Silverpop Summit: Downin’ some hooch at the SpeakEasy…

ClickMail Marketing — Wed, 06 May 2009 02:21:35 +0000

Ready for a raid, they won't take us alive

So yeah, these industry events are SO BORING… (no-one believes me anymore, sigh). Great fun tonight, gambling/drinking/racketeering/extorting. Just another tough night at the office. I got to hang with some of the brain trust at SP, Kyle Truax (VP ProServ’s), Clara Hoban (VP Support Svcs), and Jeff Newlin (SVP Global Sales and Svcs). Cool 20’s-themed SpeakEasy let everyone blow off some steam after a VERY full day. I bailed before the place got raided.

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Met many more marketing folks since the last post and had a chance to chat with a few of them… Kirk Elliott of MMS (medical marketing service) is a 6 yr customer of SP and he’s here for his first Summit. He ended up doing pretty well at the BlackJack table when I left (I think he picked my pocket). He’s here to get a handle on reporting and metrics (so I’m expecting to see you in my session bright and early tomorrow Kirk!)

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Lisa Finfer (glasses down) and Clara Hoban (glasses up) take a break from the gambling to plot and scheme their next bootleg run… Who says crime can’t be fun? Lisa did me a solid earlier by sharing her clients with me (she’s the Director of Client Services at SP) when I went to interview the Brad-Barry Gang on an earlier blog entry.

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Another scofflaw at the SpeakEasy was David Azulay of kern (he’s presenting tomorrow too – pictured below), he flew out for the Summit from SoCal. He manages strategy and account services for their B2B clients, and his session is one I’m not going to miss – Best Practices in Closed-Loop Demand Gen & Lead Management.

: Luck be a lady tonight… (at the blackjack table)

What a racket (ha). Wonder what the boring marketers are doing this week? Big day coming up tomorrow, gotta go study my cheat sheet – there’s no way I’ll be able to fake my way thru reporting and metrics content tomorrow with this crowd, they’ll pull a ‘bed-bug eddie’ and cut off my thumb, then make me their coffee boy. No thanks…

Audi.

Silverpop Summit: break-out sessions (with help)

ClickMail Marketing — Tue, 05 May 2009 23:11:12 +0000

Step right up, all the leading-edge content you can consume… Howdy y’all (loving Atlanta). Wow, been drinking from the firehose today, what an amazing calibre and quantity of information to digest. Fortunately (thankfully), I’ve had help from my bloggingpartner-in-crime Chrissy in getting double the coverage of sessions than I could have done on my own. She was in John Coe’s session early this afternoon on Data-Driven Creative (B2B) and did a great job picking up what he was laying down. Here’s the rub: data and creative are not connected (by the vast majority of marketers – even the good ones), even though we KNOW that ‘the higher the relevancy of the offer and the message, the higher the engagement will be of the recipient’. To get thru the clutter (and noise in the inbox), data and creative HAVE to be connected.

Okay John. How? Campaign plan comes first (driven by database), creative comes second. The campaign plan needs to have 3 levels – 1st being based on demographic data, and the creative should be ’soft and relevant’ to a specific demographic. 2nd level is set around behavioral data (search inquiries, whitepaper downloads etc) and the creative needs to reference the behavior that triggered the message being sent – with a goal of getting recipient’s commitment to next buying step. 3rd level is then driven by relationship data (lead scoring, sales/site visits, high value customer…) and now the creative is functional, direct and a hard sell “we know you’re about ready” with a message goal of commitment to final steps in buying process. Key point – the creative must involve 3 critical things – messaging, offer, and media (email vs postal).

Big-game marketing tools

You buying? I’m selling. Love this stuff, high calibre ammo to go big-game hunting. Yeah baby yeah.

Gotta go get my Easy-on. The 20’s themed SpeakEasy party started half an hour ago, I’m late. More (much more) later.

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Silverpop Summit: Downin’ some hooch at the SpeakEasy…

Silverpop Summit: break-out sessions (with help)