B2B into C2C

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Marketing Musings, Social Media

For you marketers out there, the notion of using customers to carry your marketing message is not new, but the evolution of social media (AKA social networking) has taken ‘word of mouth’ marketing to a whole new level. I think about this daily in my B2B marketing work and just the other day, I experienced it first hand in a B2C (a web site and blog) turned customer-to-customer (C2C) medium (a personal email with links). A friend of mine told me about a great new store, Nau. Not only did she tell me about it, but she also sent me a link to their website and a link to the blog that introduced her to Nau. Based on her experience with their products, she became a loyal customer and a staunch customer advocate. Plus, I became a new Nau customer without ever leaving my chair. Simple, yet important and repeatable.

Basically, I think our typical B2B content now must be blended with C2C contact methods and content. Interesting, but not difficult. As marketing pros, this opens up some incredible opportunities for us to reach our audience much faster. For traditional marketers, the switch and blending of C2C messages and mediums into B2C marketing campaigns can seem daunting, so here are a few ideas that I have noted seem to help: Continue reading →

“Produce 20 case studies by end of H2″

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Customer Evidence, Marketing Musings

 So I have been thinking today (not the first time) about my least favorite approach to customer evidence, (case studies, success stories, customer testimonials, whatever you want to call them). I think it is a problem that permeates the execution of so many sales and marketing activities: goal-agnostic metrics.

What do I mean? I mean when some poor marketing manager has been given the task of “creating XX number of success stories by XX date” as the goal of a customer evidence program. This is a fine target number, but not the goal of the program. The goals of an evidence program should be more like: to create stories that are instantly readable and genuinely connect with the audience, to create testimonials that are true and informative with a reasonable call to action, to produce stories that resonate and can be passed on to your customers’ industry peers, and most importantly to create materials that actually get in the hands of buyers and influencethem at all stages of the sales and marketing life cycle.

So my quick advice, if you are ever asked to “create XX number of success stories by XX date” is to consider these 4 questions:

  • How will these materials get into the hands of potential customers, specifically? Events? Online? Sales calls? Proposals? Direct mail? Press releases? and how can I make sure that it actually happens?
  • What formats will be most useful in these channels?
  • What quantity of success stories is needed to be successful in these channels based on coverage across industry, geography, and segment?
  • If I were someone in my audience, what would I really bother to read that would make a difference in my buying decisions? (See little chat on empathy in marketing or more ideas.

Once these questions are answered, then set the best target possible for your budget, and include a few more details such as what formats will be used in what channels (online, direct mail, advertising, sales calls, events, etc). That is sure to generate more success for your company in the long run, and you’ll still likely hit hit your targets. And if any one ever asks you, “why 20?,” you’ll have an answer.

Projectline Warms New Office with Laughter and L’Ecole Syrah

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News

Seattle, USA – 2007/10/26

At Projectline we love, (we mean really love) to celebrate, and our Office Warming Party on October 18th was no exception. We did our best to take the creativity, enthusiasm, and enjoyment that we pour into our work and focused it into a gathering that was, as guest Lisa McCloud says, “the most fun I’ve ever had at an office party – ever.”

The reason for this fabulous fête? We wanted to share our new 4500 square foot loft, nestled between the SODO District and Seattle’s historic Pioneer Square, with the rest of the Seattle marketing community. To help inaugurate our new home, 100+ colleagues, friends, and local business leaders networked, nibbled on vegetarian hors d’oeuvres, downed local brew, and sampled organic and sustainably produced wines provided by sommelier David LeClaire. “Projectline picked a perfect environment for the youthful energy and creativity it embodies,” David says.

While high winds buffeted the expanse of windows that look out at the viaduct, Elliot Bay, and the Port of Seattle, guests played Wii and watched Seasons 1-3 of The Office on our new TV (we think Ricky Gervais is a genius), and shot rounds of 8-ball on the 1960s Brunswick Monarch pool table. Shannon Neely won the luxurious door prize – a suite at Hotel 1000 and tickets to the 5th Avenue Theater.

“For those of you who were not able to attend, we missed you, but don’t be too distraught,” says Projectline Vice President Anika Lehde. “You have an open invitation to visit us anytime for coffee and Wii.”

Check out more party photos taken by local photographer Zach Bucanan here: http://www.flickr.com/photos/15923079@N07/show/with/1716478740/

Projectline Opens East-side Location

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News

Bellevue, USA – 2007/10/01
On October 1, 2007, Projectline opened the doors to its first-ever East-side office. Located in the heart of downtown Bellevue, Washington, this office is currently occupied by eight Projectline team members, and is spacious enough to continue to accomodate our growing East-side group. This new site will allow Projectline to work even more closely with Bellevue-based clients. Want to know more about Projectline growth? E-mail extraordinary@projectlineinc.com.

Projectline Moves into New Seattle Digs

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News

Seattle, USA – 2007/10/01
The Projectline crew has finally outgrown its small offices in the Squire Building in downtown Seattle and moved into a lovely, open industrial space located on the 4th floor of 562 1st Avenue South. Although only a block away, the new 4,500-square-foot office is worlds apart from the smaller, 1,200-square-foot space of the past 2.5 years. Seattle-based Projectline employees will now have enough room to conduct interviews and meetings in the office instead of at the local coffee shop. With room for 41 individual desks, one small meeting room, two medium-sized meeting rooms, and one large conference room, the consultants at Projectline will finally have more space to try out big ideas. This move to a larger office will in no way impact the casual atmosphere that Projectliners have cultivated. The large kitchen and lounge will encourage clients and friends to visit and showers, lockers, and bike racks will accommodate a variety of commuting preferences. The office move is one of many small changes designed to accommodate the healthy 300-percent growth that Projectline has experienced in the past year. Want to know more about the Seattle Projectline office? Want to know more about Projectline growth? E-mail extraordinary@projectlineinc.com. New Office: 562 1st Avenue S. Fourth Floor Seattle, Washington 98134 United States

Projectline Named One of Washington’s Best to Work For

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News

Projectline Services, Inc. has been named one of Washington’s Best 100 Companies to Work For by Washington CEO Magazine. The overall rankings will appear in the magazine’s July issue in four categories – large, medium, small, and non-profits.

“The companies included in the list have demonstrated that they value their employees and their contributions to overall success,” said Bob Ritter, publisher and chief executive officers of the magazine. “Our evaluation is extensive. It included surveys of both employees and management and review by a distinguished group of human resource professionals.”

Ritter said all 100 companies will be honored June 28 with dinner, music and a celebration of success. The event will be held at the Washington State Convention and Trade Center. The top three companies in each category will receive special recognition.

Hebert Research, Inc. tabulated all surveys and supplied analysis. Those results were then reviewed by five judges who determined the final ranking.

Washington CEO Magazine covers business and economics on a statewide basis. It publishes 13 issues annually with reports on business and industry and public policy issues that impact the state’s economy. Its mission is to provide “essential perspectives for Northwest Decision Makers.”

Projectline Services is a Puget Sound-based marketing consulting firm. The mission of its owners, employees, and consultants is to empower each other to do what they love. They strive to exceed client expectations through creativity, flexibility, and enthusiasm; and to contribute to the global community by sharing time, energy, and resources.

“We really do value our clients and each other as individuals – which sets us apart from similar companies who focus only on the bottom line,” said Anika Lehde, Partner and Sr. Consultant, “We aren’t joking when we say that our business objective is to be happy and to make others happy – we think this is a perfectly reasonable goal, even for a marketing firm.” For more information, please visit http://www.projectlineinc.com/careers/work-environment/

Press Release in pdf format

Pointing Out the Obvious (Again?)

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Company, Marketing Musings

Those of you who know me probably would not be surprised to hear me preach the value of empathy in business dealings and personal life, but you likely haven’t heard me rattle on about the importance of using empathy to help make good marketing message decisions. It always seems that I am pointing out the obvious, but if that were true in this case, we’d have a lot more resonant and genuine messages floating out there.

To be honest, I don’t think empathy is an area where most traditional marketers excel. Of course, we know how to analyze market research, review customer feedback, comprehend market perceptions and trends—but I don’t think we all explicitly ask, “How would I perceive this communication if I were in this person’s shoes?”

I posit that no matter whom your audience may be, this question should always be asked and answered. Your audience doesn’t have to be a mirror of you to make this processes work—that is precisely what the magic of empathy allows us to do—to consider how others will feel about something.

I can’t give specific examples of seriously faulty messages that were unleashed upon the world without (assumingly) having been put to the empathy test or I may inadvertently insult one or two of this blog’s readers. Instead, let me get right to the point and suggest this: next time you have any material, letter, message, mailing, headline, tag-line, advertisement, or email going into the hands of an audience you want to actually connect with, explicitly ask the question, “How would I perceive this communication if I were in this person’s shoes?” (Don’t forget the last part; if you only ask “How would I perceive this message?” you’ll only succeed if you are trying to reach marketers. Ha ha). See if your answer to this question prompts a response that you can use to improve, hone, twist, or completely transform your message. Or even better, maybe your answer gives you the confidence you sought to leave your message as-is. Either way, you’ll be less likely to be lumped in with the heap of marketing managers developing content that audiences find insincere and disingenuous (if not laughable and insulting).

What’s the worst that could happen? You’ll be branded the woo-woo hippy marketer? Yeah, that would be bad. But maybe also worth it.