Senior marketer at Salesforce advises

I am paraphrasing here. These are the words of Dale Burks – the ideas are not mine. The references are butchered and not the words of the referenced author. This was created as a summation. The people involved were extremely articulate and highly experienced.

I do NOT have permission to write this – yet. Salesforce, Salesforce.com, Jigsaw, and the associated names do NOT endorse this material, nor will they claim it is accurate.

Every CMO’s role differes – know your CMO
Jack of all trades – master of one
Come from many backgrounds: digital, print, product, PR, Wall St. – know this
They map differently – GEO, biz unit, product
CMO taking over customer service due to social media influence
Online – gives CMO more data and more prospects to reach
CMO – high churn in seat – ave. 18 months: burn-out
Harvard MBA professor Porter sez: 1. Be leader in your class; 2. Low cost provide; 3. Best in relationships (he cited IBM and Accenture)
CMO – traditionally product focused
Targeting is better for gathering data
Wrong titles and industry aligned with wrong content = poor results
MUST BE targeted – think Dave’s one-off approach
NOTES – on the creative – make it targeted
The bads – content for target does not fit; bad list; bad content; fortunately Jigsaw guarantees email accuracy!
SUBJECT line – statistic in subject would grab him
Research recipient – his/her quote in subject line
Feedback on something relevant to recipient
TEST TEST TEST – focused
SUGGESTION – offer free leads as test
Jeff – Ask prospect, “How do you measure ROI?” IRR – internal rate of return – comparative test. Do NOT assume ROI is appropriate measurement.
Know your competition’s strategy – are they running higher risk? Do they do anything for your biz?
HOW DO YOU MEASURE SUCCESS?
WHO IS YOUR TRUSTED PROVIDER (the one we want to displace.)

That is some brilliant advice. What do you think? http://daleburks.webs.com/

Eloqua conversation

Discussed “Why Eloqua” in detail yesterday, and I must say – I couldn’t sleep last night.

Here’s why – do you want the expertise of a marketing team that works with Apple and Motorola?

Eloqua has 17 marketers on their staff. They drive RPM – Revenue Performance Management. They are bringing together the marketing and sales departments and asking them new questions, engaging them with the CEO, and taking away big, customer-focused strategies that drive revenue and build a quality brand.

Another takeaway for us Jigsaw folks – educate prospects on proper email campaigns, then call your Eloqua rep to make you look good! ESPs are like fashion – do you buy from the designer or the knock-off? In this world of business, you better show up to the gala wearing your finest to get attention. In practice, when conducting an email campaign, after purchasing the most accurate B2B contact data from Jigsaw – send out an introductory email asking permission to participate in the campaign!

Properly designed, an email campaign could create genuine relationships with prospects and truly nurtures them – as a CEO, that would be Rhapsody in Blue, Miles, front porch, August! Help the prospect buy – Sales 2.0 on steroids. Educate with confidence.

Marketing automation – an elegant tour through your suite of solutions. We will end the tour at the climax; the when is agreed upon and constantly newly discovered. But timing engenders trust. MA is the cost-effective tool every business must have to grow its prospect list. It qualifies – scores – prospects and turns them to sales qualified leads when they are ready.

If you’re in sales and/or marketing, if you’re working for a CEO who needs to maintain sales or wants to ratchet up the revenue, have a look Eloqua. Get an understanding of their view of business. That alone should dramatically improve your line; at a minimum, you’ll see what your best competitor is doing!

IF you’re in sales looking for some fun and growth, try this: http://daleburks.webs.com/

Acquiring customers

Jigsaw.com is the easiest tool for prospecting and marketing. Cloud-based, sales reps can log in for a free account and retrieve 100% complete B2B contact records. Trade one for one forever, or choose an enterprise solution. Which ever you choose, studies show Jigsaw data to be th