Monthly Archives: May 2012
According to Sirius Decision, the adoption of Marketing Automation technology is expected to increase to 50% by 2015. However, my experience tells me that while more and more companies adopt marketing automation, they are not able to use the tool to its fullest potential because of a lack of expertise, methodology, or basic understanding of the tool. Many do not understand the potential it has when used correctly and settle for basic email marketing – missing out on the great opportunity of increasing conversion rates and Marketing ROI.
I even hear confusion such as: “Isn’t lead nurturing just a fancy term for email marketing?” or “It’s all the same.” This is why we have created the Email Marketing vs. Lead Nurturing Infographic. It provides a quick overview of the differences between each helping marketers realize that they can have a greater impact!
Congratulations to our Chief Information Officer, Julie Simmons, who was honored today by Utah Business magazine as one of this year’s “30 Women to Watch.” Our senior executive was awarded this afternoon with other Utah women business leaders in a special luncheon at the Grand America hotel in Salt Lake City.
The Utah Business magazine May 2012 issue features impressive women business leaders and women entrepreneurs in the Beehive State, and Simmons shines with the best and brightest of Utah women. We’re proud of all Simmons does to contribute – leading technology strategy for MarketStar, launching education events and programs for the Women Tech Council, and inspiring girls to be the next generation of business women.
In the recent HBR article “The Crowdfunding Road to Hell,” Daniel Isenberg argues persuasively that crowdfunding — specifically equity crowdfunding — cannot work.
As an entrepreneur, angel investor, VC, philanthropist, and CEO with 40 years’ experience, I cannot agree.
From my experience investing in emerging start-ups (I’m invested in 60 right now) and launching my share of both failures (4) and highly successful (3) companies, I can attest that Mr. Isenberg is perfectly correct in his assertion that it’s dangerous to expect crowdfunding of equities to work the same way crowdfunded donations do. Furthermore, I understand all too keenly the complexities of determining a fair valuation for companies that are too early in their development to fit existing measurement standards and can’t meet the criteria for standard bank or SBA funding. I also agree that due diligence is an imperative — and is often overlooked by crowdfunders as impractical or overly complex.
There’s something to be said for walking a customer through a logical, natural buying process. At MarketStar, we have been preaching the value of Lead Nurturing to our clients for years. But as seen recently, there is nothing like a “real world” example to really drive home the science behind a concept.
For those of you under a rock, Avengers opened this last weekend to stellar reviews. The movie follows “Earth’s Mightiest Heroes” as they battle invading forces set on taking over the world. Marvel Entertainment began an elaborate nurturing campaign in 2008 to build unity in their Marvel Studios properties; including Iron Man(2008), The Incredible Hulk (2008), Iron Man 2 (2010), Thor (2011), and Captain America (2011). In each movie little pieces and hints were strung together to connect the characters, and set the stage for a movie where they could interact.
By the time The Avengers hit the screen, customers were familiar with the product, the story, and had a favorite aspect that appealed to them. These customers were already sold, greatly reducing the amount of effort needed to get them to make the purchase. Continue reading