Tag Archive | "Team"

How To Track Your Customer Journeys in Real-Time to Empower Your Sales Team

The four pillars of measuring marketing ROI are key to improving sales says Jonathan Rowe, Chief Marketing Officer at nCino. “It’s really understanding your costs specific to the activities you are doing in marketing, tying those activities to your sales opportunities, and then measuring results.”

Rowe says that taking in data on sales prospects and making it available to salespeople can drive results: “When you are bringing all of the data into one real-time place, then you can start empowering salespeople to use the data. You can track your customer journeys in real-time.”

Jonathan Rowe, Chief Marketing Officer at nCino, discusses how to use data to track and improve marketing ROI in an interview with James Carbary, the founder of Sweet Fish Media on the B2B Growth Podcast:

The Four Pillars of Measuring Marketing ROI

Knowing Your Costs

There are four variables that we use to measure ROI that have proven very successful for us. It starts with your costs. Whether it’s headcount costs where you are investing in people, whether it’s the cost of investing in PR, whether you are doing webinars or podcasts, whether you are advertising, etc., it’s really making sure that you have a good understanding of here’s where I’m actually spending my money and how much. So it starts with your costs.

Identifying Marketing Activities

The next step from there is here are all the different activities that we are spending money on. It’s advertising, attending conferences, or doing podcasts. Here are the activities. You have your costs and you have your activities.

Connecting Activities to Sales Opportunities

Then the next big step is connecting those activities to actual sales opportunities. As a B2B marketing organization at nCino, we are selling and marketing to banks. Whenever we initiate a conversation with a financial institution it often takes us 9-12 months from that initial interaction to hopefully when they become a nCino customer.

Over that 12 months, there are hopefully going to be a lot of different marketing activities where that bank and different individuals at the bank interact with nCino. We want to be able to capture that information. So we take the activities that we are doing and we actually connect them to a specific sales opportunity at the financial institution and the individual at the financial institution.

ROI: Measuring Results

The fourth pillar is the results, where we actually turn that prospect into a nCino customer. Then we can say that marketing played this role. At the end of the day, we are in a business where it’s more than marketing. We have sales groups and others involved.

When we sign a financial institution to become a nCino customer I’m always very proud to say here are all the different marketing activities (that led to the sale). Whether it’s white papers and thought leadership or press releases or attending a conference in a booth, how all those activities played an influential role.

It’s really understanding your costs specific to the activities you are doing in marketing, tying those activities to your sales opportunities, and then measuring results.

You Have to Be Committed to Data Analytics

One, you have to really be committed to data analytics. You want to have that marketing driven organization knowing it’s going to take time and costs to get there. Then two, you want to make smart decisions around the technology you use because connecting all of the dots around your data is probably the most important thing. I want to be able to go onto two or three systems which are what we have at nCino and be able to look and see all that data together.

I can see, for example, that Mary who works at a financial institution that we are talking to was on our website yesterday, that she looked at all of these different pages, that she spent seven or eight minutes on each page, and she actually downloaded one of our whitepapers. Then I find out that we are going to see Mary at a banking conference that we are going to in a few weeks.

With all of that automation, I know that the salesperson will log in and see all of that information on the financial institution and Mary.

Track You Customer Journeys in Real-Time

That sales rep will have literally on their phone before they have that face to face conversation at the conference all of Mary’s interactions. Some things you probably don’t want to tell Mary, which is hey, by the way, we’ve been tracking all of your website activity on the nCino website. But what you can have is a conversation around the fact that she downloaded our artificial intelligence whitepaper around banking and you can talk about that.

When you have fewer systems and you’ve made the commitment and you’ve gotten to the place where you are bringing all of the data into one real-time place, then you can start empowering people to use the data. You can track your customer journeys in real-time.

>> Listen to the complete B2B Growth podcast interview.

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3 types of silos killing your marketing team

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Selling and Marketing to Senior Citizens When Your Team is Very Different From the Customer

Hear wisdom from Denis Mrkva, General Manager of Aetna’s HealthSpire subsidiary, sharing what he’s learned leading a team selling (and serving) his customers with Medicare Advantage plans.
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What’s Your Worst Writing Fear? Dread and Trepidation from Our Editorial Team

It seems straightforward enough. We human beings are innately verbal creatures. Writing is just taking the language we dream, think, and speak in, and arranging the words on some paper or a computer screen. So why is it so hard sometimes? I think it’s because the same inventive brains that gave us Harry Potter, A
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What’s Your ‘Desert Island’ Copywriting Technique? Answers from Our Team

You’ve been shipwrecked on an uninhabited island, somewhere with blue skies and dazzling aquamarine waters. But after some time passes, no matter how big a fan of sushi you are, the appeal of your solitary paradise starts to wane. You’ve amassed a fine collection of rocks — suitable for crafting, let’s say, a copywriting message.
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An update on executive changes on the editorial team

Flagship sites Search Engine Land, Marketing Land and upstart MarTech Today look ahead as personnel shifts present new growth opportunities.

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Pet Peeves from the Copyblogger Editorial Team, and What they Reveal

"No one can nurse a good peeve quite like a group of writers." – Sonia Simone

We’ve written quite a bit lately about identifying core values in your content.

Creating content around a positive value like integrity, fairness, humility, or faith will attract an audience that shares those values — and that fosters a powerful sense of unity.

But our friend negativity bias tells us that the flip side of that will probably be more compelling. In other words, talking about the things that bug you will build an even faster bond with your audience.

For today’s post, I asked our editorial team to let us know their peeves — the things that irritate, bother, and annoy them.

I’m going to try to tease those out and figure out the values behind them — and see what that might say about who we are as a company and a community.

So let’s get peevy.

Stefanie Flaxman’s peeve

Stefanie is our editor-in-chief, and as you’d expect, she has a healthy list of grammar and usage peeves.

But an editor is much more than a proofreader. It’s one thing to misplace a comma — it’s another to come at a post in a fundamentally flawed way. Here’s Stefanie’s peeve:

Hype/extremes/absolutes: Writing voices that are heavy on absolutes tend to simultaneously lack substance and speak to the reader as if they know what’s best for them … which isn’t a combination that builds credibility.

For example, earnestly referring to any flesh-and-blood human being as a “guru” is typically too vague or a sign of hype. If the person is an expert, top scholar, or highly respected professional, use those labels instead — they’re more specific.

What it reveals

Putting this post together reminded me that an Allergy to Hype has always been at the core of Copyblogger’s message. Since Brian founded the blog in 2008, Copyblogger has always stood in contrast to the hype-slingers who substitute flash for value. We believe that substance matters.

Robert Bruce’s peeve

Ten-dollar words: This is an old one, but a good one, and for good reason. Most writers have moderate-to-severe mental problems. I am, obviously, no psychologist, but the attempt to unnecessarily project one’s “intelligence” through the use of big words — when plain words can do the job — seems to be clear evidence of this.

What it reveals

Besides the obvious fact that Robert wins a lifetime “get off my lawn” achievement award, I think this shows how passionate we are about Quality. Quality of information, quality of business practices, quality of writing.

Loryn Thompson’s peeve

You’ve only seen Loryn on the blog once (so far), but she’s crucial to our editorial success. She’s the data analyst who looks at the numbers behind what we’re writing, and helps us to get our message out more effectively.

Here’s Loryn’s peeve:

Using “over” with numbers (instead of “more than”) : As Rainmaker Digital’s data analyst, this one comes up for me a lot. Every time I catch myself writing “over 5%…” in a report, I go back and change it to “more than.” 

 

Now, the Associated Press said in 2014 that both “over” and “more than” are acceptable to use with numeric comparisons — as in, “There were over two hundred people at the event.” But you know what? It still bugs the crap out of me. 

In my mind, “over” mixes the abstract world with the physical realm. For example, if you were to say, “We flew over 6,000 miles …” you could be saying that you flew more than 6,000 miles. Or, you might mean that you were literally above the earth for 6,000 miles.

What it reveals

I picked this one precisely because the team doesn’t agree on it. Some of us are “more than” folks (me, Loryn) and some aren’t. Stefanie tries to remain agnostic.

While it can be fun to give in to that eye twitch when someone makes a style choice we don’t like, I think it’s smart to keep some perspective. There are usually good arguments to be made for different usage choices, so I’ll go with Diversity as a value for this one.

My take is that it’s more important to be thoughtful about your choices than it is to be didactic. Although alot is never going to be a word and you can’t make it one.

Twitch, twitch.

Jerod Morris’s peeve

Jerod’s a person with a strong moral compass, and I was interested to see his peeves. Here’s the one I chose from his:

Misspellings of names: It’s especially bad when the name is a common one that’s misspelled in an obvious way. But any name misspelling shows a lack of basic respect for the subject you’re writing about. It’s not really grammar, but it still makes me cringe. Find out for sure.

What it reveals

Misspelling a name in content is a classic example in failure of what Jerod calls Primility (the intersection between pride and humility). It’s both sloppy (lack of pride) and disrespectful (lack of humility). I think it’s fair to say that Primility is a core value for Jerod, and that’s probably one of the reasons he’s been such a great asset to our company.

We are, make no mistake, proud of the work we do at Copyblogger. We love producing the blog, and we try hard to make it excellent. But we know that humility’s important, too. We’re under no illusion that this blog is perfect, and we try to challenge each other to always make it more relevant, more useful, and more interesting.

Sonia Simone’s peeve

You may feel like you already know more than you need to about my peeves. For today, I revisited a favorite:

Boring content: This one just makes me sad … seeing site after site after site that utterly fails to stand out in any way.

When I see a site with a genuine, passionate voice — even if there are a few usage errors — I may cringe a little, but mostly I cheer. I’d much rather see a site with plenty of G.A.S. than a grammatically perfect one that has no soul.

What it reveals

Individuality is absolutely a core value at Copyblogger. We’ve never endorsed the paint-by-numbers approach to marketing and online business … partly because that would be very boring, and mostly because it just doesn’t work.

And then there’s the Oxford comma

If you aren’t familiar with the Oxford comma (also known as the serial comma), it’s that final comma in a collection of items in a sentence.

Here’s a visually amusing example of the same sentence with and without one.

I like the Oxford comma because it’s always clear. Jerod gets downright fierce about his support. That renegade Loryn, though, has come to prefer dropping it.

“I used to be a staunch Oxford Comma advocate, but now I prefer the way short lists flow without it.” – That Renegade Loryn

Either is correct, but do be consistent. (Although the late Bill Walsh, noted Washington Post usage stickler, advises that if a serial comma is important for clarity, go ahead and put one in there, even if it’s not your usual style.)

A note about peeves and unity

I mentioned when we started that talking about the negatives will build a connection with your audience more quickly — and it will. But keep in mind that a steady diet of negativity will give almost anyone indigestion.

Don’t shy away from talking about the good stuff, too. An honest values system includes both positive and negative points of view.

How about you?

What sets your teeth on edge when you see it in a blog post or hear it in a podcast? What do you think that says about you and your values?

Let us know in the comments!

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Client-Based Or Task-Based? Structuring Your Link Team

Wondering which link team structure will work best for you? Julie Joyce gives us the major pros and cons of the two methods that have worked for her.

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Join the Copyblogger Team for Our First Content Challenge

Challenge begins January 4, 2016 - build your website's content marketing cornerstone

Starting a week from today, the Copyblogger team is doing something we’ve never done before … and we want you to join us.

We’re hosting our first three-week Copyblogger Content Challenge. These brand-new challenges are designed to give you in-depth education around key content marketing topics.

The goal of our challenges is simple:

We help you master each topic — and you put that information directly to use to grow your business.

Challenge #1: Create your cornerstone content

For the January 2016 challenge, we’re teaching you how to create powerful, audience-building cornerstone content for your website.

The three recent articles below will help you understand what cornerstone content is and why it’s important to have it in place on your site.

How much does this in-depth cornerstone content education cost? Nothing. :-)

Join us for the Copyblogger Content Challenge

Why is cornerstone content important?

Website owners use cornerstone content to answer the most important questions their newest prospects have.

Cornerstone content pages are informative, instructive, and they help your prospects understand the crucial information they need to interact with your business.

Once you have your cornerstone content in place on your website, you’ll begin benefitting from better search engine rankings for the terms you target. And cornerstone content builds your authority, too.

Here’s what you get when you join us for the Copyblogger Content Challenge:

  • In-depth instruction on planning, writing, and creating cornerstone content pages
  • Support and encouragement from the Copyblogger team: Sonia Simone, Pamela Wilson, Stefanie Flaxman, and Demian Farnworth
  • Community support from your fellow challenge members in our temporary “pop-up” forum
  • A live educational webinar about cornerstone content — exclusive to our challenge participants

As we mentioned above, there’s absolutely no cost to join us for this challenge. We only ask that you commit to devoting a little time each day to working through the materials.

Our promise is to keep things fun and easy, so you make fast progress and enjoy the process.

We’d love to help you set up your cornerstone content and sail into 2016 with a powerful, content-driven website!

Join us for the Copyblogger Content Challenge

Remember, there’s no charge. Register to get started! We’re looking forward to having you in January’s Copyblogger Content Challenge.

About the author

Pamela Wilson

Pamela Wilson is Executive Vice President of Educational Content at Rainmaker Digital. Follow her on Twitter, and find more from her at BigBrandSystem.com.

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Will He Ever Return? Head Of Google’s Web Spam Team Matt Cutts Extends Leave Into 2015

The head of Google’s web spam team, Matt Cutts, says that his leave from the company has gone so well that he’ll be continuing it through 2015. Cutts shared the news today in a note added to his original blog post from July about going on leave, saying: When I went on leave, I wanted […]

The…



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