The 2nd Elephant and 2nd Gen Marketing Automation...

Ok, this post is huge and may be painful if you’re not a huge fan of the Gartner Hype Cycle, Crossing the Chasm, Marketing Automation Tools, Inbound Marketing and marketing campaign analytics. To spare you a headache, here’s the bullets you need to know and you can decide if you want to read on.  Tom Webster asked “Is Inbound Marketing Actually Profitable or Just a Slogan.” over at Jay Baer’s blog The time is ripe to ask with new data available as part of Hubspot’s IPO, which confirms they are burning a lot of cash (like everyone else from startup to Amazon) If the Gartner Hype Cycle holds, Inbound and Social Media are overdue for a beating from the press Don’t believe the hype, effective inbound campaigns trump everything Inbound is the right message for the mass market, and will continue to be even if the press beats on it. If it gets really bad they can easily switch the message to “Best of Breed Marketing Automation” 2nd Generation Marketing Automation will be about improving campaign performance based on the data vendors have aggregated. Easy to use automation of email and social media is just the price of entry for the market Questioning inbound’s effectiveness is the 1st elephant in the room. Why so many marketing automation programs fail is the 2nd. Hubspot’s competitors won’t bash inbound because the same arguments undermine marketing automation in general. This scores an amazing combo – unique story and unbreakable defensive position Tom’s post is an excellent read with a lot of great comments, but to boil it down for you: Does a $34 million loss on $77 million of revenue after 8 years make you think that inbound marketing is not the cure-all that it’s advertised as? Inbound Marketing has run the normal hype cycle, lots...

Jason Calacanis – Google Wins Everything...

Last month I had a chance to speak with Jason Calacanis in an interview for Marketing Over Coffee. Here’s the audio if reading isn’t your thing: John:  Hello, welcome to Marketing Over Coffee. I’m John Wall. We have Jason Calacanis with us here today. I’ve got two links if you want to check out his history. You can go back and look at This Week in Startups, an interview they did at Penn State where he talks about coming up as an entrepreneur. In another link, an interview with Jerry Colonna which has some great stuff as far as start-ups and coaching. The biggest thing that pushed me to give Jason a call to try to get him on here was back in November he did a post called “Google Wins Everything” on his newsletter. As we get right into this, Jason, you just blew me away with this post. I don’t understand why it didn’t get more action and run further. Before we dig into it, can you set it up for us? What drove you to write this? Jason:  I’m in a fortunate position as a writer in that I don’t write for a particular publication. I write for myself when something is on my mind. As a writer, I tend to write about the things that I’m fascinated with that I feel people aren’t talking about. When I used to be a full-time journalist and editing a magazine back in the days working as a reporter, you had to file. So sometimes you have a weak piece, and sometimes you have a strong piece. I only write something if it’s really strong. Most of the stuff that I write is thrown away and I don’t hit the publish key. I don’t...

Mitch Joel on CTRL-ALT-DEL...

I had a chance to talk with Mitch about his new book for Marketing Over Coffee, if you’re an audio kind of person check it out at the website, or on iTunes or Stitcher. If you’re the kind of person that prefers to read, well, here’s the copy: Of course you can get CTRL-ALT-DEL from Amazon. John:  This is your second book. The first one ran like wildfire. Take us from when we talked to you last. The book did well. You did the speaking thing. When did you realize you needed to write something else and what did you come up with for a big idea? Mitch:  “Six Pixels” came out in 2009 (I wrote it in 2008) and I really felt it was a book where I was explaining how, as a small agency – a very small shop under a handful of people – we leveraged these ways in which we connect. I don’t want to lump it all under social media because I didn’t think “Six Pixels” was just a social media book, but how we leveraged it to really build attention, build clients, and use it as a springboard to what we can do, which is very different from the way traditionally you would think you would grow an agency and market it. I was already latched onto the blogging bug, and for sure, the podcasting bug had bit hard, too. You go through the process and wonder, “Do I need to really write another book? I’m still blogging every day. I’m podcasting every week. I write for the Harvard Business Review one week, and the opposite week I write for Huffington Post. Magazine offers and newspaper stuff.” Life is sort of good. I just came to the point...

Marketing at 1.1 Gigawatts...

A couple of months ago Mike Proulx from Hill Holliday asked if I’d like to be on a panel talking about the future of marketing. Since it was an evening session when my family was out of town it was a great excuse to get into Boston and talk with people about what’s coming next. It was great to be part of the event and it went off really well thanks to Mike (and I think D.J. Capobianco and his team were very busy behind the scenes). There are two pieces of good news about this – one is that Steve Garfield was streaming the event so I’ve got the video here (nice to get a break from writing now and then). The other is that it had 7 views before I told my family about it, so that’s a big deal. The other panelists were great, I’ll post those segments when I need an excuse not to...

Seth Godin Says Jay Moonah will be Paying Me a Year Early...

Seth’s blog predicts there will be no significant newspapers printed on newsprint in the US by 2012. I was really excited to see that because it’s so close to the bet that I placed back in December calling out 2/26/13 as the day that I won’t be able to get a printed newspaper or watch the 6 o’clock news. The bigger question is – will $100 have enough buying power remaining that I’ll still...

Social Media Lies – Like Trackbacks are Good...

Clay Shirky has written a great post about newspapers and the future of journalism. The other thing that struck me about this post was the number of worthless trackbacks. I’ve started to look at blogs along a spectrum where the degree of interactivity is inversely related to the popularity of the author/blog owner (which, for the larger ones may be corporations or the former dead tree vendors Mr. Shirky is talking about). The blog starts with everything open, although by default now you have to have some spam protection on. If you reach critical mass you start to have comments that deride you personally, are generally crude, or caricatures of humanity, usually submitted anonymously, and so the comments get shut off in favor of trackbacks. The acceleration continues and then the trackbacks get too spammy so they have to go too. The underlying issue is that it doesn’t scale as well when you hit explosive growth. Something I need to think about some...

TiVo using Bonjour

This will only be of interest to the most hardcore video geeks (perhaps only half of the readers here). I just upgraded to the latest version of TivoToGo – the program that gets TV shows off my TiVo and on to my PC, and then converts them to a format that I can watch on my PSP (or iPod, but I don’t do that anymore) and it’s all legal. Or at least, I’m using a tool I bought from TiVo not downloaded from some weird server in some Eastern Bloc country. The interesting thing is that version 2.7 uses Bonjour, some software that is also used in iTunes to detect what media players are out on your network. Apple and TiVo seems like a really nice fit, don’t you...

Running with the Tribes...

This morning I attended a Seth Godin event, a presentation on his new book Tribes (please click to offset my massive new media experiment debt). I took the Acela down from Boston the night before and had a chance to crash in Hell’s Kitchen, and then head over for the morning session at the New York Times Center. I brought along the camera and audio rig, I’ve found that to be enough, if I try to shoot video I end up being cameraman and not actually paying attention to what’s going on. I had hoped to have my new 50mm 1.4 lens that I had ordered last week, not realizing that we’re in the middle of a holiday (a week, not a day) and I might get my lens before 2009. Good thing I coughed up for 2 day shipping. I digress. Let’s talk tribes… I was surprised to see so many tribes that I have been fortunate enough to run with. He lead off talking about Joel Spolsky (aka Joel on Software), we threw a cocktail reception after his most recent Business of Software conference in Boston. He had a slide from Gnomedex showing off Chris’ geek tribe, Gary V got a shout out (who is sitting on a panel today in Arizona with my Marketing Over Coffee co-host Christopher Penn). The biggest suprise I had was a photo from one of Chris Marquardt’s Tips from the Top Floor photo seminars (link to shots from the seminar I attended in Portland, Maine at the end of the summer). There was even a shot from the Red Sox Nation (of which I am a card carrying member (although it may have expired….)). Crossfit was also mentioned, a workout program that has brought me much...

Things People Need You to Believe...

So I finally wrapped up the wedding tour (link to absurd dancing photos), and came down with the flu this weekend. After sleeping most of the day Sunday I was back in the game for The Beancast and back to work to close out the quarter. It’s interesting that the Bailout was shot down, talk about Marketing in Action. For my opinion on the bailout, please refer to this article in Time Magazine. Remember to follow the money to identify the things that people need you to believe: The Government can move the economy. That $700 billion (less than a 1 day loss in the market) is enough to move the entire economy. Controlling the economy is much like controlling the weather, if anyone says they can do it, they are lying.  What derivatives die, the 4 Horsemen appear, signalling Armaggeddon. The Time article does a good job at explaining this – the bailout is for some Frankenstein financial instruments – think of it as insurance policies betting on on-time payments from a bunch of people who bought houses that they can not afford, have no savings and have about 10k in credit card debt. If these explode, only the people who thought this was a good idea to get burned (along with the 3 people below them in pyramid scam of reselling  this trash). Clarification – we do have another problem though – this balloon filled with crap is so huge and has been treated like cold hard cash, if it pops there’s enough to get some on everyone. Investing in duct tape and payouts to keep the balloon together is no long-term plan. Financial Institutions are Too Important to be allowed to fail. Detroit can be decimated, tech bubbles can come and...

Why You Should Give Content Away For Free...

I keep an eye on what Justin is working on. He’s not just talking about how media is changing, he is getting his hands dirty, watching it change around him. The beauty of this is that he may see some fame in the next few years and some speaking gigs, but because of the hands-on experience he has it wouldn’t surprise me to see him in 10 years working on whatever passes for big time Television then, or making movies a la Kevin Smith if that’s what he wants to do. This week he was thinking about media being free. It’s actually far worse than that. Media is less than free. It costs you money and time to produce, and often the people consuming it are not going to pay for it. This came to me in a flash in New York City after touring NBC studios. A few blocks away I saw a subway sign for the TV Show “Heroes”. Here’s one of the biggest shows going, from one of the biggest entertainment conglomerates in the world, and they buy space on a bus to make sure it stays one of the biggest shows. How can a lame podcast like The M Show compare to that? One easy answer is to change and go more niche. The M Show isn’t really different from talk radio, but Marketing Over Coffee is audio that you can’t find on the radio, or anywhere else. It kind of makes you wonder how musicians can complain about the death of CD sales, while TV has dealt with end users getting the stuff for free from day one. The problem with trying to find a way to charge for content is that it ends up throttling the only marketing...