the marketingexperiments quarterly research journal, q3 2010

8/8/2019 The MarketingExperiments Quarterly Research Journal, Q3 2010

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The Compounding ROI of Sequen al ConversionIncreases: How one company took a small gain

and mul plied it tenfold

Landing Page Op miza on: What weve learnedfrom the last 200 experiments dis lled into threebasic principles

Homepages Op mized: How using the homepageas a channel led to a 59% increase in conversion 101

Op mizing Landing Pages: The four key tac cs that

drove a 189% li


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The Third Quarter of 2010Volume I, Issue 3

RESEARCH JOURNALTH E M A R K E T I N GEX P E R I M E N T SQ UARTERLY

marketingexperiments

Editorial Staff

ACKNOWLEDGEMENTSWe w u ke h nk he Rese ch P ne s wh h ve e me up w h us c n uc

hese expe men s. F m e n m n b u Rese ch P ne sh ps, p e se v sM ke ngExpe men s.c m/P ne s.

CONTRIBUTORS B n CChuck C ke

An G b e D zT ny D yJ mmy E s

J. D v G eenSc H wB b KempeA m L pp

P me M keyAn y M

J n P weA m T. Su n

N h n Th mps nG n T wnsen

C ey T en

Editor-in-Chief F n McG ugh n

EditorD n e Bu s e n

WritersB s G nk

Aus n McC w

DesignerN c e Ev ns

Copy EditorD v K kp ck

A publica on of:

M ke ngExpe men s, MECLABS G up C mp ny

1300 M sh L n ng P kw y, Su e 106J cks nv e Be ch, F 32250

(800) 517-5531E @M ke ngExpe men s.c m

M ke ngExpe men s.c m

A gh s ese ve . N p h s pub c n m y be ep uce nsm e n ny m b y ny me ns, e ec n c mech n c

nc u ng ph c py ng, ec ng by ny n m n s ge n e ev sys em, w h u w en pe m ss n m he pub she ,excep he nc us n b e qu ns.

C py gh 2010 by M ke ngExpe men s
http://www.marketingexperiments.com/services.html?utm_source=2008_researchpartners&utm_medium=online_formmailto:[email protected]:[email protected]://www.marketingexperiments.com/services.html?utm_source=2008_researchpartners&utm_medium=online_form


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V ume 1, Issue 3 C py gh 2010 M ke ngExpe men s. A gh s ese ve . 3

Social Media and Content Marke ng: Dont expect the world to nd you 62by D n e Bu s e n, Ass c e D ec E C n en

Social Media and the CEO: Does Twi er know more than Henry Ford? 66by D n e Bu s e n, Ass c e D ec E C n en

Transparent Marke ng and Social Media: Twi er and Facebook are the new Woodward andBernstein 69by D n e Bu s e n, Ass c e D ec E C n en

SEARCHOPTIMIZATION

Instant Specula on on New Google 76by D n e Bu s e n, Ass c e D ec E C n en

SITEOPTIMIZATION

Landing Page Op miza on: What weve learned from the last 200 experiments dis lled intothree basic principles 80

by D n e Bu s e n, B s G nk , A m L pp, F n McG ugh n, P me M key, An yM , Aus n McC w, G n T wnsen

Homepage Op miza on: Lessons you can reuse from ReUseIt com 89by B s G nk , Sen M n ge , Rese ch n S egy

Compe ng With The Big Dogs: How to earn the visitors trust 92by B s G nk , Sen M n ge , Rese ch n S egy

Landing Page Op miza on: Clean air or a free backpack? (Which is the bigger incen ve forSierra Club members?) 95

by B s G nk , Sen M n ge , Rese ch n S egy

Web Page Op miza on: Consider this post the help desk for free trial landing pages 99

by G n T wnsen , Sen M n ge , Rese ch n S egyHomepages Op mized: How using the homepage as a channel led to a 59% increase inconversion 101

by D n e Bu s e n, Chuck C ke , T ny D y, B s G nk , P me M key, Aus nMcC w, F n McG ugh n

Web Page Op miza on: In search of a value proposi on as fast and reliable asVerizon FiOS 114

by J n P we , Rese ch An ys

Landing Page Op miza on: Regions Bank opts for the informa on underload strategy 117by A m L pp, Rese ch M n ge , Op m z n n S egy

Op mizing Landing Pages: The four key tac cs that drove a 189% li 121by D n e Bu s e n, B s G nk , A m L pp, Aus n McC w, F n McG ugh n, N h nTh mps n

EMAILOPTIMIZATION

Email Tes ng Pi alls: 7 Common Mistakes That Can Hurt Your Test Strategy 138by C ey T en , Rese ch An ys

Email Marke ng Trends Toward Integra on 141by A m T. Su n, Sen Rep e , M ke ng She p

T b e C n


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De Re e s:

We h ve c n uc e ve 10 ye s s es n m ke ng ese ch, nc u ng m e h n 1 b n em s n

10,000 n ng p ges, he p e e s p m ze he n nc pe m nce he s es n m ke ng p g

Ye , ue p ch nges n he m c ec n m c c n n, he In e ne , n B2B n B2C cus me shemse ves, we e c ns n y m k ng sc ve es.

In h s ssue heMarke ngExperiments Quarterly Research Journal , we sh e he es ns uese ch ec y he ges b y c se s u es n u e .

Ou n ngs we e s me mes c un e n u ve

By e ng h mep ge s ch nne ns e b b , u ese ch n ys s un 59% ncn c nve s n. See Homepages Op mized n p ge 101 .

Ou ese che s e me u ye s ese ch n he O e /Resp nse-Op m z n p cess. We n me e y p m ze w s m ges n p ge. R he , we e p m z ng sequences h ugh . Wee eng g ng n c nve s n h s g ng n n he v s s m n n hen e ng n exc v ue. Th s me ns h he v ue eve y c n y u es e e y u v s m ke mus u

we gh he c s n he m n s pe cep n. Ou ese che s sc ve e u p nc p es sh p ng h we e key v ng 189% . See Op mizing Landing Pages n p ge 121 .

The mp c s ng e es s g e e when s p h s c es ng s egy. P pe y ppc mp un ng e ec n v u , bu s eg c y c nnec e c nve s n g ns c e es s gn cp en . Ou ese che s he pe ne c mp ny ke sm g n n mu p y en by eve

h s es ng- p m z n cyc e n cus ng n kn w e ge g ne ns e n v u es esuThe Compounding ROI of Sequen al Conversion Increases n p ge 6.

These e jus ew he ns gh s n he u neve -be e-pub she ese ch c es e u ng s xexpe men s n h s qu e s ssue. Y u s n 27 h w- c es cu e m he M ke ngExpeb g ng w h em m ke ng n se ch gu nce m M ke ngShe p .

Th nk y u k ng he me e h s ssue. Wh e y u m y h ve ece ve c mp men y c py h Journal , I ep esen s s gn c n ese ch nves men . I y u n use u , p e se p ss ng h s ese cc e gues he p us bu c mmun y ev ence-b se m ke e s h we c n sh e e s w h s we

e n m.

S nce e y,

D . F n McG ugh n

M n g ng D ec (CEO) MECLABS

P.S. We want to hear from you. Please send your thoughts to the Marke ngExperiments content team at Editor@Marke ngExperimen ts.com or take three minutes to visit M ke ngExpe men s.c m/Su vey.
mailto:[email protected]:[email protected]://www.marketingexperiments.com/surveyhttp://www.marketingexperiments.com/surveymailto:[email protected]


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MARKETING OPTIMIZATION


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Marke ngExperiments Research Journal

V ume 1, Issue 3 C py gh 2010 M ke ngExpe men s. A gh s e6

{Keyw } Bus ness S w eAw -W nn ng Bus ness S w e.Fu y In eg e . F ee T .www.XXXXXXXXXX.c m/Bus ness

Bus ness S w e Su e#1 On-Dem n . 6459+ W C en sAw W nn ng S u n. F ee Twww.XXXXXXXXXX.c m/Bus ness

The Compounding ROI of Sequen al Conversion Increases:How one company took a small gain andmul plied it tenfold

By Daniel Bursteinand Aus n McCraw

ContributorsJimmy Ellis, PamelaMarkey, FlintMcGlaughlin, JonPowell

As m ke e , he mp c s ng e success u es c n be ve y u ng. Bu h w v u un ne umph n es ? O even seve es s h e n c nnec e e ch he

me n ng u w y?

Se us ROI g ns c n n y be un by us ng hees ng- p m z n cyc e. Runn ng v ew h hyp hes s, e n ng m h es , p m z ng b se n h new kn w e ge, es

g n, n hen c n nu us y epe ng.

Bu h w y u c e e s egy ensu e h y u n n y e n m e ch es , bu h w bu n n bene e ch he ? In he w s, h w y u ge he m s u es ?

The mp c s ng e es s even g e e when s p h s c es ng s egypp e , he c mp un ng e ec n v u bu s eg c y c nnec e c nve s n g

c e es s gn c n ROI p en .

In h s ese ch c e, we w ke k h w y u c n c n uc h s c expe meny u c mp ny. Le s beg n by k ng exp ng n expe men n h s c se we e c u

b u se es es s h s ugh p m ze n en e s es unne n see wh u n ys s sc ve e

July 8, 2010

Experiment ID: (Protected)Loca on: M ke ngExpe men s Rese ch L b yTest Protocol Number: TP1214

Research Notes:Background: A e ng s w e p v eGoal: T nc e se e s c p u ePrimary research ques on: Wh ch p cess w gene e he m s e s?Approach: R c e es gn he c mp e e e -gene n p cess cus ng n s eng

he c mmun c n he v ue p p s n

HOLISTIC EXPERIMENTATION

Experiment #1: Before and After

Original Optimized
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Original landing page

The PPC ve c n ng p ge. S e p m z ng he PPC , u ese chn ys s cus n p m z ng h n ng p ge

A e n yz ng h s p geu ese che s en e

ew e s h we e pe expe men n. Much ke hePPC , h s p ge uses v gue

ngu ge c mmun c e hev ue, ye s n c nnec e

he mess g ng n he PPC wh ch m y c n use v s s whh ve n expec n b se n

he PPC h hey c ck n.

The e e h ee bjec vesc mpe ng he v s s

en n, p us m ny n v g n

nks e ng he p ge. Theng p g phs e cu

sc n n he s seven sec n s he v s spen s n h s p ge.

In n, he m n c s c n e n he gh -h n

c umn u hev s s m neye p h. Is c e he v swhe e he she s expec e c ck?

Experiment #2: Landing Page

The s expe men s mp y cuse n p m z ng p y-pe -c ck (PPC) ve semen . The g n use n y v gue qu ve s emen s ke Aw -W nn ng n Fu y n eg e .

The p m ze use spec c qu n ve s emen s ke #1 On-Dem n n 6459+ WC en s c mmun c e he v ue.

21% Increase in Overall ConversionThe op mized PPC ad obtained 21% more clicks.

Results:

Eve y m ke e e y kn ws h she mus ensu e he s s cks u m c mpe s. Ye sm ny PPC s e n y v gue qu ve s emen s h en en ve y e en m wh c mpe s s ngpe h ps gh nex y u !

Use spec c y e en e y u e ng n c mmun c e y u v ue p p s n.

Bu he PPC s n y ne p he s es unne , s e s k he nex expe men n h sse es

M ke ng Op m z n | The C mp un ng ROI Sequen C nve s n Inc
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Op mized landing page

The p m ze ve s n usesqu n ve ngu ge s m

he p m ze PPC . Aw se sh wn p m nen y w hes m n s. P g phs e

b ken up n m e ges b e.D s c ng n v g n h s been

em ve . Th ee c s c nh ve been e uce ne npu n he m n c umn.

54% Greater click-through rateThe op mized PPC ad obtained 54% more clicks.

Results:

The p m ze n ng p ge gene ea 54% greater click-through rate S by p m z ng hePPC , s we ve m e c he n ng p ge. Then by p m z ng he n ng p ge, c nve e g e e numbe h c (w h n n me spen ). Bu , u ese

n ys s n s p he e

Experiment #3: Form Page

Original form

Ou Rese ch An ys s hen p m zehe m p ge h he p ev us

n ng p ge ve c

Th s p ge s emph s z ng he ee spec he e , h weve , ny v u

he h n h s g ne. The Rese chP ne h s ppe y ng se jus ssume h he cus me sc nv nce .

A s , he e s e c nnec n ehe n ng p ge he PPC .


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97% Increase in Overall ConversionThe op mized form page generated 97% more submissions

Results:

The p m ze m p ge gene e 97% more submissions by c n nu ng c mmun c e heve v ue p p s n m he p m ze PPC n n ng p ge.

The g n p ge w s emph s z ng he ee v ue h s e , bu ny v ue u s e h w s s . They h s ppe y ng se n jus ssume h he cus me w s

c nv nce by h s p n n he s es p cess. Essen y, he v ue p p s n w s n ngec mmun c e when y u n e n he m p ge.

Th s s ve y c mm n m s ke. M ny us he v y c mmun c e he v ue p p s n nhe n ng p ge, bu y u mus c mmun c e he v ue p p s n he w y h ugh,

eve y s ep n he buy p h, eve y s ep he p cess, n hen even em n hem n hec n m n p ge.

Ou J cks nv e Be ch he qu e s s jus ew b cks m he ce n s pe h ps su sh ngs ng n gy. F s y u pu y u b n, hen c s n he su , w ee he sh n he

ne, n hen se he h k n he shs m u h.

Once y u se he h k, y u n pu he p e wn n he s n , w k up he be ch, s n y uch , n jus w e b ss sw m n. Y u h ve keep p nch ng n he ne e se he

sh w esc pe. An y u keep h sh n he ne he w y h ugh he p cess un he shs be che .

F h s m p ge, he ens n w s he ne, he e w s s ck n he nk, n he e e hem w s n p uc ng.

These h ee expe men s e ch ve n mp ess ve g n. N w e s k he m h e e m ne he c mp un ng e ec hese sequen g ns

Op mized form

The ee s emph s ze , bu s nhe n y v ue be ng c mmun c e .

The p m ze p ge c n nues

c mmun c e he v ue us ngqu n ve ngu ge m he PPC n n ng p ge. Tes m n s

h ve s been e n he p v cyp cy h s been m ve c se he

e c nce n.



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272% Increase in Overall ConversionThe op mized path increased the conversion rate by 272.2%

Holistic Experimentation Results:

Metric Control Treatment Rela veDi erence

PPC A ve semen 0.89% 1.08% -3.5%

L n ng P ge C ck h ugh 7.17% 11.06% 124%

F m C mp e n 15.84% 31.25% 7.17%

Imp ess n- - e C nve s n 009% 033% 7 17%

What you need to understand: In h s se es expe men s, 272% nc e se n c nve s n 268% m e p jec e evenue n , when c mb ne w h he c esp n ng 66% e uc n n c s -pe -

cqu s n, he p m ze p h p uce m e h n u mes m e m n h y p ( 302% nc e se).

Y u mus emembe h expe men n s c n nu p cess. H w much y u e y e n by unn ng ne esO seve es s h h ve n me n ng u c nnec n? As R bb F e Sche n e D bb h s s ( n ve y e ec n ex ), Ou nswe s e eve -ev v ng, eve - en ve, jus s sc ence emph s zes w k ng hyp heses ve xe

c s. S mus we neve se e he esu s s ng e es , n c n nu y seek sc ve wh e y e ch p u unne n n eve -ch ng ng ec n my.

What we discovered

The mp c s ng e es s g e e when s p h s c es ng s egy. P pepp e , he c mp un ng e ec n v u , bu s eg c y c nnec e c nve s n g


Editors note: The above example assumes constant lead quality and no interac on amongvariables.

Key Principle:

30% 60% 80%274% (net gain)

The compoundinge ect of connected conversion gains


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Compounding gains vs independent gains

In epen en es ng esu s n ve ge g ns. F ex mp e, when y u p m ze c eg yp ges h ee un e e p uc c eg es. In h c se, he ne mp c n he bus ness s

he we gh e ve ge g n c ss es s. Us ng he b ve numbe s, h w u n y esu n 57% g n.

C mp un ng ccu s when y u p m ze he n v u s ges s ng e-se es p cess (e.g.,c nve s n p h), such h he g ns m ne es ec he npu he subsequen

( wns e m) s ges. In h c se, us ng he b ve numbe s, y u w u h ve e ze 274% ne g n.

S , c e y, s y u bene c n uc h s c p m z n, ns e c n uc ngn v u es s n v cuum. Wh ch, g c y b ngs up h s key ques n

How can we ensure that we are ge ng the most from our op miza on e orts?

STEPS TO HOLISTIC EXPERIMENTATION

Step One: Consider your en re conversion path

I s e sy cus n n ng p ge he exc us n y u ve unne . A e , y u w n us y b gs n spe ke s, n ng p ge p m z n s w ys ve y h p c.Bu , s he s y ng g es, y u h ve s h mme , eve y p b em ks ke n .

T ch eve h s c expe men n, y u mus exp n y u b x n c ns e y u en ec nve s n p h. F n ne c nve s n p hs, h s nc u es u key s ges:

1 The Channel :

(e.g., emails, PPC ads, banner ads, o ine media, etc.)

Key Ques on:

Net Impact of Compounding Gains

= [(1)*(1+T1%)*(1+T2%)*(1+T3%)] 1= [(1)*(1.30)*(1.60)*(1.80%)] 1= [3.744] 1= 2.744= 274% (net gain)

Net Impact of Independent Gains

= Ave ge[T1%,T2%,T3%]= (0.3+0.6+0.8)/3

= (.56666)= 56 7% (net gain)

30% 60% 80%274% (net gain)


Independent Paths60%

30%

80% 56 7% (net gain)
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2 TheConversa on :

(e.g., landing pages, product pages, etc.)

3 TheExchange :

(e.g., form paths and pages, shopping carts, etc.)

4 The Sa sfac on :

(e.g., receipts, thank-you pages, addi onal o ers, etc.)

Step Two : View your metrics as a tool to detect hidden leaks

Th nk ke p umbe . An yze y u s e me cs en y h en e ks n evenue nc nve s n. Le s ke k ecen expe men sc ve ex c y h w n h se

Background:

In y when we pp che h s Rese ch P ne s v ue exch nge p cess, we w n e p m ze he en e c nve s n p h. H weve , echn c c ns n s p even e us m n

Ins e we ke he m s e ec ve p ce es . When we n yze he me cs, he c ec subm ss n p ge s u s w-h ng ng u mme e e u n ue h vh ghes s evenue pe c (m e h n ub e ny he s ep).

Experiment ID: (Protected)Loca on: M ke ngExpe men s Rese ch L b yTest Protocol Number: TP1305

Research Notes:Background: A webs e h se s e n wh es e c ec emsGoal: T nc e se c nve s n ePrimary research ques on: Wh ch e men w p uce he h ghes c nve s n e?Approach: A/B v b e c us e sp es h cuse n e uc ng nx e y h ugh c

n c s, c py, n e- g n z n ex s ng p ge e emen s

HOLISTIC EXPERIMENTATION
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On y h he cus me s p w h c e c , he he h p by check m neye . Bu s nce he p uc s c mm y w h p ce h ch nges en h ugh u

he y, cus me s we e buy ng se m ke p ce n nee e p v e c e c secu e he e h p ce, even hey w u e sen n check.

Bu when u ese che s n yze he p ge, hey un h h s c mp ex buy ng p cess

w sn be ng c mmun c e c e y. Spec c y, he e w s unc e e s n ng s whyhe c e c s equ e when he p ymen me h s e en (check, m ney e ,

e c).

In n, he Pu ch se Ag eemen Te ms c mp ex y c u c use c n us n nc nce n s we . An he e we e n n c s he secu y en e ng c e c

n m n.

Control:



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Treatment:

S M ke ngExpe men s ese ch n ys s c e e e men p ge w h c e e exp why c e c s equ e n ssu ng cus me s h w n be ch ge .

Th -p y secu y n c s we e s e s we s S s c n Gu n ee.

5% Increase in total conversion

The new credit card page increased transac ons by 4.51%

Results:

Design Conversion Rate

C n 82.33%

T e men 86.04%

Rela ve Di erence 4 51%


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What you need to understand: The new c e c p ge nc e se ns c ns by 4.51%.Th s nc e se n he s es unne me n p jec e $500,000+ n evenue ye h s g n z n.

Step Three: Determine what tests to run and in what orderOne he m s c mm n ques ns we ge ske s, Whe e sh u I es s ?

In gene , he e e y u es n y u unne , he e s e n qu cke he es s e un nv e ( ue h ghe c).

The eepe n y u unne y u un y u es s, he h e hey e un b hechn g c y ( ue p ss b y h v ng ch nge sh pp ng c ) n n e ms ge ng

en ugh c v e y u es s.

H weve , mp v ng c nve s n eepe n he unne s ke y m e uc ve. As we s w n heb ve expe men , 4.51% e ve e ence n c e c p ge esu e n $500,000+ n

m e evenue.

One m e c ve when p m z ng e y n y u unne . Le s s y y u we e p m ze y uch nne be e p m z ng y u n ng p ge, ex mp e, c ng g e e numbe

c, bu sen ng h c n n e n ng p ge. In ce n n us es, whe ep spec s e espec y pe sh b e, y u m gh se he p ss b y bus ness w h hp en cus me eve .

Pe sh b e p spec sses e ncu e when he n u e y u p uc y u p spec se such h hey ve n h ve b expe ence, hen hey e ke y emembe he

expe ence ( n y u) n neve c me b ck. Y u m gh e n ve y c h s bu n ng b gesw h y u p spec s.

Me ch n s he g e es sk e h se:

F wh m he ve ge e v ue ( n c nsequen y he v ue e ch p spec ) sh gh.

F wh m he numbe c mpe s s c mp ve y w; nc e s ng he ke hh p spec s w emembe n ss c e neg ve expe ence w h y u.

The Channel

The Conversa on

The Exchange

TheSa sfac on

Tes ng e emen s e y n he c nve s np cess ws m e c nsubsequen y he p en un es squ cke n g n e b e esu s

Tes ng e emen s u he n he

c nve s n p cess h s g e e p enevenue mp c , bu m y equ e

ge nves men .



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In m ke s sm en ugh h he p v b e p spec s c u pp ec b ym n sh n n e pe .

In m ke s w h s ng pee ne w ks c mmun es, whe e ne b expe encec u ns e m ny s p spec s.

S wh s he gh nswe he Whe e sh u I es s ? ques n. T n he ghnswe , y u mus s sk he gh ques ns. An h s ques n s n ne we c n nswe nh s ese ch c e bec use he nswe s e en eve y c mp ny.

De e m n ng wh es s s c w eepe ques ns h n y y u c mp nnswe

Q: Whe e c n y u ge he g e es g n he e s m un nves men ?

(How to nd the) A: C n uc nROI n ys s he e en p s y u unne w hexpec ev ue c mpu ns he p y u e e m ne he c s n mp c p m z ng e en py u s es unne .

Q: Whe e c n y u ge he g e es g n he e s m un nves men ?

(How to nd the) A: Y u nswe es n es gn expe men s, b se n n ys s y u n y u c s pe cqu s n e ch cus me , he p y u m x m ze mme e e u n

un e s n cus me s n ve h ghe c n evenue.

The mp c s ng e es s g e e when s p h s c es ng s egy. P pepp e , he c mp un ng e ec n v u bu s eg c y c nnec e c nve s n g


T c n uc h s c expe men n, y u mus c ns e he en e c nve s n p h, v ew y u

me cs s e ec h en e ks, n e e m ne wh es s un n n wh I y u c n uc y u es ng w h h s s egy, y u w be b e m ne ze y u n yses

e ze mp ess ve g ns m c mp un es ng.

As C S g n h s s , I s he ens n be ween c e v y n skep c sm h h s p uhe s unn ng n unexpec e n ngs sc ence. Th s s ue m ke ng expe men ns we . Wh e he c e v y n ve s ng n m ke ng s en u e n qu e ce eb

n ve k he skep c sm h y u mus b ng y u en e unne . By es ng h ughhe buy p cess n n n e c nnec e sh n, y u c n ch nne h c e v y m ke he

g e es mp c whe e m e s m s he b m- ne.

For examples of how to apply these discoveries on your website, feel free to watch the replay of a recent Web clinic where Flint McGlaughlin and the Marke ngExperiments team conducted liveop miza on on audience submissions.

Bo om Line:
http://www.marketingexperiments.com/improving-website-conversion/price-testing.htmlhttp://www.marketingexperiments.com/images/multifiles/articulate/webclinic-06-30-10/player.htmlhttp://www.marketingexperiments.com/images/multifiles/articulate/webclinic-06-30-10/player.htmlhttp://www.marketingexperiments.com/blog/analytics-testing/multivariate-testing-in-2010.htmlhttp://www.marketingexperiments.com/marketing-optimization/compounding-roi-sequential-conversion-increases.htmlhttp://www.marketingexperiments.com/marketing-optimization/compounding-roi-sequential-conversion-increases.htmlhttp://www.marketingexperiments.com/blog/analytics-testing/multivariate-testing-in-2010.htmlhttp://www.marketingexperiments.com/images/multifiles/articulate/webclinic-06-30-10/player.htmlhttp://www.marketingexperiments.com/images/multifiles/articulate/webclinic-06-30-10/player.htmlhttp://www.marketingexperiments.com/improving-website-conversion/price-testing.html


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F m s us, he ph se em ngene n c nju es up h ngs

ke c mp gns, s c me , esh ws, n he c p e webs e.

Bu wh b u s es p spec ng?Desp e he new ng em ke ng u m n s, m sCEOs nc e se he un ng

em n gene n by u h z nghe exp ns n he s esg n z n.

Su p se ?

Y u sh u n be. B ks ke SNAPSe ng, SPIN Se ng n S u nSe ng ye s h ve been e ch ngs es pe p e gene e em n ,

ne c nve s n me. M s c mp n esn c wh s es pe p e em n

c e n em n gene n. N , weveg ven m e pe es n n mes, ke s esp spec ng c c ng. Bu , e y,wh s he e ence?

The percent of the sales budget spent ondemand genera on

E c en s es e ms spen 10 pe cen he me p spec ng. They ne w k. They

ge e e s. They eve ge L nke In n

Ins eV ew. Y u kn w. A h se e y ch ngs Anneke Se ey n B en H w y h vew en b u n S es 2.0.

Bu s es e ms m ny c mp n es spen20 30 pe cen he me p spec ng.An even 40 50 pe cen me spenp spec ng s n unhe . As he pe cen

me spen p spec ng nc e ses, hee u n n nves men gene y ec e ses.

Mu p y ny h se pe cen ges meby he s es bu ge n , n m sc mp n es, m ney n ec y ( n m ybe

n ve en y) c e by s es em ngene n s e s s ge s he en em ke ng bu ge . An c u be ve mes

ge . O m e.

Th nk b u h .

I s n ke s es pe p e ke c c . Theyw u p e e k pe p e wh h ve p b em he s es pe s n m gh s ve. Bu y u

h ve n h se pe p e. An c c ng sme c nsum ng n en em z ng. S

why s es pe p e ?

The es ne s mp e e s n: hey h ve nch ce. M ke ng e y gene es su c env ume u y qu e e s. S s espe p e h ve p ck up he s ck.

B2B Marke ng: Do you know howmuch your CEO really invests in demand

genera on?

by J David GreDirector of BestPrac ces

September 15,2010

M ke ng Op m z n | B2B M ke


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The case for a larger sales force

Ag ns h s b ck p, h w h s s ese e sh p m ke he c se h he w y nc e se evenue s h e m e s es pe p e?

O , n ch eng ng ec n m c mes ke hese,

h w h s CSO sugges cu ng hee gene n bu ge he h n he s esbu ge ?

G ven he c eve pmen s m ke e sn he s ew ye s, m ke ng ep men s

sh u be n he m ch. Ins e , he e e m ke ng ep men s h h ve

w e - -s e c nve s n es. O h sew h g c nve s n es, ew e e y

e ve ng p pe ne v ume h m kes hugee ence he CSO.

I esn h ve be h s w y. N nym e.

The e e y e be e e u ns n nves mens h n s es c c ng, wh ch s

n nc b se ne h eve y m ke nee s un e s n . S h s ye s p nn ng p cess,s ep ne sh u be es m e he cu enc s s es p spec ng n wh he evenuec p c y h s es ce m gh be e chs es pe s n spen m e me se ng n ess

me k ng e s.

Dave Green is the Director of Best Prac ces, Applied Research at MECLABS (the parent company of Marke ngExperiments).

Related Resources

M ke ngShe p B2B M ke ng Summ 10

S c Me n C n en M ke ng: D nexpec he w n y u

B2B M ke ng: M ke ng u m n he psw h e nu u ng n m n gemen

Photo a ribu on: bsabarnowl
http://www.meclabs.com/leadership/#dgreenhttp://www.sherpastore.com/B2BMarketingSummit10-MeXJournal.html?10485http://www.marketingexperiments.com/blog/general/social-media-content-marketing.htmlhttp://www.marketingexperiments.com/blog/general/social-media-content-marketing.htmlhttp://www.marketingexperiments.com/blog/research-topics/b2b.htmlhttp://www.marketingexperiments.com/blog/research-topics/b2b.htmlhttp://www.flickr.com/photos/bsabarnowl/http://www.flickr.com/photos/bsabarnowl/http://www.marketingexperiments.com/blog/research-topics/b2b.htmlhttp://www.marketingexperiments.com/blog/research-topics/b2b.htmlhttp://www.marketingexperiments.com/blog/general/social-media-content-marketing.htmlhttp://www.marketingexperiments.com/blog/general/social-media-content-marketing.htmlhttp://www.sherpastore.com/B2BMarketingSummit10-MeXJournal.html?10485http://www.meclabs.com/leadership/#dgreen


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M ny esh ws h ve expe ence ec ne n en nce n exh b s n ecen

ye s. In n c mp n es cu ngb ck n he esh w en nce ue

n nc e s ns, m ny en ees e ssc ng b ck he esh w p c p n,

ue ve c s s n me w y m hece. V u even s e m n e s me hese

ssues.

The b ve qu e s mCh s Ch n, V ceP es en Supp e M ke ng & M ke ngSe v ces G b Spec he eng nee ngse ch eng ne. T he p y u nc p ev u even s n y u m ke ng m x, wec n uc e v u n e v ew w h Ch s

Lets start with the obvious ques on whatis a virtual tradeshow and how is it di erentthan a webinar?

Chris Chariton: V u esh ws g bey n web n webc s , s hey nc u e

e emen s b h n e uc n c n e encen esh w. A yp c web n s s

be ween 30 n 60 m nu es, n s usu ycuse n s ng e p c.

On he he h n , v u esh wsenc mp ss c n e ence p n e u ngm ny e en e uc n sess ns w h v e y spe ke s, s we s esh wc mp nen nc u ng exh b b hs, vech n ne w k ng.

The p m v u esh ws smuch m e c mp ehens ve, he n e c vec p b es e g e e , n hey e

n mu me pp un es,nc u ng v e .

In what situa ons should marketers use atradi onal event? When should they choosea virtual event?

CC:Tw e s ns why m ke e s use n-pe s neven s e he pp un y be ce- -

ce w h n ex s ng p en cus me ,n he pp un y s me ne see

y u p uc s n c n. V u even s sp v e h s n e c ve b y ne- n- ne

scuss ns.

A n y, he ec n m c, me n es u cebene s v u esh ws n n neeven s e b g n expe ence. They c nse ve s c mp emen , supp emen

ep cemen n-pe s n even s, s hey ee gene n, b n ng n ne w k ngpp un es much m e c nven en y, n

w h u ve , h e n en e nmen c s s.

H weve , y u w w n ev u e e chn v u even se , e e m n ng he

qu y he u ence, he w h y uc mp ny, s p uc s n se v ces, n he

c s.

B2B Marke ng: Take establishedtradeshow best prac ces and adapt them

for an online audience with virtual events

by DanielBurstein,Associate Directof EditorialContent

August 27, 2010

http://twitter.com/ccharitonhttp://www.globalspec.com/http://www.globalspec.com/http://twitter.com/cchariton


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How should we approach a virtual eventdi erently than we would approach atradi onal event?

CC:We ec mmen h y u pp ch v u even n s m m nne h y u

w u pp ch n even . H v ng success u p esence equ es e , s y uw n be su e h y u h ve s p jecp n n p ce.

Y u s w n c e e c n en s egy hensu es h y u e u ng y u v ub h w h he c n en h s m s e ev n

n v u b e en ees, n h p s nsy u s h ugh e e .

Much ke n esh w, y u w n n e c w h y u v u b h v s ss we . Kn w wh he subjec m e expe s

e, n c se y u nee p ss he pe s n echn c scuss n. An un e s n

he c n en he c e h y u h ve nh n , s y u c n e hem he pp p em e s.

M x m z ng esu s s key. A e exh b ng v u even , y u w n w up n

pp un es ke y u w u n

esh w, ny he m ke ng n ve h m e .

An wh e he e e m ny s m es be weenv u even s n n even s, he e es me e ences w h u ve c s s n

me w y m he ce be ng c , y uc n mp emen c ss- ep men e m

s y u v u b h n p c p en n ne ch s, espec y u ng h gh cmes. S n n he n s esn m ke ng ks wh yp c y s y u

n-pe s n b hs, y u c n s nv e eng nee sn he subjec m e expe s en .

How do you incorporate social media intovirtual events?

CC:We use v e y s c me ch nne s nc u ng F ceb k, L nke In n Tw e p m e u even s, b h p heeven enc u ge eg s n, n u ng

he even c n eng ge en ees.F e ch even , we h ve e c e s cme s egy es gne ve n e es n

eg s ns, s we s en nce.

How do you determine the value of

par cipa ng in a virtual event?

CC:T m x m ze y u v u even nves mese ec ne h w he p y u e ec ve y ch ey u m ke ng g s. Be e p c p ng n v u even , he e e numbe mpc e c ns e .

F s , un e s n he u ence he even b h he qu n y n he qu y expec ,

nc u ng he es n n us es heen ees.

Nex , sk y u se he p c s e ev n y u ge m ke , n g y ubus ness. Inqu e h w hese even s e be ngp m e , b h p e- n p s -even . Anun e s n he supp y u w ece ve

s n exh b . W y u h ve e c ec en se v ces m n ge ss s ng y u? Is he

echn gy p m secu e? A hese whe p y u ensu e y u e m k ng he gh

ec s n.

L ke n n-pe s n esh w, v u even s cp s n y u c mp ny s h ugh e e ,

n e ve b n ng, exp su e n qu es es e s.

Related Resources

Why Y u Web S e Isn En ugh

In e ne M ke ng Rese ch: A beh n - hescenes k M ke ngExpe men s Web

c n cs

B2B M ke ng: P yb k s es nm ke ng gnmen

Photo a ribu on: ravenelle
http://marketingmaven.globalspec.com/2010/07/why-your-web-site-isnt-enough.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/web-clinics.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/web-clinics.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/web-clinics.htmlhttp://blog.startwithalead.com/weblog/2010/08/b2b-marketing-playbook-for-sales-and-marketing-alignment.htmlhttp://blog.startwithalead.com/weblog/2010/08/b2b-marketing-playbook-for-sales-and-marketing-alignment.htmlhttp://www.flickr.com/photos/ravenelle/http://www.flickr.com/photos/ravenelle/http://blog.startwithalead.com/weblog/2010/08/b2b-marketing-playbook-for-sales-and-marketing-alignment.htmlhttp://blog.startwithalead.com/weblog/2010/08/b2b-marketing-playbook-for-sales-and-marketing-alignment.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/web-clinics.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/web-clinics.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/web-clinics.htmlhttp://marketingmaven.globalspec.com/2010/07/why-your-web-site-isnt-enough.html


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An -crowdsourcing: On (not) ge ngmarke ng ideas from your customers

Weve w en s me p s secen y b u h w he

cus me sh u be nch ge y u m ke ng( n e y pe h pseve y h ng y u s c mp ny). An h pe u y

ng he w y wevep v e s me he p u

v ce n h w s en y u cus me s n p v e

hem e v ue (wh ch wu m e y e g e esuccess y u c mp ny).

Bu he es ne. Le s jus s y, he cus me so en gh . T he p y u

n h ne, e s ke M ke ngExpe men s k

When not to listen to your customers

Wh e w ng hese cus me - en e p s s,I s e h nk ng b u App e n S eve J bs.A e , he cus me s s hey w n e

b e c mpu e , bu ns e App e g ve hemn Th ngy.

Then Sc y M n y F c mmen en ecen p s b u he wh e n -

c w s u c ng e ng b ck m us

qu e by Hen y, I I ske my cus me swh hey w n e , I w u h ve m e s eh se.

S , h w y u c e e P - n -M e -T- evem ke ng n v p uc ng n E se ? I

h nk c mes wn s mp e (bu n e sy)h ee-s ep p cess

STEP #1: Listen (broadly)

I want a horn here, here, and here. You cannever nd a horn when youre mad. And they should all play La Cucaracha. H meS mps n, es gn ng c s n eve ym ncus me c nsu n

When I w s y ung, he e we e en essc mme c s y c e Spy Tech

h supp se y e y u e ves p nc nve s ns wh e h ng beh n bush. T k , seeme ke he m s mp ess ve p ece

echn gy h c u be m e u p s c.

T y, n he u u e, y u h ve Spy Tech swe ( n y n w s c e s c me ). Y u

n h ve e y n ph ne c s c m ng n c mp n ne ju ge y u m ke ng. Y u

c n s en pseu - e c nve s ns k ng

by DanielBurstein,Associate Directof EditorialContent

August 18, 2010

M ke ng Op m z n | An -c w s u
http://www.marketingexperiments.com/blog/practical-application/customer-in-charge.htmlhttp://www.marketingexperiments.com/blog/practical-application/customer-in-charge.htmlhttp://www.marketingexperiments.com/blog/research-topics/ceo.htmlhttp://www.marketingexperiments.com/blog/research-topics/ceo.htmlhttp://www.marketingexperiments.com/blog/research-topics/ceo.htmlhttp://www.marketingexperiments.com/blog/research-topics/ceo.htmlhttp://www.marketingexperiments.com/blog/practical-application/customer-in-charge.htmlhttp://www.marketingexperiments.com/blog/practical-application/customer-in-charge.html


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p ce (v u y) ve he w . S cme sn jus meg ph ne, s s g e ph ne p.

In c , he s p ece v ce Ch sB g n g ves b u Tw e s n c meup w h e y c h n e sh u

b u y u es cc mp shmen s/c n en / e s n 140 ch c e s ess,

s (shhhhhh) s en. Se ch Tw e .J n c mpe s g ups ( n L nke In)

n n p ges ( n F ceb k). F wn us y-spec c h sh gs.Ask ques nsn L nke In Tw e .

O c u se, s n jus s c me .Re y, y u e jus k ng wn smuch n n y u c n um m y u

cu en n p en cus me s. S sky u se h w e se y u c n p n hev u b e kn w e ge? A ew he e s:

Conduct surveys and focus groups D n m ke ec s ns b se s e y n

hese (m e n h n S ep #3), bu gh se we -w e ques ns

w h c e en g he p ng hecus me c n p v e v u b e n .

Call them O em . Heck, evensen e e . Bu ne s mp n .As M ke ngExpe men s Rese chAn ys C ey T en s ys, Ask n ve ype s n , hum n sh n v hesys em-gene e mess ge ee .

Tap into ins tu onal knowledge Y um y n k cus me s eve y y,bu ke y s me ne, s mewhe e n y u

g n z n es. Whe he he es s es execu ve, cus me se v ce

ep, gh en n , m , heyh ve un que ns gh s h n c n he p. O c u se, ke h n w h g n s , s nce c mes h ugh e .

Step #2: (stop and) Think

THINK. Th m s W s n

S eve J bs w n s y u h nk e en .Th m s W s n jus w n s y u

u h nk. E he w y, y u j b s cus me - cuse m ke e s ke

he (s me mes c n c y) c y nm n he M n L s m ke ngc mp gns (wh ch s u he c mp c eby he c h he M n L s sn m e

u c y).S s ep b ck m eve y h ng y uve beenhe ng m y u cus me s. C e y uhe . G b y. Re he c ss cs.P y w h he k s. W k he g. Pu Fe s Bue e .

Y u nee njec s me y u n y um ke ng c mp gns. My p n be ng,

n ve y e y n y u cus me sns gh s, bec use Im su e y u h ve

essen e s y u wn. On y y u

un e s n y u m ke ng g s, y um g n, y u c p e s uc u e, he

n e n p cs, n h w m x hese ge he w h y u cus me s es es

h jus he gh n e.

By c ns e ng n hen s epp ng w ym eve y h ng y u cus me s s y hey

w n , y u h ve he ch nce c me upw h (pseu ) g n w y mee

hese em n s w h m ke ngc mp gn h su p sses y u g s nm kes y u p u n pe h ps m us

T em x m us qu e, The e e ng n m ke ng e s, jus e s he

ju ges he One C ub h ven seen ye .

Step #3: Test (and measure)

Gentlemen, we got 20 calls about the David Hyde-Pierce incident. And as you know, one call equals a billion

people, which means 20 billion peoplewere o ended by this. Needless to say,something must be done. FCC Su nFamily Guy

I s ne h ng y u cus me s s yhey w n s me h ng n cus g up

ph ne c . I s qu e n he hem c u y e ch he w e n m ke

pu ch se.
http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/http://www.linkedin.com/answershttp://www.linkedin.com/answershttp://www.marketingexperiments.com/blog/marketing-insights/user-interaction.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/user-interaction.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/user-interaction.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/user-interaction.htmlhttp://www.linkedin.com/answershttp://www.linkedin.com/answershttp://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/


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Y u nee un e -w , e - men m ze es s see h w y u cus me s

c u y e c y u use he e s. Theks n W sh ng n c h s b n.

I y u w sc en c me h gy, es ngg ves y u ch nce g n ue kn w e ge n

h w we y u c mp gn w c u y w k. I y u jus s en cus me p n n, y u un

he sk e e s ng s e h se, bec use,s M ke ngExpe men s Sen M n ge

Rese ch n S egy, B s G nk , s ysY u h ve be c nsc us skewe s mp ng.Pe p e h e upse e he u es . Pe p e

h e he u es m y m y n spe k m ny he s.

B s men ne sub e ch nge n hesh pp ng c p cess Rese ch P ne

h nc e se c nve s n. Exce en , gh ?We , he e w s ne c ve . They g s mek ckb ck b u h s ch nge c e ng cus me -se v ce n gh m e. H weve , up n

gg ng eepe B s e ne h w s jusne upse cus me m k ng b g s nk n he

ph ne m n ge .

N w, h ne upse pe s n c n ep esenm ny, m ny m e upse pe p e n . By

es gn ng se es es s n ck ng he

gh me cs me su e success, y u h ve u un e s n ng y u sp y new m ke nge s e m v ng he nee e, wh ch c n s

he p when he m n ge wh jus g heph ne w h he en ge cus me c mesb e ng wn y u ce.

In ness, y u nee ke n cc un ng-e m n c s. I w s jus ne ( sm

h n u ) cus me s, y u e p b b y OK. Bueven n en e upse cus me b se esnnecess y sh w n mme e y n hec nve s n e. S e y ps b ck up S ep #1: L s en. I h m ny pe p e e upse ,

w ke y sh w up n he p ces s we .

S s en h nk es epe .

I y u e new es ng n p m z n, weh ve n en e ese ch webs e n n ngc u ses he p y u es y u e s.

I y u e n expe ence ese che , checku ew es e s n he Re e Res u ces

sec n h y u m y n h ve c ns e e

Related Resources

D m n/P uc N me Tes ng: Ou es ng

em ns e h ch s ng p uc , se v ce, m n n mes b se n wh y u ke c n

c s y u e y

Wh es ( n h w) nc e se y u ROIy

Wh E se C n I Tes On My E-c mme ce OLe Gene n Webs e?

Image by: le -hand

M ke ng Op m z n | An -c w s u
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Wh w y u b gges B2Bm ke ng ch enges be n 2011?An h w c n y u ve c me hem

( ve ) e ve n y u numbe swh e s y ng n bu ge ?

These e he k n s ques ns uc e gues M ke ngShe p , us s e c mp ny, bsess ve .

Sen An ys Jen D y e s e yknee- eep n B2B m ke ng

n ns gh s he p m ke e scus n key s n c cs

p pe ne n 2011, bu w s k nen ugh nswe ew ques ns b u egene n

What are the most signi cant marke ngchallenges for B2B marketers today?

Jen Doyle: The g e es ch enge B2Bm ke e s s gene ng h gh-qu y e s

e ve he s es e ms. I s bec use h s ch enge h m ke ng u m n,e nu u ng n e sc ng h ve bec me

c c B2B g n z ns.

In e p m ze he e c ency m ke ng n s es ep men s, w s ebe ng b ken wn n hese e ms ew k ng ge he en y v us s ges

he buy ng cyc e he c mp ex s e, ne e m n ng wh m ke ng c e eve

s es c n c s pp p e e ch s ge.

Th ugh h s p cess, m ke ngs e h sch nge m gene ng e s gene ng

n nu u ng e s he p n h hey equ e n e y s es nv vemen .

What are the top challenges to managing aB2B site and how can marketers overcomethose challenges?

JD: The g e es ch enges m n g ng B2B s e nc u e eve p ng c n en ,

c ng he gh c, n p m z ng c nve s ns.

Deve p ng m ke ng c n en s n expens v

n me c nsum ng c c, bu essen c ng n c nve ng c. M ke e sc n ve c me h s ch enge by epu p s ng

n e m ng ex s ng c n en webspu p ses.

M s B2B g n z ns h ve b y m ke ng c n en h h s been

eve pe ve me, nc u ng c se s u es,p esen ns, e c. Why n epu p se h sc n en ve c n c nve s ns n

he webs e? F ex mp e, c se s u es c nbe e m e n b g p s s e m

n wh ep pe be use s n e c nve s n.

Se ch eng ne p m z n n s cm ke ng e exce en c cs ch ev n

n nc e se eve ge e c B2B webs es. O g n z ns nee sun e s n he s c beh v s he

u ence, wh e ms he u ence s us n esc be he p uc s se v ces, n

B2B Marke ng: Marke ngautoma on helps with lead nurturing

and management

y Daniel Burstein,Associate Director of Editorial Content

August 4, 2010
http://www.marketingexperiments.com/improving-website-conversionhttp://www.marketingexperiments.com/improving-website-conversionhttp://www.marketingexperiments.com/improving-website-conversionhttp://www.marketingexperiments.com/improving-website-conversion


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wh ch hese ge e e ms gene e h ghv ume c.

Th s ese ch c n be c n uc e by m n nghe c v y he ge u ences n s c

me s es n c n uc ng keyw ese chu z ng v us n ne s keG g eskeyw W cke en y se chv ume n c mpe n eve s.

In e p m ze B2B s e c nve s ns,g n z ns nee c n nu y es he

pe m nce he c unne , n ngp ges n e ms. In e cc mp sh

h s, s n y cs s u n n e c ewebs e m n gemen n es gn e m e

equ e .

How can marke ng automa on help withlead nurturing and lead management?

JD: By mp emen ng m ke ng u m np g m, g n z ns e b e e ev e

he e ec veness he e nu u ng nm n gemen p g ms.

Se ec m ke ng u m n p g ms wg n z ns u m e he e ve y e

nu u ng c n en b se n e beh v , suchs v s ng he webs e pen ng n em ,n bu es such s bu ge m un nme me pu ch se.

O g n z ns h mp emen m ke ngu m n p g ms e b e es he

equency n c n en e nu u ngc mp gns mp ve pe m nce. M ke ng

u m n p g ms s en b e m ke e s u m e he p cess h n ng e s

s es e ms nce hey h ve me ce n c e ce n e sc e.

These e jus ew he bene s B2Bg n z ns s n ece ve m m ke ng

u m n p g ms.

Many lead scoring systems have becomeoverly complex, o en discouraging marke ngand sales from using them diligently Canmarke ng automa on help here as well?

JD: Abs u e y. Se ec m ke ng u m np ms s mp y he e sc ng p cessby u m ng e sc e c cu ns b se

n p e e e m ne se u es. Ru es c n beb se n e bu es beh v n ec ns n y ch ng ng b se n c v y.

A n y, epen ng n he u m n h s se ec e , up es m e n CRM

sys ems such s S esF ce c n be use c cu e e sc e. Th s ws e sc es

u m c y be jus e s es pe s nm kes ce n n c n n he e n heCRM sys em. W h u m n e u es ke

hese, e sc ng p cesses e s mp en s e m ne .

Related Resources

B2B Success S es: F u es s w h g ns 21% 254%

S c Me M ke ng n F u S eps: Ame h gy m ve m sp c s eg c use b se n ese ch w h 2,317 B2B

n B2C m ke e s

Se ch M ke ng: T ps n m s e ng he esnn v ns n h s m u e c eg y

Photo a ribu on: lumaxart

http://xn--googlekeyword%20tool-108q/http://xn--googlekeyword%20tool-108q/http://www.wordtracker.com/http://www.marketingexperiments.com/improving-website-conversion/b2b-success-stories.htmlhttp://www.marketingexperiments.com/improving-website-conversion/b2b-success-stories.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/blog/research-topics/search-marketing.htmlhttp://www.marketingexperiments.com/blog/research-topics/search-marketing.htmlhttp://www.flickr.com/photos/lumaxart/http://www.flickr.com/photos/lumaxart/http://www.marketingexperiments.com/blog/research-topics/search-marketing.htmlhttp://www.marketingexperiments.com/blog/research-topics/search-marketing.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/marketing-optimization/social-media-marketing-in-four-steps.htmlhttp://www.marketingexperiments.com/improving-website-conversion/b2b-success-stories.htmlhttp://www.marketingexperiments.com/improving-website-conversion/b2b-success-stories.htmlhttp://www.wordtracker.com/http://xn--googlekeyword%20tool-108q/http://xn--googlekeyword%20tool-108q/


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W h he c n nue h gh unemp ymene, m ny p ess n s h ve been n e

c ns e ng h ng ng u he wn ( env u ) sh ng e n s ng bus ness,webs e, n n-p . Hey, h s ne w y ge j b. C e e y u wn c mp ny n h ey u se .

Bu m my pe s n expe ence, hecu y n h v ng y u wn bus ness s n

n ng wh y u we , s h se heh ngs h y u n m y n nee h n e

when w k ng s me ne e se. In my c se,I ve w ng n h ve n ch enges he e.Bu s es

I pe s n y h nk c n en m ke ng w ksg e h s.W m usec n penm e s y u h n ske e n key. Bu ,

cc s n y, eve y ne nee s p ck up he

ph ne n m ke s es c se p uc ,se v ce, even jus n e .

S he p he nex B G es, M kZucke be g, C g Newm k e n se

p en cus me s, n s, n ven u ec p s s, I c e J s n C y e n skeh m b u he u b gges s es ch engesIve seen m s s ups ce.

J s n s Le Gene n Spec s InT uch, ne u s s e c mp n es. In jus

ve ne ye hes c e e $3.3 m n n eg n s c mp ny ( n h s

jus ne h s ve c en s), n he w sk n en ugh sh e h s s es ns gh s he py u s ng y u wn p pe ne

What prepara on should I take for a salescall?

Jason Croyle: Leme s w h hem s b s c s ep

m k ng ny c ge he g s. I y u n h ve

ec ne ph nenumbe , y u c nc geneC n c Usnumbe wh ch s w e y v b e.

Bu keep n m n , h pe s en w ne y u h ugh w h u n me. I C- eve

execu ves e s e n he webs e n heAb u Us Inves In m n sec n( n ge c p ns), he pe s e

s ke y ne sc een y u venh ne, webs e, e-m ess.

S I use n n m n gg eg keIns eV ew p v e me b e k wn c n c s m ec s he w y up B D ec s. O en I c n n ec

ph ne numbe , e s we - evem n gemen . Bu even when I c n , hn me n e en he p me ge p s he

pe .

N eve y c mp ny s s e n h s s e, sy u c n g b ck y u p spec s s e L nke In u he sc ve y.

Be e I , I m ke p n kn w myc en s s u ns he bes my b y

h I c n c s us e v s n he phn n jus p ch ng m ch ne. I I c n c

c ch, I e n c n he c h uc nsu ve pp ch.

Reaching Decision Makers: Fourbiggest sales challenges Internet startups

and entrepreneurs face

y Daniel Burstein,Associate Director of Editorial Content

August 2, 2010
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S I s b ck n h nk b u h w my s u nspec c y s he nee s. Wh h ve I seen

b u h s c mp nys ch enges n ne nhe news? D I h ve ny c nnec ns n h s

c mp ny? L nke In he ps he e s we .

F m h s ese ch, y u c n c e e s mem n k ng p n s. I s mp n puy u se n he sh es y u buye s. A e ,wh w n s ece ve n he s es c ?Bus ness ec s n m ke s e b mb e w hs m c s h ugh u he y m y uc mpe s n he se v ces. S y pu

he ch enges n c nce ns s .

Once y u h ve hese k ng p n s, env s n y un he c n y u he . M ny h e es

v su ze hemse ves h ng h me un,s nk ng jump sh , n ng he pe ec vebe e hey eve phys c y g h ugh hem ns.

O c u se, nce y u c u y ge n he ph ne,y u m n k ng p n s w n y ge y u s

. Imp v s n sk s e c uc . F s mepe p e, c mes n u y. I y u n ee

ke y u h ve h se sk s, pe h ps j n cmp v g up he p y u ge be e h nk ng

n y u ee .

OK, so lets say I have that valuable direct linephone number How do I get decision makerson the phone?

JC: As I s e n he p ev us nswe ,c mp n es h ve mech n sms keep y u u .M e s when y u e c ng se echn gy.

S use he es u ces I scusse (Ins eV ew,L nke In, p spec webs es, y u wnne w k, n even s mp e G g e se ch) seek u h gh- eve en use s n ep men s

h bene m y u s u n. Ask hesepe p e even sk he ss s n . H ve b e ve v ew e y he ss s n s hshe un e s n s n ym n e ms n c n

e ec y u we /h ghe nee e . O en y u e n pushy n c me c ss s n

n m n es u ce n h ugh e e n

he subjec , y u ge h ugh he sc eene n he gh pe s n.

OK, so Ive got them on the phone Nowwhat? Quick! Ive only got 30 seconds of their

a en on2928

JC: Ag n, c mes wn he p ng he pe s nn he he en mee he g s, bec use nne c es b u wh y u h ve se , heyn y c e b u s v ng he wn p b ems.

Y u h ve m ke su e h wh y u h ve se , whe he s n e , p uc , n

nves men pp un y, mee s h c e .

Le me sh w y u wh I me n. I n m y m kes es c s u c en s, bu I pu myse n

he sh es n en ep eneu n y semyse m men

He (Dec s n M ke N me), my n me sJ s n C y e n Im c ng m MECLABS.We he p c mp n es nc e se m ke ngc nve s n v web c cs, e uc n

es u ces n ph ne cen c y. C en ssuch s X, Y, n Z h ve e ze s gn c n

esu s ng ng m 80% 3,000% n h vegene e $x,xxx,xxx n new evenue. I w n e

sh e w h y u h w we n n w kw h u c en s s we s m e e s nspec c cus me s u ns s ex mp es.

In h s s emen Ive s I w n c b ew h y u n se y u s me h ng. Ive y u wh we c n n c n n s e

h I e y u kn w we c n he p y u. Iveesse y u s pe s n wh s busy bu m y

nee he p gh n w n he u u e.

People seem interested, but I just keepge ng strung along How do I actually closethe deal?

JC: Ask. Ask. Ask. Le y u w y n m n b ck w h ve y pen-en e ques ns sc ve wh w ke e n he us

n bus ness. Assu e hem h y u e g ng be p ne n v s n n jus n heven . D n e ve hem ee ng ke y u jus

M ke ng Op m z n | Re ch ng Dec s n M


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w n c se he e . G ve hem hemp ess n h y u e g ng he phem n w n n he u u e. As F n

McG ugh n, he D ec MECLABSG up, s ys,Te me wh y u c n ,

n I m gh be eve y u when y u e mewh y u c n .

Related Resources

Bec m ng An En ep eneu : F c s c ns e when unch ng n In e ne -b se s up bus ness

M ke ng Op m z n: H w y u pee sve c me e ks n he s es n e

gene n unne s

Ev ence-b se M ke ng: Why y u nee m e h n jus numbe s u y ve ROI

Photo a ribu on: hahatango
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Debate Team (Part 1): Does thefuture of media companies, ad agencies,and content marketers lie in technology orcontent? Around the Marke ngExperiments labs,we are constantly deba ng the future of Internet marke ng. Unfortunately, for thereally big picture stu , our normal answer of test it simply doesnt work. So weretaking our latest brawl into the streets (soto speak), and asking you to judge what the future holds.

But theres a bit of a twist. In this debate,were forcing our team to take the oppositeopinion of what their day-to-day role would suggest. On Friday I must hide my content-crea ng hat and make an argument for thecentricity of technology . But rst, read on asBoris Grinkot, a technology (among other

things) guy, touts the merits of content. Useour Twi er and comment features to tell uswho you think is right.

Execu ve summary (in three sentences)

The In e ne s sw m ng w h c n en .Techn gy he ps m ke he c n en e s e

n qu cke ges by u -summ z ng,s ng, c ss y ng, epu p s ng nv us use -p e e e m s. By en b ngc nve s n, echn gy he ps us ch sec n en c nsume b se n e be e

ec mmen ns c mpu e p pu y.H weve , echn gy esn mp c c n enqu y.(Con nue reading on page 30)

by Boris GrinkotSenior Manager,Research andStrategy

July 28, 2010

Debate Team (Part 2): Does thefuture of media companies, ad agencies,and content marketers lie in technology orcontent? Around the Marke ngExperiments labs, weare constantly deba ng the future of Internet marke ng. Unfortunately, for the really big picture stu , our normal answer of test it simply doesnt work. So in the spirit of Jerry Springer, were airing our dirty laundry and bringing the debate straight to you.

But theres a bit of a twist. In this debate,were forcing our team to take the oppositeopinion of what their day-to-day role would suggest. On Wednesday, Boris Grinkot, atechnology (among many other things) guy wrote a blog post I intend to use in my annual review saying how vital high-quality content

truly is. Today I dive into the bits and bytesto make my argument for the importance of technology.

Use our Twi er and comment features to tell us who (hint: not Boris) you think is right.

He es he p b em w h g e c n en . I c nn . The es s mp y much .

Su e we h ve G g e, F ceb k, Tw e ,Tunes, n B ng he p us hun h ugh he

h ys ck n n h g us h en nee e.Bu my gumen s h s. These echn g es

n he p y u(Con nue reading on page 33)

by Daniel BursteAssociate Directof EditorialContent

July 28, 2010

M ke ng Op m z n | Deb e Te
http://www.marketingexperiments.com/blog/marketing-insights/technology-2.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/technology-2.htmlhttp://twitter.com/MktgExperimentshttp://www.marketingexperiments.com/blog/marketing-insights/content.html#commenthttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.html#commenthttp://twitter.com/MktgExperimentshttp://www.marketingexperiments.com/blog/marketing-insights/technology-2.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/technology-2.html


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Shiny boxes sell faster

Techn gy c n en s p ck g ng, wh chc n be v su y ppe ng, c nven en , nuse u . I ny h ng, ws h se wh eb c n en , bu g g m ng hesys em, he usy c n en he

p, n p e n s . B h wne s he sys ems be ng g me , n nc e s ng ync e u us c nsume s, e w s ng up he

g mes. Jus s M he G se, H nesAbe, S n C us (I m su e w s ne

hese h ee) h s ugh us, s wh s n hens e h c un s.

H w we ge n h s p e c men nhe s p ce? Un he s ec e he

20 h cen u y, wn ng pub sh ng echn gy ge ex en h me n c n ng

he c n en . The echn gy w s c ze ,p h b ve y expens ve, n equ eex ens ve n ng. Fu he m e, s bu nch nne s s e b e s en y.

In g me , s m s ex c y hepp s e. The echn gy s ge ys bu e n ee use s, equ es e n expe se, n p v es ccess

b ns p en e e s. H weve , h sb g p s s n b u hep gm sh

n he pub sh ng n us y. The gumenh D n n I g n cen e e un he

ques n whe he pub she s (whe hes he c e bus ness p m ke ng

s egy) nee cus m e es u cesn he qu y he c n en n heechn gy. I s n he c ques n,

w h he bv us nswe B h.

Wh I ke c mmun c e s h wh eechn gy ce n y he ps e c en y e ven m c n en , nev b y bec mes

c mm y. I es s n nc e s ng e,s he p e n b h new echn g esn bes p c ces ss c e w h hem

( s ve ng wn he s me c n en

ch nne s) s bec m ng ne - ns n . In hew s, y u nee echn gy c mpe e, bu

s n en ugh w n.

Commodi za on

The e s g p e n SEO. F gec e, he sec e s beh n SEO we e

kn wn n y he n e ew. W h se ceng ne echn gy n s e y s ges, he ewe e p en y pp un es exp ,

nc e s ng he SERP p s n even ens y c n en h w s ess use u e ev n

he use h n s nk mp e .

Th se p c ces we e use b h sp mm ng he se che s n nc e s ng

he nk ng eg m e y e ev n c n eeven he g c n en h emp yb ck h echn ques se b ve he junk.Th s c - n -m use g me s ng ng, bu

s ugh m e w h es u ces h n w hun que kn w-h w.

SEO h s bec me ge ex en c mm y mus -h ve, bu nsu c en be y u c mpe n. V us

echn g c s m ke SEO m n gemenm e e c en , bu h en b ng spec

esn nsp se we c n en weh ve w ys g be e yp ng bec mes

bs e e.1

The other spam

The SEO ms ce h e n exp s nn he em n w e s, e ch ng s s c e e n en e n us y b gge s-

-h e n , we qu y eve , c mmen e s h e. The se ch echn gy

1. I c n se he ee he I m w ng n we sh yc ss n new e m, whe e u h ugh s e mme echecke spe ng e s n p sm, n c mm e

e, he w se my w y em k w ve n cen u es ke speck ce n s n .

Debate Team (Part 1): Does the future of mediacompanies, ad agencies, and content marketers lie intechnology or content? (C n nue m p ge 29)
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h w s supp se he p us cus n nwh we nee h s been esp ns b e n

v nche g b ge h h s e heIn e ne .

H weve , jus s sp m n e m n e em

s n e c en c mmun c n me um, h s junk w n e m n e he Web s he p m yc n en p m. W h sp m, b h echn gy

n hum n u ng c mb ne c n nu us yup e wh e- n b ck s b ses, s we

s mp ve g hms ec gn ze sp mh p sses he e . F n y, be e - e- h n-

neve eg es c ns k cc un b y he nex eve .

S h w e h ngs k ng he c n enp v e s u he e? Ce n y he pub sh ng

n us y s ye n se n he gme um. I m nx us y w ng h wTheT mes n he s n he newsp n n us y ws n ze p b e w y m ne ze he

n ne p esence. I expec n epen en c n enp v e s e g ng se e n he wnp b e n ches (whe he c mb n ng ces

es b sh c mpe ng b n s c n nu ngn he wn), wh e he s w s mp y p he , s hey e ze h he me heyve

spen n ng n b gs jus esn p y heb s.

L wm ke s m gh ge nv ve pu e sh n c n en m s bec use hey eek

men c y, n se ve s ng n

c nsp cy c mm u . The c nsume su m e y g ng be he ju ge qu y, n

echn gy s n y g ng be mp n nhe sense h , he c nsume ju ge, he

c nsume h s see he c n en s .

B m ne: echn gy e ve s, bu c n enqu y se s.

Content quality ROI

N w e s ge he ques n he ROI- venm ke e s e y c nce ne w h: H w sh uI nves my es u ces n c n en - venw ?

Use technology, but dont rely on it to writethe content for you Inves n ese ch

n e p uc n n hen hes me m ke ese ch y u w u n y up uc eve pmen cyc e: un e s nwh y u u ence [m ke ] s, un e s nwh n m n [p uc ] nee s hey h ve,

wh c mmun c n n e ng s heyp e e .

Use wh y u kn w e y: he bun nce c n en h s m e us p cky, s y u c nn

e y n b n n me (un ess y u e B ns The Ec n m s ) ge y u c n en e .

Jus s we k b uc nve s n n n ngp ges , w h c n en y u nee p v e

e s n y u u ence g ve y u heme. In he w s, y u nee se

y u c n en . P we u he nes n shsumm es equ e e e m y u

e e s, bu c n e c en y gge ec s n e n.

Quality is essen al, both in thesesummaries and in the content that follows Y u c n y u e e s nce w h p m se n he he ne h esn e ve ,bu y u w s c ce e u n v s s n /

http://www.thetimes.co.uk/tto/news/?CMP=KNCvccp1http://www.thetimes.co.uk/tto/news/?CMP=KNCvccp1http://www.marketingexperiments.com/blog/internet-marketing-strategy/from-conversation-to-conversion-part-2.htmlhttp://www.marketingexperiments.com/blog/internet-marketing-strategy/from-conversation-to-conversion-part-2.htmlhttp://www.marketingexperiments.com/blog/internet-marketing-strategy/from-conversation-to-conversion-part-2.htmlhttp://www.marketingexperiments.com/blog/internet-marketing-strategy/from-conversation-to-conversion-part-2.htmlhttp://www.thetimes.co.uk/tto/news/?CMP=KNCvccp1http://www.thetimes.co.uk/tto/news/?CMP=KNCvccp1


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em subsc be s. Th s s n he hugep b em w h h nk ng h echn gyc n he p y u by ge ng y u c n en n

n ge u ence: he c n ens p , y u ne exp su e w n

ke y ne ny esu s.

Th s s egy w ks we y-by-n ghe m ke ng schemes, whe e he

supp y uns ph s c e s e v s ss e ec ve y un m e he u n

he en e p se. H weve , y u e espec b e bus ness, espec y n B2B,

s ng p en cus me s w h pc n en s n n p n. I n ce b y

e uces y u ess b e m ke s ze.

Find out where the conversa on onyour topic is taking place and engagewith your audience The es emen s n me n gu e y us c me s egy s e

h . My p n s h s c mew he p y u ge y u c n en n n

pe p e h e e y n e es e nhe p c, n ke y h ve b h b yn es e p v e me n ng uee b ck n p ss n he s.

I y u h ve qu y c n en , heneven hey m y s g ee w h y up cu mess ge, w gene e

scuss n esu ng n nexp su e (e ne me ). Obv us y,

ee b ck y u ece ve bec mes nessen p y u c n en p uc

eve pmen cyc e.

Take stock of your resources andmake decisions about scope T y,

he e e m ny echn g es he pse ch, e , n s e c n en .U m e y, he s me ks h ew h c mmun c n echn gy

n y u g n z n (whe he nM ke ng, PR, IT) nee c n nue

ng s . They c n he p y u p ck ge,e ve , n m ke y u c n en

n he new p ms, es hepe m nce, n u m e y v se

he e ch nne m x.Eng ge n y nhe c n en ch nne s y u c n

supp . Sp e ng y u se h n m y g n sh - e m exp su e he expense he b n . Wh eve

c n en c eg es y u ch se m n n, ensu e h y u h ve

e c e es u ces, whe he n-h use u s e. H v ng c mp ny b g

c n be p we u m n n ngc mmun c n w h y u m ke , bu

p y m n ne b g c n e ucehe c e b y he c e e .I y u

h ve b g, esn me n hy u c n u m c y e-p ck ge hec n en he ch nne s qu yc n mus be m n ne n ns .The c n en y u p uce, whe he

s p y u m ke ng s egy s y u c e bus ness, s g ng be p y u b n . I s qu y c n

e he nc e se ec e se y u b nequ y. Techn gy y u use e ve h s e .

S wee n c mmen b u h s ssue

n e us kn w wh ch y u h nk s m emp n c n en echn gy. An ,

n he p cess, y u h nk Im gh nD ns w ng, we h s un s ke heh ghes -qu y c n en me.

Related Resources

G g e C e ne: Use s c me nqu y c n en ge j y u s e

M ke ng Le e s Pe spec ve: N c gswe n s c me n c n en

m ke ng

Se ch M ke ng: T ps n m s e ng hees nn v ns n h s m u e c eg y

Photo by: TheGiantVermin
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n qu y c n en ; hey he p y u n c n enh s g g m ng he sys em. T see why,e s ke p n he W yb ck M ch ne

The rst few thousand years of content

F m L h hun we An h s hew y w s, g e c n en h s w ys beenc n e by echn gy. In h se ys,c n en c e n w s m e h se h

h ccess he me ns p uc n whe he h be c ve n s me p ne ,b s c e cy n qu pen, Gu enbe gs

me p ess, c n c w h CBS.

Th s w s b h b ess ng n cu se, c u se. We we e n b mb e by

en ess F ceb k s us up es b u he j y e ng g e cheese s n w ches.A he s me me, c n en w s m e wh pe p e w h m ney c u se n

u ence w h e s s me c c m ss.

Crea ve destruc on of crea ve endeavors

Wh e we kn w wh h s h ppene vehe p s ew ec es s s w h sk nghe ques nwh he heck jus h ppene ?

Bec use h s h ppene s ne s . AsJ seph Schumpe e s , Ec n m c p g ess,

n c p s s c e y, me ns u m .

An u m s he gh w . Wh e J h nnGu enbe gs echn gy e gne sup eme

hun e s ye s, c n en s bu nechn gy s ucky s nge h n S eve

Gu enbe g n D nc ng w h he S s. Oeven he v b y he p ev us e e ence.(Gu en wh ?)

Ye he e n es he pp un y. Th ugh uh s y, s ne echn gy h s ve ken henex , he c n en p uce s h h ve su v ve

n h ve e n h se h p ucehe bes c n en , bu he we e he m sechn g c y s vvy. T nn e M sh

McLuh n, The echn g c me um s hemess ge.

From All the News Thats Fit to Print to

Pre y Much Anything that Pops in my Head

I s e h s p s by s y ng, g e c n en seve ywhe e. O c u se, s s sch ck. S n my

gumen he cen c y echn gy ny c n en -gene ng c mp ny, e me m ke

c e h c n en s s k ng. Y u nee (h e be) p-n ch w e wh p v esc mpe ng c n en .

Bu h s jus he beg nn ng. W h u s vvyuse echn gy, h k ng h s n emp e

ve wh ch u e. In he mus c n us y, s vvyb n s h ve p e by g ng m p uc ng

bums p uc ng s ng es (R he evenm e m ney by g v ng he mus c w y

ee).

The sm ve s ng genc es k p s heh y-sec n n b g me c mm ss ns

n eg e b n p m n ke S y

Debate Team (Part 2): Does the future of mediacompanies, ad agencies, and content marketers lie intechnology or content? (C n nue m p ge 29)



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H gshe c e ng p c s n nex M nh ns Hu s n R ve gene e

$30 m n ee pub c y he F neL v ng Ne w k. An he s vvy mec mp n es e e y k ng v n ge

App es P by eve p ng c n en

spec c y . (Why mus s c mh e s s y n h ee m nu es n 12

sec n be ce n 22-m nu ew n w?)

More news, s ll paper

Th s esn me n me s e .I me ns he unch sm me . A

n newsp pe m gh be g evenue se us, n- ep h n yses

news n bus ness h gh-new h n v u s. Ye h g n z nc n ep ck ge h s me c n en n

e en w y w h p n n p eces p s en c mmun y-b se webs e h

ves sh ng n c mmen s m ng ech-s vvy, m e- nc me u ence.

S n jus e y n c e ng k ec n en eve y h ng. Leve ge

echn gy:

Shop around F n he ghechn gy b ng h g e c n en y u u ence s I s spp n y be e m ke su e y u e

g m ng he sys em ge y u k ec n en seen. Im n g ng g ve y uspec c v ce he e bec use epen ss he v y n y u u ence n

bjec ve n I be n w y b ve myhe . Bu he e e s ew es u ces

n h s subjec m n che m g z nes en e In e ne c mmun es. F n

y u g en pp e. O pe h ps eApp e P n n .

Find 12 degrees of content reuse Usehe s me p ece n 12 e en w ys

us ng m ny e en echn g es e ch pe p e he w y hey w n bee che . Twe ve, y u s y? H w y u

c me up w h h numbe ? Ex ens ve

M ke ngExpe men s ese ch? N ,I jus n m y pu e u myhe (I ke eggs). Bu sh w y u h wp ss b e s, e s see I c n c me upw h 12 p ss b es euse gh he e

n n w.

Le s s y y u e n env nmeng n z n n y u n e v ew he CEO new, g n c un y e e gen

c mp ny. Y u c u p s h n e v ew y u webs e n he news sec n

(1), nc u e qu ck syn ps s n y uem news e e (2), nc u e exques ns h n m ke n he

c c e n y u b g (3), weehe b gges ess n e ne m hen e v ew (4), nc u e he n e v ew n

qu e y p n e news e e y u sen m j n s n p spec s (5),

m ke Sc b Issuu ve s n hnews e e s eve y ne e se c n e

n he m b e ev ce (6), p c s(7) n Y uTube (8) ec ngs he

n e v ew, s scuss n un hen e v ews subjec s n F ceb k (9),

he u es he Ph ne pph up es y u membe s he

es news (10), u n he n e v ew n p ess e e se h y u s bu e

b c s n p n me (11), n eKev n B c n b u (12).

Tie it all together I use he b veex mp e p ngue- n-cheek, pse us y. W h s m ny ee n


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w-c s pp un es (n c un ng m nh u s, c u se), c n ce n y p y

jus h w y u c n en n s m nyechn g c me p ms s y u c nn n see wh s cks.

The nex eve s h ne y u use e en echn g es n ne g - -m ke

p n h gu es y u u ence m c p u e c nve s n us ng y u c n en m ke ng

unne . F ex mp e, y u m gh wee nk b g p s h p m es webs e h

h s s es mess ge (keep ng c se eye nhe me cs he w y).

By ng s , y u e eve g ng e chechn gy wh es bes . Tw e

e s ve y w eve eng gemen bus g e w y p m e c n en n g b

new eyeb s. A b g e s me um eve eng gemen n p v es he ch nce

e en ugh s y c nv nce s me ne nves n h u w h y u web n . In

h h u , y u c n p v e v u b e c n en y u u ence h s us es y u

v ue p p s n n ves p spec vecus me s he u m e s es mess ge pe h ps ph ne c s es ep.

Expe men . Re ne. Expe men s me m e. Pe h ps y u c n e m u n me, buwe e n h s k n h ng. Techn gyb ngs pp un y. An s en s b ng e - me, me su b e n m n.S un es s n see wh w ks bes y u u ence.Th s s he exc emen

echn gy-cen c u u e. The e s nnecess y ne gh nswe . I s e myc ee w ng p n s h n n USAT y n W S ee J u n . N w Imw ng b gs. S me sk sbu n ng he

gh use hem. Th ugh es ng, y uc n ke he s me b s c c n en n g nme su b e esu s he p y u gu e y u

nves men s b se n ROIn n s meb g p s s me guy w e.

Th s b g p s w u h ve neve w ke n newsp n um. I s me n be sh e ,euse , n bu up n by he e e s. S ke

v n ge he echn gy y u h ve n y u

h n s. Twee n c mmen b u h s p s .An sh w B s, nce n , h Im gh

n hes w ng.

Related Resources:

Deb e Te m (P 1): D es he u u e me c mp n es, genc es, n c n enm ke e s e n echn gy c n en ?

On ne M ke ng Op m z n Techn gy:We h ve w ys m k ng echn gy k, M .B n

Techn gy B n Sp s

http://www.marketingexperiments.com/blog/marketing-insights/technology-2.html#respondhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/technology.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/technology.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/technology.htmlhttp://www.marketingexperiments.com/ppc-seo-optimization/technology-blind-spots.htmlhttp://www.marketingexperiments.com/ppc-seo-optimization/technology-blind-spots.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/technology.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/technology.htmlhttp://www.marketingexperiments.com/blog/clinic-notes/technology.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/content.htmlhttp://www.marketingexperiments.com/blog/marketing-insights/technology-2.html#respond


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EDITORS NOTE: Historically, at the center of the trough in an economic recession,extended unemployment serves as acatalyst for star ng small businesses.Entrepreneurship can be very appealing, withdollar signs popping in your eyes as you think of the Google/Facebook/Your Next Company Here billionaires.

Yet while you might be highly skilled at your own profession, being the boss means somuch more than knowing how to do what you do well. From my own (extremely minor) foray(s) into entrepreneurship, let me assureyou the hardest part is the required intense focus on things you really dont care about.

When considering star ng a business yourelikely already focused on the cri cal microelements (your skillsets, poten al customers

you may know, a snazzy logo) and dont havethe resources for an on-sta Economist/ Researcher. So below are a few things thisEditor really doesnt care about, but youshould if youre thinking about making that leap.

Director of Sciences Bob Kemper was kind enough to share some observa ons about recent and emerging legisla ve, economicand societal trends that, though theyrebroad-ranging, will have a dispropor onate

impact on the success of smaller businessesand start-ups.

Ive spen e me ve he s ewm n hs ese ch ng n e ec ng n eceneven s n ch nges n he m c ec n m c

n s c e env nmen , wh ch e me c ns e wh hey m gh me n smIn e ne -b se bus ness s me nec ns e ng s ng ne.

I beg n w h n bse v n n s emen p nc p e h w g ve s me c n ex

c mmen s h w

The s key ( n e n ) c s essen s ng n unn ng success u n ne

bus ness s ng s s he se b ks nhe es u ces h enume e hem. Ye ,

even he bes - - he-bes h se em nssubjec h s unc n b e c

h , unseen unhee e , c u unhe bus ness. F m w ch nge he

c p h cu s y u egs u ve n gh he s w su c n n eme g ng enn echn gy c nsume sen men , hese

ex e n h e s e e n ng b e.

I s h se s me c s h ugh hu c n c In e ne s ups we he

ve y ex s ence. The s cen u y R m nph s phe n p c n Senec qu ppe

h Luck s wh h ppens when p ep n

Becoming An Entrepreneur:Factors to consider when launching an

Internet-based startup business

y Bob Kemper,Director of Sciences

July 12, 2010


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mee s pp un y. F m M c s G g e Tw e , he c nve gence excep n

n e n c p b es (p ep n) n v b e ex e n env nmen ( pp un y)

e e ch n ep c un g uck.

F w ng e ew cu en y e ev n ex e nc s h h ve sm e n he kes G es,

B n, D sey, e ., n h c u be s u ces h e pp un y

the marketingexperiments quarterly research journal, q3 2010

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