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26 Sep 2011
Issue # 48
| Paul Writer Marketing Booster Shot
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Yo!
And we're back to our regular format! Lots of new content in this issue.
An Economic Times article that we feature in this issue (um, yes, I'm quoted) set off a twitterati debate on whether paid tweets are ok. I'm of the view that unless the "tweeter" declares that they are getting paid for the tweet, in the long run they will damage their credibility. Though the brand buyers will probably still benefit from the quick reach. But the rules aren't set - what do you think they should be? Would you tweet for money? Send me your responses - I'd like to blog on this.
We launched paulwriter.com as a community a year ago. Many of you actually consume our content off the main site - through channels such as LinkedIn, Facebook, Twitter, and this newsletter. We're now considering a little bit of a refresh for the site - what do you think is high priority? What would make it useful for you? Let us know. I'd like your frank advice.
Happy Reading!
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| How to Create an On-demand Webinar that Converts Readers into Leads
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by Marcus Schaller
|  |  In today's hyper-competitive world, typical white papers and webinars are no longer enough to attract qualified leads. We're all overwhelmed with data and facts. Adding more to the pile simply doesn't work.
So what makes some content offers stand out above the rest? It all comes down to perceived value vs. perceived risk.
High perceived value combined with low perceived risk is the formula for increasing your conversion rate. That means solving important problems and delivering those solutions in a convenient, engaging way. Luckily, delivering on this formula isn't that difficult once you know how.
Click here for a step-by-step plan for creating an on-demand webinar that will engage your audience and open the door for real-life conversations and new sales.
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| Why Marketing Automation and Lead Scoring Aren't Enough
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By Chris Koch, ITSMA, and Kathy Macchi and Ned Cullen, Allegro Associates
| |  The path to lead management automation seems simple enough. Choose a system and begin tracking lead behavior. Then assign values to the different behaviors-such as a trade show booth visit is worth one point and a white paper download is worth two points-and create a threshold score for when the prospect is ready to be turned over to sales.
Yet lead management systems are not sufficient on their own. Lead management systems let you track how customers and prospects are interacting with you through Web tracking cookies and unique customer ID numbers (for tracking offline behavior such as interactions with the call center). However, these systems, while necessary to create an automated process and to provide the raw data for analytics, don't have the kind of built-in analytical capability needed to predict behavior. They merely help marketers make more educated guesses.
Click here to read more.
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| Tweeting a serious business; tweeters can earn up to Rs 1 lakh a month working for microblogging, promoting brands
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by Srividya Iyer
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While Twitter struggles to find the right formula to make a profit, some of the microblogging site's users are making a nice living off it. These are professional tweeters, people on whom many brands rely to make their presence felt in social media.
Mini celebrities of the micro-blogging world, professional tweeters have a sizeable fan following, giving them the imprimatur of credibility that brands find useful for imagebuilding on Twitter.
Jessie Paul, founder of Paul Writer, a marketing advisory firm, is of the view that professional bloggers engaged by brands can be perceived as damaged goods, defeating the very purpose of such an engagement. "We look for people we know from Twitter. If people know that one does it for a living, then they take it with a pinch of salt," she says. Click hereto read the entire story.
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| The Six Obstacles to Becoming a Data-Savvy Organization
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By Julie Schwartz
| |  ITSMA research shows that marketing organizations that leverage data in their strategic and tactical decision making have a business performance advantage.
Data-savvy organizations are better able to "significantly or somewhat" improve their average time to revenue and their sales costs per order dollar over the last two years. Of the data-savvy marketers, 55% reported a shorter time to revenue compared with two years ago.
By contrast, only 19% of the other marketers reported a shorter time to revenue. More than half the data-savvy marketers reported a lower sales cost per order compared with two years ago, whereas only 25% of the other marketers reported lower sales costs.
Yet all marketers, even those that we classify as data savvy, face considerable challenges in using that data to improve marketing-and business-performance.
Click hereto know more about the most significant challenges to becoming data savvy.
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for B2B marketers
2500+ members | 50+ contributors | 250+ articles
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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