The Trailblazer Report provides a new perspective on digital marketing to help you improve yours.
In This Issue – Thought Experiment for Marketers
Big data gives marketers an incredible amount of potentially useful information. But how do you make sense of it all?
From big data on choosing the right marketing content, to sales cycle alignment, improving customer relationship management, conversion rates, prospect engagement, customer lifetime value, and more. Has there ever been a more complex puzzle to solve than modern digital marketing? Actually – there has.
Four hundred years ago, Galileo Galilei faced an even bigger puzzle; how to prove the Sun didn’t revolve around the Earth. And no doubt, that took some pretty big data.
“All truths are easy to understand once they are discovered; the point is to discover them” – Galileo Galilei
As a major player in the scientific revolution of the seventeenth century, Galileo had the odds stacked against him. For example, the Catholic church’s position on the universe was that the planet Earth was its stationary center. And since the Pope reigned supreme over Europe, he didn’t want his credibility shaken by a major flaw in church doctrine.
Further, the rising and setting of the sun makes it look like the sun is going around the Earth. So it was only through big data that Galileo could finally get to the truth.
And while he didn’t have advanced analytic tools like modern marketers do, he did have an invention called a telescope and an innovative technique. And it’s a technique you can use to revolutionize your marketing too.
What Galileo Did to Succeed That You Can Do Too
Since the time of Aristotle, 2,000 years earlier, people believed that a heavier object would fall to Earth faster than a lighter one. Further, it was believed that everything in the universe tended to move toward the center of the Earth. Although we now know this is caused by gravity.
In addition, Aristotelian’s believed that the planets stayed in the sky because they were lighter than anything on Earth. But after Galileo perfected his principle of inertia, it served as the basis for showing that the Earth wasn’t stationary. In fact, it moved around the sun like all the other planets do.
As the story goes, he dropped a musket ball and a cannonball from the top of the Leaning Tower of Pisa. And after watching them hit the ground at the same time he perfected his inertia principle. Which led Newton to develop his theory of gravity.
To demonstrate this fact, he used an innovative technique called a “thought experiment.” And he described this in his book, On Motion:
“Imagine two objects, one light and one heavier than the other one, are connected to each other by a string. Drop this system of objects from the top of a tower. If we assume heavier objects do indeed fall faster than lighter ones (and conversely, lighter objects fall slower), the string will soon pull taut as the lighter object retards the fall of the heavier object. But the system considered as a whole is heavier than the heavy object alone, and therefore should fall faster. This contradiction leads one to conclude the assumption is false.”
And knowing what you now know about our solar system, it’s hard to imagine anything different. Yet for thousands of years, a completely different worldview prevailed. This demonstrates how important it is to get the facts.
So how can you use a thought experiment like Galileo’s to innovate your marketing? And how can you use big data to generate more leads and sales?
Marketing Thought Experiment – The Marketer’s Dilemma
Marketing Directors face many challenges. These include getting results on a limited budget, differentiating their products and positioning for top of mind awareness. If they could identify the source of their challenges, they may be better equipped to overcome them. Consider this thought experiment:
Imagine taking on a new role as a Marketing Director. Your firm provides a proven high-quality product for which there is lots of market demand. Proud of their achievement, your company puts their product at the center of their universe:
- Business goals are linked to production & distribution
- Production efficiency is based on product quality research
- Marketing is based on price, product availability and channel relationships
By contrast, your main competitor has a worldview centered on their customer’s needs. And this leads to a different approach:
- Business goals are linked to customers and market research
- Markets are segmented and marketing activities are coordinated
- Products are differentiated between the tangible and intangible
While the competitor’s approach involves change and risk, it keeps them on the cutting edge and increases demand for their products. On the other hand, your company avoids risk by focusing on what’s worked in the past. But this puts them farther behind the curve. As Director of Marketing, it’s your responsibility to generate leads and sales. What should you do?
SURVEY – Your Thoughts on the Marketer’s Dilemma
Share your thoughts! How does the marketer’s dilemma impact you? What’s your marketing worldview? Participate and get a free report.
TIP: 3 Ways to Innovate Your Email Marketing
Email marketing is a highly popular tactic with B2B companies. And it’s no wonder, because your results are almost immediate. And it’s one of the easiest mediums to track too. The three primary metrics are the open rate, click-through rate and conversion rate. And with better copywriting, you can improve your results for each:
1. A better email subject line will increase your open rate
Your open rate is the percentage of recipients who open your email. For example, if you sent 1,000 emails and 500 people open your email, then your open rate is 50%. Remember, your email subject line is competing for attention against all the others in their inbox. And your subject line serves as the headline for your email message. So the more relevant and compelling your email subject line, the more people will open and read your message.
2. A better email message will increase your click-through rate
Your click-through rate (or CTR) is the percentage of recipients who click the link inside your email message. For example, if you sent 1,000 emails and 100 of the people who read your message clicked your link, then your click-through rate is 10%. And the more persuasive your email message is, the more click-throughs you’ll get, thereby increasing your chances to generate a lead. And the page you’ll most likely want prospects to go to is your landing page.
3. A better landing page will increase your conversion rate
A landing page is an essential element of the email marketing lead generation process. Because just like you need a sales professional to close the sale, you need a landing page to get a conversion. Your conversion rate is the number of people who take action on your landing page. For example, this may be to schedule a Free Consultation or download a free content offer. And if 100 people click-through to your landing page and 30 download your free eBook, then your conversion rate is 30% and you’ve got 30 leads!
Get Help with Your Email Marketing
Derek Little provides email marketing services. He can help you get better results with your email subject lines, email messages and landing page copy. Whether your message is promotional, relationship-building or informational, he can help. Further, he can help you develop an email series campaign of follow-up emails that motivate your prospects to take action. Contact Derek for a Free Email Marketing Consultation: firstname.lastname@example.org
Free Copywriter Information Package
This Information Package will help you sidestep many of the problems that can happen when you hire a freelance copywriter.
Free Linkedin Brainstorming Group
Join the Modern Manufacturing Marketing group on Linkedin to get new ideas and improve your marketing.