Content matters, but distribution is key (webinar wrap-up)

Content_Marketing_StatisticsBy Meghan Bardwell, marketing consultant for Heinz Marketing

On Wednesday, we hosted our 2nd webinar in a 3-part series: The Road to Content Creation: Planning, Platforms, and Distribution.

With Matt Heinz hosting, Chris Donaldson of HandCrank Films and Tyler Lessard of Vidyard shared some great tips on content marketing distribution and how to incorporate video into your plan. Check them out below.

Content marketing trends

  • 75% of users visit the marketer’s website after viewing a video (Digital Sherpa)
  • Website conversion rate is nearly 6x higher for those who take advantage of content marketing than those who do not (Aberdeen)
  • 73% of marketers are producing more content than they did a year ago

Discussion Highlights

Matt: Tell us a little about your company and what are you doing to drive innovation on the content marketing front.

Chris: 2 things all marketers are trying to do is develop credibility and relevancy to our audience—creating an authenticate voice. At HandCrank, we help create engaging video that relates to your audience. Digging deep into story—who you are, what you’re about—but more importantly, knowing what the audience wants to hear. We try to help you understand your audience, then connect you with them through video.

Tyler: At VidYard, we’ve developed a platform that helps marketers track viewers online, identify them, track through sales funnel, and help convert them. We’ve seen great success with B2B companies and those who are using video as a core part of their marketing activities. I’ve had the opportunity to work with marketers around the world and what they’re doing with video and talk about best practices in video marketing.

Matt: Talk about what goes into content planning and development. Many people see video production and time-intensive and expensive. How can we speed up the production of video without the traditional requirements?

Chris: One company that’s really great at using video as a customer acquisition and retention tool is Zappos. They’re able to create videos quickly and inexpensively in-house. They do that by creating a very strong editorial calendar, looking ahead several quarters and finding content to fit with upcoming themes and topics that they can distribute on social, video, blog. Look at how you can develop small pieces of content over the long term. Video can seem intimidating and inexpensive, so start small and take baby steps.

Matt: Marketers are learning the hard way that if we built it, people won’t necessarily come. Can you talk about the importance of distribution?

Tyler: YouTube is a very important channel for video content. We encourage our customers to use it to get the highest ROI from video. However, your primary site is the best real estate. We put our videos on YouTube to get people, but when we actively promote the content, we drive people to our site. When we produce a video asset, we create a whole campaign around it, using different pieces for different channels and cross-referencing each other.

For the full discussion, watch the webinar here.

The final webinar in our series on content marketing airs this Wednesday (4/23) at 9:30am. If you haven’t already, register now! Driving ROI and Leads Through Content Marketing

“How I Work”: Meagen Eisenberg, VP of Demand Generation, DocuSign

eisenberg“How I Work” is one of my favorite recurring features in Inc Magazine as well as via Lifehacker’s This Is How I Work Series, and recently several sales experts (including  Anthony IannarinoDave Brock and Trish Bertuzzi) participated as well.

Periodically moving forward we will feature a new B2B sales, marketing or business leader here answering what have become the standard “How I Work” questions.  You can catch up on everyone we’ve featured thus far in the “How I Work” series here.

This week I’m excited to feature Meagen Eisenberg, one of the most innovative and forward-thinking B2B demand generation executives in the country.  She juggles an expanding demand generation empire within DocuSign and a growing schedule of speaking appearances nationwide, all with two daughters and another little girl on the way (due in August).   She gets stuff done.  Here, in her own words, is how she works:

Location: Live in Los Altos, CA and commute to San Francisco for DocuSign (about 1.5 hour commute each way)

Current computers:   hp Ultrabook, MAC at home

Current mobile devices:  iPhone 5s, two iPads, HP tablet, Nexus 7 tablet, and kindle

What apps/software/tools can’t you live without?  I love my marketing technology and all the apps on my iPhone!  As far as marketing technology, my must haves are Eloqua, Demandbase, Influitive, Mintigo, Social123, Lattice Engines, Insightpool, inadco and more.   As far as phone apps, I can’t go a day without jumping on email, Twitter, LinkedIn, Facebook, Weather, Camera, Houzz, DocuSign (of course – always something to eSign), Dropcam for the girls, Starbucks and Instagram!

What’s your workspace like?  Organized work space, but with stacks of grouped items and lots of drawings and artwork from my girls!

What’s your best time-saving shortcut or lifehack?  My iPhone 5s – constantly saves me when I am on the go.

What everyday thing are you better at than anybody else?  Not sure that I am better at this than anyone else, but I love and do my best as an executive mom of two (soon to be three) that gets to work with amazing marketing technologies and a really strong demand gen team.

What’s your favorite to-do list manager?  I have to say it is a mix of my notebook with organization techniques from the 90’s and my iPhone notes app.

What do you listen to while at work?  Mostly my colleagues and team chatting away.  It has been awhile since I have rocked out to music while working.  That seems so lavish.

What are you currently reading?  Consumption Economics, Jab, Jab, Jab, Right Hook, and recently finished Growth Hacker Marketing.  Of course I recommend Lean In to everyone.

What’s your sleep routine like?  Oh boy – sleep?!  I have a two and four year old and am pregnant with a third girl.  Not sure sleep is in the cards for a while.  I just want my espresso and Mochas back.  August, August, August…

What’s the best advice you’ve ever received?  Happiness is wanting what you have.  And do whatever job you do to the best of your abilities – whether you are a nanny, waitress, tutor, teacher, life guard, IT engineer or Marketing exec – which I have been all of.

Fill in the Blank: I’d love to see Princess Mom Kate answer these questions.

 

Eight simple things that will improve customer loyalty & retention

thumbsupI can’t think of a single company that couldn’t improve their customer relations and loyalty programs.

True, there are amazing examples of world-class customer programs out there.  From Zappos to Zingerman’s, there’s plenty to observe and emulate.

But generally, I find that companies either completely under-invest in the customer side of marketing (vs. acquisition marketing), or they create such ambitious plans that they fail to successfully execute the big picture and instead hit a bunch of weak base hits on a number of initiatives that never stand out and fail to impress customers.

And yet it’s often the little things you do every day, the culture you foster and how you execute on that at all levels of the organization, that really sets the companies apart that have not just happy customers but zealous advocates and ambassadors.

Below are a handful of simple things companies can do to create massive differentiation and impressions with their customers.  Some are easier said than done, but few if any of these require massive marketing programs or resources.

1.Be accessible

Stop sending emails from “info@” and (worse) “donotreply@”.  Put your phone number everywhere.  Pick up the phone when it rings, by a live person, before it rings a second or third time.  Add instant messaging or chat options to your product, app and/or Web site.

If you already have customer-facing teams, these tools and tactics can just flow straight to them.  The volume will be lower than you think, but you’ll get major kudos from your customers for merely increasing the ease of access should they have questions.

2.Be honest

There’s a thin line between spinning and lying.  Don’t go there.  If you need to spin something, re-think whether it’s better to just buck up, tell the truth, explain why that is and what you’re doing about it.

I’ve seen time and time again companies fret over exactly how to share bad news with customers.  Yet when they ultimately decide to be honest and straightforward, their customers reward them for it.

3.Listen (and take it seriously)

This is a two-part job.  First you listen.  Actively.  Make it abundantly clear that you care about their feedback.  But if you don’t then actively triage and do something about that feedback, customers will assume you weren’t really listening in the first place.

This doesn’t mean you have to do everything customers tell you to do.  Sometimes simply acknowledging their feedback is all that’s needed.

4.Respond

Nobody in the organization is beyond direct and swift communication with customers.  I’m still shocked when I see C-level employees delegate customer communication to their teams rather than reply directly.

Consider setting standards for follow-up with customers and prospects.  How quickly should an email be returned?  How quickly should a question be answered or problem resolved?

5.Apologize

I love what Zingerman’s does for their deli & catering business in Ann Arbor, Michigan.  Their four step process for apologizing goes like this: 1) Acknowledge the complaint, 2) Apologize for the inconvenience, 3) Thank them for bringing it to your attention, and 4) Ask what you can do to make it right.

According to Zingerman’s, the vast majority of the time your customers will ask for something to “right the wrong” that’s far less than what you were prepared to give (and oftentimes they’ll simply be happy you took it so seriously in the first place).

6.Talk with (not at) your customers

Gone are the days of one-way communication with customers (if they ever existed).  But this goes beyond replying to email or hosting a user forum somewhere online.

It also means engaging as a peer with your customers.  Becoming one of them.  Conducting yourself in a way that puts you on the same level as, and not above, your customers.

7.Speak plain English

Or Spanish or whatever language you need.  But avoid big words.  This isn’t the New Yorker.  Use conversational language everywhere – your Web site, user manuals, email templates, etc.

The more you speak a plain language, the easier it will be for customers to align with you, believe you, and trust you as one of them.

8. Hire & train for customer-centric values

Perhaps more important than anything is to hire people who already naturally understand the seven attributes above.  Yes, you can train for these and create systems in your organization that make them easier to execute.

But the more you find people who already get it, who already live it, the more consistently you’ll be able to both execute and improve on these differentiators to deepen customer loyalty, retention and lifetime value.

Would love to hear in the comments what I’ve missed in this list.  What’s been key to customer loyalty in your organization?

2014 Marketing Automation Performance Survey – Preliminary Results

maperformanceBy Brian Hansford, marketing automation practice lead for Heinz Marketing

Heinz Marketing partnered with professional market research firm OnTarget Consulting and Research to conduct a survey on Marketing Automation Performance and Effectiveness.  Our objective is to share key details on what works well and where the challenges remain, in order to raise awareness with marketers on what to anticipate when using marketing automation.

The survey did not measure vendor popularity, sentiment or market share like other recent surveys.  (There are plenty of popularity surveys) It focused on understanding how organizations are strategically using a wide variety of platforms and how well the performance is meeting expectations.  We polled companies that ranged in size from $25 million to over $1 billion in annual revenues.  We also surveyed companies that had used marketing automation for less than 2 years to those using it for over 5 years.

The bottom line is that CxO’s and marketers have very high expectations from marketing automation tools but performance is not meeting those expectations. This isn’t a surprise as marketing automation vendors do a great job selling the promise.  Successfully implementing marketing automation tools and leading an organization through the change management process takes time and discipline. Implementation steps must be carefully planned and effectively introduced.  All parts of the organization that will be impacted by the tools must be included in this process. Unfortunately not all executives inside and outside of marketing understand that.

However, as experience with marketing technology grows with companies, the effectiveness and performance of marketing automation increases. Poor performance remains where marketing automation vendors don’t provide adequate capability or education to help customers measure performance or pipeline contribution. While these reporting and capabilities do exist in general, it’s clear marketers desire additional information, tools and insights to provide the critical critical information needed to help the CxO’s measure marketing effectiveness.

Here is a preliminary breakdown of our survey and results:

Length of Time Using Marketing Automation

  • 34.7% – of respondents 0-2 Years
  • 38.8% – of respondents 2-5 Years
  • 24.5% – of respondents 5+ Years
  • 2% – Didn’t share

Company Size – Annual Revenues

  • 24.5% – up to $25M
  • 12.2% – $25-50M
  • 12.2% – $50-100M
  • 26.5% – Greater than $100M
  • 24.5% – didn’t share

Best Performing Capabilities in Relation to Importance – Using MA Less Than 2 Years

  • Lead Segmentation
  • Lead Nurturing Campaigns
  • Generating New Prospects

Note: Organizations typically begin their utilization journey and measure success with tactical wins.  Companies using marketing automation less than two years rightfully place heavy importance on segmenting their customer audience and initiating lead nurture campaigns.  The initial focus is heavy on email and landing page utilization, but the efforts help generate new sales prospects.

Best Performing Capabilities in Relation to Importance – Using MA More Than 2 Years

  • CRM Integration
  • Outbound marketing campaign integration
  • Extending length of customer lifecycle

Note: As top-performing companies grow in their experience and utilization with marketing automation, the focus becomes more strategic, with less focus on tactical batch and send activity.

Problem Areas in Relation to Importance – Using MA Less Than 2 Years

  • Pipeline Reporting
  • Measuring marketing campaign effectiveness
  • Increasing sales effectiveness

Problem Areas in Relation to Importance – Using MA More Than 5 Years

  • Pipeline Reporting
  • Increase sales effectiveness
  • Generating new prospects

Note: Measuring marketing performance and looking ahead in the sales pipeline are the biggest areas of pain for modern marketers.  Marketing automation platforms aren’t meeting client expectations with metrics and reporting.  Also, the longer a company uses marketing automation it becomes a bigger challenge to find net-new prospects.  This emphasizes the critical importance of nurture campaigns.  Organizations are looking more to marketing automation to accelerate pipeline revenue and increase sales effectiveness.   Interestingly, 83.7% or respondents do report effectiveness on improving sales efforts increased when using marketing automation.  This suggest that the expectations are high enough that the rate of improvement, while positive, wasn’t enough.

Survey Snapshots

  • 75% report their effectiveness with MA increased over the previous year.
  • Biggest increase in effectiveness occurs in between 2-5 years of usage.
  • 75% of respondents who’s companies had been using marketing automation for over five years reported that they were very important to their company’s sales and marketing efforts.
  • Over 75% of respondents reported that the importance of MAS tools to their company’s success had increased over the past year.
  • 95% of respondents using MA less than 2 years reported importance increased over the past year.

Quotes – Unexpected Negative Impact When Using Marketing Automation?

“When first implemented, senior leadership felt everyone in field marketing should learn and execute in our marketing automation platform. The idea was poorly received, poorly executed and unfortunately, lasted about a year and a half. At that point, a power user model was implemented and the negative was turned into a positive.”

Cost to support and maintain ( total cost of ownership) not well understood by executives therefore significant effort required to educate executive audience.”
Marketing Automation required more resources than we were ready to allocate.”

Difficult to control customers re-entering database as leads. With a database of 200k+ names, it can be difficult to build campaigns to look for and find and manage duplicates.”

Quotes – Unexpected Positive Impact When Using Marketing Automation?

“As our nurture architecture developed we became increasingly capable of persona-based nurturing, and have seen great success with more pertinent messaging, having an average email open rate of over 45%.”

“44% increase in marketing generated revenue.”

“Increased credibility with the sales team by providing full process transparency. For example, our sales team have full visibility into all email activity and web behavior.”

“Empowering salespeople with MA-driven email content they can use for their own 1-1 business development, with templates available in the CRM.”

“Sales reps complained that they were getting too many leads. Seriously.”

“Internal education of our sales team to the point where they can be more active with how they leverage our marketing efforts vs. just having them be surprised by something we can do.”

“Helped to improve reporting across marketing and sales; helped identify problems we had in sales department.”

Quotes – Why Has Company’s Effectiveness Using Marketing Automation Increased versus One Year Ago?

“Making dedicated efforts to increase the use of the tool as well as understand how we can use it to make more marketing automated within our sales cycle.”

“We’re constantly testing and iterating on what we do in our marketing automation, and always improving and finding better ways to do things. Simultaneously, our sales teams have grown more dependent on marketing as a resource.”

“We are always optimizing – based on our internal feedback loops and analytics, we’ve become more agile in our marketing automation efforts – all of this allows us to become measurably more effective on a rolling basis.”

“We started to implement more sophisticated marketing programs using less resources.”

“We see that sales people are getting more productive and marketing gets to find and measure the outcome of their efforts.”

Coming Up – The Final Report and Infographic

Heinz Marketing is analyzing the final data and survey results and our report will be available before the end of April.  Additionally we are producing a fantastic infographic to share the data results.  All of this information is designed to help all modern marketers learn from colleagues that are using marketing automation technology to support their demand generation strategies.

Great content isn’t enough: The power of platforms & distribution

fasttracks pngBy Nicole Williams, marketing coordinator for Heinz Marketing

By now, every marketer knows that creating content is only half the battle. Distributing it effectively is equally as important. It’s not enough to create a piece of content—you also need to come up with a plan to get it in front of people. And most importantly, your plan should get the right content in front of the right people.

Your strategy has to extend beyond what you’re putting out there; it has to reach to how you’re putting your content out there.  What kind of tools do you use? What kind of content should you be sharing on which platforms? What kind of content should you be sharing with which people?

Coming up with answers to these questions will set you apart from the competition. We are bringing in Chris Donaldson from Hand Crank Films and Tyler Lessard from Vidyard to show you how. Make sure you register for the second webinar of our B2B FastTracks series: The Planning, Platforms and Distribution to get expert tips for getting the most out of your content strategy.

Before you pull the trigger on a content marketing strategy, make sure you have these key things right:

Strategy
Even if you have a content calendar drawn up, you will waste time, energy, and resources on content distribution without a game plan. Take the time to make an implementation strategy—you’ve got the what and the when, now fill in the how.

Media
One type of content will not give you the results that, say, three different types will. You will appeal to a broader audience (and their unique needs) with a mix of content offerings such as videos, infographics, and webinars.

Tools
It’s important to have the right tools for the job. Matching the right tools and platforms to the different content formats in your strategy is essential to successful and efficient content distribution.

To learn how to make it all happen, join us for the webinar on April 16th,  when Chris Donaldson of  HandCrank Films and Tyler Lessard of Vidyard will show you the most effective platforms and formats to leverage content along with various distribution channels to deliver content to your audience.

You’ll walk away with:

  • Tips on how to successfully plan your execution strategy
  • Understanding of most effective content formats
  • Tools and knowledge of best content distribution platforms

Register Now

Matt’s App of the Week: Nuzzel

appoftheweekThis is the latest in a series of weekend posts highlighting a wide variety of applications we think are pretty cool. Most have to do with sales, marketing and productivity. Check out past featured apps here.

Short and sweet today.  It’s Sunday at The Masters.  Priorities, people!

What are your friends & colleagues reading?  Nuzzel answers that question.  It delivers a daily ranked list to you via email of the content your immediate network has been reading and sharing with their own readers.  I discover new content via Nuzzel on a daily basis that then gets curated into our channels & shared with our network as well.

Think of it as content curation meets wisdom of the crowds.  Worth checking out.

B2B Reads: lousy, mental health & creative billboards

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week.  We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.

In the meantime, here’s some of what we’re reading:

7 big questions for B2B marketing leaders in 2014
The New Year phenomenon is pretty much out of sight now that it is almost the second quarter. What new questions ad challenges are coming up? Great insight from Tony Zambito.

5 lousy sales management tactics (and what to do instead)
Some sales managers lead by manipulating versus by coaching. Here are the 6 most common manager tactics that completely backfire. Good stuff from Geoffrey James.

Let’s stop the glorification of busy
Staying constantly busy can really take a toll on our mental and physical health. Here are 10 helpful tips to help take a deep breath while staying productive. Awesome tips from Guy Kawasaki.

Social selling isn’t all about selling
A lot of times we hear selling mentioned as just about presenting ideas and products to a prospect or customer. If you listen more carefully though, you’ll realize it is also about new opportunities. Great article from Miles Austin.

Sales messages that get you noticed by senior executives
Check out this video to get some helpful tips on how to create a sales message that will pique your prospect’s curiosity and grab their attention. Good stuff from Jill Konrath.

The new science of email subject lines
The attention spans of workers in the corporate world are measured in fractions of a second. A great subject line can make all of the difference. Awesome article from Adam Auriemma.

How to quickly position yourself as a trusted advisor
Check out this video with 3 smart strategies that you can use to immediately be seen as a credible and potentially invaluable resource to your prospects. Great video from Jill Konrath.

15 of the most creative billboard ads from around the world
Billboards can be a powerful tool when used correctly and creatively. Most people don’t use the word “creative” for billboards. Check these billboards out and see for yourself. Cool article from Sam Kusinitz.

Social selling 101: Random acts of business kindness
Social media is such a powerful tool these days. Check out this story about how Craig Rosenberg felt a random act business kindness from using social media.

Anticipatory selling: 5 tips to stay one step ahead of your buyers
Some sales leaders are feeling like they are being held back with all of the technological changes in order to keep up with the buyer. Instead of waiting and reacting to the change, anticipate it before it happens. Great stuff from Sean Burke.

Are you focused on sales or lifetime value?

lifecyclemarketing

Guest post by Troy Burk, CEO, Right On Interactive

It’s often been said it’s easier and less expensive to retain or upsell a customer than to bring on a new one.

But, companies continue to allocate the majority of their marketing spend on generating more leads. 

If I were a VP of marketing, and I received bonuses based on the number of leads I generate, which turn into sales – then, of course, I would focus 100% of my attention on driving more leads. The million-dollar question is: how much (percentage and actual revenue) can you truly show was sourced from marketing? Reports I have read say 25% is a very high percentage, even for best-in-class B2B companies.

Let’s look at it from the VP of sales point of view. You have a field-based sales team with ten representatives. In each territory, you identify 20 ideal targets:

Your first option is to wait for marketing to put one of these folks in the funnel, qualify them and then pass to the sales team. Or you can attempt to drive your sales team to engage with each of the 20 targets through their efforts and networks. With this option, the 20 targets will go directly into the sales pipeline, bypassing the marketing funnel entirely.

Customer Lifecycle Marketing is about tracking, scoring and engaging all customers and prospects based upon where they are in their relationship with a brand. It challenges the concept that all business is generated from marketing and all leads flow through a marketing funnel before the sales team (or others in the organization) engages with them.

It is a paradigm shift that places a much more important emphasis on the marketing function – not just about generating leads and passing them to the sales team.

It’s about understanding the business: Identifying who your best customers are and driving engagement throughout their customer experience. Happy, satisfied and loyal customers will drive more revenue than the old school, “fill the funnel with leads” approach.

Simply put, lifecycle marketing is different way of looking at your business – across all stages of the customer experience. Marketing plays the critical role of ensuring the right programs and campaigns (sales, marketing and client success) are all working together to drive engagement with the best prospects and customers to move them forward in the relationship, regardless of their stage.

At the end of the day, it is all about identifying ideal prospects that are interested in learning about a brand and its products and/or services. Scoring (both for leads and customers) allows sales and marketing teams the ability to maximize teams and resources, improving the prospect to conversion ratio. Think of it this way, you can prequalify leads and target ideal fit prospects when they’re receptive and ready to buy, instead of wasting time (and budget) on people who are missing either the budget, authority, need or the right timing.

To learn more about Lifecycle Marketing, check out our ebook, What is Lifecycle Marketing?

“How I Work”: Ardath Albee, Marketing Interactions

Albee-Ardath-Photo1“How I Work” is one of my favorite recurring features in Inc Magazine as well as via Lifehacker’s This Is How I Work Series, and recently several sales experts (including  Anthony IannarinoDave Brock and Trish Bertuzzi) participated as well.

Periodically moving forward we will feature a new B2B sales, marketing or business leader here answering what have become the standard “How I Work” questions.  You can catch up on everyone we’ve featured thus far in the “How I Work” series here.

This week I’m excited to feature Ardath Albee, certainly one of the most influential women in B2B marketing and one of the nation’s most important and innovative content marketing voices.  She juggles a growing business and client base while maintaining a steady and highly-popular blog.  She gets stuff done.  Here, in her own words, is how she works:

Location: Palm Desert, California

Current computers: Samsung laptop, Dell Desktop, 3 Screens to move stuff around

Current mobile devices: Motorola Droid, Samsung Tab 10

What apps/software/tools can’t you live without?
Microsoft Office – Hey, I’m a writer and I work with a lot of PPT-obsessed enterprises

Trello – If it’s not on the project boards, it doesn’t get done

Mindjet – Mind maps are the best strategy design tool ever – or maybe it’s the way my brain works

Outlook – I live here

Typepad – My blog – let’s leave it at that

Twitter – Allows me to feel like I’m still connected even though I work in a remote office. And, I’ve been able to build some really valuable relationships.

LinkedIn – Excellent insights to contribute to and validate personas – plus build relationships, and now publish

What’s your workspace like?
My husband says my office is like a cockpit with all those screens and a wrap-around desk. I have a big window with views of the San Jacinto Mountains and Palm trees. Three or four headsets. And a never-empty cup of coffee that reads “eMarketers Do It With Content” – a relic from my first book launch.

What’s your best time-saving shortcut or lifehack?
I prepare for tomorrow today. I need to know what’s coming when I start my day so I can hit the ground running. Sometimes I have calls at 6AM with east coast or European clients, so this is critical.

What everyday thing are you better at than anybody else?
Shutting off. My husband and I have a deal that I quit work at 5PM and don’t go back until the next morning – at whatever crazy time that may be. Since I write and work on strategies all day, this helps me stay fresh. And my brain works on stuff while I’m not paying attention – always helpful!

What’s your favorite to-do list manager?
Trello and Outlook – If it’s not one place or the other, it doesn’t get done.

What do you listen to while at work?
I need silence. Probably a writer thing.

What are you currently reading?
The Moment of Clarity – Christian Madsbjerg & Mikkel B. Rasmussen

Everything Connects – Faisal Hoque

Deadline – Sandra Brown

And an advance proof of Jill Konrath’s new book – It’s really good.

What’s your sleep routine like?
In bed around 10PM, read for an hour. Up at 5AM.

What’s the best advice you’ve ever received?
“Whatever you do, do it right or don’t bother.”

My dad told me this when I was 12. I’ve always tried to live up to it.

Anything else you want to add?
This is harder than it looks!

Fill in the Blank: I’d love to see Doug Kessler answer these questions.

Influencer Marketing: My deck from today’s #mktgnation14 session

It was my pleasure to present this afternoon on the topic of influencer marketing at Marketo’s Marketing Nation 2014 Summit in San Francisco.  My session focused on how to build and execute a successful influencer marketing program.  We covered how to identify influencers in your industry, how to engage them, and how to develop the channel as a meaningful contribution to awareness, discovery and measurable lead generation for your business.

My slides from the session are below, and some additional content we’ve written on the topic of influencer marketing are below that.