Archive for April, 2009

Apr30

Gord Hotchkiss

2

The Persuasive Power of Face to Face

Think of the most persuasive person you know. The salesperson you can’t say no to, your mother (guilt always works), your spouse or your 6-year-old child. Now, imagine if you had never met the person in person and they were trying to persuade you over the phone, or by email. Would they be as persuasive? No. Persuasion just don’t work as well if you’re not face to face
Hardwired for Face to Face
 
Robert Cialdini wrote an entire book on the Psychology of Persuasion. He explains the hot buttons that get pushed, moving us towards doing something we might not otherwise have done. [...]

Apr28

Jody Nimetz

2

Ligers Maul Orchard Park Mallers 14-6 in Home Opener

Well the message must have gotten through.  Last week Enquiro Ligers manager Tracy Nimetz stated that the Ligeres stranded too many runners on base.  In the teams home opener, the Ligers generates a season high 14 runs in a 14-6 rop over the Orchard Park Mallers.  "One thing we wanted to see was more agressive base running…" said Tracy.  "It appears that the message was well received."  With pitcher Chris Pinkerton making his first start of the season, the Ligers got off to a 10-0 lead on the strength of two home runs from Ligers left fielder Jody Nimetz..  In [...]

Apr27

Kyle Grant

2

PPC Measurability: A Double Edged Sword

In marketing circles, the old adage: "Half my advertising money is wasted. The problem is that I don’t know which half!" is often regarded as marketing fact and has been more or less accepted as fact until now. In a down economy marketers are now heralding this statement no longer as a quote, but as a mission statement to finding where to invest money.  However, the very nature of this quote embodies the challenge that all marketers face: attribution. The famous marketing quote was reportedly said by William Lever, John Wanamaker, and F.W. Woolworth; begging the question: who gets the [...]

Apr23

Gord Hotchkiss

2

Measuring Success After the Click

Avinash Kaushik speculates that Bounce Rate might be the sexiest web metric ever. Scott Brinker has a whole blog dedicated to post click marketing. I believe it was Craig MacDonald at Covario who said bad landing pages are where good leads go to die. And I’ve been quoted as saying (categorically, no less) that the single most important thing we can do for the client happens after the search click.
Start Swimming Downstream
 
It always amazes me that search marketers spend huge amounts of time tweaking everything to do with the search page and very little time worrying about what happens downstream from it. [...]

Apr21

Jody Nimetz

1

Ligers Drop Second Straight to Open 2009 Softball Season

The Enquiro Ligers dropped their second straight game to open the season.  The Ligers are 0-2 as the visiting team this year and look forward to their home-opener on Monday, April 27th.  The Ligers faced great pitching from the Wranglers, who with a veteran lineup, defeated the Ligers 9-5 in front of a sparse crowd.  The Ligers managed to have a few extra subs this week with Andrew Spoeth, Steve Herrington and Jason Lane making their season debuts.  Doug Moore started his second straight game as Ligers pitcher, with Chris Pinkerton still on the reserve list.  Look for Chris to [...]

Apr19

Gord Hotchkiss

0

The Spring Search Insider Summit and my Hidden Agenda

I have an odd reaction whenever I get an email from Ken Fadner in my inbox. My face contorts in the strangest way. It’s half a bemused smile, half a wince, with a dash of anticipation thrown in. For those of you who don’t know him, Ken is the publisher of MediaPost. I’ve been working with Ken in putting the agenda together for the upcoming Search Insider Summit on Captiva Island.
You Have Mail…
 
Ken is remarkable in that, as far as I can tell, he reads every single post and column that goes up on the MediaPost site. In fact, Ken [...]

Apr17

Jody Nimetz

3

Does Blended Search Optimization Work for B2B?

Since May 2007, we have been hearing about Universal Search and Blended Search.  Google was the first of the major Search Engines to unveil blended results as part of their main search results in May 2007 with Universal Search.  ASK was second in June of 2007, followed by MSN in July 2007 and Yahoo in October 2007.  Yet here we are two years later and the discussions have died down a little.  When’s the last time you heard someone in your office discuss blended search?  Of course there are exceptions and early adopters, but in discussions that I have with [...]

Apr14

Jody Nimetz

1

Enquiro Ligers Begin Third Season with Exciting Season Opener

The Enquiro Ligers softball team opened their third season with an exciting season opener that saw the team generate a 7 run inning only to fall to defeat with a 3 run towering homerun shot by the opposing Diamondbacks shortstop.  Succumbing to a 13-9 loss to a strong Diamondbacks team, the Enquiro Ligers had a tremendous team effort to nearly pull off an amazing upset.  The Ligers, named after Napolean Dynamite’s favorite animal, played a strong defensive game with ample run support despite not having their starting pitcher Chris Pinkerton in the lineup.  Liger’s pitcher Doug Moore was steller with [...]

Apr13

Andrew Spoeth

0

How Does Your Risk Fit Into My Funnel?

I had the pleasure of producing Enquiro’s recent webinar titled Beyond the B2B Buying Funnel. Being a B2B marketer myself, I’m quite fond of the funnel concept and use it to map things like lead volume vs. position in the sales/marketing cycle. An interview I conducted with Jim Sterne takes a look at funnels of different shapes and how they reveal demand generation ailments and successes.
But where does the funnel fall short? One of the main messages I’ve taken away is that we shouldn’t look to the funnel model to imply a clear top-to-bottom progression in the sales process. Gord [...]

Apr09

Gord Hotchkiss

0

Microsoft’s Talk vs. Microsoft’s Walk

Not so many columns ago, I urged Microsoft to do something amazing in search. Last week, they did. But it wasn’t in a good way. I was on the road last week, and I saw three different things land in my in box about Microsoft and their search efforts. With each email, my frustration mounted. Finally, Friday as I was sitting in Seattle airport I couldn’t contain myself any more. I sent an email to the most senior person I knew at Microsoft Search. The gist of the email was “don’t do it”. Yesterday, I got an email back thanking [...]

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