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MarketingExperiments: 2008 Internet Marketing Strategy

I attended a webinar yesterday presented by MarketingExperiments  called "2008 Internet Marketing Strategy: Are you prepared". I've really been impressed by the quality of information given at MarketingExperiments webinars, and also with the enthusiasm and energy that they are presented with.

MarketingExperiments is an online laboratory with the purpose to discover what really works. They provide research reports and education (free and paid). They are part of MECLABS, which also owns MarketingSherpa and MECLABS also recently purchased InTouch. I am very happy for Brian Carroll who started InTouch (and who authors B2B Lead Generation Blog and the book - Lead Generation for a Complex Sales) because it is nice to know that his thought leadership, passion, enthusiasm has been fully valued and recognized.  Brian mentions on his blog that he will be continuing his blog, so make sure you visit his blog -  it is hands down one of the best B2B blogs.

Anyhow, back to MarketingExperiments, from what I understand...they invest millions of dollars into research so I suggest that you take advantage of some of their free content such as webinars, their journal, and other information on their website . It is exciting to know that there are folks out there doing solid academic-style research and experimentation in online marketing using live data.

In this particular webinar they outlined what they thought were the 6 most important steps you need to take in your 2008 marketing plan.  They consisted of:

1. Implement truly reliable metrics
2. Improve your capacity to test
3. Reorder your marketing priorities
4. Conduct a thorough competitive analysis
5. Explore and test new media
6. Revolutionize the way you communicate

Some of these may sound like the usual rehash of ideas/advice, but the key points presented under each section were dead-on, presented with a fresh perspective (not to mention backed by research findings). The research that was presented at this webinar will also be included in a briefing, so sign-up for the MarketingExperiments Journal and look out for their next briefing.

Here is a litte bit of information on those 6 steps (until you can get your hands on the briefing):

1. Implement truly reliable metrics - put tools in place to evaluate your current condition, track response to your campaigns, and measure progress towards your goals.  Schedule time to keep score, watch for patterns, learn from mistakes and improve on your successes.

2. Improve your capacity to test - ensure that you have the right tools, talent, and resources to perform useful tests.

3. Reorder your marketing priorities - focus first on optimizing your product and value proposition, then focus on communication of your value proposition.  You need to have a good value proposition, but you also need to present it effectively (in landing pages, email copy, sales path). Finally drive as much traffic as you can to your website.

4. Conduct a thorough competitive analysis - this of course is understanding your competitors, and doing a SWOT (strengths, weaknesses, opportunities, and threats). This information is critical to your value proposition. If you search for competitive analysis on their website you will find related briefings in this area

5. Explore and test new media - mentioned here was that we can't ignore some of the trends and changes happening in this area.. and  social media, mobile marketing, impact of blogs,  changes in PPC, and PPC engines. It is important to engage, to explore the relevance, and test.

6. Revolutionize the way you communicate - the points presented here really drove things home for me...and it relates to how we interact with our prospects...this section was so well articulated and will solidify what I think smart marketers already know, or at least have good intuition about. Instead of summarizing here, I would rather direct you to to the actual notes called: The Prospect’s Protest (A Problem) and The MarketingExperiments Creed (A Response) or see the video below:

Sales and Marketing Alignment Webcast

Looking for research and commentary about sales & marketing alignment,  I think you will find this webcast presented by the American Marketing Association (AMA), called For Better or Worse. Marketing and Sales Conflict Can Actually Produce Positive Results useful. It was presented today, but you can view it anytime.

"AMA and University of Florida will debut the findings of a recent Marketing and Sales Alignment survey that amazingly shows how conflict between marketing and sales departments, if managed well, can actually contribute to more positive results."

Some of the things mentioned seem intuitive or obvious by experience but it was good to see some research behind it. Sometimes we feel emotional as marketing or sales folks...and we know there is a difference in perspective, but don't know how to dig through the emotions to the real problems. This webcast identifies very specifically different mindsets and values  between sales and marketing (according to the study) that bring about such conflict. It also provides insight into what can be done to resolve them. It also talks about how some amount of conflict is good, and can lead to positive change for individuals, the groups, and the business as a whole.

You'll see  characteristics and mechanisms of best practice companies in terms of aligning sales and marketing such as joint meetings, cross functional teams, use of coordinators, job rotations, and tradeshows.

Watch this webcast for more information on this research.

Also, visit the AMA Marketing & Sales Alignment site for more information, webcasts and shows on Demand Generation, Sales Effectiveness, and Customer Messaging.

B2B Marketing Blogs and Resources

I wanted to mention a couple of resources to find other B2B blogs. There is Marketo's Big List of B2B Marketing Blogs which I've mentioned before. Also there is BtoB Blog Roundup, where you'll find a collection of top stories from the blogosphere, as well blog directory (at the bottom). Blogs are categorized by topic (B2B, Marketing, Selling etc.). I am listed under IT Marketing. I am happy to be listed there (though I feel that I need to write more specifically about IT). I am also happy because I am an avid reader of BtoB Magazine - The Magazine for Marketing Strategists. It is the only magazine that I know of that is dedicated to B2B Marketing. If you know of any others, let me know.

Aside from their directories, Marketo's blog, and BtoB Magazine's website are great resources for B2B marketers. BtoB often runs webinars, I have attended a few, and they were good. You can view the current schedule at their events calendar

Here's a summary of the resources I listed:

Marketo's Big List of B2B Marketing Blogs - a list of B2B blogs

Marketo's blog: Modern B2B Marketing -  great advice and articles

BtoB Blog Roundup - top stories from the blogosphere and a directory of blogs

BtoB Magazine - The Magazine for Marketing - print magazine dedicated to B2B Marketing

BtoB Magazine's Website - includes articles from their print magazine, B2B Resource Guide,  B2B webcasts, and more.

I am working on a B2B resource list of my own, I'll let you know when that is available.