Friday, February 25, 2011

Content is (still) king, and email is (still) a "really efficient" way to deliver it.

By Mark Helfen

At last weeks SDForum Marketing SIG meeting (February 14), speaker Daniel Greenberg presented examples of a carefully designed strategy for internet B2B sales. 

But given all of the technological sophistication available, the monitoring and distribution tools that can be used, a couple of older ideas are critical - content is still king, and email is still a "really efficient" way to deliver that content.

Greenberg is Chief Marketing Officer for Simply Hired. But his presentation discussed strategies he used when he worked (also the CMO) at TrialPay.

Simply Hired is a web aggregator that searches job listings on many web sites - a specialized search engine. This was not the focus of his presentation, and Greenberg gave only a brief overview of the site. The conclusion is that if you are looking for a new or different job you should check it out.

TrialPay's marketing strategy was the topic of the evening. TrialPay "helps online companies sell more by placing advertising around their transactions," and his task was to get more of this business at a minimum cost, with the least human intervention. From his perspective, marketing's budget is decided by how much revenue the marketing strategy delivers, which is a motivation for an effective plan.

Marketing is moving from an art to a science. The web has made things much more measurable, and new tools allow you to measure the effectiveness of your marketing strategy.

Tuesday, February 8, 2011

Closing B2B business without your prospect being touched by a human being...

By Mark Helfen

Find business prospects .. nurture them to close .. with no human intervention?

Its common in the consumer world - when was the last time you called someone at Amazon for a book recommendation? But less so in business-to-business marketing, where customers expect to speak to a human before purchasing.

But at Monday's (February 14) SDForum Marketing SIG meeting Daniel Greenberg will explain how it's done. In his last position, he designed a closed loop system to get business without sales intervention. 

Greenberg is currently Chief Marketing Officer at Simply Hired. He has more than 20 years of marketing experience, including 5 years as a C-level executive. He has a BA in economics from Oberlin College, and an MBA from the University of Chicago.

According to Greenberg, you can close business "without your prospect being touched by a human being."

Greenberg's system sources prospects from social media, and then nurtures them along to a close with marketing automation and CRM software. While the tools are high tech, the products sold don't need to be. Greenberg says that a wide range of products can be sold this way, all except the very high end.

Designing his initial system was hard said Greenberg. So he has some techniques, tips and tricks so you gain from the benefit of his experience.

A few examples:
- How to set up a flow chart to manage prospect nurturing.
- How to do mass customization of emails.
- He will share the metrics and measurements he uses to manage the process, and the "CMO dashboard" he used to monitor the marketing process.

Please note that the MarketingSIG now has a Meetup page - Please sign up if you plan to attend. If the meeting lists full, please sign up to be wait listed.


Mark Helfen is a freelance writer, journalist, and marketing consultant. He can be reached at:



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