A recent exchange he had with Brian Carroll on his B2B Lead Generation Blog offers the opportunity.
Brian writes:CEOs continue to demand better ROI measurement and accountability from marketers.
He continues the post by explaining how many marketers, CEOs, and companies don't receive maximum value (read: ROI) from these tools:I think that most sales and marketing professionals recognize that software will not spontaneously generate results, but the allure of easy execution and fast results are difficult to resist. It's also easy to forget that these systems require a great deal of hands-on input and maintenance to be fully appreciated.
Jeffrey takes it further by posting this comment (emphasis mine):Measuring the ROI of lead generation isn't the same thing as full accountability. If marketing is a profitable activity, it still doesn't mean that what it is communicating to the universe of buyers is building the business. I've seen lots of marketers sacrifice early and middle stage buyers because they had to show an immediate ROI on each campaign they ran. Who is accountable for all the potential business they lose by saying the wrong the thing to the right people at the wrong time?
In great form, Brian replies:I agree with you. I think our "instant gratification" culture is the main culprit. We're a "Fast Food Nation," after all.
So many companies are still scraping the bottom end of their sales funnel while many potential prospects are left unsold.
The solution? Take a wider, more complex view of sales and try to persuade prospects at all stages of their buying processes. Also, have a little patience.
Apple is a company that focuses on building long-term value and forgoing short-term ROI. This is in sharp contrast to the many companies that focus on increasing ROI by not only pushing more sales, but also cutting costs.
Apple has sold millions of iPods. Do you remember the package your iPod came in? Did you keep the package, even when you don't keep any others? I'm sure you realize it wasn't cheap. If Apple wanted to increase its ROI for the next quarter, it would just reduce the package quality. No one judges an iPod by the package. Or do they?
What's your company doing to ensure ROI not only for today, but for longer-term marketing accountability?
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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