Web tip – Is your content epic? Get our content creation guide

Write quality contentAccording to Demand Metric, 93% of marketers rate interactive content effective for educating buyers. Interactive content educates and entertains your customers while familiarizing them with your brand and products. Customers are more likely to choose your product over an unknown competitor, because you’ve nurtured their relationship and consistently delivered value without asking for anything in return.

Not only does great content interest your leads and customers, but it also boosts your SEO rankings, keeps your website fresh and exciting, and provides you great resources to email your audience.

Getting started with interactive content

Your first step is figuring out the kind of content your buyers find meaningful. Talk with your sales team and use their experience interacting with customers to come up with initial topics.

Next, identify customer personas; a way of categorizing your audience based on variables like age, interest, buying history, position in the purchase lifecycle, etc. Personas help you better understand your audience, so you can identify and write content that’s more personal and relevant to their needs.

Let’s say you have a bike shop called Round&Round. After identifying your customer personas, map out their needs and interests at all the stages between finding your company and buying your products. You’ll use this list to develop content pieces to speak to their needs at each stage and guide them through the buying cycle.

Generally, browsing customers go through similar phases: awareness, consideration, purchase, and repurchase. Your “awareness” piece introduces your company and provide some background information to show you’re reputable. The “consideration” phase assists your customers in narrowing down their choices and offers key considerations. Content at the “purchase” phase makes the case for buying from your company, and lastly during the “repurchase” phase, you’ll follow up with opportunities to upsell.

For this example, see how we divided customers into personas and personalized content pieces to lead them through purchase stages:


Continue reading Web tip – Is your content epic? Get our content creation guide

Google Analytics tip – Intelligence Events

You’ve probably been on the receiving end, or at least heard about, bank alerts. They warn you about strange activity on your accounts, based on your previously established banking patterns. For those of us that don’t check our bank account on a regular basis, it provides us an easy way to monitor any abnormal activity.

Google Analytics Intelligence Events work the same way, monitoring your analytics account and alerting you when a significant divergence occurs.  For busy marketers, intelligence alerts is like having a full-time data analyst tracking your accounts and ensuring that nothing abnormal occurs without you knowing.

intelligencetabv2Where to find the Intelligence Events reports

Intelligence Events is a main category heading in the left hand navigation.

There are four reports: Overview, Daily Events, Weekly Events, and Monthly Events:

  • Overview provides a summary of automatic and custom alerts triggered in the date range selected.
  • Daily, Weekly, and Monthly Events provides automatic and custom alerts triggered based on day to day, week to week, and month to month changes in data.
    GA Intell.

Continue reading Google Analytics tip – Intelligence Events

Email tip – your social media strategy: what’s missing?

You aren’t alone in the struggle to grow a thriving social presence. Social media is a huge opportunity to connect with customers, attract new prospects, and listen in on your audience’s thoughts and concerns, but developing a winning social media strategy isn’t easy.

Like everything worth doing, a successful social media strategy is time intensive and its rewards tend to peak and valley. Even large companies with big marketing dollars become frustrated with the lack of customer interaction on their networks.

Don’t give up! Think of your social media strategy as one puzzle piece in your entire marketing effort. An omni channel marketing approach is the key to engaging customers across the board – your website, blog, social networks, email marketing, and mobile apps work together to deliver a cohesive brand experience.

When you start thinking about your social media strategy as just one piece of the bigger picture, there are a myriad of ways to leverage the other channels to grow your following. Today’s pick – use email to attract social media followers.

Grow your social media strategy with email

You already maintain an email list of customers and prospects, right? Email your list directly to advertise your social media networks and entice them to follow you. You can include a call to action to Follow Us on Facebook in your company newsletter, drop a line to Connect on LinkedIn at the bottom of your welcome emails, or devote an entire email to inviting customers to connect with you on all of your social networks. We could go on and on about the limitless possibilities for using email to drive recipients to your social pages, but instead, let’s see it in action:

Focus on one social network… or promote many


Continue reading Email tip – your social media strategy: what’s missing?

Whereoware Wins 2015 IBM Beacon Award for Outstanding Smarter Commerce Solution

IBM Beacon Awards recognize select Business Partners for delivering advanced cloud, analytics, mobile, security and social solutions


HERNDON, VA – February 11, 2015 – Whereoware was named a winner of a 2015 IBM Beacon Award for Outstanding Smarter Commerce Solution. Each year, this honor awards a select number of IBM Business Partners who delivered exceptional solutions to drive business value and transform the way their clients and industries do business in the future. The 2015 awards recognize achievements across a wide-range of solution areas, including, cloud, analytics, mobile, security, and social business.

“The integration of Whereoware’s Spotlight Sales app with Silverpop and Xtify helps Evergreen’s sales team provide even better service to our customers. Now our marketers immediately push relevant promotions and hot leads to sales, our managers can visually see what reps are showing and selling, and the reps’ real-time access to customer history and behavior means they walk into sales calls speaking directly to clients’ unique pain points. This makes for a far more efficient and successful sales meeting,” said John Toler, President at Evergreen. “When you have a team of 175-plus sales professionals representing your brand all over the U.S. and Canada, being able to seamlessly get on the same page from one app is priceless.”

“We are thrilled to receive an IBM Beacon Award for Outstanding Smarter Commerce Solution. While having happy clients is our first priority, recognition for our work among so many talented Business Partners is a huge honor. Being able to integrate Silverpop insights and Xtify into our sales software brings tremendous incremental value to our customers and to our product,” said Eric Dean, CEO of Whereoware.

The Beacon Awards are an integral part of IBM’s Business Partner recognition program. Announced at the IBM PartnerWorld Leadership Conference in Las Vegas, Nevada, United States, the winners are selected by a panel of expert judges consisting of IBM executives, industry analysts, and members of the press. IBM’s Beacon Awards recognize Business Partners who have demonstrated business excellence in delivering IBM-based solutions to clients around the world to drive transformation and business growth. This year’s awards recognized Business Partner achievements across 28 award categories. This includes two new awards for 2015: the Big Data and Analytics Solution award and Technical Support Services Solution award.

“The 2015 Beacon Award winners are Business Partners who have demonstrated their ability to transform the way their industries do business and deliver outstanding value to clients through the development of new, advanced solutions focused on cloud, analytics, mobile, security and social,” said Marc Dupaquier, general manager, IBM Global Business Partners. “We’re pleased to recognize Whereoware for consistently delivering these innovative IBM solutions by honoring them with a Beacon Award for Outstanding Smarter Commerce Solution.”

For more information about the IBM Beacon Awards, including information about winners and finalists, please visit www.ibm.com/partnerworld/beacons.

To learn more about IBM PartnerWorld, a comprehensive program that offers marketing and sales resources, training, certification and technical support to help create new revenue and market opportunities for IBM Business Partners, visit http://www.ibm.com/partnerworld.

Behind the Glasses – Aaron Lemley

Each month, we’ll be interviewing one of our fab employees here at Whereoware. For February, we get to know Aaron, our Senior Online Marketing Manager, a little better.


What’s your name? Aaron T. Lemley
Job title: Senior Online Marketing Manager


Aaron Lemley, Whereoware's Senior Online Marketing ManagerFavorite food: Fried Bologna
Hidden talents: Snare drum rudiments + drinking large quantities of coffee
If there were a movie of my life, I’d be played by: Joaquin Phoenix
One item you would bring with you to a desert island and why: I’d bring a towel. You can wrap it around you for warmth, you can lie on it in the sand, you can sleep beneath it, you can use it as a sail, you can wet it for use in hand-to-hand combat (Is the island uninhabited – BTW?), you can wave it as a distress signal and finally, you can use it to dry off assuming it’s still clean.* (*Adam Douglas, Hitchhikers Guide to the Galaxy.)
My earliest memory: My earliest memory (not influenced by watching home videos) is breaking my nose on the playground in Kindergarten. I was chasing after a few 5th grade ladies when I collided with another student – one front aerial, half twist later and my nose would never be the same.
In a zombie apocalypse, my weapon of choice would be: A shovel. Great for defensive measures + practical agricultural application, the ‘erday spaded shovel feels as good as it looks.


Facebook or Twitter: Is this still a relevant question? If I must, Facebook – where else could I keep up with my father’s inner musing on Ohio gas prices or Steelers’ football.
iOS or Android: iOS – 7. I’m enjoying not being able to install any new apps. Call me old fashioned.
‘Nerd’ or ‘Geek’: Geek4Vida.
Star Wars or Star Trek? Star Wars RPGs all day.

What’s the best part about working at Whereoware?
There’s so much opportunity at Whereoware to explore new dimensions of marketing. You want to design a personalized mobile campaign? Go for it. You want to master Excel and cleanse a million records before your oatmeal is cold? Enjoy. If variety is the spice of life then working at Whereoware is a Jamaican Chocolate Habanero (300,000 to 577,000 Scoville Units).

Web tip – see personalization in action – infographic

Delivering personalized online experiences to your customers is NOT a buzzword or a passing trend – it’s a better way to do business.

What does personalization even mean?

Simply put, personalization is nurturing and connecting with your customers by giving them what they want, when they want it, and at the appropriate touchpoint (online + offline).  We know it’s tricky to visualize how personalization works in real life to attract lifetime customers. We hope our three personas can better demonstrate this smart approach :
Whereware's Faces of Online Personalization
Meet Wanda, a B2B e-commerce customer restocking her store shelves; Wendy, a  B2C e-commerce customer shopping for her family, and Wayne, a Services company customer hiring a receptionist. We hope our pals can help you understand how you can use personalization to consistently target, reach, and delight your customers at every touch point.

See Personalization in action.

Don’t miss our session at IBM’s InterConnect 2015

Whereoware is psyched to be speaking at IBM’s InterConnect 2015 in Las Vegas this February!

Whereoware speaking session at InterConnect 2015Whereoware’s Partner, Client Marketing Bill Haskitt + Silverpop’s Strategic Marketing Evangelist Ellen Valentine are presenting “Delivering a Personalized Digital Experience with Silverpop” at InterConnect 2015. 

Our VP of Sales, Allan Barmak will also be there to discuss all thing’s digital. Whether its Silverpop, Xtify, awesome email campaigns and websites, omni-channel marketing, online personalization,  or mobile, they’d love to meet up (or grab a bite). (Feel free to reach out ahead of time – contact info below).

Whereoware’s speaking at InterConnect 2015 details:

Session: Delivering a Personalized Digital Experience with Silverpop
Time: Tuesday, February 24, 8:00 – 9 a.m.
Venue: Mandalay Bay
Room: Jasmine Ballroom F

About this session

Want to enhance the customer experience, while reducing your bounce rate and improving key metrics such as your email conversion, average time on site, and page views? We will show you how to tie your email and website together to achieve these goals and create a more personalized customer experience. See a working case study where a marketing automation platform, Silverpop, is integrated with a website to create a customer-centric online experience. You’ll see how things look from the customer viewpoint and get a bird’s-eye view under the technology hood. Plus, take home our handy “Ideas to Integrate” checklist, featuring our top five ideas for developing a cohesive online experience for your customers.
Stream: Cloud Business Applications
Track: Midsize businesses & Start-ups: Competitive Advantage with Cloud & Analytics

Get in Touch

Bill Haskitt, Partner, Head of Client Marketing
P. 703-889-1212

Allan Barmak, Vice President of Sales
P. 703-639-4594
C. 703-597-1033

Check out more info on InterConnect 2015. 

Email tip – 3 vital email marketing trends in 2015

We bet your inbox is full of articles this month from clairvoyant professionals predicting business trends for 2015. Well, we’ve been looking into our own crystal ball and came up with three trends to focus your email energy this year.

Data drives smart marketing

Who are your customersData is the heart of smart marketing and successful customer engagement. Why? Data tells you who your customers truly are, what they’re seeking, and why they’re on your site or mailing list. Dissect your numbers to market better – give customers what they want, when they want it, and on the device they like best. We’ve seen unparalleled access to customer data these last few years, and in 2015, we’ll become experts at tying metrics into the overall customer journey instead of fruitlessly catering to the masses. We’ll measure success by delighting individual customers and one by one, building lifelong relationships with our brand.

Data is often the most difficult hurdle for companies, however, accumulating more data isn’t always the answer. We guarantee you’ll be overwhelmed if you start collecting random data for data’s sake. Instead, map out your customers’ journey and identify opportunities for email to guide your customers along that path. Turn those opportunities into your campaign wish list.

Continue reading Email tip – 3 vital email marketing trends in 2015