Unboxing: Touchstone from AlchemyWorx

Unboxing: Touchstone from AlchemyWorx

Welcome to a new series from Only Influencers called "Unboxing: Email". Each "Unboxing" article will examine the latest Email Innovations, and walk you through each tool from login to results. 

We kick off the series this week with a deep dive into AlchemyWorx's Touchstone product which is subtitled "Subject Line Gold". Touchstone, as the subtitle suggests, is an A/B Subject Line Testing tool.

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ESPs are all the same (or maybe not?)

ESPs are all the same (or maybe not?)

“You are all the same”, the words uttered by brands to ESPs, the words that ESPs don’t like to hear.

But is it true?

So here’s some advice for brands to answer this.

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How to Hire an Email Agency

How to Hire an Email Agency

It may seem self-serving for the long time CEO of an email agency to write about how to hire an agency. I certainly recognize that I am biased, but so is everyone. I will be as candid as possible. I also think that having worked for one for the world’s largest agency holding companies (NYSE:OMC — 75,000 employees, $16B annual revenue) for the last 14 years I have an uncommon perspective in the email space.

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Marketing Technology Consolidation and What it Means for CMO’s Next Five Years

Marketing Technology Consolidation and What it Means for CMO’s Next Five Years

"Each of these titans has been aggressively building and buying their way to deliver on the promise of a CMO-focused, cloud-based, integrated cross-channel platform that places the digital marketing controls squarely in the court of the marketing organization and relieving long-standing resource dependencies on other internal and external organizations. It is a vision that, in most of these and many other competing organizations, has been branded the “Marketing Cloud,” and it is set to be the key driver in marketing technology evolution and decision-making for the coming five years."

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Bill McCloskey
Very nice article really on the money, Oracle, sf.com, IBM & Adobe are going at it. Also totally with you on the agency situation.... Read More
Thursday, 01 May 2014 17:46
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Marketing Automation: Simplify, Be Efficient and Grow

Marketing Automation: Simplify, Be Efficient and Grow

"Change is a process. It takes time to simplify, build trust and grow an efficient, centralized organization. Some people and regions are more accepting of change than others. Continue to have respectful conversations with transparency of information, track the data, and keep the priority business goals in mind as you all drive forward together."

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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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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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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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9 deliverability questions to ask your email service provider

9 deliverability questions to ask your email service provider

"Internet Service Providers (ISPs) use filters to make sure only the emails that recipients ask for get to their inboxes. By examining email deliverability metrics more closely, you might discover that one or more ISPs are blocking your emails. If this is the case, your email service provider will need to look at the requirements of these ISPs to figure out why your emails are getting blocked and to help ensure they make it into the inbox going forward."

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From The Sell Side: Getting Buy-in Before Bringing in the Vendors

From The Sell Side: Getting Buy-in Before Bringing in the Vendors

"Not long ago, I was involved in a RFP where it was evident that the project’s champion, who was advocating changing providers, did not have universal support from her team. The conflict that existed internally in their company played out in front of my team as we sat in the 3 hour presentation and watched various players from the prospect disagree on major issues that would impact the entire project. Not only was their clear and open hostility from the opposing points of view, but the variety of needs that were being expressed would completely cause the RFP and its focus to be revamped. Essentially, the field of prospective vendors may not have been aligned to the buyers’ final needs."

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