B2B tech marketing
B2B marketing goes mobile
There was an interesting article by Christina Kerley over on Marketing Profs a few weeks ago on why B2B marketers should be taking mobile marketing very seriously.
Christina argues that, if we’re not taking advantage of mobile marketing, we risk “missing out on super-sized opportunities for integrating a valuable new brand touch point for their customers [...]
What we can learn from Tiger Woods about B2B technology value propositions
I’m not much of a professional golf fan, but I was - of course - well aware of Tiger Woods and the brand attributes - superb control, killer cool, supreme confidence, highly intelligent (that time at Stanford!), near perfection, uncommon discretion - that made him such a desired and prevalent spokesman for a broad range [...]
The same, only different…
A new client - a VAR aiming to add more VA to their R - sent me a link to a brief article (by Robert DeMarzo) that he’d seen on Channel Web. Excellent reminder that you really aren’t differentiating yourself if you’re claiming that your differentiator is the same as the other guy’s. De Marzo [...]
Split personalities: what to do when your products overlap
A surprising number of B2B tech companies I know have products that overlap. Most of the overlap came through acquisitions - although I have worked at places where there was non-trivial functional overlap between native products, as well.
However you’ve come into possession of products that are “do-alikes” if not “look-alikes,” you’ve got a challenge on [...]
This just in: Digital Vertical Marketing launches
One of the original Opinionated Marketers, and my very good friend and colleague, Sean Branagan, has just launched a new company. Digital Vertical Marketing provides search, social media, and branding services for B2B companies (primarily in tech).
What’s unique about Digital Vertical’s approach is their focus on a select set of vertical markets where they [...]
Where do we find customers like these?
Over the years, I’ve run into some pretty tough customers.
A billion years ago, when I worked the phones at the Sears after-hours call-in center for the Northeast (a.k.a., the customer complaint center - in those days, we called a spade a spade), one customer - whose paint had not been delivered in time for her [...]
Market like a sales person? Who knew?
Marketo’s B2B marketing blog, I really should drop in more often.
Anyway, while browsing yesterday, I read Maria Pergolino’s roundup article on the Marketing Profs recent Digital Marketing World conference, which made me kinda-sorta wish I’d attended.
I’m not going to do a roundup of Maria’s intriguing roundup, but one of the take-aways that made [...]
Make New Friends, But Keep the Old
A while back, I was working with a client with a SaaS application. The project I was involved in required my speaking with a number of their customers about how they were doing with the product, what they liked about it, how they benefited…The usual “whazzup” questions.
What surprised me was the number of customers who [...]
Vitamin? Pain-killer? What’s your product do for humankind?
The other day, I was yacking with Ken, an old friend and colleague,and he mentioned he was working hard to make sure that, when he’s communicating the value of his company’s products, he makes it a point to focus on the “painkiller” features, rather than on the “vitamin” features.
I wasn’t familiar with this nomenclature, but [...]
Where the B2B Advertising Dollar Goes
B2B Marketing had an interesting piece a few weeks ago on where the B2B advertising dollar goes.
The Top 10 are:
The Wall Street Journal
Google
The Economist
Yahoo
The NFL
Tech Target
Forbes
CNBC’s “Power Lunch”
Business Week
Information Week
Where relevant, these combine print and online (e.g., WSJ, Forbes), and we all know where that print advertising is all heading…
Still, I thought this was an [...]
