An Industry Leader: iProspect

by: Joanna - August 24, 2008 08:03pm

This week we are spotlighting the efforts of the Search Engine Marketing Agency—iProspect, based out of Watertown, Massachusetts. iProspect was started back in 1996, which in our industry warrants them some old-school clout. iProspect has been pioneering the volatile landscape of online marketing for over ten years. In addition to that iProspect has one of the best client-reported customer service reputations and has been pushing the limits on analytics & research for years.  Also iProspect has established itself as a leading supporter of industry events and conferences, iProspect will be serving as a Premier Plus sponsor of the Search Marketing Expo Conference in New York in October, and the Search Engine Strategies Conference in December (Chicago).

The Online Beat was lucky enough to ask iProspect's CMO-- Bill Muller,  a few questions regarding the road that led him to the position of Chief Marketing Officer for such a reputable search engine marketing firm. Bill was also kind enough to give a glimpse into what he believes makes a strong candidate in the online media world. In addition to all of that, he also provides a few of his favorites resources, organizations, and groups that he suggests we all take a second look at.
 
Bill Muller is currently the CMO for iProspect, and has had over 20 years in the industry. Bill received his B.A. in English from Boston University, and has a very impressive rap sheet in the advertising and online media industry. His professional background includes 5 years as an Advertising Production Manager, 5 years as a GM at JLS Direct Marketing, 2 years as Director of Client Services for Dickenson Advertising, and 10 years as Director of Lead Generation at IT market research firm Giga Information Group, which was eventually acquired by Forrester Research.
 
When asked what advice Bill would give to someone just getting started in online media and marketing, he offered this guidance:
“Focus on developing the skills required to generate AIDA (Attention, Interest, Desire & Action) – and not on the technology.  These skills are universally necessary and applicable across all media and frankly, too few people entering the industry have mastered them.  Without these you can create great technology and an attractive user experience – but you’ll never make any money.  I once had a boss who used to make every electronic graphic design candidate sit down with a pencil and a pad of paper and draw a picture before he would even discuss their computer graphics skills or portfolio. I’m the same way – tell me what the offer is and how you’re going to create AIDA around it.  If you can do that, the rest can easily be learned.”
 
So what kind of candidate does iProspect specifically look for when hiring? Bill said,
“If someone were seeking a job in my department – which is responsible for generating leads for iProspect’s sales force, I’d want someone who is willing to roll up their sleeves and do any kind of work they are called upon to do – though despite having specialists on my team, we’re a team and always do what’s needed to get the job done.  I also look for people who understand – and have experience successfully implementing – basic lead generation skills, especially in a BtoB environment. As far as the candidates that iProspect hires to manage the accounts of our clients, surprisingly, we do not require search marketing experience, but we insist on significant “people skills” – relationship building, customer service, detail oriented, organizational skills, as well as exceptional verbal and written skills.  If someone has these skills we’re able to teach them search marketing with no problem.  If someone has search marketing skills and no people skills, we allow our competitors hire them to manage their client accounts.”
 
That’s some great insight Bill. Its good to know that a hard work ethic and a strong desire to learn the landscape by application is still valued. We also asked Bill what kind of blogs or resources he is either currently reading, or checks out daily. He suggested checking out these blogs:
Search Engine Land, Search Engine Watch, ClickZ, and BtoB Magazine, and mentioned the last book he checked out was Made to Stick, by Chip & Dan Heath.
 
One last question we had for Bill, before we let him return to his very busy schedule, was something we are going to be really focusing on here as we spotlight a variety of industry professionals. We asked Bill—What was his favorite part of the day? Bill’s answer,
“My favorite part of the day is when I interact with clients, and gain their insights as to what they think of iProspect, our people and our services.  As a marketer, there’s no substitute for direct contact with clients.  I also love interacting with our sales force, and hearing about the progress of leads that our marketing programs have generated for them to pursue.  Feedback from these folks is also invaluable to our efforts in trying to meet their needs as our most important internal clients.”
 
This is a great answer. Client interaction should always remain a priority, and its in making this a priority, that iProspect has managed to establish itself as a leading Search Engine Marketing Firm in the industry.
 
To learn more about Bill Muller or to connect with him personally, feel free to check out his social media profiles—
http://www.new.facebook.com/profile.php?id=868805327&ref=profile
http://www.linkedin.com/in/billmuller
For more information on iProspect—
http://www.iprospect.com
http://global.iprospect.com
 
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