Bill McCloskey is the founder of Only Influencers and eDataSource.

Relevance is Irrelevant

Relevance is Irrelevant

"I call bullshit. Because - in email- relevance is irrelevant, once the consumer chooses you. (Cue the wailing and gnashing of teeth music.) Why do I know this? Statistics."

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Conversion Rate Optimization

Conversion Rate Optimization

"Conversion rate optimization (CRO) is the technical term for strategically planning your tests. It’s the active process of defining the metric you’re trying to optimize, creating several hypotheses about what tweaks in your campaigns may increase your conversion rate, and measuring the effect of each hypothesis. It applies equally to email and landing pages, but I’ll limit the discussion here to email as much as possible."

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Leveraging Your Next Logical Product to Create Repeat Customers

Leveraging Your Next Logical Product to Create Repeat Customers
"If you’re a marketer, you’ve no doubt heard about the 80/20 rule. For those of you who haven’t, it’s simple: 80 percent of your revenue comes from 20 percent of your customer base.If that is indeed the rule, it means the vast majority of your business is coming from repeat...
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Buying on the Quarter: How to Get Your Best Deal From Any Vendor

Buying on the Quarter: How to Get Your Best Deal From Any Vendor

"Serious buyers will ask a lot of questions on a number of topics. They include service, implementation, integration, support, product roadmap, financial information on the vendor, timelines for contract negotiations and other elements that are necessary to make a move. Aside from asking a lot of questions, serious buyers tend to involve more people from their organizations to gain exposure to the platforms. As you work to understand how you may be getting scored by your vendor;"

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The Green, Yellow, and Red Lights of Email Marketing

The Green, Yellow, and Red Lights of Email Marketing

"And what's the process for controlling email marketers and taking away the power of the channel? It's easy. Call them a spammer."

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Six Tips to Help Align Your Business and Your Teams

Six Tips to Help Align Your Business and Your Teams

"When your organization goes through change, it means you have to re-align your business leaders, your teams, your vendors and sometimes, your customers. What steps can you take to get back on track once you realize you are not aligned? "

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Jobs

In this journey, many of us have had a lot of different jobs and worn different hats. I've had more than most. Recently I made a list of all the jobs I've had. Believe or not, here it is: I worked as a Sprout Farmer. I have been a grave...
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Why Testing is Hard

Why Testing is Hard

"The question is, if everyone wants to test, then why isn’t everyone testing? The answer is that testing is simple in concept but really, really hard to execute. But not for the reasons you think."

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Move Your Organization through the Process of Change

Move Your Organization through the Process of Change

"Problem: How do you deal with, and lead, the changes in an organization? Answer: You understand the process of change and apply it to the situation and person."

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From the Sales Side: What makes a successful Sales Pro

From the Sales Side: What makes a successful Sales Pro

"The challenge that sales folks face in the email space is differentiating between competitive vendors. It’s hard to do. It’s made more complex by the fact that many times the buyers don’t do a good enough job of identifying their needs and truly understanding the core variables that each vendor brings to the table. The reality is that all of the ESP’s can handle sending email and sending it well. Trying to differentiate between basic features that accomplish this table stakes task isn’t going to yield insight for the buyer. Understanding which sales team is bringing you value, versus the one who is interested in winning the commodity race, can have a huge impact on your decision making."

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The Flip-side of Content Marketing

The Flip-side of Content Marketing

"For the past few years, I’ve had a front row seat to the content marketing revolution. I bought into it hook, line, and sinker. Indeed, a decade ago, I was trying to convince clients to create more video content because “with instantaneous, worldwide distribution, every company is a publisher, broadcaster, and entertainer.” I’m sure many of you had similar conversations."

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Email Segmentation’s Enemy Is Math

Email Segmentation’s Enemy Is Math

"Here’s the problem I have with segmentation…most of it – for email marketers – has yet to show that it actually pays in either increased sales or increased customer engagement. People seem to feel that segmentation is good, yet have little proof that it makes a difference. As an email marketer…I like proof."

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Jordie van Rijn
Hi Bob, We are talking about “dividing your contacts into groups to be able to market better”. Well sometimes people are doing the... Read More
Friday, 08 November 2013 17:56
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The Evolution of a Global Demand Center

The Evolution of a Global Demand Center

"When we started this team almost 8 years ago, we were just trying to easily automate our email conversations and scale globally. Looking back on it now, I can see the phases of development to our current model. And, I can see where we are headed."

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Is Email List Rental Dead?

Is Email List Rental Dead?

"Advertisements are like wrinkles: every day they appear in places you don’t want to see them, and once they are there they never go away (on their own). So to contemplate the death of any advertising medium is a fool’s errand. I have been called worse."

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Is Social Media Replacing Good Customer Service

Is Social Media Replacing Good Customer Service

"Are companies now relying more on their social media specialists to handle customer service complaints than their customer service departments? Does it take a customer “going public” with their complaints to get proper service?"

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You've hired them! Now, how do they become a trusted advisor?

You've hired them! Now, how do they become a trusted advisor?

"How do you develop 80+ users to become your company’s trusted advisors on using your automation tool, developing corporate strategy, and managing ongoing media evolution? "

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Use the Discovery Process to Customize Your Best Deal

Use the Discovery Process to Customize Your Best Deal

"Sales teams at most ESP’s are comprised of a sales leader and a sales engineer who are assigned to your project. That sales team has been onsite and meeting with a large number of prospects and has been exposed to a wide variety of problems on the client side. How unique do you consider the data integration issue from your CRM to your email tool to be? How differentiated is the problem you may have getting IT to develop an API, or to have the marketing team cut down on the time it takes to proof and approve the creative for a campaign? For most of us that sell, the answer is not very unique at all."

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Bill McCloskey
Hi Jason - Good point about cross-vertical experience helping to solve problems. I'm curious about the different sales discovery ... Read More
Friday, 13 September 2013 14:24
Bill McCloskey
Ellen, Thanks for the questions. If I answer all of them, I won't have topics moving forward. Just kidding. The sales discover... Read More
Tuesday, 17 September 2013 15:19
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Account (mis)Management

Account (mis)Management

"I’ve had the pleasure/misfortune of working with a number of vendors over my career. A great vendor partner is a pleasure to behold – they can help drive your business to greater results than you could on your own. Which is nice."

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Google's New Promotion Tabs Prove it is all about the Email Address

Google's New Promotion Tabs Prove it is all about the Email Address

"Google’s recent redesign of Gmail has created unprecedented hand-wringing and blog writing. And for good reason. People’s cheese got moved. Hard earned spots in Priority inboxes got lost. But it was the flies in the soup that made everyone give this new place a bad review."

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Getting Culture Right in a Global Email World

Getting Culture Right in a Global Email World

"While you need to personalize content based on your segmentation goals, the cultural greeting can be even more important than the body of the email. First impressions matter."

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