Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Ironic that you’re writing about this, Paul. I just had a conversation with a call center this week that was complaining about how long each call was taking. I asked them what metric they were using to determine that it was too expensive. They charge by $/call so calls/hour is what determines their profitability.
I asked them what the average call time was for the most profitable sale (including upsell opportunities, etc.) and they looked at me like I was speaking Greek. The fact is, they couldn’t put a value on the time they were spending with each caller.
We’re looking for a new call center that understands OUR value proposition, not theirs. We don’t mind spending more money per call, but the fact that they don’t recognize there may be a value to longer calls is unacceptable.
Hey Doug!
Totally agree that the value is not in the NUMBER of calls completed but in the quality of the interaction.
Good idea to ask these questions and then decide whether they make a fit for your company!
best of luck
Douglas,
Completely agree. It’s not cost per hour that’s most important but profit per hour. They may be tied together, but they are different things.
Paul,
I’ve been reading your blog and would like to connect on linkedin since I saw your linkedin button and find your blog insightful.
If you’re interested, I’ve included my linkedin url (hopefully correctly, as I’m new to all of this).
Thanks.
mike thanks for your feedback I didnt see your linkedin
just go to my blog page and click on the linkedin icon and send me an invite
Paul – Are the off the shelf tools that do this? Thanks! – Mike
Mike
Yes there are
Tools like Eloqua, Aprimo, Firstwave, Vtrenz etc can do this for you but it takes work!
So, all that cash we spent on HBX is for naught? Ugh!
Paul, What role can optimization technologies play in this?
-Michael
Hello Paul,
We’ve just invested in Omniture and will be implemented in a month or so. I’m chomping at the bit to get better metrics than I have today (which are rudimentary due to an old legacy system). But it sounds like I might be missing something right from the start: profiling behavior and baseline behavioral tracking. Any good white paper or website you can sugest to get me started on educating myself?
Thank you.
Mark Armamentos
Michael
Not sure optimization technologies is the right route
My suggestion is much more of a blocking and tackling technique to cobble together profiles of individuals that are engaged with your site
Then perhaps you can “optimize” your approach to these individuals
Mark
I would read Brian Carroll’s blog called Start with a Lead. He talks about how to do lead nurturing.
What you are doing with Omniture is more metrics oriented and needed for effectiveness of PPC ad campaigns
This comes in after you have gotten the lead from PPC or other sources
and how you track, measure and systematically follow up with leads
hope that helps
let me know if this is still unclear