Generating marketing responses: is it a numbers game?

The implementation of a marketing dashboard built using Cognos (a plug for what’s proving to be an indispensable tool) has meant that, for the first time EVER, we’ve had a single view (almost real-time) of all the responses generated from our marketing activity.  I’m building a scorecard for my team to ensure we generate sufficient web responses (i.e. someone has given us their contact details) to meet our targets…

And the data is giving me a headache.

I’d like to say that my headache is caused by analysis paralysis.  But no – the data is giving me a headache because the numbers DO NOT STACK UP.  In a B2B environment we don’t have the luxury of generating thousands of responses.  Current conversion rates for web responses are low, in part because of the complex solutions we sell and the lengthy sales cycles involved.  It’s almost impossible to attribute a white paper download to a deal worth thousands (hundreds of thousands/millions) of GBP£.  (How we’re able to attribute the same opportunity to a customer attending an event has me shaking my head in exasperation…)

In fact, current measurement systems make it very difficult to justify the investment in digital tactics FULL STOP.  And the measurement issue drives self-perpetuating behaviour.  Tactics are chosen because they are easier to measure, not necessarily because they are the right thing to do.

So I look at my lead targets, the number of responses required to meet these, and the lovely Cognos cut of what the web is generating, and a couple of things become clear: Continue reading “Generating marketing responses: is it a numbers game?”

Web Strategy: (Try to!) focus on the customer

On Tuesday I’m leading a workshop to develop the web strategy for our Demand Programs organisation – something which, to be honest, is completely DAUNTING.

In a large, complex organisation the web is also large and complex.  Each business unit has a vested interest in their own portion of the site, with different objectives and strategies.  The closest I came to finding a single strategy document was an architectural strategy and technical blueprint – god bless IBM and its engineering background!

With so many conflicting interests, the corporate website does start to represent what Jeremiah Owyang stated as:

“… an unbelievable collection of hyperbole, artificial branding, and pro-corporate content.”

In order to take a step back and approach the web with a fresh pair of eyes, I’m adopting the following approach: Continue reading “Web Strategy: (Try to!) focus on the customer”

Evolution of interactive marketing – From shopfront to relationship building

The diagram below from Toolbox demonstrates the evolution of interactive marketing – but whilst it demonstrates potential objectives and measurements for corporate websites, the reality is that many organisations are still grappling with how they make some of these goals a reality. Continue reading “Evolution of interactive marketing – From shopfront to relationship building”