Author Archive


Putting the human back into SEO reporting

October 15th, 2015 — 11:30am

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Another dreaded Monday afternoon. Another dreaded call with the web agency our VP so desperately wanted us to take on due to some half-assed recommendation from a local “Internet guru” who spent the most of his time pandering “digital ecosystems” and selling his over-priced services as a “growth accelerator” for start-ups.

But I digress. Back to the call.

I got on the call with my colleague, Marie, who was in charge of our company’s online marketing initiatives. As the head of the marcom department, I wanted to check in to see how she and the agency were getting along and what progress was being made with our SEO and PPC campaigns (read: we were going to finally get our first report). While we were waiting for the Pavlov “dee-doot” to start the convo with our agency’s lumberjack-hipster account manager, Bernard, in pops our VP, Mark*.

Uh oh.

Continue reading »

Tracey has over 15 years experience in sales and marketing in the high-tech sector. She oversees all of DasthThis’ sales and marketing initiatives. Her philosophy: everybody in an organization is in sales. Period.

Comment » | Dashboards, Marketing, reporting, Sales

Get them to buy like zombies

July 29th, 2015 — 1:31pm

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It was a brainstorming session to end all brainstorming sessions. A war room. Around the table: our agency’s artistic director, two web designers, SEO guru, head copywriter and marketing coordinator. Our goal? Figuring out why the he** we were not getting more conversions from our web site. Overall, sales were sluggish, including our flagship product. The VCs and president and brown-socked accountants were flipping out. The sales team was freaking out, but casting blame on every Tom, Dick and Harry as to why their leads weren’t moving down the funnel. Continue reading »

Tracey has over 15 years experience in sales and marketing in the high-tech sector. She oversees all of DasthThis’ sales and marketing initiatives. Her philosophy: everybody in an organization is in sales. Period.

Comment » | Marketing, Sales

Before the pitch: why web agencies should become shrinks

July 21st, 2015 — 12:07pm

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Choice # 1
From the moment they walked in, I knew what was about to happen. A polite-enough greeting, marred by nervous chuckles, handshakes that reminded me manipulating cold wet fish for supper, and an eerie silence that fell through the room as they were about to start.

One of them repeatedly cleared his voice. They all looked expectantly at me. Like kids looking to their mom for permission to get some contra-band candy.

Sigh. “Hello to all of you. I believe we’re here to learn more about your agency,” I started. A wave of relief crashed down in the boardroom. Ah, they had gotten the go-ahead from the potential client (read: me).
And, as I had expected, the pitch monologue began.

Within the first ten minutes, I got inundated by:
• The agency’s history
• Their expertise in the field
• How great they are to work with
• What their competitive advantage was (An unbeatable creative team! A proven track record! Awesome customer service!
• Logos of the clients they worked with, resembling more like the ingredients of a pizza exploded on their slide
• Oh, did I mention how wonderful they were to work with?

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Tracey has over 15 years experience in sales and marketing in the high-tech sector. She oversees all of DasthThis’ sales and marketing initiatives. Her philosophy: everybody in an organization is in sales. Period.

Comment » | Marketing, Sales

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