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Hi, I’m David Vogel. Thank you for visiting my personal site, where you can check out recent blog posts, view my recent online marketing projects, and connect with me by email or social media. To learn more about me, please view my bio.


bizible-logoAs 2016 ends, Bizible highlighted their “most successful” blog posts of the year. How they measure the success of their blog post gives you good insight into the power of their marketing attribution software (which I like):

So when we do analyses like this, how do we determine success? Since we switched to a (mostly) ABM strategy at the beginning of 2016, our criteria is based on touchpoint engagement with the people that we want to reach — contacts from A, B, and C grade accounts. Essentially, how many target contacts read our blog posts.

Number 10 on their list is their post from April that overviews how we’ve added full-funnel, multi-touch attribution to the Datapipe marketing stack.

Check out the Bizible blog post about Datapipe here.

 

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ceb-logoToday I ran across an interesting question on the CEB B2B Forum (subscription required), and wanted to share my response.

The Question:

Looking for a little advice/guidance.

Our organization is still fairly new to sales, having recently migrated to a sales & service model. As our company’s sales force matures, so does the level at which Marketing supports it.

We are open/collaborative, but there seems to be some inherent level of apprehension/distrust from our sales colleagues on the work we do.  We’ve been sharing our results consistently, but now sales leadership has requested project plans to document ongoing marketing optimizations.

How do others walk that line between INFORMING sales leaders about marketing tactics/strategies vs. asking permission? How do you tactfully explain that not EVERY project requires a full blown workplan, and that it’s not the job of sales to oversee marketing functions, but rather to work TOGETHER?

My response:

You could approach it by agreeing on a shared set of performance metrics (lead/month, lead follow-up times, pipeline progression, marketing-sourced deals and revenue) that you’ll review together on a regular cadence. These reviews should give Sales the confidence they need that Marketing is moving the needle, while also re-focusing them on the Sales behaviors they need to optimize to make sure the Marketing efforts pay off.

With their confidence in Marketing restored, and metrics telling them the Sales behaviors they need address, I doubt they’ll have time or interest in reviewing Marketing project plans for long.

I would still pair the regular reporting on shared metrics with an overview including:

  • Your takeaways from the reporting (trends, challenges and opportunities)
  • How you’re acting based on the data (high-level strategies)
  • New tactics you’re testing (so they know you’re continuing to innovate)
  • Promotions in the marketplace they should be aware of

Best wishes!

If you’re a CEB member, I’d recommend check out the other great responses to this very real-life challenge.

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Datapipe Marketing Stack wins Inaugural “Stackies” Award from ChiefMarTech.com

June 15, 2015

Scott Brinker, marketing technology celebrity and editor of the essential ChiefMarTec.com blog, announced Datapipe’s Marketing technology stack as the winner of the inaugural “Stackies” contest. Never have marketing stacks received such a spotlight, and it’s an honor to be part of what will hopefully become a long tradition. Here’s what Scott has to say about our […]

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B2B Search Marketing @ Integrated Marketing Summit

September 22, 2014

Below is the slide deck from my talk at the 2014 Integrated Marketing Summit in Kansas City. Thank you for your interest, and for those at the conference, I hope you got a lot of actionable takeaways from the day. If you got value from the presentation, or want to talk more, please connect with […]

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B2B Search Marketing – Slides, Video and Social

February 26, 2014

On February 20th I had the honor of speaking at the Business Marketing Association of Kansas City, sharing some insights on B2B (Business-to-Business) search marketing and some actionable “quick wins.” If you were there, I hope you enjoyed it as much as I did! My favorite part was the Q&A; there were some very smart […]

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B2B Search Engine Marketing – Catch My Preso on 2/20/14

February 5, 2014

I’m thrilled to share insights on search engine marketing for business-to-business (B2B) organizations at the upcoming Business Marketing Association of Kansas City lunch on February 20th. There are a lot of intricacies faced by B2B organizations when it comes to organic search and pay per click (PPC) advertising. I’ll expose these, and share examples about […]

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Guest Blog Posting – A New Approach

January 16, 2014

I’ve recently taken a new approach to guest blog writing that I wanted to share. The concept is so simple, I’m embarrassed I wasn’t doing it earlier. It started when I was doing research for an article on the Layered Tech blog about the largest breaches of private healthcare data during 2013. As I dug […]

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Facebook Search and the new Like Economy

July 10, 2013

Facebook is in the midst of rolling out “Graph Search,” their much-anticipated tool that answers search queries with information culled from their billion users. While still evolving, early test runs show Graph Search excels at helping users discover new things (restaurants, entertainment, people, etc.) based on what their friends—or the entire Facebook user base—Like. The […]

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How a Great Unsubscribe Page Can Save Your Email Marketing

April 25, 2013

I’ve recently been on a crusade to clean up my email inbox by unsubscribing to any non-essential subscriptions. Whitepapers? Gone. Product newsletters? Sayonara. Webinar invites? In the words of Sweet Brown: “Ain’t no body got time for that.” While this aggressive email spring cleaning has been somewhat cathartic, it’s also given me a chance to […]

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Cool March Madness Infographic

March 20, 2013

I love this new infographic and blog post from the Pioneer Services team about the history of the military college basketball teams in the NCAA, NIT and CIT post-season tournaments. A lot of great teams and tradition!

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