4. Practice attention marketing – and make it measurable

By:

Posted: December 3, 2006 | Modern B2B Marketing

Customers today have become adept at tuning out unwanted marketing. Personally, I am in the business of marketing, and yet still I tune out as much marketing as I can. I use TiVo and haven’t watched a TV ad in ages, scan right past the ads in my Economist and Entertainment Weekly, automatically recycle any direct mail I receive, and aggressively delete any email I haven’t explicitly asked to receive.

There are basically only two ways modern buyers learn about new products, brands, or services:

  1. They actively seek something out using a search engine
  2. They hear about it through word of mouth from a source they trust

B2B marketers can engage with modern buyers by practicing attention marketing. I’ve already written a lot about the first technique, using search engine marketing so you show up when customers seek you out. Here, I’ll focus on the second, commonly called Word of Mouth Marketing. This starts, of course, with having a good product that satisfies a need or want. It then means facilitating conversations between customers, prospects, partners, and influencers. According the WOMMA (the Word of Mouth Marketing Association) B2B marketers should:

  • Identify the members of their community who are most likely to share opinions,
  • Seek out how, where, and when they share their opinions,
  • Provide methods to make it easier to share opinions, and
  • Listen the opinions; and respond appropriately to everyone – the supporters, the detractors, and the neutrals.

Of course, don’t fall into the trap of investing in community-based techniques without having a plan in place to measure the marketing impact on hard metrics like revenue and growth. This starts with having clear, defined objectives for your program. These can include raising your Net Promoter Score (which ties to growth), creating inbound links to raise organic rankings (which ties to traffic), or enhancing brand awareness (which ties to higher response rates). It can even include capturing customer feedback to influence the product roadmap – just make sure your organization understands Marketing’s contribution to that process.

Related Resources

  • http://www.PublicityHound.net Joan Stewart, The Publicity Hound

    One of my pet peeves in the category of interruption marketing is the website you land on that blasts audio through your computer speakers, without first asking permission.
    Incredibly annoying.

  • http://blog.futurelab.net/2006/12/4_practice_attention_marketing.html Marketing & Strategy Innovation Blog

    4. Practice attention marketing – and make it measurable

    by: Jon MillerCustomers today have become adept at tuning out unwanted marketing. Personally, I am in the business of marketing, and yet still I tune out as much marketing as I can….

  • http://www.pc4media.net/Blog/bid/4011/Measurable-Marketing peter caputa

    Excellent advice on tracking and measuring marketing activities.
    I hear really good things about marketo’s landing pages tools at helping marketers convert visitors into leads.

  • Nishantha

    This is a new concept for us. Let’s improve this concept.
    …………
    Nishantha
    Social Media Marketing

Jon (@jonmiller) leads Marketo's product marketing, strategy, and content marketing initiatives. He is the author of multiple Definitive Guides including Marketing Automation, Engaging Email Marketing, and Marketing Metrics & Analytics. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

Read Jon's Blogs

4. Practice attention marketing – and make it measurable

Follow Us

Most Shared

Instagram Infographic

What Your Instagram Filter Says About You [Infographic]

true colors feat

True Colors: What Your Brand Colors Say About Your Business [Infographic]

Revenue Performance Management Infographic

Revenue Performance Management: Making the Top Line Top Priority [Infographic]

killingtimetop

Killing Time: How to Destroy Your Productivity [Infographic]

Evolution

The Evolution of Modern Marketing Automation [Infographic]

Top Articles

Tighten your belt!

7 Strategies for B2B Marketing during a Recession: The Definitive Guide

Evolution

The Evolution of Modern Marketing Automation [Infographic]

promo_top_b2b_blog_med

Big List of B2B Marketing Blogs

The ROI of Paid Social Media Advertising

The ROI of Paid Social Media Ads

100th blog post

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited