Archive › April, 2011

Webinar May 3rd: Introduction to Inbound Marketing

To preview one of our upcoming workshops at the ISA Marketing & Sales Summit, Jon DiPietro will be leading a 60-minute webinar:

“Introduction to Inbound Marketing”

Date: 3 May 2011
Time: 12:00 p.m.–1:00 p.m. EDT
Price: FREE

Learn how to attract quality attention to your website, generate leads, and convert viewers to customers with this live webinar and workshop.

Marketing Challenges Today

Traditional marketing approaches like advertising, trade shows, direct mail, and cold calling are becoming increasingly less effective. People’s attention spans are short and are spread thinly across a wide array of media, making them harder to target. People are also getting better at avoiding interruptive messages like commercials and sales calls.

Outbound marketing is getting harder and more expensive. Conversely, inbound marketing is an approach that uses the Internet to attract quality attention to your website, generate leads, and convert viewers to customers.

What You Can Learn From “Introduction to Inbound Marketing”
The “Introduction to Inbound Marketing” webinar and workshop will describe how to craft compelling content and optimize it for search, share that content effectively on social networks, convert visitors to leads and leads to customers, and measure it all!

Login Instructions

Follow this link to login.

Then dial +1 760-569-6000 and enter participant code 434201# to connect.

About the Presenter

Jon DiPietro is a Certified Inbound Marketing Professional and author of the upcoming book, “Social Media for Engineers and Scientists.”

He is the Founder and Principal of Domesticating IT, an inbound marketing blog. Domesticating IT serves clients across the United States, Canada, Australia and Japan.
Jon consults and holds leadership positions in the International Society of Automation (ISA) and the New England Water Works Association.

He is also a frequent speaker on Internet marketing and social media topics at conferences, workshops, symposia, and Chambers of Commerce.

This webinar is sponsored by the ISA Management Division. The ISA Management Division is hosting the ISA 6th Annual Marketing & Sales Summit in St. Louis, Missouri this September.

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The Summit: Collaborating with Competitors?

It’s funny, because one of the most powerful reasons to attend any kind of professional conference is for the networking. Sure, you’re attending because you want to learn something viagra online

MG_11393.jpg”>new, but the real power comes through the networking with other attendees. First you get to connect all those online social profiles with a real person. I always find it interesting to match up names and faces, and see how close do they come to the “in my head” expectation? Just recently when I met a client for the first time, they said to me, “Gee, I thought you’d have red hair…” That made me laugh because I’ve never had red hair, perhaps highlights but not red hair! It must have been their “in the head” expectation of me. [Mental note: Update my profile pictures]…

In any case, one of my beliefs is to always be networking, and not wait for something to happen BEFORE starting to network. That way when you really need their help, it won’t be as hard to ask for help vs. reaching out 5 years after the fact. The good news is LinkedIn, Facebook and such makes it even easier to reach out to our past. But does your future lie within your past contacts?

The reason I bring this all up is becuase the ISA Marketing & Sales Summit is the ONLY B2B marketing and sales event dedicated to the industrial automation markets. I’ve been to several B2B marketing-type events, and they are always great but slightly off center from what I know our industrial automation clients will need or relate to.

Networking Among Competitors

The Automation market has always been quirky when it comes to the competition, and it extends to the customer we serve. Heck, it’s always been extremely difficult to get a case study published for gosh sakes!! Among many initial worries for new attendees coming to the event (or securing approval from your manager) is…”Why would I want to meet and share strategies with competitors?” It does seem counter-intuitive. But nothing could be closer to the truth. Every year I’m always impressed with the type of networking that happens at this event. Beyond the fun, there are real connections being made.

In fact, some of most powerful sharing and collaboration I’ve been fortunate to experience happens at this event. First, there are no competitor secrets being shared during the event. What does happen is you discover other people …who are like you….who are sharing similar work and professional growth challenges. There is a common ground to build lasting friendships. The kind you need when something changes in your life or career. The kind you can reach out to after the conference and get their opinion or insight. The kind you can connect with in social media and stay up to date with what they are doing, working on, and so on.

Pure Collaboration at the Center

It’s pure collaboration at the center, with no sense of brands, companies, or secrets. It’s almost as if attendees all implicitly agree to ignore they are are working for during that time period. It’s a safe place to be a working professional who is trying to expand their skill base and in turn, bring that new knowledge back to their company to help it grow even more.

It’s good stuff. It’s why we have a core group of people who come back year after year. Consider joining us this year. I guarantee you’ll get value out of attending, armed with new ideas and tools to apply back at the office. And you’ll make some new friends along the way.

If you have attended in the past, what has been your experience in coming to the ISA M&S Summit? Leave a comment…share your networking experience…

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Getting the Most Web Performance Information with Process-based Analytics

Our 2011 meeting in St. Louis will focus on reaching Customer 2.0 with Web 2.0. To succeed in this effort, we must know how Web 2.0 is performing and how we can continuously improve performance. Even though all effective marketing efforts are part

of an on-going process, typical web analytics focus on providing snapshots and provide little actionable time-based information.

At NWA we use SPC based process analytics to monitor the performance of our website, Adwords, etc. This has given us much more actionable information than simple bar charts or trend lines. SPC charts were designed to separate the signal from the noise in process data and they perform the same task for our marketing response data. If we don’t treat marketing performance as a time based process, we lose incredible amounts of useful information which can help us to be more effective and competitive than our pie chart loving colleagues.

Our Technical Director Dave Shearer wrote a study several years ago that looked at individual web page performance. This appeared in Telesian’s “What’s Working in Marketing and e-Business” and is posted on our website: Dave’s conclusions are still true and guiding effective decision making as we manage our web-based outreach.

This post was written by Jeff Cawley, VP Industry Leadership at Northwest Analytical. Mr. Cawley founded of Northwest Analytical in 1980. Today, he oversees professional organization relations and collaborates with industry leaders to develop lectures and writings on applied SPC and its integration with large scale information systems. Before founding NWA he was Director of Marketing for Alpkem Corporation, an analytical instrumentation firm. Mr. Cawley holds B.S. degrees in Chemistry and Geology from Juniata College and did graduate work in Geochemistry at Princeton University.

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Which Half of Your Marketing Budget is Not Working?

There’s an old adage, half of your marketing budget IS NOT working…the problem is, you don’t know which half. The only way to know is to examine the analytics of each campaign and keep tweaking to improve performance.

The man who first brought

analytics to our profession wasn’t initially a marketer. In fact, he was an Oxford dropout, a chef in Paris, a door-to-door salesman during the Great Depression, a pollster for George Gallup, a spy for British Intelligence, a farmer in Amish country, then, at the tender age of 38 he became an ad man.

David Ogilvy is considered by many to be the father of advertising. His obsession with research and information-based marketing changed the world of advertising. I’m reading one of his earliest books, Confessions of an Advertising Man . He is credited with many things, including honesty and candor in advertising. According to Ogilvy , “The consumer is not a moron, she’s your wife! Don’t insult her intelligence. You wouldn’t lie to your wife, don’t lie to mine.” He also believed that “unless your campaign is built on a big idea, it will pass like a ship in the night.” For him, a big idea had to last 20 years or more. One of his least known but greatest successes was the Dove (soap) bar. He created the image of the one-quarter cleansing cream that doesn’t dry your skin that is still in use today. And Dove is the largest-selling soap brand in the world.

On the analytics front, I was watching an interview with Ogilvy on the David Susskind show . Ogilvy talked about research. He was constantly challenging assumptions. For instance, he said, do you know how many families say grace before they eat? This was back in the 1960s. Most people assumed it was low, 3-4%. So Ogilvy researched it. He found that the actual answer is 67%!!! What a dramatic difference. It’s a great example of how dangerous our assumptions can be.

For instance, many businesses we talk to don’t track the analytics for their email or enewsletter campaigns. They assume traffic is sufficient. But how do you know which part of your enews is working and which isn’t if you don’t measure? We now have data that shows us how important a video tutorial is because we measure…obsessively. Our clients also tend to have open rates and click-throughs that are much higher than average because we can guide them on where to make improvements. Cut out the non-performing portions and substitute something new and hopefully more engaging.

The bottom line is…marketing is a constant testing process. Do A, measure it, do something different with the pieces of A that don’t produce results and then do B. Measure and repeat.

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