As Dharmesh Shah said in our interview, HubSpot sells a product, not a service, and intends on giving small businesses the tools they need to do their own search engine optimization (SEO).  HubSpot Inbound Marketing System has a three step approach:

1. Qualified Traffic - Traffic is nice, but if the visitors to your website are not going to purchase from you, they won’t make you any money.
2. Convert to Leads - Once you have qualified visitors, convert them into sales opportunities.
3. Measure & Optimize - Take a look at how well your strategy is doing, make adjustments and continue to improve.

Continue Reading »

The New York Times is speculating [no longer speculation] that an announcement from Google at the Advertising Research Foundation meeting this week will unveil a new product called AdPlanner.  Details are understandably sketchy, though the NYT quotes an anonymous source on the product as saying it will help Ad Agencies to find demographics that match an ads target audience.

Valleywag, though, makes the logical connection by envisioning a tool that could eliminate the need for Ad Agencies all together.  If Google is successful and all the data that an Ad Agency needs is available through this tool, it could easily be rebranded for the direct market.   This is certainly within SOA for Google; they use technology to eliminate redundancy and establish direct, dependent markets.  Some of these efforts like AdSense, AdWords and GMail are clear winners.  Others, like Google’s little know newspaper and radio ad placement drive, are mired in the mud.

My personal opinion is that Google will succeed in creating a very useful tool that will in no way replace the unique talents and skills of Ad Placement Agencies.  This is going to raise the bar for Ad Agencies expectations on reporting and information within content networks which can only be a plus for the Ad Agency’s clients; business owners buying up online ad space.

Mento, now in public beta, is a link-sharing and tagging website, similar to Del.icio.us or Pownce, with expanded functionality to create conversations around the link sharing. Creator and CEO Greg Hochmuth took a few minutes to explain how Mento is different and to share his vision for business users. Look for an upcoming Sazbean review of Mento. Greg was kind enough to provide a number of invites to Mento for our readers. Continue Reading »

I have mentioned before that hosting Rails applications is one of those great opportunities to avail yourself of assistance. The guys behind Engine Yard saw their chance to help the community and build out a solid foundation for a business. I had a chance to talk with Lance Walley, CEO of the San Francisco based hosting company about Ruby, Rails and their business model.

Sazbean: What problem is Engine Yard solving?
Lance: We make deployment and scaling of Ruby on Rails applications easy and largely hands-off. Our customers pay for great infrastructure and excellent people running it, all focused on Rails apps. In the end, they see us as inexpensive payroll on top of great hosting infrastructure. Some of the basic technologies (Ruby and Rails) can be improved or augmented our support of Rubinius and Merb are helping both move forward and grow to answer customer needs. We are hosting + expertise + software development to make Ruby and Rails better for all!

Sazbean: So how can EY help the average B2B company?
Lance: B2B companies will certainly want to develop web apps to support internal needs and external needs (customers). Ruby on Rails is great for fast development of those apps. Engine Yard is great for no-thinking, just-get-it-done-without-me deployment and management of those apps once they’re developed.

Sazbean: Obie Fernandez wrote in a January 2008 article that there was a waiting list for new customers. Is this still true?
Lacnce: We massively built up our support organization, which includes sys admins, Rails experts, and database admins. That solved the waiting list issue. We now have a queue of about 5 days, mostly because customers take time getting info to our guys that our guys need to deploy customers’ apps.

Sazbean: Does EY consider itself a silicon valley startup?
Lance: We’re a Sacramento / San Francisco startup. We modeled this business to be profitable and not need VC [Venture Capital ~ed]. We later took VC to pursue areas that represent a huge opportunity, and which we could not pursue quickly without VC and we’re about 2 years old and didn’t take VC until we were 1.5 years old so I’m not sure if that all adds up to traditional valley startup.

Sazbean: Unlike startups with a software product, hosting solutions like EY have a large barrier to entry. You need hardware, you need specialized skills and you need capital. So, why hosting?
Lance: It was a natural outgrowth of a previous business. We have an older company that does consulting; we saw that clients didn’t want to do this stuff, but they wanted really good solutions run by top-notch people. We created Engine Yard. while it did take some capital up front, we knew from the experience of others that it’s a quick cash generator vs. some other businesses. We literally saw it as a pretty quick path to cash generation and profitability. We’re now doing a lot of stuff that goes beyond that original idea, but we always saw hosting as a good business in which to start in a new market like Rails.

Sazbean: Many B2B companies are untrusting of startups and of new ventures. It means something that you are profitable and stable and up front about it.

Lance: Yeah, we experienced some of that back when we started in 2006. People had to get to trust us and our financial footing also helps when they know that we founders are all small business guys in the past… never huge companies, but real, profitable, decade or more companies each Now, of course, with pretty big VCs involved, that’s also a good thing, but I suppose VC makes some people suspicious, too. We have still kept our basic business philosophies of running a tight ship, not burning cash without need, etc.

Sazbean: You mentioned your people a few times tonight. Do you consider your people the distinguishing part of the equation?
Lance: There are 3 distinguishing parts.

1. The infrastructure we designed is extremely solid, very redundant, etc. We’ve been at it for 2 years and the architects are incredible people. Customers are buying that.
2. The staff that supports our customers directly is top-notch. There are between 35-40 people in Support now, spread from CA to NY to UK to Australia. Customers are paying for the ability to get help and wisdom from this staff 24/7. As well as stuff like database tuning, etc. The people component is very important to customers.
3. We have some of the best people working on those open-source projects that promise to improve Ruby and Rails for everyone. Our customers are indirectly buying into those people, too. There is a general feeling by customers that they get all this expertise for a relatively low price in terms of human costs.

Sazbean: Any well known Rails websites using EY that you can disclose?
Lance: Sure If you check out http://rails100.pbwiki.com/ we are literally involved thru Engine Yard or Quality Humans, Inc with 33-50% of those sites. Hulu (#3) for instance is NBC + Fox we helped them build that site back in 2006 or 2007. Seeking Alpha is a cool financial info site, they provide data to Yahoo Finance. Kongregate was a VERY early EY customer. I think they just took an investment from Jeff Bezos, who does not invest lightly.

Sazbean: Impressive.

Lance: It’s not yahoo or google, but they’re coming.

Technorati Tags: engine yard, rails, rails hosting, internet consulting

In Part 1 , we discussed how to know when and what are said about your company and products on Twitter. Now that you know, how do you respond? Let’s start with a story….

I recently had my Internet service go out when I was working from my home office (which I twittered about). It often seems to go out in the afternoons during the week, but usually only for 20 minutes or so. This time it was over an hour and a half, so I got fed up and called Comcast. They could see a signal going to my house, but couldn’t see the cable modem. They even tried resetting the signal, but suggested that I schedule a tech to come out the next morning to check everything out. Two minutes after I got off the phone, my service came back on. I twittered about this and suddenly received a response on twitter from comcastcares that this was normal. We had a bit of a sarcastic conversation back and forth, but the point is that Comcast almost immediately responded to my tweet (my second one, not my first):

• sarahworsham: Called Comcast - they said poor signal strength - now suddenly I’m back

• comcastcares: @sarahworsham That can happen with signal quality. If it keeps up, let us know

• sarahworsham: @comcastcares Kind of strange that it came back immediately after the phone call, don’t you think?

• comcastcares: @sarahworsham Not usually. If signal quality is weak they should have you check cables, then they reset signals

• comcastcares: @sarahworsham Sometime that corrects the problem

• sarahworsham: @comcastcares or they turn the pipe back up

• comcastcares: @sarahworsham Actually they do not control that. There is limited abilities representatives would have

• sarahworsham: @comcastcares trying to sell me phone service when my internet isn’t working wasn’t helpful tho

• comcastcares: @sarahworsham I would agree with that. First priority is resolution

• comcastcares: @sarahworsham I apologize for the trouble

Their immediate response to me seemed a bit creepy and I already had scheduled an appointment for the techs to come out. I’m not sure what else they intended other than to respond to my public tweet. Mostly it seemed like a PR ploy because they could have easily replied to me directly instead of publicly. However, I did appreciate the apology. Comcastcares is manned by Frank Eliason from Comcast Customer Outreach. Browsing his twitter feed you can see that he obviously is trying to help. The question is, does the company follow up and actually fix the problems? (Our Internet did get fixed - so far) Has their customer service improved because of this outreach?

In my opinion, monitor twitter for comments about your company or products, but take the conversation offline to protect and respect the privacy of your customers and avoid the possible PR nightmare. Follow up with great customer service and work to improve your products. Your customers will write and share the great experience they had - which is the most valuable kind of PR.

What are your thoughts on using twitter to respond to your customers?

Technorati Tags: twitter, comcast, customer service, B2B, B2C, internet consulting, B2B internet consulting, B2C internet consulting, business internet consulting

We’ve been discussing how to know what your customers are saying about you on the Web. Posting opinions or comments on a company doesn’t even require a blog, as we saw in the post about MicroBlogging with Twitter. So if your customers are tweeting (the verb of to twitter) about your company, how do you know (Part 1) and how do you respond (Part 2)?

One tool I like to use, TweetScan, allows you to search Tweets by keyword, user, and time. Once you have your keyword search, you can then subscribe to that search using RSS to keep track of what people are saying about your company and products. Or you can link to it and come back to see who else is talking about you. I suggest adding the RSS feed of the search of your company name and major products to your RSS reader and checking it with the rest of your feeds every day.

You can also take a look at the Public Timeline on Twitter to see what’s going on.

Here are some links to more tools, etc. about Twitter:

• Twitter Toolbox (Mashable)
• Five New Twitter Tools You Should Know (Online Marketing Blog)
• Five Twitter Tools We Love (GigaOm)
• 8 Cool Twitter Tools (Wired)

In Part 2, we’ll discuss how to respond to all these tweets about your product or company.

Technorati Tags: twitter, micro-blogging, tweetscan, B2B, B2C, internet consulting, B2B internet consulting, business internet consulting

Interesting information regarding online consumer use of blogs, video and podcasts:

Groundswell: From the chart: In the US, of online consumers, 25% read blogs, 14% comment on blogs, 29% watch user generated video, and 11% listen to podcasts. The US is the clear leader in both creation and viewing of user-generated video, which is at least partly due to the fact that YouTube is mostly in English….Podcasts still haven’t caught on the US after years of availability.”

These numbers will be different for the B2B audience, but are very important for the B2C audience.  B2B often follows directly in the footsteps of the consumer market, so they’re interesting from a trend point-of-view. Looks like video is still pretty important.

One way to know what people are saying about your company or products is to have a place where people can post their opinions and ideas.

Similar to Get Satisfaction (covered in my last post), UserVoice provides a forum for customers to post their ideas, opinions and ideas. Once a company sets up a profile, their customers are asked directly for their input at the top of the page which says “I suggest…”. Each idea can be voted and commented on by the entire community. Companies can leave an official response and mark each idea with a status: planned, started, declined, or completed. Ideas can be searched for or browsed by top, new, accepted and completed. Customers can also add ideas free form from a widget that companies can place on their website or blog.

UserVoice is geared towards customer feedback and ideas, but lacks tagging, related issues, general discussion and a tie-in to a larger community. However, segregating the forum for each company could allow customers to feel more comfortable leaving their feedback. Voting on ideas is another valuable feedback, but without negative votes, you only know how many were for it (everyone else either abstains or doesn’t care). UserVoice is still in beta (free for now) so it will be interesting to see how their features develop over the next few months.

Technorati Tags: uservoice, customer service, customer support, customer-centric, B2B, B2C, B2B internet consulting, business internet consulting

Lets continue our theme of Ruby on Rails reviews with the advice I give clients thinking of trying out RoR for a project.

My first piece of advice when evaluating a new language or technology is for a company to get dirty early on; get at least one small project under your belt before reaching out to a consulting group. Sure its strange advice from a consultant but it’s grounded in solid personal experience. Companies that have had first hand experience with a product or language are often more comfortable with the advantages and limitations of said product or language. That means their expectations are correctly grounded in reality. Here are some expectations that I’ve found to be true through personal experience:

• Rails is good for delivering dynamically generated textual content over the web. Really good, actually. Really really good.
• Rails is not as good at maintaining session state as other languages, such as Java Swing. This makes it a poor platform to replace that desktop accounting app. Better to look at a Java Hybrid product like Oracle Application Server with Forms and Reports.
• Rails can handle Interactive Media, but not as well as Adobe Flex.
• Rails can do AJAX well but the Scriptaculous tends to be a weighty download. It is cache-able, though so your experience may differ. I prefer JQuery Having said that, the RJS libraries in Rails makes writing JavaScript much less painful.
• If something is working in one language, don’t redo it in Rails just to keep the source code in one silo. If PHPBB works for you, great! Stick with it.
• The Rails Persistence layer ActiveRecord is very cool. It can greatly simplify database access for new users. However, don’t expect it to solve all data access woes.

My second piece of advice is to break the Test Once Live habit. This one is a tough sell since people love the time saved in development using Dynamic Languages and loath the trade off spent writing solid tests. Here is the reality, your application will run just well enough to get everyone excited about it. It will also fail you the moment you show it off to someone you want to impress. Here are some testing tips that I have learned the hard way.

• Write RSpec tests before you show it to anyone. RSpec, once you learn it, can be the stories given to a consultant. We’ll love ya for it.
• Do end user testing with JMeter and FireBug. JMeter will to load testing and FireBug will tell you more about what your browser is getting from the server.
• Once you have a working application start running AutoTest on startup. Let it sit in the background and just forget its there. Then, when you have the last second really important change you need to make before 8AM, it can catch and alert you to a test failure before you find out live.

Knowing what people say about your company is pretty important for maintaining your brand image and quality of service. The Internet allows people to easily post opinions, problems and reviews. How do you know what people are saying about your company?

One way is to provide a forum where people can go to post reviews, problems, questions, etc. Get Satisfaction provides neutral ground for this conversation, which you can easily link to your website. Anyone can startup a conversation about a product or company, but if you own the company you can claim them (Get Satisfaction then verifies your claim). Once you’ve claimed or started a conversation, you can represent your company as an official representative or just an employee. More importantly, you can interact in an official manner with your customers and potential customers to provide your own side to any problems, questions or issues. As a customer-centric company you should take this input in order to improve your products or services and then interact with the community to get their continued feedback.

Besides linking or creating a badge to the conversation from your website, Get Satisfaction also provides the ability to add topic widgets in order to increase the visibility of your customer support conversation. These topic widgets can be customized by topic, order, number, summaries, etc. and you have have multiple widgets if you want to target different topics. Anyone can add their own customized topic widgets to their own sites - allowing your customers to increase visibility of the conversation as well. If you insist on keeping the conversation on your own website, an API is provided for integration with your site.

Conversations are organized by products, tags, questions, ideas, problems, and talk and can also be identified by recently active, latest and unanswered. Replies to the conversation can be rated by the participants so you can quickly get an idea of the overall emotion of the community to any particular idea - information that has previously been the realm of in-person focus groups.

For companies looking for a quick and easy way to interact with customers, Get Satisfaction can offer a great deal of functionality for free. However, keep in mind that the company is still in beta and hasn’t yet decided on how they will make money. Obviously without a business plan, the company may also disappear at some point - but right now, according to The NYTimes, they have comments on over 2,000 companies with 40% of the companies responding.

Technorati Tags: get satisfaction, customer service, customer support, customer-centric, B2B, B2C, B2B internet consulting, internet consulting, business internet consulting