Posts Tagged ‘Inbound Marketing Automation’

Technology’s Biggest Failure

Most promising technology startups fail because they do not believe their inventions require marketing. Many of these companies’ people believe that they shouldn’t even have to sell their technology! The world will beat a path to their door because the benefits of their invention are compelling, clearly evident to all but a fool. And if the fool can’t understand it, he’s too stupid to do business with. Harsh words? Perhaps, but read on as to why I think they apply to most startups…

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July 25th, 12
Eric
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Marketing Automation: Automatic People?

With the advent of IBM’s Watson – the Super Sales Rep, it is now possible to replace a sales person with a machine. Or is it? Does the mere capability to speak, listen to and comprehend English turn a machine into a sales person? It depends on the software powering the machine, but the fact that we can write “it depends” rather than “of course not” means we must be close if not there already.

How does this impact your sales and marketing functions? If machines can replace humans for certain tasks (and they can), which tasks do we pick to automate and which ones do we leave in a human’s capable hands?

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April 15th, 12
Eric
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The FUDs of Marketing Automation

IBM’s famous FUD – Fear, Uncertainty and Doubt – was an effective marketing strategy in the 70s and 80s. It revolved around the idea that you could not be fired for buying an IBM solution, but your chances were high if your project failed because you bought one of the competition’s obviously lesser products. No single company in the Inbound Marketing or Marketing Automation space has achieved that kind of dominance yet, so none of us can practice FUD successfully. But we can learn to deal with the natural fears and concerns our prospects experience when faced with changing the way they market and sell their solutions. Read on for what these typically are and how to respond.

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March 14th, 12
Eric
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Inbound Marketing Automation is The Prizewinner

Back in the 50s, B2C companies enticed their prospects help in promoting their wares to other prospects by holding competitions. Prizes were awarded for the best jingle, slogan, or advertisement. It makes perfect sense: who understands a prospect’s needs better than another prospect? Who knows better how to express the benefits of the product or service?

The movie, “The Prizewinner of Defiance”, tells the story of a mother whose prizes fed her 12 children despite her alcoholic husband. Its inspirational and left me wondering if a B2B could enlist the help of its prospects in promoting its solution. My thoughts on competitions for B2Bs….

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February 22nd, 12
Eric
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Marketing Automation’s Content Design

Designing content for marketing automation systems is time-consuming and expensive. So you want to create the minimum needed to fuel your marketing and nurturing campaigns. This post provides a high level view of the process we use to do just this. The post refers to a presentation we did at the Pardot user conference, Elevate 2011, in Atlanta in mid-November. That presentation is available as an animated slideshow complete with audio soundtrack. If you want to be a Content Ninja, spend 45 minutes to soak it all in…

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December 9th, 11
Eric
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Marketing Automation's Content Design

Designing content for marketing automation systems is time-consuming and expensive. So you want to create the minimum needed to fuel your marketing and nurturing campaigns. This post provides a high level view of the process we use to do just this. The post refers to a presentation we did at the Pardot user conference, Elevate 2011, in Atlanta in mid-November. That presentation is available as an animated slideshow complete with audio soundtrack. If you want to be a Content Ninja, spend 45 minutes to soak it all in…

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December 9th, 11
Eric Goldman
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Outsourcing Inbound Marketing Automation

Outsourcing, in this post, is the process of subcontracting an activity to a third-party. Outsourcing can yield significant cost savings and dramatically improve the performance of a business function.  It can also lead to faster take-up of new technologies which in turn can erect competitive barriers. The idea of outsourcing is not new: many companies [...]

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August 12th, 11
Eric
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Inbound Marketing Automation and Pharma

Gossamar markets its Inbound Marketing Automation systems to SMBs and thus we very seldom come into contact with Pharma (small for a Pharma is still Big!). But as a marketer in the digital world, any industry that spends 27 billion dollars a year on marketing is something we should pay some attention to. This post examines why Pharmas should take a serious plunge into the world of digital marketing.

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June 6th, 11
Eric
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Video’s Importance to Inbound Marketing Automation

If you want your content to Engage your visitors, you had better ensure that some of it is Video. This chart shows why.

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August 23rd, 10
Eric
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Inbound Marketing Automation’s Free Usability Testing

Until now, Usability Testing has been expensive, difficult to do regularly because it needs many people to do the testing, and has thus traditionally been restricted to large companies with deep pockets. But now your Inbound Marketing Automation system can do it for you, with huge sample sizes (dependent only on your traffic volumes), and literally for free (i.e. no additional costs). This post provides some ideas about how to improve your site by making it as usable as it can be.

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April 16th, 10
Eric
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Inbound Marketing’s New Lens

A short blog to welcome a new player to the world of Inbound Marketing and Sales Automation. Gossamar has launched a Squidoo Lens! It’s a way for us to promote the concept of Inbound Marketing in a cool social media platform, (one of Seth Godin’s creations). A neutral way in keeping with the traditions of [...]

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October 14th, 09
Eric
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Choosing a Sales and Marketing Automation Solution

If you’re reading this you’re interested in implementing a Sales and Marketing Automation solution, or parts of it like tools for SEO/PPC, Demand Generation, Reputation Management Analytics or CRM. Complex, isn’t it? Powerful too, but all these pieces make it difficult to understand and evaluate your options. You may be wondering how you choose from among the many alternatives.

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August 15th, 09
Eric
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