Congratulations to Ken Wheaton at Advertising Age for winning an “Oscar” for B2B journalism. I am a reader of AdAge. It is a valuable publication for marketing professionals.
Only a few Dallas drivers follow at a two-second stopping distance. Maybe this is why I crawl past two and three accidents every day on my way to work.
Generally, my blog is about designing business-to-business (B2B) marketing that shortens the customer journey. This takes focus and mental energy. Accident-related traffic erodes mental energy. Today at Toastmasters, I raised the issues of following too closely and distracted driving.
My assignment from the competent communication manual was Speech 2: Organize Your Speech. Below is the transcript.
Speech: While Driving, Keep Distance
Thank you for that warm introduction, Mr. Toastmaster.
Good morning! Last week, I left my house at 6:15am to drive to our meeting. Five minutes into my drive, brake lights lit up all around me.
A firetruck was blocking the fast lane on the 30. Ambulance and police lights flashed. There was a car wreck. I got onto the 635 freeway. Five minutes on the 635 freeway and the scene repeated itself. I passed the second accident. As I was taking the off-ramp, I found myself admiring a dark green, sleek Jaguar – as it cut me off.
I pulled into the parking lot here at Denny’s and breathed a sigh of relief. This story happened last Wednesday, but it happens every day in Dallas.
If you are a business to business (B2B) marketer, the chances are you have read Google’s research on micro-moments. You optimized your content for I-want-to-know moments. But are your salespeople arriving quickly enough when prospects want to talk to a human? This article is about closing time gaps between I-want-to-know and I-wanna-talk-to-a-human moments so you can convert more leads from your website.
Imagine 10 prospects are on your website right now. Each is typing her name, email, phone number and clicking ‘Contact me.’
Then what? iPhones will ding! Colleagues will knock on doors. By the end of the first hour, your sales people will people dial. And 9 out of the 10 prospects will hit ‘reject call’ according to this study from InsideSales.com.
I have a term for this; I call it lead decay.
Lead decay operates in the time gaps between I-want-to-know and I-wanna-talk-to-a-human moments. If you could close these time gaps, you could have a major opportunity to stop lead decay and grow sales. That is what a chatbot can do; this article shows you how.
How a B2B chatbot helps a real human
Step with me into a parallel universe –
You work in marketing for SureCourse Business Solutions, and I am a project manager in the marketing department for a bank in Dallas. Here is how your chatbot helps my bank become a customer:
Early this morning, I was running on the treadmill and listening to an economics lecture by professor Timothy Taylor.
He said the year 1870 kicked off our modern era of economic growth. If you take the Gross Domestic Product (GDP), a measure of productivity, of the richest countries in the world in 1870 and compare them to the poorest countries, the ratio is 9:1.
By 1990 and the ratio widens to 45:1.
As I blogged on on February 28, I met a gentleman whose lead generation agency is tasked with generating leads for a healthcare services company.
I asked him, “Does your client have a master data management strategy?” The answer was no.
The client is a large organization. They have millions of records of legacy data in Siebel and they are migrating to Salesforce CRM and Pardot. This legacy data could be a great asset if the client had a master data management system in place. The client does not, and this poses a risk for the lead generation agency.
The average consumer in the United States has 1.65 phone numbers. Here is how I crunched the numbers:
|Landlines for every 100 U.S. people||38|
|Population of U.S.||319,000,000|
|My calculated landlines in the U.S.||121,220,000|
|Mobile subscribers in U.S. by top 7 carriers||406,375,000|
|Mobile + landlines divided by population||1.65|
This 1.65 figure is valuable for forecasting the impact of duplicate data in a customer relationship management system (CRM) like Salesforce.com.
Why did I calculate this?
Today, in a co-working office called GeniusDen, I met a gentleman whose lead generation agency is tasked with generating leads for a healthcare services company.
Somebody asked me this question yesterday. Here is my answer.
In the fall of 2015, I told the CEO of my company, Eric Januszko, that it was time for me to move from San Diego to Dallas.
“Not so fast,” he said.
I started the business and designed its sales, customer service and operations processes. I couldn’t just walk out the door without leaving behind a manual.
One rainy morning in 2005, I walked out of class in Popovich Hall on the campus of USC. Next to the Starbucks coffee cart, I saw a floor sign, “Dennis Bakke. CEO of AES. Speaking at 11am.” I followed the arrow to an auditorium packed with MBA students. I was an undergrad, and I had happened upon something great. I found an open seat. What I heard next made an impact on me that has lasted to this day.
I was running on a treadmill the first time I heard the song “Closer” by the Chainsmokers. The pre-chorus came through my headphones. Wow! I started to run faster. I wanted to sing along.
So did millions of others. The band has been nominated for three Grammy Awards in 2017. The music video has been watched more than 1.1 billion times – more than Justin Bieber’s Love Yourself which had an 8 month head start and received two Grammy nominations in 2016.
If you’re a marketer paying $0.30 a view to YouTube then wouldn’t it be nice to trade metrics with the Chainsmokers? People are finding the “Closer” video and clicking the play button all by themselves. The band isn’t paying YouTube for these views.
This post is about one technique you can use to stand on the band’s shoulders and increase views of your stories. The technique is adding imagery. The Chainsmokers used 10 pieces of imagery in “Closer” which propelled it to the top of the charts.