Tuesday, March 15, 2016

My Notes: Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

Here are the notes I took while reading Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust, by Scott Brogan and Julien Smith.

The way you build up who you are, little by little, never moving too fast, never taking too big a bite at one time. There are occasions where you suddenly have to take a big step or a big chance.

Cushard Consequential: My Notes on Trust Agents by Scott Brogan and Julien Smith

Those come later

Build a listening station
google reader


search twitter

As you build social capital and reputation - create a spectacular About Me Page

  • Always be thinking about subjects to write about
  • Make what you write about useful to others
  • find topics - Yahoo ANswers, Linkedin Groups and Answers
  • Comment on other blogs
  • Make your opinion known
Six Characteristics of Trust Agents
  • Make your own game - stand out
  • One of us - belong to a community. Have them say "he's one of us."
  • The Archimedes Effect
  • Agent Zero - Build relationships, long before business. Develop access to networks
  • Human Artists - its about understanding people / relating to ... (dale carnegie stuff)
  • Build an Army - About developing mass = when you can get a large group to collaborate, you can achieve monumental tasks
Make Your Own Game
Set your own Rules

Action - write a gatekeeper/gate jumper list
find out who owns the old games in my area

Gatekeeper Gate Jumper
Telephone Company
Print Messages
MS Office EBay
Google Docs

Figure out your gatekeepers = decide which rules you can break

Make your own Game

Playing - start figuring out the rules - everywhere
Cheating - work around - which rules can be ignored
Playing =

You win by having goals
Have goals in each


Not cheating
Work around the status quo
Modify conditions
Selling the sames things as everyone else - differently!

Create your own rules:
"Do not go where the path may lead; go instead where there is no path and leave a trail." - Ralph Waldo Emerson

Three Rules for your new game:
  1. When you treat people well, they treat you well
  2. The wider your network, the easier it is to get things done
  3. THe more personal the relationship, the more straightforward you can be
Build a content marketing blog
CJ.com, commission junction

One of Us: - Be Human

Ask about other people first
Understand the culture
Promote others 12 times more than you promote yourself
Use a good picture
If you mess up, acknowledge, apologize, act
Share a bit of your personal life
Its about relationships
Trust Test

(C x R x I) / S = T

Do favors first for others - act first

Make an Impact - leave momments often

Leave name, company name
Comment on Stories, pieces that relate to my industry
Don't explicitly link
Be yourself
Add value to the post - dont say "Hey...nice post"
Leave Comments Every day

Archimedes Effect

"With a lever large enough, I can move the world" - Archimedes

Lots of power, a lot less work.
Leverage time
Leverage relationships - networking

Actions: First steps to leverage your position with an organization

Be bold about your business purpose
Be everywhere
Be a sales person
Be relentless
Be gracious
Things to Stop and Things to Start

Stop trying to find readers for your blog
Stop enabling your existing readers to talk about you
make it easy for people to share your stuff
Stop doing your own books and research
Start looking for a personal research assistant and aggregates
Stop spending money and time building your website
Starting looking at prefab solutions like wordpress and Drupal
Stop telling everyone about your new thing
Start crowdsourcing
If you can delegate, you must
Don't write a book for money, write it > leverage for credibility (it opens doors)

Tuesday, March 8, 2016

My Notes: The Big Data-Driven Business

These are the notes I took from the book, The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits by Russell Glass and Sean Callahan. I took these notes as I read the book.

2012 Forrester Blog Post - by Lori Wizdo - a potential customers can be 90% through the buyer journey before contacting a vendor.
Cushard Consequential Big Data-Driven Business Marketing Book

Drucker - Business has only two functions: Marketing and Innovation

Both of them will be led by the CMO

CEB estimates that they typical B2B prospect is 57 percent of the way through the buyer’s journey before contacting a sales person.

Book: Digital Body Language
Author Woods says, Marketers must rise to the challenge: marketers must cultivate new skills to observe and understand the buyer’s digital body language.

“Stepping Up to the Challenge: CMO Insights from the Global C-Suite Study” - a 2014 IBM study by IBM concluded: Where the CMO and the CIO work well together, the enterprise is 76% more likely to outperform in terms of revenue and profitability.

Chief Marketing Technologist blog - Scott Brinker

McKinsey Article: August 2014 - Getting the CMO and CIO to Work as Partners

Set well-defined goals together
The CMO must become metrics driven and transparent
The CIO must shift mind set (revenue driver)
Team building is essential
Think big but start small

Chapter 5 - How technology bridges the gap between marketing and sales

At CSC….the tele qualifications group basically does as many as 5 attempts to gather advance criteria on the prospect, and only the ones that pass the advance test get passed on to sales.

Driving leads that are based on data is central to the way this relationship is constructed.

DocuSign lead scoring 1.0 - This approach still informs the foundation of DocuSigns’ approach, but the company is also working with suppliers, such as Lattice Engines and Mintage, two lead-modeling software platforms, that use big data to help ID the leads most likely to convert.

Biro CMO David Karel is a data-driven marketer. When he joined the company in 2010, he was the first hire in the marketing department. His first major step was beginning to build out our marketing technology stack, a process he believed was essential to creating a marketing organization that could support the sales staff in driving revenue.

Chapter 6 - Data and the Rise of Online Advertising

At the top of the funnel, the company’s display ads targeted internet users who’s profiles indicated they were executives in relevant sectors. Zora wanted to build awareness within the largest possible relevant target audience.

In the mid-funnel, the company used display and SOME ads to engage and educate users. The ads prompted tools such as eBooks…..

In the lower funnel, the company used retargeted display advertising to offer a free trial of it’s service.

In the mid-funnel, Zendesk display ads that pushed educational content pieces resulted in more than 1,000 white paper downloads and webinar registrations. And in the lower funnel, display ads helped drive more than 2000 free trials.

Chapter 7 - using Data to Better Understand Customer and Pursue Prospects

Chapter 8 - The Arrival of Left-brained leaders and the Rise of the Marketing Department

Marketing leaders need to be focused on results / business results not just marketing metrics.

Lisa Arthur, CMP of Terradata Marketing Applications and the author of “Big Data Marketing” says many marketers may be blowing this opportunity to play a big role in their company’s destiny.

A numbers-driven approach is now not only possible but necessary to be successful.

Chapter 9 Implementing a Big Data Plan (sometimes by thinking small)

Brian Kardon, CM Lattice Engines, “You can beat much bigger, well-funded companies if you’re able to harness that data. Its a way to get an amplifier effect to do amazing things. Big Data could be the key for a lot of small companies, giving them a much better return on their marketing dollar. It’s a great leveler."

Bil Macaitis former CMO Zendesk

“The primary reason I came to Zendesk was they didn’t have a big marketing org.. Its a rare chance to build a marketing org almost from scratch. It’s a new age marketing org that doesn’t have any traditional silos…I came to build the most advanced, sophisticated B2B marketing team ever."

Macaitis had four words as his foundation

Data driven
Customer Focused.

When building the marketing org he focused on two key elements:

Content marketing
We made a couple of big investments:

created a big content team - hired 6 full-time content people. All they do is create content left and right. - content is crucial to understanding how customers are self-educating as they move through the buyer’s journey, most of which takes place online. Analyzing content pieces can provide insight into which ones are the most influential in driving prospects through the marketing funnel. (leads, pipeline, accelerate deal velocity, etc).
Hired a large analytics crew. created marketing stack. Includes 30 different kinds of software from Optimizely to Convertro. They are in charge of all the attribution, the reporting, a lot of the insight. They are in charge of training the rest of the team how to use the tools. They make sure we are leveraging all the data out there.

The ability to properly attribute what marketing tactics are accelerating prospects through the marketing funnel is vital.

Analyze the click streams

USE NPS with content and the marketing funnel when deals close. Seeking “primary reason for the score."

When Analyzing Customers , what characteristics do you best customers have in common, and where can you find more of them?

Eleven Principles to Follow When Bringing Big Data into Your Business
  1. Focus on the customer to determine what questions you want your data to answer
  2. It’s Big Data, but think small
  3. Don’t bet everything on technology
  4. Hire the right people
  5. Maintain some control of the technology piece
  6. Measure, Measure, and Measure some more
  7. Stay on top of your data and the processes around that data
  8. Conduct a data audit and strive to integrate data silos
  9. Cooperate with IT, Sales, HR, and other stakeholders
  10. Practice good data hygiene
  11. Develop a roadmap but anticipate detours 
Chapter 10 - Measurement, Testing, and Attribution

Measure a PR program - complicated but in the end a net score is created for each media hit that we can then use to tabulate monthly and quarterly scores have specific metrics that we work towards in PRs

3 Attribution Models
  1. First click attribution
  2. Rules-based attribution - assign certain value to a particular tactic based on predetermined rules.
  3. Algorithmic Attribution - Assigned values to each interaction based on statistical regression or probabilistic models (typically most accurate)
Attribution model software - Admoetry, Convertro, VisualIQ

Tuesday, March 1, 2016

Maybe Learning Experience Designers Should be Outcome Engineers

Cushard Consequential: Learning Experience Designer Outcome Engineer
Photo credit: https://www.flickr.com/photos/ex_magician/5688071602

During the week of October 21, I attended the Technology Services World conference put on by the Technology Services Industry Association (TSIA). TSIA launched a new book at the conference called B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship, which is disrupting the way technology services are sold.

I know it does not sound like anything a learning professional should care much about. However, the main message in the book and throughout the week at the conference is so staggeringly relevant to learning professionals that our future (like the future of the technology services industry) depends on adopting the lessons discussed in this book.

Here is that message:

In a B2B world, technology services companies sold a product or service TO a business customer. In a B4B world, technology services companies achieve an outcome FOR a business customer.

Your Stakeholder Wants Outcomes

The analogy here is that a hardware customer does not want a drill, she wants a hole in her wall. It is the same with a customer who buys a CRM software solution. A CRM customer wants to improve sales not buy a CRM. Technology services companies need to take on some of the risk in the transaction and help customers achieve some outcome.

Learning and development professionals should do the same thing. Instead of offering training programs, L&D professionals should offer outcomes in the form of improved performance.

Do Your Learning Programs Achieve Outcomes for Your Stakeholders?

A traditional training department follows the old model of delivering training programs to the organization and is held accountable for delivering programs that help people learn new skills (the drill). Rarely are training departments held accountable for contributing to improving performance (hole in the wall). However, if training managers do not adapt, they are going to wake up one morning and a Chief Operating Officer is going to say, “We invest in all these training programs, but productivity has not increased over the past three years. Why are we doing all this training?"

Be Proactive

One way to avoid this potentially very bad morning is to be proactive about taking on some of the risk by helping your stakeholders achieve outcomes. One way to start thinking this way is to conduct a brief exercise. Here is that exercise:

Review the examples below, then complete the sentence below the list.
  • My stakeholders don’t want a sales training program, they want to improve sales.
  • My stakeholders don’t want conflict management training, they want the number of HR complaints to fall.
  • My stakeholders don’t want leadership development training, they want team productivity to increase.
My customers don’t want ______________, they want _______________________.

If you can answer this question, and then figure out a way to help your customers achieve what they want, you will continue to deliver value to your stakeholders. If you do not, you may receive a call from your COO one morning that you will not like.

Please share one of your sentences below in the comments and let us know what your stakeholders want.

This post originally appeared on the humancapitalist blog.