Subscribe in a readerB2B Email Marketers: New Opt-Out Regulations Effective July 7, 2008
Galen De Young | B2B Marketing | June 30th, 2008New rules issued by the Federal Trade Commission in May 2008 require the opt-out process to be simple and easy. The rules say that the opt-out process can’t require any fees or the input of a password, login, or other information that would somehow hinder unsubscribing. The opt-out process must require no more than the recipient’s email address. (You can’t run people through multiple steps to verify their identity.) In addition, the opt-out procedures must either be a single email reply or a visit to a single web page (i.e., you can’t require people to run through promotional pages or hinder them in any way on their way to unsubscribing.)
The new rules also have implication for B2B marketing professionals who serve companies with multiple divisions. (more…)
I Hated Everyone’s Customer Service Department—Until Yesterday
Richard Hatch | B2B Marketing | May 13th, 2008
As a rule, I hate calling customer service. Almost anybody’s customer service department. Until yesterday. Yesterday I called a customer service representative at Grand Rapids Chair Company. No, I didn’t need chairs. Actually, I didn’t even need customer service. I needed to get in touch with my daughter, a customer service representative there. Of course I didn’t mind leaving a message, and I’ll bet their customers are probably fine when they occasionally get voice mail too. Okay, and all biases aside, her voice mail said something like, “ Thanks for calling Grand Rapids Chair. Leave me a message and the name of your favorite 80s rock band, and I’ll get back to you shortly.”
Later, I asked her about her message. She told me it’s something they always do. They change up their voice mail messages every few weeks, but every customer service rep has something creative and fun included in their recorded voice mail messages. Seems to fit really nice with the overall perceptions I have of their company and brand. Essentially, they design and manufacture chairs, bar stools, tables, etc. for the hospitality industry—restaurants, bars, hotels, etc. Trendy designs. Urban designs. Upscale designs. Custom designs. Lots of cool stuff.
For me, the unexpected message really resonated and fit the brand personality. (more…)
Impressions don’t help unless you make one.
Mike Marn | B2B Marketing | May 12th, 2008
No, I don’t need my glasses. Just bring me more arrows!
Lately, I’ve noticed more than one article claiming to provide tips for companies who are trying to fight through a tough economy and reduced marketing budgets. Some of those hints are helpful; most are pretty obvious. But one—from an article I found on a very reputable business web site—is downright destructive in its naïve simplicity. (more…)
The Needs and Wants of B2B Customers
Richard Hatch | B2B Marketing | April 29th, 2008B2B buyers are emotionless, robotic stiffs that compute rational purchasing decisions based on quantifiable metrics and measurable returns on investment like increased profitability, cost reductions, and enhanced productivity. I couldn’t agree more-except for the emotionless, robotic stiffs part. (more…)
Building More Than Market Share During an Economic Downturn
Buzz Baker | B2B Marketing | April 23rd, 2008
Napoleon once said, “Never interrupt your enemy when he’s making a mistake.” Many marketers have been told that to retract and retrench during economic downturns is a mistake that will not only affect their own opportunities, but also significantly increase opportunities for enlightened marketers to seize (even at the risk of “interrupting” the blissfully proceeding enemy). However, that seizing doesn’t come without cost, and sometimes a reminder of the bounty to be gained (beyond just short term sales) is needed to provide the proper stimulus to move forward aggressively.
Studies (among them the CARR Report) have shown that (1) a minimum threshold of awareness must be reached before a brand will begin to see the upgrade conversion to preference, (2) once higher levels of awareness are reached, the conversion to preference occurs more rapidly, and (3) awareness (and subsequently preference) will decay over time if awareness-building activities decline. In a TNS Intersearch study, it was also determined that “discontinuing advertising not only reduces a brand’s presence before the consumer, but actively helps the competition, which then gains a greater share of voice without increasing advertising expenditures.” Or the more aggressive marketer can even elect to increase expenditures and gain an even greater share-of-voice (including a greater distance between their share and those of competitors) by striking when the iron is hot—and the misguided, reluctant competitors are not. (more…)
B2B Blog Links | The Day in B2B | April 7, 2008
admin | B2B Marketing | April 7th, 2008Below are some of the better blog posts from around the web in recent days for B2B marketing. (more…)
The “real” secret to effective testimonials
Mike Marn | B2B Marketing | April 2nd, 2008Many advertising writers recoil in horror at the mention of testimonials, because they see the use of testimonials as less than creative; a poor alternative to a real “idea.” I understand that view; I used to feel that way myself, much to the dismay of account executives who approached me with the suggestion.
I’ve changed, however. Because I now realize that most buyers—especially in B2B situations—are looking to minimize the risks that go with their decisions. Creative visuals and headlines do get attention, and that’s certainly important. But they don’t, in themselves, do much to counter the sense of risk a prospect often feels. That task usually falls to the copy, where a laundry list of product benefits can generate more yawns than enthusiasm, even among the select few who are still with you at that point.
But if I’m a prospect, nothing makes me feel better about choosing you as a vendor/supplier/partner than the knowledge that someone in a situation much like mine—or someone whose opinions I value—has already chosen you, and is happy about it!
But to be effective, testimonials have to be done right. Quite frankly, most are not, and deserve the sneers they generate. Let’s look at a few factors that make all the difference. (more…)
B2B Blog Links | The Day in B2B | April 1, 2008
admin | B2B Blog Postings, B2B Marketing | April 1st, 2008Below are some of the better B2B marketing blog posts from around the web in recent days. (more…)
Starbucks is Closing?!!!
Mike Marn | B2B Marketing | March 12th, 2008Nope. Not happening. No one is taking away your right to overpay for a cup of “the right” coffee. But there is something important we can all take away from the great Starbucks three-hour closing event in February—a reminder that in general, our customers (and our clients’ customers) care a lot less than we do. Cold, but true.
The Aegis Group’s research arm Synovate surveyed a thousand consumers and found that, while 75% of them were aware of the Starbucks closing, fewer than half had any idea why! I would imagine that is a big disappointment to Starbucks.
I can see the strategic thinking behind it quite clearly. “We’ll close for three hours just to (more…)
Why Buzzwords Bomb
Mike Marn | B2B Marketing | January 16th, 2008A number of Internet sites have emerged in recent months around the concept of “Buzzword Bingo.” They feature printable cards on which the squares are occupied not by numbers, but by overused pieces of business “jargon” and corporate-speak. It’s already been the focus of TV commercials.
Kind of fun-but it made me start to think about buzzwords, especially since they seem so prevalent in the realm of B2B marketing and sales. Why do we use them so often? And when, exactly, do they lose effectiveness and become candidates for audience eye-rolls and Buzzword Bingo. (more…)
Do Your B2B Ads Deserve to be Super?
Mike Marn | B2B Marketing | January 9th, 2008
The annual hype is starting to build. Sure, a few people may care about that football game they play between the commercials. But to many, the ads are the focus, causing plenty of anticipation, “leaked” plans, and public relations maneuvers.
Of course, most of that hoopla takes place in the B2C space. Over here in B2B, most of us are merely interested observers. With only a few exceptions (like FedEx) the Super Bowl audience doesn’t make sense for B2B companies and brands.
And that’s too bad. No, not because I’m jealous and wish I could do commercials with monkeys and Clydesdales in them. But because I think B2B marketers and their agencies would benefit from having to face that kind of creative scrutiny. (more…)
Happy Holidays!
Galen De Young | B2B Marketing | December 18th, 2007
For a while now, we’ve wanted to start a corporate blog for our firm…stuff we’re thinking about, different perspectives we have, even just other good thinking we notice on the web and other places.
Feel free to join the conversation! We welcome your comments and perspectives.
Enjoy the holidays!