Category Archives: marketing

Sketchnotes: Marketing Automation, Jeffrey Yee (#torontob2b)

UPDATE 2012-11-15: Here's the video recap! Marketing Automation Jeffrey Yee, Eloqua Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors. Here's the text from the sketchnotes to improve people's ability to search for it: Marketing automation Marketing Automation Jeffrey Yee, Eloqua leads small list management forms scoring analytics events challenge -Too expensive -Not fully used -Not implemented correctly -Did not address business needs 1. Focus one thing! business need! 2. Identify Look for what your top performers are already doing 3. Start small, then build for mass adoption -Target the second-tier salespeople! 4. Wait patiently for the lift. incremental improvement Best practices from client side Dun & Bradstreet credit risk management sales & marketing supply risk management 1. Focus Example Retention trigger-based e-mail one need 40.1% opens 13.4% click through 10% increase in retention rates 2. Identify before you automate Focus group? Study top performers How are we achieving this today? Can we automate and scale this? Repurpose Think linear, it's easier that way Get personal and add value plaint text e-mail from sales, not marketing 3. Mass adoption (but start very small) advocates get others on board Look for the people who are close to their quotas: Tier 2 segmenting your salespeople! Have reps vet leads before adding to program 3rd party data 4. Wait patiently for the lift. Set expectations. Ex results -6 months pipeline value *19% # of yes 14% average upsize 3% ops won 25% Budget 12+ months Like low-hanging fruit Scaling up what already works Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com  

Sketchnotes: Building a Social Enterprise – Andrew Jenkins (#torontob2b)

UPDATE 2012-11-15: Here's the video recap! Click on the images to view larger versions. I might redraw these sometime – I still have to get the hang of working with paper! =) Building a Social Enterprise Andrew Jenkins, Volterra 20120503-torontob2b-building-a-social-enterprise-andrew-jenkins   Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors. Here's the text from the sketchnotes to improve people's ability to search for it: Building a social enterprise Building a Social Enterprise Andrew Jenkins, Volterra #torontob2b May 3, 2012 Historically: Listen competitive intelligence pin points needs cocktail party conversations we couldn't overhear before Message Engage Individual targeting Reputation Culture Indium example content contact cash planking example External to Internal Training examples policy -IBM -Coca Cola -Dell social media university adoption can't make me adoption count me in How does communication flow? Influence Some people: I can't wait for you, so I'm going to set things up myself... ragues Q&A -Resistors: Use peers, look for the bright spot. It took 20 years for e-mail to be ubiquitous. Who can't gain from greater visibility? question Social media: 10 years RBC: 140 years Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com

Sketchnotes: Designing content so that it works – Carl Friesen (#torontob2b)

UPDATE 2012-11-15: Here's the video recap! Designing Content So It Works Carl Friesen, Global Reach Communications Like these? Check out my other sketchnotes, visual book notes/reviews, and visual metaphors. Here's the text from the sketchnotes to improve people's ability to search for it: Designing content so that it works Designing content so that it works Carl Friesen, Global Reach Communications Website for e-book on content design showyourexpertise.com 1 2 3 4 5 stories The Trend Client wants customized solution Show that you understand their world 1. Trend & historic causes 2. current situation 3. Thoughts on developments, reasons 4. Recommendations The How-To 1. 2. 3. Example: trustees, communication process must be: Relevant + Realistic not necessarily what you do, but what clients will find helpful Helpful! - process with steps or - a list of success factors 1. outcome 2. supplies/equipment 3. steps 4. avoiding pitfalls/problems The How-to-Work-With How to get good results from working with you cannot be self-serving include info on saving money 1. wild success experience 2. factors 3. advice   The Case Study Leading-edge thought & sound implementation Trans-Canada highway story Wildlife protection Not about showing how clever you are! Must have learning points THEY can use Must be a story Tell with the client credibility 1. Initial situation 2. Steps 3. Problems & solutions 4. Lessons learned   The Survey Shows that you stay in touch must be what your audience cares about More useful with a trend Distribute appropriately Level of detail Consider limited distribution The Opinion informed opinion, thought leadership at no charge Long form -situation -views on good & bad aspects -recommendations The Review -New product/service -What's different -Discuss good/bad The Comment Notes by Sacha Chua, @sachac, LivingAnAwesomeLife.com

#torontob2b: Sean O’Donovan on managing content for lead generation + Q&A with Ben Harrison and Scott Armstrong

Update 2012-11-15: Here's the video recap! 20120628 torontob2b - sean odonovan - managing content for lead gen 20120628 torontob2b - ben harrison and scott armstrong Click on the images for larger versions. Feel free to share these under the Creative Commons attribution license. In Sean O’Donovan’s talk on managing content for lead generation, he shared tips on mapping your content to the customer’s buying journey, repurposing what you have, and making it easier for people to find the information through metacontent and packaging. If you’re having someone else develop your content, it’s a good idea to ask them to develop the promotional materials for it too. Ben Harrison and Scott Armstrong shared some of their experiences and opened the floor up for Q&A. It was interesting to hear about the marketing side of things. If you like this, you might also want to check out my sketchnotes from the previous torontob2b meetup: Other links: To find out about the next #torontob2b event, check out Brainrider’s events page. Enjoy!

Sketchnotes from #torontob2b (antispam, mobile websites, marketing programs)

torontob2b-20120823-antispam-mobile-programs

Click on the image for a larger version.

At today’s TorontoB2B Marketers Meetup, Sweeney Williams told us about Canada’s upcoming anti-spam legislation, Ian Fleming shared different approaches to mobile website design, and Scott Armstrong talked about how they’re working on a program-based marketing playbook at Brainrider.

I’ve just put my Evernote sketchnote collection online, and you can browse and search within it on the Web. If you use Evernote, you can add the notebook and browse through it there. =) Enjoy!

Like these? Check out the sketchnote for the previous #torontob2b meetup (lead generation, Q&A) or my other sketchnotes!

Sketchnotes from #torontob2b: Dragging an Organization into the Digital Age; 7 Steps to Social Media Success

Brainrider hosts these wonderful monthly meetups for marketers (digital and traditional) in Toronto. Click on an image for a larger version of the sketchnotes. Feel free to share these under the Creative Commons Attribution 2.5 Canada licence! Dragging an Organization into the Digital Age - Sarah Major and Jeanie Hendrie 20121115 TorontoB2B Dragging an Organization into the Digital Age - Sarah Major and Jeanie Hendrie 7 Steps to Social Media Success, Richard Marginson 20121115 TorontoB2B 7 Steps to Social Media Success - Richard Marginson Like these? Check out sketchnotes for previous #torontob2b meetups or my other sketchnotes! [Read more →]