Archive by Author

Dec09

Andrew Spoeth

2

B2B, Social Media and Twitter – an Interview with Ann Handley of MarketingProfs

B2B, Social Media and Twitter – an Interview with Ann Handley of MarketingProfs View SlideShare presentation or Upload your own. (tags: social media) I recently had a chance to catch up with Ann Handley, Chief Content Officer at MarketingProfs. Ann has developed a successful online presence for MarketingProfs on popular social networking site, Twitter (see twitter.com/marketingprofs). In the interview, she shares her thoughts and personal experiences on Twitter as it relates to her role as a B2B marketer and promoter of the MarketingProfs brand.

Oct16

Andrew Spoeth

3

The Customer Life Cycle Funnel – an Interview with Jim Sterne

    I recently had a chance to chat with Jim Sterne, Chairman of the Web Analytics Association and founder of the eMetrics Marketing Optimization Summit. Jim Sterne’s depiction of the Customer Life Cycle Funnel – four distinct funnels based on successful or unsuccessful customer acquisition, persuasion and conversion – has been widely quoted and referenced since he first presented it in 2000.  In the interview, Jim walks us through the four funnels, while also touching upon B2B vs. B2C, and social media marketing.

Dec14

Andrew Spoeth

0

Highlights from the Search: 2010 Webinar

Originally posted by Gord Hotchkiss on December 12 (www.outofmygord.com)  Yesterday, I had the tremendous privilege of moderating a Webinar with our Search 2010 Panel: Marissa Mayer from Google, Larry Cornett from Yahoo, Justin Osmer from Microsoft, Daniel Read from Ask, Jakob Nielsen from the Nielsen Norman Group, Chris Sherman from Search Engine Land and Greg Sterling from Sterling Market Intelligence. It was a great conversation, and the full one hour Webinar is now available. I won’t steal the panelists thunder, but the first question I posed to them was what they see as the biggest change to search in the [...]

May31

Andrew Spoeth

3

Marketing to Personas

Marketing matches the benefits of my product with the needs of my customer.  The question is: who is my customer?  What is her role in her company, what are her professional aspirations, how does she communicate with others in the company and what kind of a problem solver is she?  The better I can answer these and other related questions, the more successful I will be at developing my product and showing her how its benefits can meet her needs. One of the most memorable exercises I undertake with my marketing students, usually in the very first lecture, involves several [...]

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