Stay informed by reading current blog entries from our Quaero experts. Learn more about industry trends, gain insight into recent client successes, get up to date on company happenings and get to know us — and our opinions — even better.
Showing Blogs: 1–25 of 452
Posted on: 12/6/13
The Business Systems Analyst (BSA) role can be a tricky one. The goal is to become the bridge to key parties. It is the role of the BSA to bridge the gap between the client’s ever-changing business needs and the feasibility of making those enhancements with the technical team. It is also the responsibility of the BSA to bridge gaps between account managers and the database/software engineers. BSAs can both sympathize with the needs and frustrations of an angry client as well as with the outcries of “minor” changes on the database turning into a three-month process. Below are the key lessons learned over the years to help any BSA overcome a burning bridge:
Posted on: 11/20/13
Becoming a strong writer takes practice, but writing work-related content is a great way to improve. You’re already an expert in what you’re talking about. If you a follow a few tips to improve your writing and combine them with your expertise, there is no doubt that you can create some excellent content.
Posted on: 10/11/13
As a technical writer, I depend heavily on other people when it comes to certain projects. Even if you’re not a writer, chances are there are times where you have to work with others and rely on their expertise. This can be especially challenging when it comes to developing written content like articles, case studies, or white papers. A lot of people do not like to write. The process can become even more overwhelming when multiple people are involved in the writing as well as the review that follows.
Posted on: 10/4/13
Marketing automation is an incredible tool for connecting with and engaging your customers. The old adage, "half of my marketing is working but I don't know which half," no longer really applies. Truly, marketing can be held accountable for both success and failure, and can more effectively learn from each mistake. Also, we are able to attribute sales to specific activities, which over time helps to create a more impactful marketing plan to maximize resources and hopefully grow budget each year.
Posted on: 9/18/13
Bad customer service is possibly one of my biggest pet peeves next to people not washing their hands after using the bathroom – but that’s another topic. I think we can all relate to receiving horrible customer service at some time or another whether in a restaurant, telecommunication, retail store, online retailer, hospital, and so on.
Posted on: 9/11/13
As a content marketer, I spend a lot of time writing, thinking about writing, and trying to get other people to write. I don't have to tell you that sometimes, it's just plain difficult. The most common question I receive from the experts I work with is "what should I write about?" Deciding on a topic should be easy for someone with years of experience, right? But unfortunately that's typically not the case. Often times, the challenge appears so overwhelming that we give up altogether. Yeah, I see you out there, you know who you are.
Posted on: 8/30/13
Last week I had the privilege of attending the HubSpot Inbound Conference in my hometown of Boston, MA. The conference was extremely well-run, and the line-up of presenters and keynote speakers was really quite inspiring. I also was able to connect with several interesting and motivated marketers to share best practices and ideas for developing engaging, long-lasting content that will attract prospects. While I learned so very much, in this post I want to share with you the top three takeaways that I took from the experience. For those who were there, I'm interested to see if you agree/disagree:
Posted on: 8/28/13
As a Neolane client, are you having problems getting your emails delivered? As someone who works with clients on this very issue, I see the challenges associated with email delivery. We work closely with Neolane’s deliverability contact who recommends that companies send emails based on customer engagement—an important metric nowadays.
In the email world, the “Engaged” segments are the individuals who consistently click or open your emails. Therefore as a standard practice, we’ve created engagement splits. A split-type activity lets you partition a target into several subsets. These are mutually exclusive:
1. New to file – New to the database and never clicked
2. Three months – Clicked in the last 3 months
3. Six months – Clicked in the last 6 months
4. Twelve months – Clicked in the last 12 months
5. All else – The complement of the split
Posted on: 8/15/13
As a B2B marketer, I take content development pretty seriously. After all, it's what allows me to populate our blog and execute on our mutlichannel campaigns. But my love of content goes further than that. In fact, recently I wrote a post about how you can take good content and make it great. The content that you produce as an organization not only helps to deliver new business, but more importantly, it serves to identify your position in the market. Content development, when done correctly, puts a personality to your organization.
Posted on: 8/1/13
With today’s multifaceted projects increasing in complexity, managing projects has become increasingly difficult. This tenet holds true especially within matrix organizations where there is often competition for scarce resources. With said challenges in hand, the days of managing projects solely through simple project plans are long gone, replaced with an array of robust tools geared towards meeting the growing demands of project management in the 21st century.
Posted on: 7/30/13
We wake up, go to work, and come home every day. How much of your workday consists of the same work you have done in the past? Let me guess, all of it, and I’m sure you would like to learn at a greater pace. Your company most likely has a nice training program, that you should utilize, but how do you really evolve? You need to think differently and take ownership in your mastery.
Posted on: 7/25/13
What do the Mona Lisa, the Black-Eyed Peas and B2B Customer Engagement have in common?
Neolane Evolution 2013, of course.
This year’s Neolane Evolution had it all: technology spotlights, client guest speakers, a private tour of the Louvre Museum, and even a flash mob dancing to “I Gotta Feeling.” While I thoroughly enjoyed the engaging activities (and outlandish entertainment), I was equally impressed by the unexpected: the company’s strong focus on business-to-business marketing (B2B).
Posted on: 7/25/13
Email is constantly evolving and so is email deliverability. ISPs are being more diligent than ever to make sure customers are receiving desired, relevant content. It’s not as simple as sending an email to someone who opted-in anymore.
Posted on: 7/17/13
Content is king, right? That seems to be the hot phrase in B2B these days, and with good reason. Content is a way to convey your messaging in a less intrusive way to prospective customers. It's a way to keep you relevant. And it's a way to reach a broader audience than you otherwise would be able to. But my goodness is there a lot of it. I predict that in the new age of marketing, the mandate for marketers will shift from creating content to creating credible platforms so that their content is more impactful.
Posted on: 7/12/13
With the availability of data today, response attribution has tremendous benefits as well as certain challenges. Understanding the strengths and weaknesses or RA is especially helpful when it comes to implementation.
Posted on: 6/27/13
Why does everything need to do everything? Is it really necessary for my car to tell me where to go or what restaurant to eat at? Does my phone really need to play music, take pictures and movies, answer my questions, and start my car? Over-engineering runs rampant in today’s society. We always want things to do more and be more. Doing this usually just opens up more doors to issues, problems, potential failures, and ultimately more work. If you need to spend time fixing the video camera on a phone, what does that do to the person that needs to use the phone? If the car’s GPS locator is not working, how do you get to work if the car is in the shop having it fixed?
Posted on: 6/19/13
To learn more about becoming a mobile certified marketer, you can read my previous blog post here.
Prior to jumping directly into the mobile movement, marketers need to evaluate their goals and objectives for the mobile channel as it is unlike any other marketing tactic. Just because you can, does not mean you should (without knowing the impact). For example, push notifications and SMS messages are delivered instantaneously whereas email may be throttled over the course of several hours. It has been reported that SMS messages are read within 4 minutes compared to email, which is typically read within 48 hours. At the 2013 South by Southwest Conference & Festival held in Austin, Texas, Roe J. McFarlane, the VP of Production Innovation & Customer Experience at Redbox, put this in perspective. He spoke about a push campaign oversight from Redbox that had an unforeseen negative impact. McFarlane was quoted as saying, “You can be a victim of your own success. With 18 million downloads, we thought we would tell everyone that Spiderman was now available. You would think that that’s a good thing, but what happened is that we had 18 million people come to Redbox.com at the exact same time.” The end result was a bad customer experience as Redbox experienced an overload to their infrastructure.
Posted on: 6/14/13
Response attribution, while challenging, provides tremendous benefits. Not only does it provide full visibility into channel performance, it may be used as an input to optimize long term media spend as well.
The key benefit for cross channel attribution is to provide visibility into which marketing channels are driving sales well and which are performing poorly. This will allow you to adjust your marketing tactics accordingly and track performance over time.
Posted on: 6/11/13
In today’s global economy, the ever-present need for flexibility has caused a number of firms to adopt a matrix approach to organizational structure. For the uninitiated, while employees in a matrix organization report to a functional structure (e.g. division, group, etc.), their day-to-day responsibilities track to a distinct, multifaceted structure (e.g. a project, client, etc.). The theory behind such a matrix model is that it breaks down barriers, fostering a culture of adaptability and efficiency. In such an environment, projects can flourish with autonomy, with the support of the functional structure.
Posted on: 6/5/13
During a sales pursuit with a former employer, a potential client was inquiring about mobile marketing best practices and our company’s proficiency within that specific marketing channel. At that time, this was a channel that was obsolete within the marketing strategy of our current clients, and as a result, there was a significant knowledge gap within our organization for this type of expertise. Unknown to my company, a few months prior to the sales pursuit, I had started to educate myself in the mobile channel. Motivated by a recent smartphone purchase, I began an unhurried, self-started, education process to better understand the potential impact mobile would have on both the consumer (me) and the marketer (my clients).
Posted on: 5/23/13
Quaero works with many media and publishing clients. We help them drive traffic and client engagement on their digital properties and, by capturing and analyzing the data that comes along with this, we also help them monetize this traffic and these relationships. These two related industries may look very similar, but they face diametrically opposite challenges.
Posted on: 5/14/13
Today, customers are exposed to advertising everywhere— while listening to Pandora, browsing Facebook, on their smartphones when they are checking last night’s scores, and of course during their favorite TV shows. This advertising has a strong effect on the decisions and purchases customers make. But how do marketers make sense of what advertising channels are working? How do they decide which channels are the most influential in driving purchases? This is where response attribution comes in to play to actually measure the influence marketing channels have towards driving sales.
Posted on: 5/9/13
Many companies have a blog these days, but not many require their employees to contribute to the blog. So usually people who have some predisposition for writing are the ones doing all the blogging. And it works out well for them. Those who don’t like to write and don’t have to do much of it in their job don’t blog. And I think they miss out. Blogging is simple; there are no rules or strict requirements. I strongly believe that blogging even a few times a year can have a positive impact for you and your organization.
Posted on: 5/3/13
A follow-up to the previous meeting-related post: “12 Tips to Run More Effective Meetings.”
Working for a Client Engagement Agency (CEA) like Quaero affords the opportunity to serve an array of clients across multiple industries. While this exposure certainly has benefits living within diversity, it can lead to a number of key challenges when working across clients. One such obstacle is the occurence of back-to-back meetings with differing clients. While there is no panacea, the following list of Best Practices can help maintain overall Meeting Hygiene as it relates to single and multi-client environments.
Posted on: 4/26/13
Though meetings are essential components of the working-world, serving to mark milestones and drive key decisions, many of us dread the time and frequency required to “meet through” projects and issues. While there can be true value to meetings and group thought, impelling a meeting to fulfill its objectives can be an imprecise process. The 12 key steps presented below serve as discreet guidelines to organize, establish, and execute efficient, effective meetings. While upfront preparation may be intimidating, the downstream benefits are considerable, namely: less follow-up meetings, streamlined processes, increased throughput, and increased visibility.