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Posts Tagged ‘free’

Fishing for B2B leads? Choose the right bait.

Wednesday, October 22nd, 2008

Fishermen (fisherpeople?) choose their bait based on the type and quantity of fish they hope to catch. On the lakes of Minnesota, worms and small leeches are great for catching sunfish, and if find a good spot, you can catch a lot of them in a short time. However, it’s likely that you’ll also end up throwing many of them back because they’re too small to be “keepers.” Bait such as sucker minnows or spinner lures will attract larger, more exciting prey like northern pike. These larger fish are more elusive, so you likely won’t end up catching many, but each one will be larger and more fun to catch than a small panfish.

The same principle holds true in b2b lead generation. Different types of b2b lead generation programs can be used to draw visitors to your landing page, but once there, your incentive for response is the bait that determines the quality and quantity of leads you’ll “catch.” The greater the involvement you require of respondents, the lower the quantity but the higher the quality. Several examples are shown in this illustration:


Sweepstakes require very little involvement; a site visitor gives you their basic contact information in hopes of winning an iPod, a trip to Hawaii, or whatever. They are great for collecting a large quantity of names, but often few actual sales leads.

White papers are a popular and productive incentive for response. They weed out the pure prize-seekers attracted by sweepstakes because anyone willing to take the time to download and (hopefully) read a white paper at least has an interest in the particular technology area addressed. White papers also have far more branding value than sweepstakes. They are one of the most commonly used response incentives because of the balance of relatively high quantity and quality they provide, although sales will still often end up “throwing back” many of these leads.

As the level of involvement required increases, so does lead quality, but the numbers get smaller. A respondent willing to sign up for a free trial and actually use a software product—particularly in a corporate environment where IT approval is needed—has a relatively high probability of becoming a buyer (assuming the software actually works as promised). And at the far right of the diagram above, if the only incentive for response on a landing page is to be contacted by a sales person, the conversion rate will usually be very low, but the leads generated will be serious prospects.

The diagram above shows just a representative sampling of incentives for response that can be used; there are many other creative incentives that can be offered. The point is that the level of involvement required of the visitor is the key to estimating both the probable response rate and quality of the resulting leads in your bucket.

*****

Fishing for B2B leads? Choose the right bait.

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And Now for Something Completely Different - Business Intelligence Widgets

Tuesday, September 2nd, 2008

Your boss (or client) wants to see what kind of results you’ve been getting from that latest search marketing program. Want a cooler, easier way to show them the data? This may be your answer.
var myLogiWidgeta8e97804_93d7_402d_b1ab_8f1e292d5223 = new rdLogiWidget;myLogiWidgeta8e97804_93d7_402d_b1ab_8f1e292d5223.definition=”a8e97804_93d7_402d_b1ab_8f1e292d5223″;myLogiWidgeta8e97804_93d7_402d_b1ab_8f1e292d5223.containerID=”myWidgeta8e97804_93d7_402d_b1ab_8f1e292d5223″;myLogiWidgeta8e97804_93d7_402d_b1ab_8f1e292d5223.load();

There you have it. Other than the date field problem, I have now have a cool widget that shows this client (this is actual client SEO data BTW) how organic search visits to their site have increased since the end of last year.

Once the kinks are worked out, Widgenie will give non-technical users a much more interesting way to display and share business intelligence data.

*****

Contact Tom Pick: tomATwebmarketcentralDOTcom

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And Now for Something Completely Different - Business Intelligence Widgets

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Book Review: The Logic of Life

Wednesday, July 30th, 2008


A book written by an economist, that attempts to use economic theories to explain pretty much everything in life, probably sounds more like a cure for insomnia—perhaps even masochism—than a page-turner. But in The Logic of Life: The Rational Economics of an Irrational World, author Tim Harford, writer of the Undercover Economist column for the Financial Times, pulls off a truly amazing feat, making economics not merely interesting, but fascinating.

Just to make sure he’s got your attention, Harford begins his book with discursions on the economic rationales underlying teen sex, Mexican prostitutes, and the world of professional poker. In this last topic, Harford introduces us to Chris “Jesus” Ferguson, a doctoral student at UCLA who used John von Neumann’s game theory to become one of the top professional poker players in the world:

    “By the late 1990s Ferguson was one of the most recognizable sights in poker, earning the nickname `Jesus’ as he hid his face behind a long beard and hair that cascaded over his shoulders, buttressed by wraparound mirror shades and a big cowboy hat. He never spoke during play, trying to remove any sign of human emotion; he didn’t pay much attention to other players’ nervous tics either. He drew his information only from the cards, like a computer—or like von Neumann himself.”

After these first few sections, Harford gets more serious, but no less engrossing. He addresses a wide range of topics, demonstrating in each case how rational economic theories explain seemingly irrational human behavior: nuclear war, cigarette smoking, our choice of snacks, speed dating, marriage, divorce, and why young women are often attracted to older men (and vice versa, though economics seems superfluous in that case).

He devotes significant space in the book to the problem of racism, particularly in relation to blacks in America, showing that while racism is reprehensible, it is also, unfortunately, rational. The contention is that blacks, as a group, have under-invested in their own education and skills development, believing that white racism prevented them from getting a fair shot at economic opportunities. In response, employers (of many colors, not only white) have preemptively denied opportunities to blacks. The result is a tragic downward spiral.

The problem is vexing. Obviously, blacks have faced significant discrimination in America, unfairly and in many cases maliciously. On the other hand, the problem can’t be reduced to “white people don’t like people with dark skin.” Look at southeast Asians as an example of a group that has had a very different experience in America (and elsewhere), that of a virtuous upward spiral. While an employer may invite Mary in for interview before Latoya, Krishna may very well get the interview before Mary. Sterotypes can be unfairly positive as well as negative.

The solution, therefore, is going to require changes in behavior, and beliefs, on the part of both blacks and whites. Not an easy task, but possible.

Along the way, Harford explains why your office, dysfunctional though it likely seems, is perfectly rational: with a relatively small number of exceptions (sales, windshield replacement, pole vaulting), most professions are either hard to measure, or easy to measure but nevertheless difficult to compensate on that basis: “In most jobs, there are more than two variables at play and some are very hard to pin down. For those jobs, managers need a more holistic, all-encompassing measure of performance.” This leads to a discussion of “tournament theory”—paying employers based on their performance relative to each other, as in a tennis tournament. The trick to applying tournament theory to employee pay, of course, is to make sure bonuses incent employees to do great work, not merely to undermine and backstab each other.

While Harford’s book is very, very good, it does have three minor weaknesses. First, the author approvingly and at length quotes from Freakonomics, a book which had an unfortunate tendency to extrapolate from the specific to the general among other logical fallacies. John Lott’s Freedomnomics: Why the Free Market Works and Other Half-Baked Theories Don’t, though lesser known, is a far superior work.

Second, while Harford does an outstanding job of demonstrating how various economic theories can be used to explain particular decision processes or types of behavior, he ignores the possibility of other causes. In other words, while he does a fine job of showing how A causes B, he fails to even acknowledge that C, D or Z might provide a much better explanation. On various topics, religious faith, patriotism, family ties, environmental concerns or a one of a host of other factors may be more important that economics, but Harford simply ignores that possibility. A very strong case can be made, for example, that Brits would be better off economically with the Tories in charge, yet the majority don’t vote that way.

Finally, Harford at times ignores his own conclusions. After demonstrating convincingly that human prosperity is directly correlated with two factors—freedom and innovation—he expresses concern over pseudo-problems like global warming. If he believes his own research, and he should, he would realize that global warming cannot be a problem. When the incentives to change behavior become significant enough, people will change them. And even if the most dire theories of global warming are accurate, and human burning of hydrocarbon fuels is a significant cause, then only the innovation of free economic actors—not the regulation preferred by those on the left—can ultimately solve the problem.

These quibbles aside, The Logic of Life is a fascinating and enlightening book that deserves a wide audience.

*****

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Google Drinks a Fighting Problem

Tuesday, May 27th, 2008


Google is screwed up. I say that not to be in any way disparaging of the world’s most important search engine and online advertising platform (after all, this is a Blogger blog), but rather out of sincere, heartfelt concern. SEOs and online advertisers can no longer dismiss the search giant’s recent acting up as “just a phase,” or a bit of eccentricity; it’s time for some tough love. Yes, our friend Google is in need of…an intervention. Things have reached the point where anyone involved in interactive marketing can recognize the classic signs of a serious abuse problem:

Wild Mood Swings and Erratic Behavior

The search position held by any particular page for any specific term has always fluctuated somewhat over time, but lately the ranking swings have become unusually unstable and pronounced. For example, on one site that I do SEO work for, I watched one page go from 49th position for a particular term, to the #9 spot, then back to page five in a matter of weeks—with no changes made to the page.

That experience is by no means unique. As Jaan Kanellis recently wrote in Google Previous Query Reason For Crazy Google Rankings? on SiteProNews, “I swear I must answer these types of questions two dozen times on forums/blogs every week. ‘Where did my rankings go?’ ‘Why do I rank #4 one hour and then #44 the next hour?’”

Difficulty Getting Along with Others

While search results of course vary across the different engines as each uses its own unique algorithms, one nevertheless expects similarity in results when the search phrase being used has a clear market leader. For example, on a search for “free credit report,” Experian’s FreeCreditReport.com shows up within the top three results on almost any search engine.

To an increasing degree over the last couple of months, however, Google returns very different results than the other leading search engines, even when the others agree. For example, on a series of similar phrases, MSN and Yahoo consistently displayed one particular company’s website on the first page of their results, while Google seemed to have a much more difficult time finding it:

Results like this seem to suggest either that Google’s algorithm is no longer as accurate as MSN’s or Yahoo’s, or an explanation even more sinister, as suggested in The Google Voice: Free Speech in Search, a recent post from StraightUpSearch.

Confusion and Disorientation

Now, one might argue that Google’s results differ from other search engines because its algorithms are actually better than Yahoo’s or MSN’s. Perhaps, and Google certainly has no requirement to return results similar to other search engines—but it should at least agree with itself. But it doesn’t; it’s not unusual for Google to return wildly different results for arcane and extremely similar search terms.

For example, this is how one website showed up in search results across the three largest engines for searches on five very similar phrases. Note that Yahoo and MSN display results that are not only very similar to each other, but internally consistent as well, while Google’s results for this site are all over the place:

There are also instances where the same SEO techniques applied to different pages on a single website produce dramatically different results on Google. Disturbing.

Problems Performing Simple Tasks

The search giant has experiences reporting glitches across it’s AdWords and Analytics toolsets as reported by Ian Lurie in Google Analytics Is Losing E-commerce Data: Don’t Panic?!! on the Conversation Marketing blog. Here’s Google’s acknowledgment of the issue:


And the problems are not only on the reporting side; FTP publishing failed and spit back error messages on Blogger for four days before Google Support finally corrected the glitch. That’s a heck of a bender.

Changing Its Story

It’s not uncommon for someone with “a problem” to tell different stories to different people, or change details over time. This is apparently another warning sign for Google—are external links important or not? They still certainly appear to be, though Google has changed its tune on the issue, as reported on a Marketing Pilgrim post from Andy Beal, Google Officially Removes Link Building from “SEO?”. Why?

And Finally…Denial

The first step is getting help is of course admitting one has a problem. Unfortunately, there have been no signs of that yet from our friend. In Introduction to Search Quality on the Official Google Blog, Google VP Engineering - Search Quality Udi Manber, (a clearly brilliant and no doubt quite decent guy), defends the company’s secrecy, writing that “We are, to be honest, quite secretive about what we do. There are two reasons for it: competition and abuse.” Fair enough, and no one should expect Google to give away its most valuable secrets. But given all of the above—wild rankings swings, inconsistency, glitches in simple functions—is it too much to ask for an explanation of this bizarre behavior?

Roger Janik tries to sort this all out in What’s Important to Know About the Google “Dewey” Algorithm Update on PromotionWorld, writing:

    “This past update which came roaring in during March and April wreaking havoc to all SEO’s deserves a name like a great storm- this one named ‘Dewey’…For most SEOs and general web surfers Dewey was extremely easy to spot. It only took a few searches to realize that something was off kilter and to many SEOs totally out of whack…One of the first alarm bells that went off was that many of the quality old sites that we love and nurture suddenly disappeared from the top ranking positions to pages in the tens or twenties of the index. This very unfortunate fact sent many SEOs into panic mode. Many web surfers and SEOs noticed that searches were not nearly as relevant as before. For many, it seemed that Google was tipsy, spewing out half baked results for straight forward queries.”

Given how freakish the last couple of months have been on Google search, perhaps Doozey would have been a better code name. Or Britney.

Therapy Needed

Google is too important to be allowed to slip through the cracks into dysfunction and disrepute. Every day, millions of marketers and tens of millions of searchers turn to Google to provide
reliable, accurate search results. Maybe counseling is required, maybe a 12-step program, perhaps even forced commitment. Because, as we’ve all bee told repeatedly, friends don’t let friends drive (web traffic) drunk.

*****

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