B-to-B marketers are paying more and more attention to the stats and data coming from HubSpot and other marketing automation tools. In fact, more of our clients are planning marketing automation reviews or implementations in 2012 than ever before, with most using or leaning toward HubSpot and Pardot.
Recently, one of our clients took some of the results of HubSpot’s A/B testing to heart on a basic question many of us face: What web button text is most likely to lead someone to click? Is it Submit? Register? Or does it even matter? HubSpot’s advice to us, based on their clients’ testing, is that Click Here generates the highest clicks and lead conversions. And, in one instance, it was true: one client boosted clicks on an offer by 31% in a month – just by changing the button text to Click Here.
Posts Tagged ‘Goldstein Group Communications’
Marketing Is Often Driven by Nuances – and HubSpot
Tuesday, February 14th, 2012Lead Generation: Who Gets the Credit?
Monday, August 29th, 2011One of the unsolved conundrums in marketing ROI lead tracking is, what REALLY led to the sale? Was it the trade show visit, the response to the email newsletter, a webcast – or did the salesperson’s two-year nurturing of the prospect finally pay off with an order?
The savvy b-to-b marketer knows it’s truthfully the combination of all of those, that no single event can be considered in isolation as the only factor leading to the sale. But marketing ROI calculations can’t work when you give credit to “all of the above.”
In fact, most marketers are throwing up their hands and giving credit to the “last marketing touchpoint,” an admittedly inexact and flawed decision, but one that’s being used by 44 percent, more marketers than any other method. The data comes from a survey on Lead Generation Marketing ROI published by emarketer.com:
44% — Credit the last marketing touchpoint as the lead source
21% — Split the credit for the lead across multiple touchpoints reaching that contact prior to converting to a lead
11% — Measure the incremental leads from a single marketing touchpoint across different response channels using techniques such as marketing testing
3% — Use modeling to identify the incremental leads
20% — Do not track leads to specific marketing touchpoints
“WikiBranding” — Something New to Learn
Tuesday, May 3rd, 2011We just came across a really interesting article on a new concept of co-branding, called “Wikibranding,” in which your customers help shape your message. The old-world days of the marketing department controlling the message is, sigh, in our rearview mirror. Find the article on our blog, BrandBlog, at www.ggcomm.com/blog.
Jennifer Jackson
Monday, April 25th, 2011We’re so excited to welcome Jennifer Jackson as the agency’s newest Account Manager. Jennifer brings us a wealth of online and web marketing savvy from her prior positions as Cleveland Clinic’s Communications Manager, Internet Marketing and as an Interactive Account Executive/Digital Media Buyer at one of Cleveland’s larger ad agencies. Jennifer will handle a variety of the agency’s larger accounts, including those in its growing medical/healthcare portfolio.
And the Winner is….
Thursday, December 2nd, 2010Congratulations to Goldstein Group client Radisphere, whose new web presence (www.radisphere.net) took top honors in the web category of the “eHealthcare Leadership Awards.” The new web site (can you guess which agency created the site?) is part of a total rebranding and name change effort for the company as it crafts a new identity and platform to appeal to the hospital market.
Trust Me. Your Reputation Really Matters.
Thursday, November 11th, 2010I attended a tremendous seminar on “Earning Trust” recently. Seminar speakers made the point that the past two years have been transformative for us as marketers, consumers and employees. The economic upheaval has certainly touched us all. But has it changed us?
In fact, I believe the past two years has presented us as marketers with what will become one of our biggest challenges – re-establishing and re-building trust. We’ve been hit with re-defining moments at every turn – the Great Recession, the Gulf oil spill, Wall Street financial/foreclosure crises, even the Cuyahoga County government scandals here at home. Are the cars we buy safe to drive? Is this new drug safe? Can I believe my CEO when he says our jobs are safe?
Simply put, trust is the front door for business. You can’t make a sale unless the consumer trusts your company and its products. And you can’t expect your employees to perform unless they trust the company to treat them right, and to treat their customers right.
While we intuitively feel that trust has taken a hit (we all have that sixth sense as effective marketers!), survey data bears this out. A study by Right Management in May, 2010 showed that only 20% of 4000 U. S. employees in the U. S. said they always trusted their managers to make the best decisions. Think about that. (The next time your CEO is about to give a speech to company employees, lean over and say, “Don’t be nervous. Remember, only one in five employees here today is likely to believe what you say!”)
Why does trust in the workplace matter? Forget soft concepts of altruism; let’s just look at financial payback. A 2010 survey of 211 companies by Interaction Associates found that companies in the top 10% of its Trust Index showed a price/earnings ratio 28.5% higher than those in the bottom 10%.
Going forward, this will be a time when employees and customers watch how companies and their leaders act as much as by what they say. And as marketers, it’s our charge, our mission, to lead this march. That’s tough duty, but since we’re the only ones at the table – not manufacturing, operations, finance, engineering — charged with the responsibility for listening, it’s our responsibility to make sure our executive leaders are truly hearing what customers and employees have to say. Honesty and authenticity will be key values driving business going forward, not just our usual value-proposition, features-and-benefits discussion. Is your organization up to those standards?
GGC Launches New Site
Wednesday, May 5th, 2010GGC’s new web presence provides a platform for the agency to showcase everything we’re proud of – our people, our work, and our results. With an online portfolio, white papers, narrated PowerPoints, and links to the blog, we hope you’ll get a better sense of everything we do, and why we’re passionate about creating “wow” moments for our clients. We’d love to know what you think; visit us at www.ggcomm.com.
Can’t remember what changes you made to your website?
Tuesday, January 5th, 2010Google to the rescue with a new feature called Annotations. Any user with Google Analytics can write comments about changes they have made to the site. As an analyst, this will save a ton of time since I will no longer have to spend hours figuring out why all the data changed. To read more about this feature go to, http://www.roirevolution.com/blog/2009/12/new_ga_feature_annotations.html.
Online Marketing – Making it Work, and Making it Legal
Wednesday, September 30th, 2009You don’t need a survey to tell you that marketing dollars are shifting from traditional media to online. Whether it’s Google advertising, company web sites, blogs or email, marketing budgets increasingly are tilting to reach their customers with online tools. In some cases, companies are moving to 100% of spending via online marketing, leaving traditional advertising and direct mail programs behind.
In the age of LinkedIn and Twitter, what’s working and why? Is email still effective? If research shows that company web sites generate the highest quality sales leads, what are the latest tactics for boosting web traffic?
Yet understanding online strategy is only half the task at hand. Fast-changing practices are challenging legal assumptions for what’s permissible in your online promotion programs. Can I buy keywords on Google that use my competitors’ names? Do I need terms and conditions posted on my site? If my salespeople build a customer contact file in LinkedIn, who “owns” those contact links if they leave the company? How should I change my employee handbook to account for company bloggers?
Presenters: Joel Goldstein, Goldstein Group Communications, Inc.
Lou Licata, Licata & Toerek
Thursday, October 8, 2009
8:00 a.m. – 9:30 a.m.
8:00 a.m. – 8:30 a.m. Registration, Networking, Continental Breakfast
8:30 a.m. – 9:30 a.m. Program
Corporate Plaza I
6450 Rockside Woods Blvd. South, Lower Level
Cost: No Charge
Register by Phone: (216) 573-6000 or Email: Wendy Kertesz – wsk@completecounsel.com
Goldstein Group Aguments Technology Marketing Team
Wednesday, June 24th, 2009The technology advertising and public relations agency of Goldstein Group Communications, Inc. has augmented its technology marketing team with the addition of Jeff Spencer as Creative Director.
With nearly two decades of experience, Spencer is responsible for the creative vision and execution at Goldstein Group Communications. Blending strategy and insight with a heavy dose of creative mojo, he generates memorable, on-target ideas that help clients build their brands.
Spencer has spent the majority of his career producing award-winning consumer campaigns specializing in the Home and Automotive categories. Prior to joining Goldstein Group Communications he was Senior Art Director with Arras Group. There he worked with a wide range of clients including ICI Paints, Simmons Mattress Company, Moen, Sealy, and Yokohama Tires to produce print collateral, corporate identity, product launch materials, and electronic media campaigns.
“Our firm is continuing to grow,” said agency President Joel K. Goldstein. “We have diversified the industries represented by our clients, successfully competed for new business, and expanded relationships with several of our existing clients, and are now well positioned to continue providing consistently high levels of client service.”
Goldstein Group Communications, a technology b-to-b agency, brings an unusual combination of corporate communications management and engineer-level writing capability to its national client roster. With deep experience in electronics and industrial markets, the agency is able to draw on its skills to articulate with impact and clarity the technical advantages its clients bring to their customers. Unlike other agencies, staff members for the most part have built their careers on the corporate side of the desk, rather than as agency executives, a perspective that results in a higher level of accountability and measurability in te agency’s programs.
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