Tag Archive | "marketing"
High Tech Marketers: Are You Ready For a PR Agency?
High Tech Marketers: Are You Ready For a PR Agency? You love your product / your company / your technology (pick one, two or all), and the world needs to know about it. It’s time to get a PR agency, right? Maybe. Engaging an agency too soon or without proper preparation can be a monumental [...]
Continue reading...5 Things You Should Do Now to Prepare for the Recovery
5 Things You Should Do Now to Prepare for the Recovery Earlier this week I saw a report from Computer Economics (IT Spending Forecast for 2009-2010) predicting that spending on IT equipment and software will recover faster from this recession than it did after the 2000 technology meltdown. Furthermore, the recovery will begin in early [...]
Continue reading...10 Questions that Drive Increased B2B Marketing Campaign Results.
10 Questions that Drive Increased B2B Marketing Campaign Results. Over the years I’ve noticed that B2B marketing programs tend to revolve around a single tactic. An ad campaign. A direct mail campaign. An email campaign. If you or your marketing people are still looking at a single marketing tactic as a “campaign”, you have an [...]
Continue reading...B2B Marketing Tip #12: Stop Wasting Money on Collateral
B2B Marketing Tip #12: Stop Wasting Money on Collateral I was on a tour of a new client’s office recently when Jacob, the company president, opened a door to a storage room piled nearly floor to ceiling with boxes and boxes of marketing collateral. There were presentation folders, product spec sheets, and a glossy corporate [...]
Continue reading...Are trade shows worth the marketing effort?
Are trade shows worth the marketing effort? If I had a dollar for every time I’ve heard a CFO rant about the high cost and no measurable results of trade shows, I’d have, well honestly, I’d have about 10 bucks. But the point is: the CFOs may be right. There’s no doubt about it, trade [...]
Continue reading...12 Rules that Transform Ordinary Marketing Materials into Lead Generating Tools.
12 Rules that Transform Ordinary Marketing Materials into Lead Generating Tools. Nearly every time we conduct a marketing analysis for a new client, I’m reminded how easy it is to forget one basic rule of REAL marketing. That is: any and all marketing communications should contribute to your lead generation and/or lead development program. Seems [...]
Continue reading...Marketing to IT Professionals – Case Studies, Product Demos & Bloggers
Marketing to IT Professionals – Case Studies, Product Demos & Bloggers Last week’s issue of BtoB magazine contains a vertical market focus on the Information Technology market. If you sell to IT people – or if they influence your sale – you’ll find some very helpful content in that issue. Read it online here: BtoB [...]
Continue reading...Capturing a Unique Position
Capturing a Unique Position In previous posts on this blog we’ve talked about the need to stand out from that big crowd of annoying competitors and other options your buyers face. As you identify your points of differentiation, here are a couple of factors to take into account. They’re so obvious that sometimes they’re overlooked. [...]
Continue reading...Can prospects really understand what makes you unique?
Can prospects really understand what makes you unique? Let’s face it. Technology buyers have lots of choices. They don’t HAVE to do business with us. They can almost always solve their problems in other ways or with someone else’s product or service. The trick is to make them want to do business with you – [...]
Continue reading...Back away from the shiny marketing object.
Back away from the shiny marketing object. Lately I seem to be getting a flood of questions from business owners who’ve fallen into a “shiny object” marketing trap. That is, they are spending money – sometimes lots of it – on award winning ad campaigns, image and branding programs and other activities that look great [...]
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Friday, November 6, 2009
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Written by: Susan Tatum