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Roy Wollen

Recent Posts

3 min read

Click Data is Not Customer Focused, and Vendors Want It that Way

By Roy Wollen on Mar 7, 2013 7:00:00 AM

By Roy Wollen, President, Hansa Marketing Services.

How do you take control of click data when your vendors want to make things more complicated? Clicking behavior is complicated enough. Customers click on both paid and organic search listings. Customers use browsers and mobile devices. Customers ask their social community for buying advice. When they land on your website, their navigation provides clues as to how interested they are in your brand. The bloated weblog that gets produced from all of this is a mess. It’s voluminous, redundant, noisy and much too granular to make business decisions in its raw state.

What you need is a way to make things simpler – to understand the customer prior to the sale.  You need a way to determine what to offer new customers, what to say, what to feature, how to ensure a good brand experience.

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4 min read

Consulting on Marketing Dashboards: Get the Insider's Top Ten Tips

By Roy Wollen on Jan 31, 2013 10:43:00 AM

By Roy Wollen, President, Hansa Marketing Services.

If you’re responsible for marketing dashboards, you know you’re off to a bad start if you hear people say: So what? That’s nice to know, but what do I do with it? It’s pretty, but what’s next?

Business people are already inundated with numbers. To help you cut through the clutter, let’s discuss some pitfalls to avoid and top tips for developing marketing dashboards. But I will start by telling you the main takeaway: it’s not about creating cool gauges and dials, it’s about solving business problems.

Dashboards require planning. Dashboards embed actions. Dashboards have champions that socialize the work. This doesn’t happen because of a cool gadget.

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2 min read

Master the RFP Process: Start with your Needs Analysis

By Roy Wollen on Jan 24, 2013 10:27:00 AM

By Roy Wollen, President, Hansa Marketing Services.

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4 min read

Segmentation: B2B Customers Are Different, And So Must Be Your Approach

By Roy Wollen on May 11, 2011 12:38:00 PM

Hitting a golf ball down the middle of the fairway may be good in golf, but not so good in marketing. As with B2C, B2B marketers see value in understanding their customers and potential customers through segmentation. We need to ask whether there are different groups of customers with different needs or other characteristics that require different go-to-market strategies and possibly different products or services. Segmenting businesses, however, presents some complications that require careful thinking to navigate successfully.

Topics: B2B
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