechanisms most all publishers now have to track audience behavior and activities.
We do know that our web site visitors want access to meaningful and quality information and to explore our sites at their leisure.
Of course, as marketers we all study to learn tricks and tips to increase response rates and other desired behaviors. However, I strongly believe in transparency on the internet.
When a website visitor fills out a registration form to access a piece of content, or to attend a web event I believe that it is well understood that contact information will be shared with the sponsor. It is a buy/sell relationship. I will "sell" you my contact information in order to "buy" the content you are offering.
An individual, in my view, does not expect their full contact information to be shared as a result of clicking on an ad or an article link. In short, a click is not a lead and no publisher has the right to reveal the full identity and contact information of an audience member as a result of just a casual click. A click is just a click--an indication of some level of interest.
Publishers who release click activity as sales leads concern me greatly for a couple of reasons. First, audience members will catch onto this practice, not understand or care which publishers are doing this and which publishers are not. Industry members will simply lessen their participation on industry web sites--this is bad for all of us.
The second source of concern is that plenty of advertisers do not understand where these "leads" are coming from. All they know is that they have new leads and who would not be happy with that? Advertisers do not understand that they are putting information into their sales pipeline that was acquired in a shady fashion. When advertisers understand this dynamic further they will either retract from their marketing activities with industry sites, or encourage publishers to further escalate these unethical practices. Either option is destructive from my standpoint.
PharmaManufacturing.com and PharmaQbD.com have become more vocal about our stance on digital privacy practices. If you would like to review our formal privacy policies contructed with the aid of Putman Media's lawyers, you can find those statements on our websites. Or, our newly released Digital Pledge outlines our position in plain English.
Friday, April 24, 2009
Friday, March 20, 2009
Spring is Here. Will the Recession Melt Along With the Ice?
Spring officially arrived in Chicago at 6:44 CT this morning, March 20, 2009. I have to say that I can’t recall ever being more excited about spring’s arrival than I have been this year. I was giddy when my husband and I spotted the first robins of the season in our backyard last weekend and was nearly delirious when I noticed tiny patches of green in our flower beds (granted this greening vegetation are weeds that I will pull in a few weeks, but at this point, green is green).
Let’s face it; it has been a depressing winter. In the Chicagoland area it has been bitterly cold and snowy for months. The economy has been in shambles…stress and worry has been as abundant as the ice itself.
The miracle of spring’s arrival seems to be bringing yet another form of thawing…the thawing of our economy. Just as we are in the very early moments of spring (in Chicago we have another solid six weeks of yucky weather in front of us), the economy seems as though it could be showing the very initial signs of life.
I attended INTERPHEX, a pharmaceutical industry trade show, this week. Several of the capital equipment companies serving the pharmaceutical industry reported that projects in the industry are starting to inch forward again. Some of these capital equipment companies have not had an instillation of significance for more than 13 months. I am hearing similar reports from colleagues working in other industries. In February, retail sales were higher than expected and the credit markets seem to be continuing to thaw.
Three to four weeks ago I was of the mindset that this recession could easily grind on well into 2010. Could the arrival of spring be prompting the shedding of our economic doldrums along with the shedding of our winter parkas? Maybe.
Personally, I feel a little more apt to think about a brighter future when I am not freezing to death just trying to get to work in the morning. I may even call my financial planner on Monday and put a little bit of cash I have been squirreling away (to buy guns, ammunition and canned goods if necessary) into the stock market.
Each year there seems to be a painful delay between the initial promises of spring and the arrival of consistently nice weather. This will certainly hold true for our economic recovery as well—early signs of life followed by plenty more dreary days.
But, the spring thaw does offer a welcome reminder that this too shall pass.
Let’s face it; it has been a depressing winter. In the Chicagoland area it has been bitterly cold and snowy for months. The economy has been in shambles…stress and worry has been as abundant as the ice itself.
The miracle of spring’s arrival seems to be bringing yet another form of thawing…the thawing of our economy. Just as we are in the very early moments of spring (in Chicago we have another solid six weeks of yucky weather in front of us), the economy seems as though it could be showing the very initial signs of life.
I attended INTERPHEX, a pharmaceutical industry trade show, this week. Several of the capital equipment companies serving the pharmaceutical industry reported that projects in the industry are starting to inch forward again. Some of these capital equipment companies have not had an instillation of significance for more than 13 months. I am hearing similar reports from colleagues working in other industries. In February, retail sales were higher than expected and the credit markets seem to be continuing to thaw.
Three to four weeks ago I was of the mindset that this recession could easily grind on well into 2010. Could the arrival of spring be prompting the shedding of our economic doldrums along with the shedding of our winter parkas? Maybe.
Personally, I feel a little more apt to think about a brighter future when I am not freezing to death just trying to get to work in the morning. I may even call my financial planner on Monday and put a little bit of cash I have been squirreling away (to buy guns, ammunition and canned goods if necessary) into the stock market.
Each year there seems to be a painful delay between the initial promises of spring and the arrival of consistently nice weather. This will certainly hold true for our economic recovery as well—early signs of life followed by plenty more dreary days.
But, the spring thaw does offer a welcome reminder that this too shall pass.
Friday, March 13, 2009
B2B Marketing and Dating--A Parallel For Consideration
Business-to-business sales and marketing still requires finesse and seduction. The harried and highly electronic world each of us lives within requires more creativity and strategy than ever before. There is, in my opinion, a strong parallel between dating and b2b marketing. Please consider the following parable and let me know what you think.
The Seduction
One bright and sunny day Bob met the woman of his dreams. She was beautiful, smart, had an effervescent personality and a sharp wit.
Nearly instantly Bob began creating plans to capture her attention as he wanted her to be as interested in him as he was in her. Bob first put him best foot forward. Dressed nicely and hair neatly combed, he invited her to join him for coffee. Their coffee date went very well. They found that they shared similar values and life ambitions. Bob had planned that his next step would be to invite her to lunch a few days following their coffee date. But, they enjoyed each others company so much during their coffee date that Bob decided to make a bold move. Instead of inviting her to lunch, he invited her to dinner.
The courtship was going well and Bob always made sure to call her regularly, plan enjoyable evenings on the town and send flowers on occasion. After all, this woman was special and Bob knew that if he let too much time pass between communications her attentions could all too easily be captured by another.
Soon enough, Bob began introducing her to his friends and then to his family. After dating for four months, Bob invited her to join him for a weekend get away.
Their relationship started becoming more serious. When the time was right, Bob asked her to marry him and she enthusiastically accepted his proposal.
After years of marriage, their relationship is a happy one. She is more special to Bob than ever and he still pops her friendly calls just to say hello and gives her flowers to let her know that even after all of the years they have been together, she is still as special to him as the day they met.
There is a strong parallel between dating and business-to-business marketing.
Business-to-business sales and marketing requires seduction, attention, thoughtful relationship development strategy and ongoing reinforcement after a prospect becomes a customer.
Print and some digital media formats are excellent vehicles to present your company’s products and/or services in an attention grabbing manner—putting your company’s best foot forward. Digital media allows you to take your budding relationship to the next level. Is your potential buyer seduced enough to explore your web site, to spend time reading your white paper, to listen to your podcast, to attend a webcast you sponsored or to engage in a social network in which you are involved?
Does it make sense to assure that regular messaging is delivered to your potential customers so that their attention doesn’t stray elsewhere?
What will it take for your potential customer to get serious—to accept a meeting with a member or your sales team and eventually cut a purchase order?
After the initial seduction is complete, how do you maintain a strong bond? Excellent products and services are essential. In addition, does it make sense for your customer to be exposed to ongoing messaging from your company to reinforce their decision?
Back to Bob
Could Bob have moved his relationship along faster? Maybe he did not have to be so concerned about calling as often as he did. He could have saved money by not going on as many dates. It is difficult to tell. Maybe Bob would have saved time and money by trying to move the relationship along faster, or maybe he would have lost his opportunity all together. After all, managing relationships with human beings in our personal and business lives is a bit unpredictable.
The Seduction
One bright and sunny day Bob met the woman of his dreams. She was beautiful, smart, had an effervescent personality and a sharp wit.
Nearly instantly Bob began creating plans to capture her attention as he wanted her to be as interested in him as he was in her. Bob first put him best foot forward. Dressed nicely and hair neatly combed, he invited her to join him for coffee. Their coffee date went very well. They found that they shared similar values and life ambitions. Bob had planned that his next step would be to invite her to lunch a few days following their coffee date. But, they enjoyed each others company so much during their coffee date that Bob decided to make a bold move. Instead of inviting her to lunch, he invited her to dinner.
The courtship was going well and Bob always made sure to call her regularly, plan enjoyable evenings on the town and send flowers on occasion. After all, this woman was special and Bob knew that if he let too much time pass between communications her attentions could all too easily be captured by another.
Soon enough, Bob began introducing her to his friends and then to his family. After dating for four months, Bob invited her to join him for a weekend get away.
Their relationship started becoming more serious. When the time was right, Bob asked her to marry him and she enthusiastically accepted his proposal.
After years of marriage, their relationship is a happy one. She is more special to Bob than ever and he still pops her friendly calls just to say hello and gives her flowers to let her know that even after all of the years they have been together, she is still as special to him as the day they met.
There is a strong parallel between dating and business-to-business marketing.
Business-to-business sales and marketing requires seduction, attention, thoughtful relationship development strategy and ongoing reinforcement after a prospect becomes a customer.
Print and some digital media formats are excellent vehicles to present your company’s products and/or services in an attention grabbing manner—putting your company’s best foot forward. Digital media allows you to take your budding relationship to the next level. Is your potential buyer seduced enough to explore your web site, to spend time reading your white paper, to listen to your podcast, to attend a webcast you sponsored or to engage in a social network in which you are involved?
Does it make sense to assure that regular messaging is delivered to your potential customers so that their attention doesn’t stray elsewhere?
What will it take for your potential customer to get serious—to accept a meeting with a member or your sales team and eventually cut a purchase order?
After the initial seduction is complete, how do you maintain a strong bond? Excellent products and services are essential. In addition, does it make sense for your customer to be exposed to ongoing messaging from your company to reinforce their decision?
Back to Bob
Could Bob have moved his relationship along faster? Maybe he did not have to be so concerned about calling as often as he did. He could have saved money by not going on as many dates. It is difficult to tell. Maybe Bob would have saved time and money by trying to move the relationship along faster, or maybe he would have lost his opportunity all together. After all, managing relationships with human beings in our personal and business lives is a bit unpredictable.
Subscribe to:
Posts (Atom)