SEO and Trade Show Tips...

  Just trying something new – this is the roundup of topics from Marketing Over Coffee. If you’d like to get these emailed to you, just subscribe here. This Week’s Podcast In which we use insider lingo Click to listen! Google Releases Search Quality Rating Guidelines A 160-page PDF document, aimed at helping Google Search Quality Raters understand how to rate the search results they are testing. Along with this resource we also discussed SEO by the Sea one of the best search blogs out there. Click to read more The Unreal Environment of a Trade Show Floor David Spark talks about his new book Three Feet from Seven Figures! Bad behavior, ludicrous amounts of money and a compressed timeframe are problems for the “Always on” in the “unreal environment of a trade show floor” Click to read more Going Beyond Lead Scoring So you’ve got a lead scoring system set up, what next? Infer lays out where this space is going and what to consider when you want to get beyond just a number. Click to read more Your Chance to Show Gratitude for the Holiday Wondering how you can put a dent in the universe? The answer is so simple, an iTunes review for Marketing Over Coffee. Click to read more  ...

That’s Not Funny...

In September it will be two years since the release of B2B Marketing Confessions. I spent the year after it was published on promotion and working on the audio version of the book, and then it was time to start the next big thing. After writing about one of the most boring business topics of all time I was excited to get working on a concept that came to me before Confessions was done – the intersection of business and humor. The big ideas were clear – the question of why things are funny is a fertile topic, and the mirage of the “viral video” that every marketing department chases at at least once (if not dozens of times) is often ridden towards on the camel of humor. After over a year of research I bring you… nothing. Or, maybe this is a true gift, a blog post with a few good points as opposed to a 200 page book with 195 pages of filler. What I have learned that is important, but not enough for a book: There is no formula for funny. Like chess, there are some proven openings, but you have to do the hard work of filling in the details and there’s no guarantee you’ll get it right (in fact you won’t most of the time as you start). And get this – comedy case studies are useless, once the joke is out copycats are viewed with disdain. At the heart of comedy is the irony of us being woefully unable to deal with everyday life. For more on this, Steve Kaplan’s “The Hidden Tools of Comedy” is worth reading. Brute force does work. As a young person I thought Johnny Carson was just an amazingly funny guy, then I...

Recent Marketing Resources...

I caught up with a friend for lunch at The Merchant yesterday, which is a hot lunch spot right now. It’s always fun to watch the responses people give when the host informs them that unless they have a reservation they are out of luck. I’m able to get advice from both a seasoned entrepreneur and parent, and he gets the benefit what’s come out of Marketing Over Coffee, distilled down to what tools or tech might be useful for specifically his business. And, when I start writing long winded emails full of links I figure I might as well take the general stuff and share it with the whole world. Google Analytics is changing so fast it makes my head hurt. That’s disconcerting considering number of years I’ve worked with web analytics. I feel bad for someone digging in for the first time. The good news is there’s Training and Certification here, and some good ongoing stuff published here. I haven’t gotten around to posting the transcript of my talk with Simon Sinek on his new book, Leaders Eat Last. That link goes to his book, and here’s one to his first book, Start With Why, which is fantastic. If you want to get an overview on both of them you can listen here on Leaders Eat Last, and here for Start With Why. We’ve also been using Slack at Qrious and it’s great. Sort of like having your own private Facebook for work. If you know Salesforce.com it’s like Chatter. Anything new and interesting in your toolkit?...

4 Keys to The Art of Blogging...

This is the second of two posts on the Art and Science of Blogging, a series created to run as part of #blogchat You can check out part 1, “4 Keys to The Science of Blogging” here. We had to cover the Science of blogging first because that’s where all the rules get made. Now we get to talk about Art, where the rules can be broken – for example, this series should be “The Science and Art of Blogging” since that’s the order we are covering it, but “The Art and Science of Blogging” is more pleasant to the ear, so we had to get crazy and take them out of order. According to dictionary.com Art is “the quality, production, expression, or realm, according to aesthetic principles, of what is beautiful, appealing, or of more than ordinary significance” So where to focus to make our blogging “of more than ordinary significance”? The Art of Creating Experience We touched on this last week when we talked about “Creating a System.” Think about what your readers are going to do, where they are going to go when they visit your site. Create a “Happy Path” for them. What would be best for both you and them to experience? At the heart of this is asking why you are blogging. Is it just to tell your story, or do you want to motivate your audience, enthuse them or teach them? The two keys here are to wireframe – actually draw a map before you start building, and testing. Having a map and then getting 3rd party verification that everything works are the only ways to prove the park ride is working. The Art of Web Design Choosing the proper colors, fonts, and page layouts require an...

Audio Confessions!

B2B Marketing Confessions is now available as an audiobook! I know it’s absurd that a guy with a podcast needs a year to get the audio version of his book done, but that’s how the chips fell. The blurb: What’s the Truth About Marketing? Contrary to the popular belief that marketing is advertising, listen to the confessions of an insider to learn how marketing affects every step of the customer lifecycle. From product design, to building awarness, selling, and keeping customers happy, this book covers all the basic principles and gives you tactics, tips and tricks to succeed (including best practices for Salesforce.com)! Reviews: Star Rating: 4.5 out of 5 – San Francisco Book Review “…one of the many wonderful things about B2B Marketing Confessions: it is accessible and useful to everyone.” “B2B Marketing Confessions is exceptional. Wall describes everything you could ever want to know about the modern-day marketing process. Whether you are a professional marketer or an entrepreneur with a big idea and no employees (yet), you should read this book. I have no doubt that you will find Wall’s advice easy to understand and exciting to put to use.” Available at: Amazon (via Audible) iTunes Audible (Get it free if you start a 30 day trial) Dead tree and Kindle versions here I’m working hard to promote it this month so if you are looking for an interview subject, webinar host or presenter, or speaker I’m ready for your group, association or nursing home!  ...

4 Keys to The Science of Blogging...

This Week (Sunday, March 9, 9pm EST) in Mack Collier’s #blogchat we’ll be talking about “The Art and Science of Blogging.” Blogging covers a huge spectrum of skills, everything from configuring your servers and domain name to web analytics, to coming up with the graphic design and color scheme for your blog (but thankfully, it’s easy to outsource or use tools for all of this). If you have time left after all that, you may even do some writing. I use the word “Science” simply to emphasize experimentation and (hopefully) repeatable results. For our purposes we can use the experiments other people have done to make our blogs better. Week 2 will cover the “Art” side of the discussion. That part is more fun than science but there’s a reason why you have to put science first, and that will a big part of the second week’s discussion. Although you can steal all the scientific results for your own gain, once you start stealing someone else’s art you become a cheap knockoff. The Keys: Follow “The Rules” Build the System Measure Everything Always Be Testing/Closing/Selling Follow “The Rules” As you begin your study of blogging you will look to “The Rules” to guide you and keep you from getting in your own way. For example, in the past you didn’t have to think much about how your blog would look on a phone but with the huge explosion of handheld devices, it’s not uncommon to hear of sites having more than half of their traffic coming from mobile. In other words – if you tune your blog so it also looks great on mobile platforms, you could double your current results. We don’t need to spend much time here, you’re smart enough to be hanging out in #blogchat so you...

Doing Business in Asia...

Here’s the discussion with Derek Sivers, if you’d rather listen you can get the podcast here. John:  Hello, everyone. We have a great interview today with Derek Sivers, author of a number of books on doing business in the Far East. You may know him as the man behind CD Baby. He was on last in 2011 when he had done a book for The Domino Project called “Anything You Want.” We had discussed what went into that project, but he’s had a whole bunch of stuff since we talked to him last. Derek, welcome aboard. Thanks for talking with us. Derek:  Thanks, John. I can’t believe it was 2011. It feels like it was maybe a year ago. You’re right. It’s been a while now. John:  The great thing is that your blog is active. You have a ton of people who follow you and everything over there, so I was able to go in and read what’s been going on. First, let’s get you caught up before we jump into the Wooden Egg Project and what this is all about. When we last talked, you were in Singapore and now you’re in New Zealand. I’ll have a link to the post you have about that, but tell us a little about how that all came about. Derek:  Sure. To back up a bit, I’m so American. I was born in California and I’ve lived in California, Chicago, Boston, New York City, Woodstock, Portland, Santa Monica, and I almost moved to Texas until I realized that America had become kind of like my glass jar – like I was a fly bouncing around inside the jar and I needed to lift off the lid and go out into the rest of the world....

Top 7 Confessions

This month I’ll be talking about some of the info in B2B Marketing Confessions in a webinar with MarketingProfs! Reg info to follow… Of course you could free yourself from the calendar and just get a copy of the book for yourself! Lastly, this week’s edition of Marketing Over Coffee is now available. Bonus: As mentioned in the session, here’s the chapter on Email for free!...

The Book!

B2B Marketing Confessions is now available on Amazon! From the promotional material: What’s the Truth About Marketing? Contrary to the popular belief that marketing is advertising, listen to the confessions of an insider to learn how marketing affects every step of the customer life-cycle. From product design, to building awareness, selling, and keeping customers happy, this book covers all the basic principles and gives you tactics, tips and tricks to succeed (including best practices for Salesforce.com)! With over 20 years in business I’ve seen many things: successes, failures, tragedies and flawless execution. The marketing profession changes so rapidly that every day is an adventure. Having learned many lessons from painful first hand experience I wanted to create something that would help those who are putting together their marketing strategy and tactics. My hope is that by confessing everything I’ve seen you’ll have a guidebook that can help you navigate the ever-changing seas, and increase your odds of success. This book covers 4 key points: The first 12 pages give you a basic understanding of Product Marketing The next 115 cover demand generation including: blogs, email, lead scoring, search engine marketing, trade shows, direct mail, and basic PR The intersection of sales and marketing covers 35 pages including how to eliminate cold calling and optimizing the sales cycles The last 20 include customer retention and closing the loop on the customer lifecycle to improve demand generation and the sales process. If you are tasked with leading the marketing efforts at a growing business or just want to understand how marketing has changed in the past 10 years, this guide is for you! 2016 Update: Samson, a listener of the audiobook edition, asked about the diagrams so I’ve added them here! Some predictions on tactics agencies...

Compliance by Design

While doing some product marketing research about 3 years ago I came across the idea of compliance by design. Instead of creating tasks for your users as part of your product (fill out the activity report at the end of the week) you build the product or process so that there’s no way the user can avoid it. In the activity report example a solution would be sending out all assignments via Salesforce.com and then you could monitor and report on activities without the user having to do anything beyond the job itself. This can be even more useful in products, having parts that only fit together in the correct configuration, making it impossible to assemble incorrectly. Superior design means no errors during assembly, no expense from failure due to improperly assembled products, and no support costs during assembly or during use of an improperly assembled...