Without Accurate Attribution of Digital Marketing, CMOs Can be Failing and Not Know it - Tessa Burg Podcast

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Barriers to Measuring ROI

Tessa Burg, VP of User Experience and Technology Strategy at Tenlo, says that B2B marketers that want to track the ROI of their digital efforts would be wise to consider an Attribution Model.  Lead sources should no longer be simply attributed to one source and neither should the credit be given to that source for the eventual sale. To access the true ROI of each marketing channel, B2B companies must find ways to adjust their traditional success metrics.

In this easy to follow podcast, you will learn the five easy pieces of the puzzle that every marketer needs to solve in order to be more accurate in reporting sales to one or many sources.

More about Marketing Attribution can be found in an article Tessa authored, “The Customer Journey and the ROI of MarketingSales and Marketing Management Magazine, Sept/Oct 2019, page 16.

About Tessa Burg

Tessa Burg is Vice President of User Experience and Technology Strategy at Tenlo, a pipeline marketing company that focuses on engaging high-value prospects with relevant buyer experiences that get results.

About Tenlo 

Tenlo, an AMG company, has a specialized team of pipeline marketers. We focus on engaging only high-value prospects with relevant buyer experiences that get results.

Our parent company was incubating different marketing approaches designed to accelerate prospects through the sales pipeline to close sales faster. This approach, coined pipeline marketing, was such a game-changer for clients that AMG chose to roll out a company devoted to the practice. That’s when Tenlo was born.

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SLMA Radio is hosted by James Obermayer of Funnel Media Group which is a program on the Funnel Radio Channel.  Funnel Media Group is the sponsor of SLMA Radio

Funnel Media Group, LLC   


Funnel Radio Line-up October 17

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9 am INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Denis Champagne, the CEO of Lotus Communications
The Power of Your Voice


9:30 am Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Designing an actionable account planning program. 

Listen live >


10 am WVU Marketing Communications Today by West Virginia University 

Tzeitel Haviland
The Value of a Programmatic Media Approach

Listen live >


10:30 am SLMA Radio by Funnel Media Group with guest host Tom Judge

Mark Coronna CMO Chief Outsiders
ABM Use Case: Lessons from the Front and How it’s Impacting Sales Pipelines

Listen live >


11 am CRM Radio by GoldMind CRM hosted by Paul Petersen

Marketing Stats and Hidden Meanings

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11:30 am Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

David Keane - Bigtincan
Will AI Replace Sales Professionals? Finding The Right Balance Between Sales Automation and a Human Touch
Listen live >


12 pm Asher Sales Sense by ASHER STRATEGIES hosted by Debb Borchardt

Kyla O'Connell
Three Techniques Elite Salespeople Leverage During the Sales Process


12:30 pm Revenue Rebels by DemandLab hosted by Rhoan Morgan

Kristin Roberts
The Role of Product Marketing in Supporting the Sales Process

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1 pm Road Warrior Radio by Lola.com hosted by Ryan Ball


Funnel Radio Line Up October 10

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9 am - INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Guest: Richard Conde
5 Steps to Improve Cold-Call Communication


9:30 am - Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Guest: Lance Walter, CMO Neo4j
Lance Walter: Sales and Marketing Alignment is Easier than You Think


10 am - WVU  Marketing Communications Today by West Virginia University

Dennis Yu, Chief Executive Officer, BlitzMetrics
The Future of Work in Social Media

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10:30 am - SLMA Radio by Funnel Media Group hosted by James Obermayer

Guest: Tessa Burg, Tenlo
Listen Live >


11 am - CRM Radio by GoldMine CRM hosted by Paul Petersen

Guest: Patrick Renvoise
Selling Isn’t about Pushing Features It’s about Diagnosing – Patrick Renvoise Podcast


11:30 am - Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

Guest: Lindsay Pedersen
The Power of Brand in B2B: Best Practices from a Modern Master

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12 pm - LeadGenius Radio by LeadGenius hosted by Mark Godley

Guest: Erik Taylor, FinancialForce
How a Company Aligned with LeadGenius to Double Selling Activity by 50%


12:30 pm - Table Fries by Lola.com hosted by Jeanne Hopkins

Guest: Susan Trudeau
Take a chance and do what you love.


1 pm - Agile Operations Radio by Lola.com hosted by Mike Volpe

Guest: Rob May
CEOs want to hear the bad news, not the complaints.


Funnel Radio Line Up Oct 3

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9 am Pac - INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Ashleigh Early
The Strength of Soft Skills


9:30 am Pac - Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Paul Maher, CEO Positive
Category Creation – A strategy for competitive advantage


10 am WVU Marketing Communications Today by West Virginia University hosted by Karen Freberg

Melissa Agnes
Building crisis readiness into the skillsets of students


10:30 am Revenue Rebels by DemandLab hosted by Rhoan Morgan

Randy Frisch, Uberflip
F#ck Content Marketing: It’s All About Content Experience


11 am CRM Radio by GoldMine hosted by Stacy Gentile

Josh Miles
Why the Marketing Stack is Threatening Marketing Management

Listen Live >


11:30 am Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

Jon Ferrara, CEO, Nimble
How to Build a Community of Micro-influencers to Drive Your Business

Listen Live >


12 pm Asher Sales Sense by ASHER STRATEGIES hosted by John Asher

Mark Bronfman, Private Wealth Advisor, Sagemark Consulting/Lincoln Financial Advisors
Sales and Incentives in the New Economy


12:30 pm Agile Operations Podcast by Lola.com hosted by Mike Volpe

Christina Luconi
Why Italian Cooking and People Operations are Similar - Christina Luconi Podcast


1 pm Road Warrior Radio by Lola.com hosted by Ryan Ball

Josh Allen
Let's have a real conversation.


Ten Reasons Why Podcasting is Popular as a Digital Strategy

IStock-597649690Podcasts, where executives in the company assume a public leadership position by discussing important topics in their industry, can be a vital part of their marketing strategy.  

There are ten reasons why you should consider using a podcast as part of your digital lead generation program. 

Podcasts: 

  1. Create thought leadership and personal branding for the host commentator and his or her company
  2. Have an authenticity with a talk radio format compared to webinars which are pure sales tools and the listeners know it
  3. Podcasts have a long life without an expiration date: new listeners tune in continually
  4. Find listeners from a live audience (if the show originates as an internet radio program) and feeds listeners and hundreds or thousands of podcasts listeners
  5. Generally cost 80%-90% less than webinars with a greater audience reach over a longer time period
  6. Are listened to by digitally connected people 24/7 away from the office
  7. Take little time for the hosts – typically 30 minutes per program – no rehearsals,  PowerPoint, or talking heads
  8. Create substantial content for use in blogs, collateral, books, newsletters, ebooks, etc.
  9. Are accessed from sites other than your own via guests and syndication
  10. Create testimonials when the host interviews the company's customers

Whether the host is your president, CRO, CSO, CMO or product manager on a rotating basis, B2B companies benefit from a Radio/Podcast programs.   See our current line up on the Funnel Radio Channel here

If you’d like to know more  about hosting your own podcast, consider joining the programs on the Funnel Radio Channel, click here.

Related:

16 Ways a Podcast Creates Useable Content

Online Radio/Podcasts continue to Grow - Pew Research Report Review

How Podcasts are Replacing old B2B Thought Leadership Tactics

How Internet Radio Reaches At-Work Listeners with Work-Related Content

The Power of Radio: Building Trust, Credibility (and Pipeline)

 


Rushing a website redesign may result in 404 errors and missed opportunities.

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Original article published by Susan Finch

Usually, we get tired of our own website designs before anyone else does, especially if we look at it several times a day. It's also important to stay current in design and content making the visitor's experience enjoyable and inspiring them to contact you. There are a few things to be aware of and take care of before you pull the plug on the old site and switch to the new one. Take your time, it could save you tons of 404 errors, frustrated visitors and lost revenue.

BEFORE YOU FLIP THE SWITCH TO THE NEW SITE:

Look at your analytics to see what the top 25 pages are and focus on those first.
Make sure those URLs will still work, or that you have set up a 301 redirect in your HTACCESS file or using a WordPress plugin or any other method your developer suggests. If they haven't suggested this, you may want to consider another developer.

Make a note of these, because any internally linked pages to those pages will need to be updated if the URLs are changing. That can be done with mass replacements in the database or using a temporary plugin like Velvet Blues URL changing tool.

Are you dead set on removing pages?
That’s fine, but make a list of the URLs you are deleting for future redirects. 

Are all of your pages changing after your main URL?
I mean, will your pages no longer say https:// mydomain.com/custom/name-of-page.html will they now be /custom/name-of-page/ ? That’s a major change and will require a TON of redirects or thought of how to minimize the redirects.

If it was a really popular page but is just outdated, update the content and tuck it away.
Something to consider, if the pages are just old, but the URLs have been around a long time, why not update the post or page? You can also tuck it away in an archived area, but use it to drive traffic to other areas of your website.

Go to Google Search Console to see all errors and inbound links.
What sites are linking to your content? Are some sites really tied to you? If so, make a list of THEIR ULRs/page links that link to you and what they are linking to. You want to make sure those will work, redirect or that you can contact that site with the update so they don’t look foolish sending people to broken links.

Are you running ad campaigns that link to specific landing pages?
Check in your AdWords, Facebook campaign manager and other social tools, including Amazon. If you also sell books, you may have more links to catch.

Do you have drip campaigns that link to specific pages and posts?
Make sure they are all still working or update the calls to action. Sometimes when we make drip campaigns, we forget to test all the messages each year. Now is the time for that. Make a note of the URLs in the CTA to compare to your list of top pages and pages you are deleting.

WHEN YOU ARE READY TO FLIP IT OVER:

Make sure your testing domain will still work in case you didn't switch all the dev links.

Make sure your SSL certificate is keyed to the new domain and/or location.
This alone can be a multi-day process if you have your site hosted in one place, your domain in another, your DNS in another and your SSL in yet, another place. That's a mess. 

Check all navigation and links that they will switch over from dev to the final URL.

AFTER YOU SWITCH TO NEW SITE/STRUCTURE:

Check all forms first, including subscriber forms. I mean really fill them out. Did the person who should receive it receive it? What about CRM systems? Salesforce, Marketo, HubSpot and the like - do you have links in those modules that need updating?

Update/annotate Google Analytics to mark the date and make note of the change to track the dip, if any, in traffic. This will help you see the pattern when your supervisors are wondering why they are hearing crickets in the leads bucket.

Check all nav and footer links next.

Create a new sitemap or resubmit your RSS feed to Google to speed up the process and updating.

Test your 301 redirect list of important pages that moved.

ABOUT 15 – 30 DAYS AFTER SWITCH

Check your analytics and search console for errors, incoming links and more.

Take the opportunity to reach out to companies linking to your site. It may be a future strategic partner or client. 

Verify you updated your social media profiles, bios and more so that they don't go to any bad links.

(This article is a modified version of one published by Funnel Media Producer, Susan Finch. She modified it to better fit this site. We hope you found it helpful.)


Funnel Radio Line Up September 19

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Our broadcast starts today at 9 am Pacific. WOW! we have some fanstatic guests to keep you learning, inspired and entertained from 9 - 1:30 today. Don't miss it. A few episodes are linked below directly to the recording, the rest you'll just have to be there to hear these guests.

9 am - INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Guest: Mark Welch, Founder, Street Savvy Sales Leadership
Great Expectations


9:30 am - Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Guest: Maria Ross, Brand Strategist, Author
The Empahty Edge: How Empathy drives business results


10 am - WVU Marketing Communications Today by West Virginia University hosted by Mike Lynch

Guest: Mike Fulton
Public Affairs tactics add government resources to your arsenal

Listen Live >


10:30 am - SLMA Radio by Funnel Media Group hosted by James Obermayer

Guest: Nick Lissette, Founder and CTO of Black Pearl Mail
Listen Live >


11 am - CRM Radio by GoldMine CRM hosted by Paul Petersen

Guest: David Priemer
Guarantee Sales Killer: Salespeople Who Bark Up Unverified Value
Listen Live >


11:30 am - Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

Guest: Josh Baez
From Great Ideas to Complex Execution: Taking ABM from 10,000 feet to the Ground Level

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12 pm - Asher Sales Sense by ASHER STRATEGIES hosted by Kyla O'Connell

Guest: Leslie Shreve, CEO of Productive Day
Revolutionize HOW You Work for Maximum Efficiency and Better, Faster Results


12:30 pm - Funnel Radio by Funnel Media Group hosted by James Obermayer

Guest: Dan McDade
Listen Live >


1 pm Road Warrior Radio by Lola.com hosted by Ryan Ball

Guest: Neil Berkeley
Insatiable Curiosity


Funnel Radio Line Up September 12

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Our streamed broadcast starts at 9 am Pacific and airs through 1:30 pm. Tune in or go to the individual episodes below.

 

9 am INSIDE Inside Sales by VanillaSoft hosted by Darryl Praill

Guest: Ryan Reisert, The Sales Developers
Just Bucket!


9:30 am Revenue Optimization Radio by Altify hosted by Patrick Morrissey

Guest: Bronwyn Saglimbeni
Barriers to Great Sales Communication Part 2 of a 2-part interview.


10 am WVU Marketing Communications Today by West Virginia University hosted by Cyndi Greenglass

Guest: Molly Gilmore
UX Design as the Link Between Old and New Technologies
Listen live >


10:30 am SLMA Radio by Funnel Media Group hosted by James Obermayer

Guest: Chris Ryan, Fusion Marketing Partners
When Marketing Inserts Itself Into the Sales Pipeline, Who Owns it?


11 am CRM Radio by GoldMine hosted by Paul Petersen

Guest: Steven Pearl, Intelliclick
Listen live >


11:30 am Sales Pipeline Radio by Heinz Marketing hosted by Matt Heinz

Guest: David Nilssen
Pivot as a Process: How Resource Conflicts Can be Converted
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12 pm LeadGenius Radio by LeadGenius hosted by Mark Godley

Guest: Rob Kornblum
Listen live >


12:30 pm Table Fries. by Lola.com hosted by Jeanne Hopkins

Guest: Emily Parker
Branching out early in your career can set your success path.


1 pm Agile Operations Podcast by Lola.com hosted by Mike Volpe

Guest: Will Collins
How Operations Should Use KPIs - Will Collins from Drift a Podcast