Tom Levers

Channel Partner Relationship Management

Posted in BUSINESS DEVELOPMENT, MARKETING by Tom Levers on June 6, 2010

Using the Cloud is key for your Partners – but your Channel Size, Partner Stage and Confidentiality Requirements Drive the type of Partner Portal you may need.

For the large mature partner organization there are many tools around Channel Partner Relationship Management. TreeHouse Interactive, is an enterprise class SaaS solution with ALL the bells and whistles. TreeHouse allows vendors to keep track of leads and opportunities along side their partners but also provides information to partners on their requirements and benefits, deal registration, and links to marketing automation.

TreeHouse while expensive, allows different navigation for different tiers of partners so your top tier partners are able to see the appropriate information for them but it is blocked to your lower tier partners. MDF and Co-op can be uploaded to the system from distribution partners and channel partners can then apply for MDF and get approved. Partners can also link to marketing automation like Salesforce.

The interface is very intuitive and the ability to assign leads to partners iseasy and efficient! Of course with such a great solution comes a price and TreeHouse wouldn’t be worthwhile if a vendor doesn’t have hundreds of partners with millions of revenue dollars.

Syndication allows relevant content to be pulled from a vendor’s website and displayed on the channel partners’ websites. There is usually a container page with the partners’ look and feel around the top and along the left side and the content is updated on a regular basis. Vendors get their product and value prop information relayed accurately up-to-date in hundreds of other sites and the Channel Partners are able to inform customers on their own sites without having to send them elsewhere. How many times has a partner’s site shown the old model or the current model with the wrong image or information!?

When I was at Business Layers / Computer Associates I evaluated a company called WebCollage to make this happen. I don’t know if they’ve changed their process at all but it was incredibly manual to the point where we had requests from partners in email and would then fax or email them to our client manager to initiate the service. SharedVue’s tool Syndic8 is completely automated. Partners can even login and change their current view of products or services shown on their website.

SharedVue also provides some lead generation and tracking tools (don’t think PRM but every little bit helps right?). Using their tool Communic8 vendors can provide traditional and new media tools so partners can launch campaigns and track them all on the SharedVue tools. Partners of course get worried if vendors can see their leads (more so with some vendors then with others) so SharedVue offers a way to turn the visibility on or off.

 There are more bells and whistles that I didn’t go into here including their specific new media features (webinars, SEM, and Google AdWords). I haven’t used WebCollage in 2 years but SharedVue is certainly more user friendly and robust than WC was back then.

Are their other systems people have seen and liked? I’d love to hear about them. Drop me an email. tlevers@comcast.net

Build ROI to Create “Urgency”

Posted in BUSINESS DEVELOPMENT, MARKETING, Sales by Tom Levers on May 28, 2010

ROI Creates Urgency

“I think there is a world market for maybe five computers.” – Thomas Watson, Chairman of IBM, 1943

At some point IBM learned Computers delivered ROI. Even when you can show convincing functional data about the magnitude of a business problem, it is not enough. The good CEO, consultant, sales person,  product manager also lights a fire, figuratively,  to move on the issue…. of ROI urgency.

This is why a product is “Hot”.

If your sales efforts are in question, take a critical look at your value proposition, presentation proposal, the demonstration… where is the ROI? If it’s pro feature-centric, generic and functional only (with regard to value delivery), it rarely lights a fire.

Prospects today are sitting on their scarce cash reserves and won’t pry open their checkbooks unless they recognize the following:

  1. their customer has a real business problem;
  2. this problem is one of their  top 3 concerns;
  3. you absolutely understand this problem;
  4. you possess a solution that will solve the problem; and,
  5. you can deliver the promised ROI

According to Forrester Vice President Ray Wang, who specializes in software ROI, a new investment in software makes sense if it does one of the following:

  1. Provides efficiency gains that reduce overhead or allow you to do more without adding resources;
  2. Puts you in compliance with legal or contractual requirements, decreases security risk or makes your technology compatible with that of your clients or customers;
  3. Supports a new strategic initiative (such as a customer loyalty program);
  4. Provides increased capacity or functionality to allow your business to grow.

Ask yourself… does your business prospect indicate that they “like” or “need” your product or service?

Many of the projects that get green-lighted are those that solve break/fix matters. Discretionary (aka nice to have) projects are the opportunities that never move or don’t get back to you, they are the ones that get deferred or shot down altogether.

Sometimes all a good service or software firm has to do is better understand the prospect and review the materiality or “heat” of the project .

The more your proposed project is seen as a break/fix necessity, the more likely it will get approved.

To learn how to create more ROI around your service or software product, send me an email. tlevers@comcast.net

Methods of Understanding in Sales

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, PUBLIC RELATIONS by Tom Levers on December 17, 2009

Selling is one of the classic and obvious domains where changing minds is a core skill.

The skills that are part of every rainmaker can be applied by the novice if they internalize methods of understanding…  where determining motivations and distinguishing the buying behaviours of individuals who hold the keys to selling services or product can facilitate building relationships and creating partnerships to become the vehicle for providing mutual value.

Techniques that are not genuine to your personality yet imply you must follow, like mirroring and matching techniques, body language, etc were considered progressive for connecting with prospects and customers twenty years ago. Now each person when using methods of understanding can be themselves, while improving the sales process with a new power to better understand the factors in your customers making a decision.

Methods of understanding…. is a collection  of tools for thinking.

In my previous article I covered that we all instinctively lean toward some approaches rather than others, but the key to applying the principles is to internalize the different constructs, so everyone can appreciate the influences on better communication. The first four types were:

  • Attribution – we need to attribute cause, that supports our ego.
  • Constructivism – we use constructs as perceptual categories.
  • Framing – mental combinations that affect perception.
  • Schema – structure to organize and interpret the world.

Now lets finish with the final four:

  • Personal Constructs – constructs represent understanding.
  • Symbolic Interaction  – we derive meaning around symbols.
  • Objectification –  we simplify complex things into concrete images.
  • Story Models – most marketers instinctively piece together complex situations into stories to build understanding.

 

Personal Constructs

People develop internal models of reality, called constructs in order to understand and explain the world around them in the same way that scientists develop theories. Like scientists, they develop these constructs based on observation and experimentation. Constructs thus start as unstable conjecture, changing and stabilizing as more experience and proof is gained.

Constructs are often defined by words, but can also be non-verbal and hard to explain, such as the feeling you get when your football team just won the championship.

When constructs are challenged or incomplete the result is emotional states such as anxiety, confusion, anger and fear.

Constructs are often polar in that they have opposites (and are hence dichotomous). Thus the construct of good implies another of bad. Polar constructs create one another: thus ‘good’ cannot exist without ‘bad’.

Although we share the idea of constructs through words (ie Good and Bad), the detail of constructs are particular to the individual and hence are called personal constructs.

Constructs that are important to the person are core constructs, while others are called peripheral constructs.

Constructs may be expanded to accommodate new ideas or constricted to become more. An example would be ownership of an idea. I look at how the executive talks about a business division that they originally came from and consider him more focused on improving that group. All of these are constructs that I have created or learned in order to explain the behaviour of those I have met.

Using it

Listen to people. Hear the constructs they use. They will be amazed at how much you understand them. You can also lead them in building new constructs.

Defending

When you are building new ideas, consider where these have come from. Was there a conversation with an influential other person involved?

 

Symbolic Interaction  

People act based on symbolic meanings they find within any given situation. Thus interact with the symbols, forming relationships around them. The goals of our interactions with one another are to create shared meaning.

Language, math, selling methodologies are itself a symbolic form, which is used to anchor meanings to the symbols.

Key aspects are:

  • We act toward others based on the meaning that those other people have for us.
  • Meaning is created in the interactions we have with other people in sharing our interpretations of symbols.
  • Meanings are modified through an interpretive process whereby we first internally create meaning, then check it externally and with other people.
  • We develop our self-concepts through interaction with others.
  • We are influenced by culture and social processes, such as social norms.
  • Our social structures are worked out through the social interactions with others.

Using it

Pay attention to the symbols within the persuasive context and utilize them. You can place the symbols there. How people interpret them includes how you interpret them. 

Defending

Pay attention to the symbols within the persuasive context and notice how they are affecting what happens.

 

Objectification

Complex ideas are, almost by definition, difficult to understand. To help us make sense of them, we turn them into concrete images. There are three processes by which objectification is done:

  • Ontologizing gives an idea physical properties, for example by using close metaphors like the ‘mind as a computer’.
  • Figuration turns the ideas into pictures or images, for example traffic ‘jams’.
  • Personification turns the idea into a person. For example, a genius as Einstein.

The term ‘objectification’ or depersonification is also used to describe the way we treat other people as objects, in particular the way men can treat women as sex ‘objects’. By reducing other people to things, it permits us to treat them with less care and human concern, bypassing our values around this subject.

This car is like a thoroughbred race-horse. Just imagine thundering up the roads, with trees and houses flying by. People will think you are Michael Schumacher.

In war, effort is often put into depersonifying the other side, thus legitimizing and even encouraging killing them.

Using it

Explain your ideas through analogous or metaphorical things, pictures or people.

Defending

Just because the other person can explain their ideas clearly, it does not mean they are good ideas.

Story Models

One way in which we explain the world around us is to create stories about it. In particular when we are face with complex situations, we will pick out what seems to be key elements and then turn these into a story.  

For example people were shown a movie of a trial. They found that in order to make sense of the wealth of detail, the participants constructed stories about what happened. 

In another experiment, they found that when evidence was given in an order which made the story easy to construct, the participants were more likely to construct the same story. When the evidence was in story order, 78% of participants found the defendant guilty. Yet when the evidence was out of order, only 31% voted for the guilty verdict.

A common technique for remembering a complex list of unrelated information is to weave them together into a story.

Using it

Help the other person understand your case by presenting it as a logical story, pausing to emphasize and repeat the key points you want them to remember and include in their remembered interpretation. 

Defending

Just because the other person presents a nice story, it does not mean it is true.

Conclusion

The trained sales person learns the process of selling from their training courses in Relationship or Consultive Selling, Strategic Selling, Customer Centered Selling, Spin Selling, Platform Selling, and Scientific Selling… but none will better educate you on understanding people, how they think, and their motivations.

These techniques, when internalized will allow you to objectively recognize a “No Decision” earlier in the selling process, as well as, allow you to better understand yourself and how you “make or react to decisions” in your every day business and personal life.

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Sales and Methods of Understanding

LightBulb“Methods of Understanding” will get what you need done in your business.

No matter if it is working to build a “Company Culture”, or becoming a sales “Rain Maker”, or “Marketing Positioner” of the next Widget… you will get further if you apply the toolkit of how individuals use “Methods to Understand”.

You may know Sales Methodologies, but the “Rain Maker” applies Systems of Understanding. Most natural “Rain Makers” unknowingly identify how others are using these various types of Understanding Methods, they just identify these throughout all aspects of their lives… without even knowing they are using them. By identifying what individuals use when they try to understand can enlighten the situation. 

WARNING! This is not for everyone. Some people are so locked into their individual method that if you are a “hammer” everything looks like a “nail”! The “Rain Maker”, the “Corporate Motivator”, and the  “Customer Requirement Aggregator” ” all must identify which “Methods of Understanding” is being used and how to adapt to it. 

We all instinctively lean toward some of these approaches rather than others, but the key to applying these principles  is to internalize the different constructs so we can better communicate. The different types are:

  • Attribution – we need to attribute cause, that supports our ego.
  • Constructivism – we use constructs as perceptual categories.
  • Framing – mental combinations that affect perception.
  • Schema – structure to organize and interpret the world.
  • Personal Constructs – constructs represent understanding.
  • Symbolic Interaction  – we derive meaning around symbols.
  • Objectification –  we simplify complex things into concrete images.
  • Story Models – We piece together complex situations into stories to build understanding.

Lets first cover the first four in this article and try to identify after reading how you and others are using them in your professional and personal life.

 

Attribution

We all have a need to explain the world, both to ourselves and to other people, attributing cause to the events around us. This gives us a greater sense of control. When explaining behaviour, it can affect the standing of people within a group (especially ourselves).

FaceWhen another person has erred, we will often use internal attribution, saying it is due to internal factors. When we have erred, we will more likely use external attribution, attributing causes to situational factors rather than blaming ourselves. We will take credit, due to the good business skills that were applied. And vice versa. We will attribute the successes of competitive rivals to external ‘advantages’. 

When a football team wins, supporters say ‘we won’. But when the team loses, the supporters say ‘they lost’. Our attributions are also significantly driven by our emotional and motivational drives. Blaming other people and avoiding personal recrimination is a very real self-serving attributions. We will also make attributions to defend what we perceive as attacks. We will point to injustice in an unfair world. 

In practice, we often tend to go through a two-step process, where we start with an automatic internal attribution, followed by a slower consideration of whether an external attribution is more appropriate. Key to this is, if we are hurrying or are distracted, we may not get to this second step. This makes internal attribution more likely than external attribution.
Example of Use: I have no support and no budget there for I cannot do a good job.

Using it: Beware of being a complainer (i.e. making internal attributions about the situation). Also beware of making excuses (external attributions) that lead you to repeat mistakes and leads to Cognitive Dissonance in others when they are making internal attributions about you.

Defending: Watch out for people making untrue attributions.

Constructivism

We try to make sense of the world by making use of constructs, which are perceptual categories that we use when evaluating things.

People who have many different and abstract constructs have greater flexibility in understanding the world and are cognitively complex, whilst others are cognitively simple. Cognitively complex people are better able to accept both complex and inconsistent messages. They also have a greater need to understand things and will question deeply anything that is new to them. However, once persuaded, they stay persuaded and are less likely to change their minds as their new constructs will support the argument.

Example: Some people have a construct about being fat that says fat people are lazy and greedy. Others may perceive it as a medical condition. 

Using it: Help cognitively complex people to build new constructs that support your argument. Do not bother with this detail for the cognitively simple.

Defending: Do not let others take charge when building new constructs.

Framing

A frame is the combination of beliefs, values, attitudes, mental models, and so on which we use to perceive a situation. We effectively look through this frame in the way we would look through tinted spectacles. The frame significantly effects how we infer meaning and hence understand the situation.

Example: I see a holiday in the hills as an opportunity for outdoor exercise. My friend sees is as a chance for a quiet read. My son sees it as a long period of boredom.

Using it: Change elements of a person’s frame (reframing) and hence how they view the world). This is a powerful persuasive technique. 

Being able to see things through many frames yourself gives you a broader perspective and able to understand more of how others think.

Defending: When people ask you to look at something from another viewpoint, be aware that there are many viewpoints, many of which are valid and legitimate. 

ShoesSchema

A schema is a mental structure

Schemas are also self-sustaining, and will persist even in the face of disconfirming evidence. This is because if something does not match the schema, such as evidence against it, it is ignored. Some schema are easier to change than others, and some people are more open about changing any of their schemas than other people. Schemas are also known as mental models, concepts, mental representations and knowledge structures(although definitions are different–for example some define mental models as modeling cause-effect only).

Schemas affect what we notice, how we interpret things and how we make decisions and act. They act like filters, accentuating and downplaying various elements. We use them to classify things, such as when we ‘pigeon-hole’ people. They also help us forecast, predicting what will happen. We even remember and recall things via schemas, using them to ‘encode’ memories.

Schemas have inferences and appear very often in the attribution of cause. The multiple necessary cause schema is one where we require at least two causes before a ‘fit’ to the schema is declared. Schemas are often shared within cultures, allowing short-cut communications. Every word is, in effect, a schema, as when you read it you receive a package of additional inferred information.

We tend to have favourite schema which we use often. When interpreting the world, we will try to use these first, going on to others if they do not sufficiently fit. 

Example: Some people dislike police because they have a schema of police as people who perceive everyone as guilty until proven innocent. Other people feel safe around police as their schemas are more about police as brave protectors. 

Using it: Find people’s schemas around the area of interest, then either create trust by utilizing their schema or reframe to change their schema.

Defending: Become more self-aware, knowing your own schemas and why there are useful for you. When people try to change them, you can then more rationally understand whether your or their schemas are better.

This is a lot to absorbs,  so look for these in your every day business or personal life and check back for the second part of this Article after I try this myself!

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Blogs – the DoDo Bird of SEO

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, Partner alliances, PUBLIC RELATIONS, SEM by Tom Levers on September 30, 2009
The DoDo Bird of SEO

The DoDo Bird of SEO

Have you started a blog only to lose interest, or stop contributing  because no one is reading it?  What should you do differently?

There’s all sorts of  blogs and yet so many have content that is never read.  In fact, there are a tremendous number of business blogs that are not realizing much of their potential. Take this blog as an example.

Why? Because it is not optimized…. so focused on content creation that even though I know what to do… I do not use my own knowledge.

This is very much the same scenario that occurred with web sites  pre-and post tech bubble. I worked with lots of computer industry partners and I mean Lots of them. But afterthe largest management consulting sites got their site up and running, the traffic didn’t come by itself. So we optimized for search engines and that was the start of my SEO experience. Blogs can generate traffic without search engines, but WITH search engines it can be even better.

With blogs, there exist as many or more optimization opportunities to optimize as with a web site. The thing about internet marketing is that there is no “one right way” to solve a single problem. So much of the advice and commentary about content optimization for search engines at conferences and on blogs is tactical. While most blog software is more search engine friendly out of the box than many web sites, the opportunities for blog optimization are readily available. There is a long list of blog optimization tactics to employ.Why optimize your blog?

  • Increase rankings of the blog on BOTH regular search engines as well as blog/RSS search engines
  • Increase traffic to the blog from multiple sources such as social search and social bookmarking sites (del.icio.us, Digg, Furl or Blogmarks)

A blog is just a website that uses a content management system, so most standard SEO tactics apply. There are also optimization tactics specific to blogs.

Consider keywords when writing your blog post titles. Some blog software allows plugins that can suggest keywords. Otherwise, you can use Google Suggest or one of these free keyword suggestion tools: Digital Point, SEO Book or Google AdWords Keyword Tool. Keywords should NOT determine your content (unless it’s an AdSense blog).
Optimize the template. Make sure post titles appear in the title tag and append the title tag (hard code) with the most important phrase for your blog.

Neanderthal SEO for Blogs

Neanderthal SEO for Blogs

Also use the blog post title as the permalink. If you’re using keywords in the blog post title, then they will occur as anchor text in the permanent post link. While you’re at it, just make the post title a permalink.

Make it easy for your blog readers to subscribe and include RSS feed subscription buttons or “chicklets” in a side bar or on a dedicated Subscription Info page. Here’s a handy RSS Feed Button creation tool.

Optimize Categories. When you create categories for your blog, be sure to consider keywords in the titles. When you post, be sure to default to a general category that is relevant no matter what the post is about. Choose multiple categories on each post when appropriate.

Social bookmarking sites can be excellent sources of traffic to your blog, so be sure to make it easy for readers to bookmark your blog posts. You can do this by adding some code to your blog template for each of the major social bookmarking sites. Here’s a tool for social bookmarking links. Submit your blog to RSS and Blog directories. Also submit the blog to regular directories such as (DMOZ, JoeAnt, GoGuides, MSN Business Central, etc) that have categories for blogs.

There are many benefits to publishing a business blog and improved search engine visibility is one of the most popular.  It’s pretty common advice to hear: start a blog and the fresh content will attract links, improving your search results.  Such tactical advice can be very effective.

Unfortunately, the advice gets filtered and distorted, not unlike what happens in the game “telephone” kids play. Pretty soon one or more blogs are implemented for the sole purpose and expectation of improving search engine visibility and nothing else. At least nothing else that’s accountable.

What’s wrong with this picture?   Blogs started solely for SEO objectives will inevitably fail.

Here are a few reasons why:

1. Lack of planning and oversight – After the honeymoon of starting a blog wears off, those tasked with writing content often get distracted by their other responsibilities. Bit by bit, posts look less and less like keyword optimized web pages and sink back to the familiar writing styles common to public relations and corporate marketing. Gone are the keywords that consumers are searching on. Gone is the traffic that used to come from search engines.

If SEO efforts persist, they can get sloppy without ongoing oversight either by an outsite SEO consultant or an internal blog champion (more about that in our next post). Keyword usage in blog posts can become disparate or worse, evolve into a keyword stuffing exercise.

2. No passion for the topic – With over 100 million blogs indexed by Technorati, it’s a wonder what happened to the 90% or more than have been abandoned or that don’t post more often than every 4 months. It takes commitment, thought out ideas and a sincere interest in a topic to be able to blog about it on an ongoing basis over the long term.

Can you imagine watching a 30 minute TV show or 2 hour movie you’re not interested in? How long does that last? How about a job you’re not interested in? Do you really excel at it? Do you do the best job possible and and do you stick with it? No, no and no.

As a result, bloggers who are not personally interested in a topic will encounter blogger’s block quickly and with a shallow level of knowledge on what’s being blogged about, readers lose interest quickly and do not return, subscribe or link to RSS and Blog directories. Also submit to the regular directories such as  (DMOZ, JoeAnt, GoGuides, MSN Business Central)  

 

Blog Extinction

Blog Extinction

Ping the major RSS feed and Blog search engines each time you post. This can be configured with blog software such as Movable Type or WordPress to work automatically. If you’re using Blogger.com, then you can do this manually with Pingomatic or Pingoat.

Comments and Trackbacks – Be sure your blog software is configured to send a trackback ping to blogs that you cite within your posts. Pay attention to press releases distributed by PRWeb. If you cite a release, and ping the trackback link, the press release will in turn link to your blog. This is better for driving traffic than for link popularity.

Make useful comments on other blogs. Your name will be linked to the blog url that you enter. Do NOT make comments that offer no value to the blog post. Do NOT use keywords in the field for your name, use your name or blog name.

Offer RSS to Email. Almost 30% of blog traffic comes from readers that perfer to read blog posts via email. There are several free services available for this including: FeedBlitz , Squeet, Zookoda (this one is more for using blog posts as a weekly newsletter), RMail and Bloglet.

No matter how many optimization tactics you employ on a blog, there is no substitute for quality content. Blog optimization is only as effective as the quality and usefulness of the content you’re optimizing.

Here are some simple steps for managing blog content, long term:  Create a keyword glossary, much like you would for a website SEO project. Identify an editorial guide as well as post types and key topics. Assign a blog champion, someone that “owns” the success/failure of the blog. The blog champion will provide content and editorial oversight as well as recruit other contributors.

The blog champion performs another important function, feedback to the contributors. This goes beyond a simple “thank you” but may also include reporting on the number of comments on posts contributed, inbound links, increases in RSS subscribers and mentions of the blog post on other blogs. Providing individual as well as overall feedback to contributors helps them see what impact their efforts are making.

Socialize.Blogs are a big part of what makes up social media, so it’s important that bloggers are social for a successful blogging effort. A few of the ways blogs can be social include:

Wrap up For a successful business blogging effort that leverages search engine optimization, it’s important that the blog serves a functional purpose intented to help the business reach a particular goal. SEO is involved in order to extend the reach and “discoverability” of the blog.

Blog optimization is both a one time event with the templates but is also an ongoing process involving keyword glossaries that help determine post level keyword usage, internal anchor text and off site anchor text.  Running out of ideas and people to contribute to the blog can mean certain death, so be creative with content sourcing and formats. Listen to what blog readers respond to and give feedback on to guide editorial.

Blog software offers many social features. Use them! Grow a network that leverages the blog as resource and as a way to recognize contributors.  Monitor real time content opportunities as well as blog analytics so you can offer the kind of feedback that motivates continued contributions both from the C-Suite in the form of funding and from the B-Suite in the form of content and comments.

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Partner channels are conduits of communications

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, Partner alliances by Tom Levers on September 15, 2009

BRAND PARTNERS
BRAND PARTNERS

By Tom Levers

Remember Hierarcial Marketing – where product design, price and promotion determine demand? This traditional model places communications alongside the other variables of the marketing mix.

With the Internet as a primary communication tactic and the Partner Alliance as a multiplyer of the direct sales organization, you may want to use a more Counter-Intuitive Marketing Model !

 

Business to business organizations have gotten creatively lazy to the idea of  tactical integration of communications messages. To rapidly deploy new products in the future they will have to embrace the idea of the strategy of vertical integration to take advantage of the new marketing methods for communications – ie. speaking with one voice from the CEO’s office right down to the sales and tech people is key to rapid product demand.

Because of the increased importance of company-wide brand values in providing competitive advantage, marketing is becoming a way of delivering a communications strategy, rather than the other way round. 

In the “Traditional” model, communications starts with the company, and marketing becomes part of the ‘delivery mechanism’ for the communications strategy. It does not consider various conditional factors that determine primary and secondary forms of communications.

What are the implications of this vision of vertically-integrated marketing communications? Lets first understand the definition of Vertical Integration in general business… it is when a company expands its business into areas that are at different points of the same production path, ie the  Operating System Software company decides to make Software Utilities that it would normally need or the Auto company decides to go into the tire business.

An obvious marketing translation is the importance of integrating internal and external marketing communications. ie  All the employees are highly credible ambassadors to its external public – both in what they say to their communities and the service they provide to their customers. Both word of mouth and performance can be enhanced to the benefit of the organisation by sustained  internal marketing.

 A second implication of the strategic vertical marketing integration is the importance of developing partner channels as conduits of information, as well as , products and services.

Marketing frequently differentiates between ‘push’ and ‘pull’ strategies. ‘Push’ strategies ( direct selling) offer incentives to channels , pushing them towards the end user. ‘Pull’ strategies, on the other hand, use directed techniques ( advertising ) to stimulate demand in order to pull the product, or service, through the channels.pepsi_besser_lf29jun59

‘’Pull-“to find a need and satisfying it”, but Push -“create the awareness that a need exists”… metaphor rankles the old school traditionalist . 

Although Start-Up ventures have no product category established… no awareness of need, so if they have a need,  Vertically Integrated Marketing-“what is the fastest methods to get attention”  is the key driving communications tactics !

Push and pull strategies are not mutually exclusive. For example, a Trade Event directed solely at the end user will be seen by alliance partners, analysts, even competitors who validate and bolster their confidence in the category of product or service concerned.

While it is necessary to operationalise marketing communications strategy by combining a number of different disciplines and tactics, customers experience brands in their own terms. In order to communicate in a customer-centred way, organisations need to consider how their brand messages are received. 

The customer-centered communications methods can be broken down into ten (10) sources, but clearly there are infinate ways of a prospect hearing, seeing, or experiencing your brand. Public relations, word of mouth/tech, events, forms of media advertising,  sales promotion activity, internet searches, text messages, direct marketing, your direct sales, and finally alliance partners that can be extensive,  and only partially controllable.

The uncertainty of partners alliances makes it all the more important to think through brand contact points thoroughly, in order to gauge their potential implications. The key is to maintain that an organisation can improve its management of this process by a careful consideration of the different ways in which customers come into contact with the brand – offering a standardised  framework for action planning.

The traditional distinctions between push, pull and profile strategies  are giving way to ways of analysing and planning marketing communications which recognise the complexity of how customers receive messages.

Finding out how customers access marketing communications reveals their preferences in receiving information. As active recipients of brand messages, they can screen out the irrelevant and the inconvenient. Observing their preferences in this regard can be a source of genuine competitive advantage.

A way of improving your marketing is by improveing the singularity of your brand communications strategy…  from the point of view of the customer it will look as if your Brand is everywhere.
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Evaluating Partner Alliance Opportunity

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING by Tom Levers on March 19, 2009
Partner Marketing

Partner Marketing

Recently a major management consulting firm delivered the final engagement  “Evaluating Partner Relationships”,these are some of the general conclusions.

Partners deliver new sources of revenue, and are the genesis of efficiency, speed and market share. Often large organizations have too many and the small have none.

The complexity of variables to facilitate relationships is daunting, but partnerships can validate a new  product or service. It is the “Divergent ” components of partners that influence the  “business natural selection” process.

There are  Six Indicators or factors that significantly impact the  success and failure of a Partnership outcome. These are:

New Partner Attractors – Sometimes partners get together because of hot topics (ie environmentalism), some because of market buzz (company success), others have “hot” technology (technical advantages), more have functional ability, and for some it is the quality of people.  The true attractor is if the Partnership delivers a  “new value” to the customer.

Technical Domain Competency – The more similar the area of domain the less divergent, the less dependent and the more an organization can rely on in-house expertise rather than the partner.  Because an organization has a strong internal technical resource the emphasis shouldn’t necessarily measure technical competency, but more important it is the experience of doing (i.e. the number of successful implementations completed or product sold), and how complex or amount of time the domain discipline requires, is really how domain competency is measured.

Professionalism – The more strategic a solution or the larger the account, the more likely the final customer will expect a high level of “Competency” and “Professionalism”. It is the combination of “Competency” and “Professionalism” or “Service Quality” that creates the reliability of the  product and ultimate service solution.

Other key values are localization, demand generation, and sales capabilities that allow their team to drive new “up-sell” and “cross-sell” opportunities. These new capabilities provide a reasons to engage with existing clients, and a new way to introduce yourself (a foot in the door) with a new client. This can be supported by:

Localization – Thinking locally, looking local, behaving like a local, while acting globally is the key. It provides client connectedness, capability relevance, and local resilience.

Demand Generation – Hot markets can create leads from the brand and be easily integrated into the existing corporate marketing, such as Webinares, Events, Case Studies, Thought Leadership, SEM (see SEM Channel Partner Methods ) and more. If a Partner Demand Generation capability is a Pull-through only relationship often a “Technology Alliance” (i.e.”Intel Inside”) exists.  So often when competitive products or services enter the market the functional differences may not retain as much value (ie. AMD shows up and the only customer difference is “No Sticker” on the PC). The Partner successes use this to strengthen divergence by delivering partner marketing programs and tactics that both Push and Pull interest.

The Sales Cycle – Partners will likely add “speed to market” and “new market opportunity ” when selling  a complete partner solution. Some brands have a huge opportunity leveraging existing sales organizations that utilize their partner sales stakeholders. By having a partner sales force that supports the different vertical disciplines and complete product solution throughout the end-user customer buying process, rapid growth can flourish. Establishing the combined partner sales process for different products and services across different kinds of markets improves touch points, cycle speed and probability.

Divergence defines a stronger Partner

This is why ideally the best outcome for a Partner Program is “all of the listed factors of divergence”. Understanding these principals ievaluating-alliance-partner-relationships2s key to creating a strong Partner / Brand. By putting together a business relationship that generates long-term Partner Alliances, the use of divergence outreach can differentiate when direct competition creates market confusion. When multiple vendors and sub brands start to appear, creating similar functional value. Building the right Partner organization can deliver the additional momentum and breadth to support confidence and expertise that sustains market leadership.

A non-proprietary summary of the final delivery of a “Partner Marketing ” Engagement, from a major Global Management Consulting Firm for their client.
*Over 50 partner interviews were conducted for this engagement. Applying Organizational Science principals of Divergence has been used to predict outcome by defining the qualitative metric  of “New” ability over the alliance “Interdependence” (N/I)  delivered. The quantitative component is composed of organizational “Quality” as a multiplier of the “Functional” execution that uses a fraction of “Market” size and forecast market potential (Q x F)/M. This is then built into an Input /Output engine to quantify the “Opportunity” potential of a Partner relationship.->

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The New Marketing Revolution of Demand Generation

Posted in MARKETING by Tom Levers on December 30, 2008

Marketing has changed more in the past 3 years than over the past 30

Just think about the reaction you would have received three years ago if you heard that Sun Microsystems was going to encourage employees to blog and set up a contest for its employees, asking them to make the best YouTube video to advertise Sun products. 

Unquestionably a marketing revolution has been unleashed and we see all sorts of marketing organizations talking about new brand experiences. The focus is on customer engagement, in particular trying to reengage consumers who find a lot of the tried-and-true marketing techniques of the past–direct mail (including e-mail), telemarketing, advertischange4ing, not generating the results they once did. By utilizing the old with the new, content is now the key building block of how companies want to engage their customers. The new approaches, technologies and channels, have raised the expectations of the online prospect. Customers want relevant information on their terms and bi-directional communication. Moreover, businesses realize that reaching their customers without simultaneously alienating them is becoming more difficult. Two-way communication gives them a chance to talk to their prospect, instead of at their prospect. 

Measures are everything

With 2009 marketing budgets that are generally flat or decreasing, marketing professionals are under increasing pressure to show a return on marketing spending. The chief marketing officer needs to show relevance to the business, and do more with less, resulting in increased budget scrutiny and the challenge to deliver measurable return on investment (ROI). With the demands for more creativity and accountability, marketing organizations need to be part artist and part scientist.  So instead, marketing organizations need to produce structures to keep the creative…creative. This means fostering breakthrough brand experiences and simultaneously establishing better marketing discipline through processes, controls and metrics. 

Process practice… makes perfect

When you talk abtypewriter1out any process there is a basic lifecycle. In marketing conference rooms you often see documents to map out the process. The diagrams often represent the lifecycle stages from concept to content creation and through to delivery, metrics and feedback. 

 

The next step is to provide an underlying marketing infrastructure to orchestrate and execute on the process. To bring these marketing process diagrams to life, the global brands use a common technology platform. This is so people can seamlessly work with the content, through the process approvals, plan or budget activities, to deliver marketing messages to multiple channels: print, web, mobile and by geographic markets.

 

Solution: Integrated Demand Generation 

To drive marketing performance to new levels, marketers have begun to embrace and implement integrated demand-generation. Unlike delivering marketing as separate tactics, we must synchronize the entire spectrum of offline and online marketing to include speaking panels, word of mouth buzz, email, direct mail, interactive and traditional advertising, SEO, call center, tradeshows, partners programs, and the sales force.  There is an integrated marketing tool box that drives the metrics, methods and processes for the new customer experiences:

Creative –> For users to create compelling content. Platforms to reduce creative bottlenecks, streamlining access to content and creative functions like user experience designers,  so that you don’t make a 1990’s mistake of creating websites from brochures. Delivery –> Web interaction, mobile, video, social networks and integrated communications provide pull to your brand… not just push, but bi-directional and highly dynamic communications. Innovative examples include an XML-based publishing system for multi-channel make a publishing and the ability to participate, capture and report on user generated content, such as blogs and product rankings. Interface –> New interactive experiences are being driven by new Web-based applications and interfaces, including interfaces written and maintained expressive web applications that deploy consistently on all major browsers, desktops, and operating systems. Less clicks, more interaction and the ability to create information context are the goals of better interfaces to drive customer experiences. Innovation examples include facet search, intelligent guides and Flash-based applications. SEM and Analytics –> The Long-Tail and other segmentation models have driven a need to better map message content and segments. The market sees a lot of innovation around how analytics, user-generated content and reporting with campaigns is integrated. Manage your SEO, SEM and Google Analytics (okay, it was Urchin 3 years ago!) Brand Management –> Managing digital brand assets so you can search, access, modify, and repurpose rich media, including photographs, design graphics, interactive media, video, and flash animations. Central repository, intelligent content hanging and workflows helps ensure the right assets are used with the right campaigns. Interactive Communications –> Deliver highly personalized and dynamic content through multi-tactical publishing of thought leadership. Promote bi-directional communications with Web 2.0. Web content management, dynamic XML delivery and publishing workflows help ensure the right message is delivered to the right audience. Marketing Resource Management –> Campaign plans, calendars and budgets, including integration into MRM applications. Reporting and dashboard functions help ensure campaigns are executed on time within budget. Relationship Marketing –> The sales funnel depends on a progression: inquiry to lead to qualified lead to opportunity to sale. Yet, too few companies have a documented and agreed-upon demand-creation and management process between their sales and marketing organizations. According to research conducted by CSO Insights, these companies pudemand-generation2t themselves at a significant disadvantage. Companies with mature, defined lead-generation and management practices have a 9.3 percent higher sales-quota achievement rate than companies that do not, a 16.5 percent higher conversion rate of leads to first calls, and a 7.0 percent higher sales-win rate. The statistics strongly suggest that the impact of documented marketing processes at the top of the funnel is felt deep into the sales pipeline. Leverage relationship management. These processes help ensure that you execute segmented campaigns and turn leads into sales. For organizations with longer sales cycles and higher price-point solutions, process alignment is critical to sales performance. Often the opportunity size between deals that were the target of marketing campaigns while in the sales pipeline versus those opportunities that sales team shielded from further marketing campaigns resulted in the delta in average selling price of several hundred thousand dollars was striking, suggesting that marketing can dramatically increase deal size when it is properly aligned with sales.

 

 

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SEM Channel Partner Methods

Posted in MARKETING by Tom Levers on December 14, 2008
partners3
by Tom Levers

Adding an SEM perspective to your partner programs can generate a better quality lead.

Today few corporate brand owners are thinking creatively when developing partner programs. While manufacturers and others offer traditional co-branding marketing programs, they often fail miserably at executing Search Engine Marketing.

The brand owner needs to know: Why is the partner not selling more?  How are they generating leads? What did they do with all the leads?  What’s the return on the co-op dollars they were given?  In general what is their marketing plan and tactics for the product?

Channel partners, on the other hand, often complain about the lack of support. We need more co-op dollars. Why don’t you give us more leads? The leads you give us aren’t qualified. What are you doing to improve promoting us?

Both sides are generally justified in their stance. The root issue, however, lies not in the money spent promoting channel partners, but in the effectiveness of channel partner initiatives. With all the evidence that search plays a huge role in B2B purchases, few brands have made the investment to properly optimize their own sites for search, let alone optimize their sites to promote or advise partner search marketing. Yet SEM can be one of the most effective, cost-efficient ways to drive traffic to channel partners and generate leads and sales.

It’s hard to explain topartner28 a partner how to optimize its site for search of your product. Typically, you cannot mandate how channel partners should do their PPC campaign. At the corporate brand level, it’s hard to justify pay-per-click campaigns that drive traffic to channel partners and not to the corporate brand (it would be like sending partners a check for every click). The answer lies, however, in organic optimization. A well-designed landing page for each channel partner on the corporate brand’s site is largely a one-time expense. Done right, it can generate channel partner leads in perpetuity with little to no ongoing investment.

SEM is still in the Wild West phase of marketing and the PPC range wars are not touched in partner marketing.  But with one unique page for each channel partner, one that speaks to their expertise and value as a partner can create a lot of business and improve overall keyword rankings. Too often, partner contact information is merely an address and a link that goes to each partner’s site or worse… nothing at all. There really isn’t much for the search engine to index. And that’s the problem. If you want to drive traffic to channel partners (and you should), you need to create optimized landing pages that speak to the prospect in key word searches that target your partners value add to your brand. These pages differentiate and add value beyond just the product feature set. Prospects often start their search by looking for solutions close to the solution, e.g., “software tools”, but often drill down to narrow thrier requirement. The partner page should provide more segmented keyword differentiation, “software testing tools and testing services in California.”

Also, make sure you use generic search terms. Don’t adopt the myopic and arrogant position that every person knows your brand and is going to use that brand name in every search. Yes, most dealers, reps, and distributors carry products from other companies, and optimizing channel partner landing pages using generic terms may send channel partners leads that ultimately buy another brand, but wouldn’t you rather drive traffic to your dealer. If your products are good, your partners will sell them. If they’re not, your problem likely isn’t your dealer network.

Try to support the partner on both their site and yours.  That’s right… you need to put it on your website as part of your reseller program. Often the execution of the Channel partner contact page can look very similar; the only thing that changes is the name of the channel partner and its contact information. This can lead to duplicate content issues. The key to avoiding these issues is simple. Don’t be lazy. If you choose to create a bunch of channel partner contact pages on your site, don’t use the same page for all channel partners by merely swapping the name of the next distributor or dealer. If you do, the search engines will likely only index one of these pages and consider all the others duplicate content.

Think of how much money you spend on supporting your channel partners through meetings, tradeshows, traditional co-branded print literature, developing relationships, travel, etc. The number gets big quickly. All you need to do is spend a little time to develop a unique, non-duplicate-content page for each partner? And doing so will not only speak volumes regarding your support of each partner, but it will also generate tangible returns for them, something you can clearly point to as evidence of contributing to their success.

Make sure your channel partner contact pages can be indexed. Too often, these pages are database-driven pages that can’t be indexed by the search engines. Make sure your site and its content are designed so the search engines crawlers scan and index each of the partner contact pages.

But there is even more you can do with partner blogs.

An optimized landing page for each channel partner on the corporate site is only one of the ways to help create demand in the channel. Don’t fpartner27orget about other ways, too. If you have a corporate blog, use it to promote happenings at the channel partner level. Be smart about your blog entries, ensuring the content of your posts is optimized for search terms that prospects in your channel partner’s market are likely to use.

The same is true for public relations efforts. Take advantage of optimized news releases that promote channel partner happenings. Perhaps your dealer or distributor is going to carry a new line of yours, open a new location, or doing something to further support your brand. Chances are your dealers may be less sophisticated regarding search marketing than you are. Effectively distributing optimized news releases is another way to ensure your channel partners are found by prospects in their markets.

The role of search marketing is about assisting in the evaluation process and generating sales. There are many ways you can use search marketing to do this. But remember, it’s not all about promoting you and your brand. It’s about having more touch points, and more people at the street level to recommend and close the sale. Smart search marketing promotes not only the brand, but also its channel partners. Make sure your search marketing efforts drive channel traffic to your partners. Driving prospects to channel partners will improve relationships and translate into driving sales to you.

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Social Interaction and the Velocity of Change

Posted in MARKETING by Tom Levers on December 11, 2008
megaphone22
by Tom Levers

Modern marketing methods need to adapt rather than just control

 

Adapting to constantly changing attitudes and behaviors can be overwhelming to the traditional organization, but there are realtime customer message correcting methods that can be used to improve effectiveness.

 

To keep up with the velocity of change marketers must have customer insight to define message development. These capabilities use marketing tactics that are interactive rather than static. Traditional marketing is all about control over advertising content, placement, and timing of your product, price, promotion and packaging. This is great except when the world is moving faster than you can anticipate.  You can reach your buyers using traditional methods, but you cannot participate when an outside variable hits… and you definitely cannot control external factors like the economy, you only adapt.

 

By using multi-audience skills  you can examine a situation from multiple perspectives adapting to meet the audiences’ various needs rapidly rather than at a snails pace. Rethinking marketing communications to build a new kind of function is key, a new kind of capability that will combine customer facing that builds a feedback loop to validate the adaptive customer message. Take a typical product and service organization. Many businesses are in a transformation process that tests assumptions of the modern multinational corporate model. Globalization, combined with the web impacts the ability to communicate in a linear method to customers and investors, using traditional methods, and is overturning the company’s ability to segment audiences and messages.

 together3

Change is rarely a gift from above. It comes out of struggles from below. Just as the barriers between business stakeholders have dissolved, the marketing effort must remove the barriers between communications functions. These functions include direct response, media, public relations, corporate communications, partner marketing, and eventually the company’s citizenship function (if there is one), which is responsible for promoting values and injecting the power of the marketing message in and outside the organization. The typical corporate structure, with sales and marketing to engage customers and a separate public relations team to communicate, plus handling communications to investors, and employees, the process cannot keep up with the correct direction when the organization with many products and many messages can not integrate a topical relevance. It is a marketing department tread mill that is always behind.

 

Traditional advertising and marketing approaches have not been rendered obsolete. TV advertising during live scheduled events, such as National Football League games, provide on-line searches that spike to 10-20 times their normal traffic during the broadcast creates a traditional strength to an interactive activity.

 

However, just one example of adapting to current trends indicated from the  August Simmons Multimedia Engagement Study finds that consumers are less likely to purchase products and services they see promoted on news media, and are less apt to say  products and services shown on news media are high quality.

 

There are five key dimensions of engagement that breaks down how media connects with its audience. The key is to integrate marketing so that Social Interaction is the foundation of theses other marketing dimensions.  

  1. Inspirational: Consumers are inspired by message and have an emotional connection to it
  2. Trustworthy: Consumers trust a particular program, radio talk, magazine or website and believe it is telling the truth without sensationalizing
  3. Life Enhancing: Consumers feel they are learning about new things and places from a particular program, magazine or website, helping to make better life decisions
  4. Personal Timeout: Provide an escape for consumers, who like to relax and unwind while reading, listening or watching media
  5. Social Interaction: Fodder for conversations with other friends and family.

 

It all argues for taking a much more non-linear and contemporary approach to the work of marketing and communications. It starts as a message that every employee owns, and is accountable for its relevant content… so that it drives through the employees social interaction with friends, family and business colegues that are part of the growing blogs, forums, wiki’s, social networks,  customer CRM communications, events, trade shows, Radio Talk Show call in’s, and TV guests appearances to deliver a message that blends with the topical social fabric. The message becomes part of the social  multiplyer of touch points, no matter what event may occur or new information is learned,.

 metrics

This all sounds great… but how is it done?  

 

1. There has to be a willingness to change the marketing process to look for ways to integrate experiential forms of  communicating. This will eventually change the corporate culture into a real time (direct response) culture that permeates the thinking of every employee and program. Doing something always works better than saying something. Use as much integrated social interaction in your marketing as you can.  Use these tactics together rather than in silos. Combine interactive promotions, user generated blogs, forums, social networks, contests, meet ups, road shows, breakfasts, user meetings, conferences,  public sporting events, encourage company pro bono efforts, special needs sponsorships…  in any marketing tactic. Add an element that generates participation with your prospects, customers, employees, and the brand experience.

 

2. Develop Key Performance Indicators (KPI) and  dashboards that indicate a roll up from employee and partner scorecards, that reflects how they are participating with customers not just force feeding them a message .

 

One thing is certain, advertising experts have refined the methods of building a message machine that moves a pitch from point A to point B very effectively. In the next few years the digital divide will hit the marketing organization by distinguishing between those brands that use technology to integrate social interaction (participate) verses broadcast their message. To manage change organizations need to build a mechanism to participate in conversations.  As a marketing organization, if you do nothing but broadcast your message you are not incorporating real-time customer listening into your message development. The key is to build a marketing method that incorporates these new interactive tactics so that the marketing organization can be part of the “experience” of changing product attitudes as the customer expresses their thoughts, hopes, and dreams… so we hear and can articulate the personalized attitudes and needs derived from the changing world and how it impacts our products and services… so that we as marketers can internalize change rather than watch it fly by.

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Search Engine Trademark Best Practices… what every marketer should know.

Posted in MARKETING by Tom Levers on December 5, 2008
on-the-back1by Tom Levers

Can you build awareness from other brands ? 

No matter if you are using a “professional  SEM agency” or you’re a “PPC Do It Yourself-er “, a brand has a lot of value, so remember that its critical to be aware of the do’s and don’ts of  SEM Trademark best practices.

 

Despite the recession in 2008, U.S. paid search advertisement revenue is expected to reach $15.52 billion. Even with the holiday melt down internet marketing represents a 31.9% increase over 2007.  Search advertising is not immune to the economy and will motivate many to squeeze more out of their ad spending. So now more than ever the PPC marketer should be vigilant about the utilization and protection of a brand. There have been many search engine court cases involving keyword usage and trademark protection, by knowing best practices, you don’t need to fear or wonder about trademark infringement. 

 

This article reviews the state of the law, search engine company policies, as well as, legal methods to protect your trademark or use another trademark to enhance your visibility on the web. Trademark infringement is a popular topic for any business that develops a brand. There are the 4 basic elements of a claim: 1. Ownership of valid trademark, 2. Priority – earliest use, 3. Use in commerce in connection with the sale of goods services. (If the advertiser buys the trademark as a keyword but doesn’t use the keyword in the ad copy, there’s a huge split in opinion on whether or not this infringes on a trademark.) There is also a geographic split – in New York it appears to be no, in the rest of the country it appears to be yes and finally, 4. Likelihood of consumer confusion.

 

A couple of courts say that if there is a purchase of a keyword without the keyword in the ad copy, it does not confuse the consumer. Another court says that consumers will always be confused and the plaintiff should always win. So presently the courts don’t really have consistent opinions. If a consumer is confused about brand representation, there are a variety of defenses; referencing the trademarked owner. For example in the Tiffany vs. Ebay case, Ebay was buying advertising on the Tiffany trademarked products, and was excused because the use was nominative – “Ebay is a great place to buy Tiffany products”.

 

There are some basic search engine trademark policies.  A summary of the top three search vendors reveals Yahoo and MSN have banned certain types of keyword and ad buys based on the trademark.  Google allows bidding on trademarked keywords, but does not allow reference of the trademark in the ad copy. This approach may be more helpful. Google trademark complaint procedures for US, UK, Ireland and Canada, won’t investigate keywords, only ad text. Outside the US, UK, Ireland and Canada, they will investigatex-os1usage in both keywords and ad text. Yahoo trademark approach has the opposite procedure; they don’t allow users to bid on trademarked keywords. Ebay has a complaint procedure, it’s called the VeRO program (Verified rights owner) and they can and will kick people out. You just fill out a form, it’s easy, and you don’t need an attorney.

 

How to use your mark so you don’t abandon or misuse: First always use proprietary notices: “this TM is registered”. Distinguish your mark in print perhaps. Use it in all caps, or use it with the first letter as the capital (though don’t use it is a proper noun because then it becomes generic. For example, Escalator lost trademark rights because they used it as a noun, and now an escalator is the generic word for “moving stairs”). Also don’t use it as a verb, like “TiVo your favorite TV show”, you should use it as an adjective, like I’ll use my TiVo DVR. Never change your mark. So if you update or modernize your mark, be cautious of the trademark implications.

 

How to legally use another company’s trademark: There are limits on how company A can use company B’s trademark. Trademark use is prohibited if it causes confusion. But there are ways you can use it. The issue of what is and isn’t likely can cause confusion – just ask yourself the question, why am I using someone else’s’ trademark? To identify a genuine product or service… To let users know you are offering a product or service… To make a comparison between your product and another, for example, you are marketing a generic version of a product…  There is no other readily identifiable way of identifying the trademarked products or services.

 

Infringement is created when a company is trying: 1.To get a search engine listing when your website has nothing to do with the trademarked product, 2.To get a more prominent organic listing when your website has nothing to do with the trademarked product, 3.To get more traffic to your site, 4.To divert a competitor’s traffic to your site

 

So if you have the right answer to “why I am using this trademark?” here are some permitted uses: 1.When your website sells the genuine trademarked product, 2.In a meta tag when the website sells the genuine product, 3. In a meta tag when the website sells the generic version of the trademarked product.=

 

Limits on use: You can say, “We have the best prices on TiVo DVRs”, or “Our Video Editor is better than NEROs”, or “We sell the generic version of Lipitor”. You can’t use the trademark more than necessary (Orbitz,Orbitz,Orbitz), or in a more prominent form than necessary. You can not overly exclaim a trademark (We are not Orbitz, We are not Orbitz, We are not Orbitz). You can’t use a trademarked logo instead of the word and you can’t falsely claim sponsorship. A new use is when a marketer writes about a product or service, and this comes up in the search listings results, when it has nothing to do with the site. The articles are usually written to drive traffic to the site. Presently there has not yet been any US case law, but if abused this will be addressed.

 

Your brand has a lot of value, so remember that its critical to be vigilant to the do’s and do not’s of SEM Trademarks. Now that more and more marketing is not on paper you need to protect your brand using contemporary methods. You may find that you could increase your results just by following these SEM trademark best practices.

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Beyond Innovation

Posted in MARKETING by Tom Levers on December 4, 2008

light-bulblight-bulb1light-bulb
 Beyond Innovation
by Tom Levers
Are you an Innovator or an Inventor?

Having the ability to convert ideas into new offerings and capabilities is the key to sustained innovation. This is why only organizations with many innovations move beyond the inventor stage.

Sure at the heart of an innovative company is its product and service design, but an innovative product does not make it a success. There have been many products that were better than their competitors, but still did not succeed! This is because their competitors were better innovators in other aspects of the business.

Certainly, innovative and unique products can capture a premium position and price in the market, but typically just product and service advantages are fleeting. To extend innovation requires employees to find ways to innovate in their department.  Changing the terms and conditions on sales contracts, new packaging, new marketing methods and channels of distribution, and better visibility into your business may all add value to customers.    

How about selling products as a service? One aircraft engine company does just that—they sell time in the air, not engines.  Or the cable TV company selling the DVR as a service rather than a $300 consumer electronic device. A paint company now runs the paint booth for an automotive customer.  Joint ventures like this are everywhere. These examples are larger enterprises.  Still, any company can leverage core expertise to reduce risk or operating costs for customers.  This type of innovation really increases the value—and allows the US to compete against low coschange-directiont off shore manufacturing and services by providing a premium the market will pay.

As the first buying decission leads to repeat purchases, these type of offerings reshape the market, so that the company is playing an entirely new (and profitable) game to which others must adapt. A number of game-changing innovators are operating today, including such household-name enterprises as Procter & Gamble, Nokia, the Lego Group, Apple, Hewlett-Packard, Google, Honeywell, DuPont, and General Electric. Wherever you see a steady flow of noteworthy innovations from one company, you can probably assume that it is an innovator, with the distinctive kinds of social connections, culture, and supporting behaviors that enable it to play that role.

Innovation works with organizations that want every employee constantly sharing and implementing new ideas. The key is to get people to focus on “how to make things happen” rather than “why things can’t happen.” A critical factor is to support innovation beyond the product or service applying the kind of leadership accross the organization necessary for profitable top-line growth as well as cost reduction.

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Measuring the reponse of your Web Site

Posted in MARKETING by Tom Levers on November 29, 2008
by Tom Levers

Are you testing your web site when you make changes?

Testing starts with a pllitehousean and a question that needs answering.  Just because you can test umpteen different variables at once doesn’t mean you should. Testing the elements that will produce the greatest effect first is still the best strategy, and where the Web is concerned, that means finding out what improves conversion to sale.

Homepage configuration, navigation, checkout pages – any element of the Web site that can be moved, repositioned, enhanced or versioned to influence site conversion – are candidates for testing. With the Web, the concept of testing the big things still applies, but the costs associated with those tests and the potential benefits of establishing better practices are tremendous.

Most hosting companies today have the ability to A/B split test content online in a manner that allows you to literally serve up a different version to every other customer or potential customer who comes to your site. Moreover, many of the testing capabilities allow you to establish heat map tests for visits that come from specific activities, such as PPC programs or affiliate links. And as more customers go to the Web to place their orders, testing online and establishing controls as well as efficient practices are critical.

E-mail testing, too, is easy to do and can reap extraordinary rewards.  personally love fiddling with heat maps… testing promotional offers, delivdinasourery time of day, delivery day of week, subject lines, total number of offers/click throughs, embedded navigation, rich media versus HTML versus text, content density, etc., all consist of relatively minor programming tweaks, which means, as tests, they’re very easy to execute.

The formula used to calculate the lower and upper bounds of a confidence interval is as follows:

  • Lower Bound = p – (Z)(  p(1-p)/n)
  • Upper Bound = p + (Z)(  p(1-p)/n)

p = test response rate
n = test sample size
Z = 1.65, 1.96 or 2.575 for a 90 percent, 95 percent and 99 percent confidence level, respectively

So Easy Its Hard

But are the tests so easy that the web site marketer gets overwhelmed and tests nothing or too much because its too easy? Regardless of the sophistication of your direct marketing objectives, you should be testing at every possible opportunity. If you’ve tested a concept in the past but the business has shifted, the brand has been repositioned, go back and retest those concepts. If you’ve run out of big things to test and established an ironclad control, work on testing the details, tightening the screws as it were to improve results all the more. In the science that is direct marketing, testing is the path to greater success. So remember to make a plan and only test until you see diminishing returns.

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Web 3.0 could answer questions that Web 2.0 asks.

Posted in MARKETING by Tom Levers on November 28, 2008

davetabler-art2 by Tom Levers

Where machines can read Web pages much as we humans read them.
A common definition of Web 3.0 uses something called the Semantic Web in its description, a term coined by Tim Berners-Lee, the man who invented the (first) World Wide Web. He explains, “The Semantic Web will be a place where machines can read Web pages much as we humans read them”… it is not like moving earth, where parsed data is dumped into a web page like a dump truck moving dirt into a land fill.
The few robots or software agents that troll the web today are Goggle, Yahoo, etc to create and feed the the Contextual 2.0 sites and personalized Mash Ups. Or the invisible back door hacker agents knocking on your sites doors and basement windows for unknown security flaws.

Social Networks are Psychographic Aggregators

Those who want to focus on the 3.0 revelation… seem to take the integration with social network APIs as the next step, by creating incremental add-ons. One thing for sure, the VC backed social network add-on big idea people are at least trying to answer problems beyond data indexing and formatting. By socializing numbers, text, pictures, sounds, and video threw a “birds of a feather” concept, all we are doing is aggregating psychographics rather than demographics. 3.0 will need to problem solve beyond aggregating information otherwise it is just incremental change of viewing (2.0).

Cloud computing services will be the platform for targeting various point 3.0 business and consumer requirements, but the key will be to use services around methodologies to inform and solve problems rather than create new questions.

How many times has an Internet browser sucked the inquisitive mind down the rabbit hole, only to never find an answer and waist large amounts of time buried in the complexity of spurious data?

By integrating Internet data, applying unique methodology at real time speeds, and using tools that compare historical data, a platform will be available for true point solutions to individual consumer needs or organizations that use this info to manage both internal and external change.

3.0 Requires New Web Services

Just as 2.0 required aggregation tools, the 3.0 web will need to achieve a level of change that equals Edwin A. Abbott’s classic tale of inter-dimensional experience. The square cannot see the cube in a 2 dimensional world… data, without methodology cannot be Web 3.0. The intervention of cloud based tools like Java script tools to graphically plot real time data sets on-the-fly in your browser will need to grow so that there is a foundation to wrap problem solving methods around the Semantic Web agents before heralding a new dimension of the internet.