As the newest Canyonite to join the ranks, during my first Monday morning status meeting, I was reminded of the critical nature of service, more specifically “Customer Service” as it relates to success in the business place.

In his book, The Brand Who Cried Wolf, author Scott Deming describes the differences between branding, marketing and advertising. Within the context of branding, building a successful brand goes way beyond the traditional thinking of creating a memorable tagline or impactful logo. While these are, no doubt, important components to any brand plan, building a successful brand is contingent upon a much deeper emotional experience and connection with the customer. It is achieved when the promise made by marketing communications is delivered to the customer by everyone within the company.

Think of the last time you purchased something that was defective because quality control let one slip by or were endlessly on hold with XYZ’s “dedicated” 1-800 customer service line. How did you feel about the brand then? Did it exceed your expectations or fall short? Would you buy it again?

Everyone within the organization is responsible for “building the brand” or damaging its perception. At whatever point in the cycle that your function touches your product or service you have the ability to make it or break it when you choose to deliver superior customer service .

Is it just me, or has marketing gone soft lately? I know, I know; the recession has had a huge impact on marketing budgets and companies are trying to be smarter about what types of communications they choose to pursue. But shouldn’t that be the reason to develop bolder, edgier campaigns?

In today’s economic climate, breaking through the clutter is as important as it has ever been. Marketers are dealing with limited resources, creating a pressing need to focus on campaigns that are as efficient as they are effective. In my opinion, the best way to get the biggest bang for your marketing buck is to be bold.  Stand out above your competitors. Differentiate your brand by being, well, different. Isn’t that the point of marketing in the first place; to communicate a value proposition that differentiates your brand and your products from your competitors? What better way to differentiate your brand than by implementing a daring campaign that makes your customers stop and take notice. As the old adage says, “Fortune Favors the Bold.”

Do you think companies should implement bolder marketing campaigns?

Have you been asking yourself…How successful have my e-mail marketing campaigns really been? How can I measure which subject line increases my open/click-through rates? Where does the majority of my Web site traffic come from? Which of my two e-mails has been more successful in my campaign?

Google Analytics is the answer to all your performance evaluation questions. To track your e-mail marketing campaigns, you must first have Google Analytics set up on your Web site. Once this is set up, Google Analytics gives you the ability to insert campaign tags within the links of your e-mail campaign. You are able to generate unique campaign tag links through Google Analytics URL Builder. Different tags can be set up for different e-mails so you are also able to track the success rate of one e-mail against another.

This tool allows you to see whether your Web site visitors are coming from your e-mail marketing campaigns or if they are direct or referral site traffic. You also will find that by using this tool your tracking reports will be that much more detailed. Tracking = proving ROI.

It’s funny the way people define terms in B2B marketing, and marketing in general. I think there is a tendency, especially with the advent of social media, to confuse the technologies or tools with the applications, or usages of those tools. So, allow me to clarify for all of you n00bs, what’s what when it comes to correctly identifying popular marketing technologies and distinguishing them from what the technologies are used for.

1. Marketing Automation is the tool or technology. Lead nurturing and lead management are what you use marketing automation for.
2. Social Media, or New Media, is the technology (or medium). Content distribution, promotion or two-way communication is what you use social media for.
3. CRM is the technology. Documenting and tracking customer interactions are what you use the tool for.
4. RSS is the tool. Online publishing and syndication are what you use RSS feeds for.

Do you know anyone who claims to ‘do’ social media? Are there any other B2B marketing terminology distinctions you want to clear up?