--- title: One Red Bird's B2B Marketing Blog | Chris Hokansson (4) description: Improve your business customer retention acquisition growth for better business results using customer marketing strategy. (4) --- [![one-red-bird-logo-update-may-2016](https://www.oneredbird.ca/hs-fs/hubfs/one-red-bird-logo-update-may-2016.png?width=212&name=one-red-bird-logo-update-may-2016.png "one-red-bird-logo-update-may-2016")](https://www.oneredbird.ca/) - [About Us](https://www.oneredbird.ca/about-us-marketing-support-lead-generation/) - [Services](https://www.oneredbird.ca/marketing-services-what-we-do) - [Resource Centre](https://www.oneredbird.ca/resource-centre) - [Blog](https://www.oneredbird.ca/blog) - [Contact](https://www.oneredbird.ca/contact) ## Chris Hokansson ### Recent Posts [![](https://www.oneredbird.ca/hs-fs/file-13512213-png/images/email-marketing-net-or-trampoline.png)](https://www.oneredbird.ca/blog/bid/53990/Email-marketing-are-you-sending-prospects-to-a-net-or-a-trampoline) ## [Email marketing - are you sending prospects to a net or a trampoline?](https://www.oneredbird.ca/blog/bid/53990/Email-marketing-are-you-sending-prospects-to-a-net-or-a-trampoline) [Read More](https://www.oneredbird.ca/blog/bid/53990/Email-marketing-are-you-sending-prospects-to-a-net-or-a-trampoline) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/53990/Email-marketing-are-you-sending-prospects-to-a-net-or-a-trampoline#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [leads](https://www.oneredbird.ca/blog/topic/leads), [email marketing](https://www.oneredbird.ca/blog/topic/email-marketing) ## [Lead Generation + Rental Lists. Those are names, not leads.](https://www.oneredbird.ca/blog/bid/50479/Lead-Generation-Rental-Lists-Those-are-names-not-leads) A lot of marketers rent lists. You might be one of them. You may have a great broker or other third party who you love. This is great. Lists can be very useful - but they aren't leads, they are just names. [Read More](https://www.oneredbird.ca/blog/bid/50479/Lead-Generation-Rental-Lists-Those-are-names-not-leads) 1 Comment [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/50479/Lead-Generation-Rental-Lists-Those-are-names-not-leads#comments-listing) Topics: [marketing](https://www.oneredbird.ca/blog/topic/marketing), [lead generation](https://www.oneredbird.ca/blog/topic/lead-generation), [list rental](https://www.oneredbird.ca/blog/topic/list-rental) ## [5 things to make sure your QR code marketing doesn't suck.](https://www.oneredbird.ca/blog/bid/47695/5-things-to-make-sure-your-QR-code-marketing-doesn-t-suck) I almost called this post – QR codes are stupid. Except that I don’t think QR codes are stupid. I actually think they are pretty clever and can definitely be an effective touchpoint in lead development. It’s the lousy marketing experiences I have seen that accompany QR codes that make me crazy. So I guess I should have called this ‘Some marketers are stupid” but that really seems like a step too far. The point is just because its easy to generate a QR code and they are latest shiny object for marketing, it doesn’t mean you should just insert one randomly into your marketing mix. If it doesn’t add some sort of value to me as a prospect (make a purchase easier, help me pair your product with another, lend a helping hand of some sort or educate me on the spot) than don’t do it.   In no particular order here are 5 things you must consider before launching a QR code marketing campaign. #### For those of you who clicked through to this post but don’t know what a QR or quick response code is check out the [Social Media Examiner’s QR 101](http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/). **Design a mobile experience.** I am going to be on my smartphone so don’t send me to your non-mobile web experience or content. Your QR code will not generate more or better leads if drives me to an experience that is neither optimized for mobile (teeny tiny print means I won’t read it) or provides some content that makes sense for me in that moment. Mobile is the medium for QR code marketing and so you can't just send someone to your website and hope for the best. **Hey – get outta the way.** Don’t place your QR code in a high traffic area where I have to negotiate people, cars or other moving objects to get the click. Keep it simple and remember the user. Most of the time QR codes seem to work but I have noticed that when the lady with the big hat is standing directly in front of it I can’t get it to work...or her to move. **And related…hey - make sure I can get bars.** Not to be repetitive but QR codes are for mobile devices. If I have no coverage because I am in: a)the subway, b)in a bathroom in the basement of a club/bar, c) any other random dead zone, than I will never experience your marketing. **QR codes are for the top of the funnel.** Don’t send me to a landing page that requires me to register. I don’t want to fill out a form on my phone. Provide me meaningful and relevant educational content that is minimally promotional. I will remember who you are and I will like you more for it. And although this one is a bit of rip-off as I mentioned it already, it still is the most important: **Act like a commercial**. No value. No help. Just a request to buy. [Read More](https://www.oneredbird.ca/blog/bid/47695/5-things-to-make-sure-your-QR-code-marketing-doesn-t-suck) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/47695/5-things-to-make-sure-your-QR-code-marketing-doesn-t-suck#comments-listing) [![](https://www.oneredbird.ca/hs-fs/file-13512357-gif/images/marketing-measurement-sage-resized-600.gif)](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages) ## [Marketing measurement isn't a dark art practiced by sages.](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages) Marketing measurement is often regarded as a bit of a dark art. So either it is ignored as the domain of sages or obsessed over. Marketing has to be measured otherwise your campaigns are just guesses and your marketing plans are just hypothesis. Eventually you need to prove what you are doing works. **The secret is to find a balance.**   The trick to finding a balance is set an objective for each marketing activitity and to see if it meets it. Your objectives need to be SMART (Specific, Measurable, Achievable, Realistic, Time Bound) but they can be simple. Take for instance adding an ebook download to your website. As much you might like to develop a perfect metric for precisely quantifying return on investment, it isn't likely to happen. Instead focus on how many leads it generates (in this case assume a lead as everyone who provides an email address) or how many existing leads it drives back to your website.   **Remember the cost of measuring something should never outweigh the value of doing so**.   Here are a couple of questions to ask yourself when planning your marketing measurement: - Does what we attempting to meaure and the way we are doing it feel practical? - Are we learning things that will allow us to make better marketing decisions? - Is our measurement process simple and consistent? Trends in numbers are often as important as the numbers themselves so use trends to learn from your efforts to constantly improve your effectiveness. Soon you will be regarded as one of the sages of marketing measurement’s dark art. ``` This article is an excerpt from the eBook, The Seven Deadly Sins of B2B Marketing - One Red Bird's Guide to Identifying the Mistakes that are Costing You Money. Download the entire eBook. ``` [![Click me](https://no-cache.hubspot.com/cta/default/25091/78a539c4-b411-4e17-9931-0f33e1bf7a27.png)](https://cta-redirect.hubspot.com/cta/redirect/25091/78a539c4-b411-4e17-9931-0f33e1bf7a27) ```   ``` [Read More](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/46090/Marketing-measurement-isn-t-a-dark-art-practiced-by-sages#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [strategy](https://www.oneredbird.ca/blog/topic/strategy), [measurement](https://www.oneredbird.ca/blog/topic/measurement) [![](https://www.oneredbird.ca/hs-fs/file-13512361-jpg/images/need-customer-persona-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to) ## [Developing B2B buyer personas - why you need them + a little how to.](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to) I am reviewing some buyer personas with a client later this week and so I thought it would be a good opportunity for a persona blog post. [Read More](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to) 3 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/44236/Developing-B2B-buyer-personas-why-you-need-them-a-little-how-to#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [content](https://www.oneredbird.ca/blog/topic/content), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [buyer persona](https://www.oneredbird.ca/blog/topic/buyer-persona), [customer engagement](https://www.oneredbird.ca/blog/topic/customer-engagement) [![](https://www.oneredbird.ca/hs-fs/file-13512254-jpg/images/free-e-book-b2b-marketing-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it) ## [Do you see your marketing the way your customer sees it?](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it) Take a look at your marketing and ask yourself – is it telling prospects about your products and services or is it solving their problems? [Read More](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/43379/Do-you-see-your-marketing-the-way-your-customer-sees-it#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [content](https://www.oneredbird.ca/blog/topic/content), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [strategy](https://www.oneredbird.ca/blog/topic/strategy) [![](https://www.oneredbird.ca/hs-fs/file-13512197-jpg/images/does-your-agency-ask-why-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/42655/Does-your-marketing-agency-ask-why) ## [Does your marketing agency ask why?](https://www.oneredbird.ca/blog/bid/42655/Does-your-marketing-agency-ask-why) When you ask your marketing agency to help you out with your website or a promotion - do they ask you why you need help or do they go to work getting the details for a quote? [Read More](https://www.oneredbird.ca/blog/bid/42655/Does-your-marketing-agency-ask-why) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/42655/Does-your-marketing-agency-ask-why#comments-listing) Topics: [strategy](https://www.oneredbird.ca/blog/topic/strategy), [marketing content](https://www.oneredbird.ca/blog/topic/marketing-content), [customer engagement](https://www.oneredbird.ca/blog/topic/customer-engagement) [![](https://www.oneredbird.ca/hs-fs/file-13512481-jpg/images/social-media-cheatsheet-chart-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/41721/So-you-wanna-use-Social-Media-for-marketing-Read-this-post-first) ## [So you wanna use Social Media for marketing? Read this post first.](https://www.oneredbird.ca/blog/bid/41721/So-you-wanna-use-Social-Media-for-marketing-Read-this-post-first) So you have decided to take the splash and embrace social media marketing but you are smart enough to know you need a plan. Now what? How do you plan your social marketing efforts? [Read More](https://www.oneredbird.ca/blog/bid/41721/So-you-wanna-use-Social-Media-for-marketing-Read-this-post-first) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/41721/So-you-wanna-use-Social-Media-for-marketing-Read-this-post-first#comments-listing) Topics: [tips](https://www.oneredbird.ca/blog/topic/tips), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [social media](https://www.oneredbird.ca/blog/topic/social-media) [![](https://www.oneredbird.ca/hs-fs/file-13512485-jpg/images/social-media-marketing-not-quite-ready.jpg)](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok) ## [Everyone doing social media marketing except you. Its ok.](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok) So you're thinking - everybody is on social media. All you hear about is your competitor's Facebook page and your sales manager is raving about Twitter. You can't swing a proverbial dead cat without running into a guru or expert who wants you to take your business social. [Read More](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok) 0 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/41058/Everyone-doing-social-media-marketing-except-you-Its-ok#comments-listing) Topics: [b2b](https://www.oneredbird.ca/blog/topic/b2b), [marketing](https://www.oneredbird.ca/blog/topic/marketing), [social media](https://www.oneredbird.ca/blog/topic/social-media) [![](https://www.oneredbird.ca/hs-fs/file-13512189-jpg/images/customer-loyalty-golden-retriever-puppy-resized-600.jpg)](https://www.oneredbird.ca/blog/bid/40465/Customer-loyalty-it-ain-t-about-points-man) ## [Customer loyalty - it ain't about points man.](https://www.oneredbird.ca/blog/bid/40465/Customer-loyalty-it-ain-t-about-points-man) I was on a large financial company's website the other day and I saw they were offering coalition loyalty points as incentives to their channel partners. Nevermind the dubious nature of the value of these points to a partner (a rant for another day), what it really got me thinking about was how often customer loyalty just means points. [Read More](https://www.oneredbird.ca/blog/bid/40465/Customer-loyalty-it-ain-t-about-points-man) 2 Comments [Click here to read/write comments](https://www.oneredbird.ca/blog/bid/40465/Customer-loyalty-it-ain-t-about-points-man#comments-listing) Topics: [marketing](https://www.oneredbird.ca/blog/topic/marketing), [customer loyalty](https://www.oneredbird.ca/blog/topic/customer-loyalty) [Previous](https://www.oneredbird.ca/blog/author/chris-hokansson/page/3) [All posts](https://www.oneredbird.ca/blog/all) [Next](https://www.oneredbird.ca/blog/author/chris-hokansson/page/5) ## About this Blog The One Red Bird blog aims to be varied, educational and above all else enteraining. We cover B2B marketing, technology, and whatever else grabs our attention. ### Subscribe ### Recent Posts ### Posts by Topic - [b2b (18)](https://www.oneredbird.ca/blog/topic/b2b) - [marketing (17)](https://www.oneredbird.ca/blog/topic/marketing) - [marketing automation (16)](https://www.oneredbird.ca/blog/topic/marketing-automation) - [strategy (16)](https://www.oneredbird.ca/blog/topic/strategy) - [content (11)](https://www.oneredbird.ca/blog/topic/content) - [lead nurturing (11)](https://www.oneredbird.ca/blog/topic/lead-nurturing) - [marketing content (11)](https://www.oneredbird.ca/blog/topic/marketing-content) - [customer engagement (9)](https://www.oneredbird.ca/blog/topic/customer-engagement) - [sales and marketing alignment (9)](https://www.oneredbird.ca/blog/topic/sales-and-marketing-alignment) - [leads (8)](https://www.oneredbird.ca/blog/topic/leads) - [tips (8)](https://www.oneredbird.ca/blog/topic/tips) - [b2b marketing (6)](https://www.oneredbird.ca/blog/topic/b2b-marketing) - [inbound marketing (6)](https://www.oneredbird.ca/blog/topic/inbound-marketing) - [social media (6)](https://www.oneredbird.ca/blog/topic/social-media) - [buyer persona (4)](https://www.oneredbird.ca/blog/topic/buyer-persona) - [customer loyalty (4)](https://www.oneredbird.ca/blog/topic/customer-loyalty) - [lead scoring (4)](https://www.oneredbird.ca/blog/topic/lead-scoring) - [marketing technology (4)](https://www.oneredbird.ca/blog/topic/marketing-technology) - [measurement (4)](https://www.oneredbird.ca/blog/topic/measurement) - [messaging (4)](https://www.oneredbird.ca/blog/topic/messaging) - [sales funnel (4)](https://www.oneredbird.ca/blog/topic/sales-funnel) - [SEO (3)](https://www.oneredbird.ca/blog/topic/seo) - [customer personas (3)](https://www.oneredbird.ca/blog/topic/customer-personas) - [email marketing (3)](https://www.oneredbird.ca/blog/topic/email-marketing) - [lead generation (3)](https://www.oneredbird.ca/blog/topic/lead-generation) - [search (2)](https://www.oneredbird.ca/blog/topic/search) - [videos (2)](https://www.oneredbird.ca/blog/topic/videos) - [examples (1)](https://www.oneredbird.ca/blog/topic/examples) - [list rental (1)](https://www.oneredbird.ca/blog/topic/list-rental) - [recession marketing (1)](https://www.oneredbird.ca/blog/topic/recession-marketing) - [sales (1)](https://www.oneredbird.ca/blog/topic/sales) see all [Work With Us](https://www.oneredbird.ca/contact) [info@oneredbird.ca](mailto:info@oneredbird.ca) [Privacy Policy](https://www.oneredbird.ca/privacy) - [![twitter logo](https://cdn2.hubspot.net/hubfs/245203/Twitter-footer.png)](https://twitter.com/oneredbirdmkt) - [![linkedin logo](https://cdn2.hubspot.net/hubfs/245203/Linkedin-footer.png)](http://www.linkedin.com/company/one-red-bird-marketing-inc.)