Advertising, ye ‘old engine of capitalism, sure has been taking a pounding lately. Is it a victim of the “wild west” internet and the lovely chaos we’re all involved with? In the world of Web 2.0 marketing, value-add content (i.e. useful information) is king, and when everybody starts chatting, re-tweeting, and blogging about this valuable […]
Read more "Can Advertising Add Value to the Brand?"The overuse of the word “solutions” in BtoB marketing and publicity, and the reliance upon it in headlines and text, has had its fair share of attention. I did some surveying on this several years ago and blogged about it. But here’s a new way to look at it. You never see a company begin […]
Read more "Guess What, We Make Products."Letting your customers do the talking, endorsing you by describing their application of your product or service, is the best way to help prospects in your market to “visualize” themselves as a user of your technology, then start asking questions or participating in discussions on-line. The more complex the technology, and the more varied the […]
Read more "Letting Customers Explain Your Technology to the Marketplace: Red Hat Does it Well"A new survey confirms that B-to-B marketers are increasingly using home-grown content to build relationships with customers and prospects, while use of traditional media declines. Companies are writing their own stories (and their customer’s stories), and most importantly, the survey shows that the marketplace highly values the content and uses it as much as information […]
Read more "New Survey Shows that Use of Home-Grown Content Continues to Grow"Imagine calling up someone in your community about a school event you’re promoting, and beginning the conversation with “Hi, this is Dave Schmidt over on Bedford Drive, and I’m the best Dad in the neighborhood.” How predisposed would that person be to being persuaded by you to do anything? They would probably want to end […]
Read more "Who Wants to Have a Conversation with a Braggart?"You know that you have succeeded in articulating a business opportunity or trend when a 12-year-old student “gets it,” participates in the Q&A, and offers ideas about an application. Especially if it’s highly technical. The venue? Jim Whitehurst, the plain-talking visionary CEO of enterprise Linux application leader Red Hat (Raleigh, NC), did a session on […]
Read more "Tech Sector Thought Leadership Enhanced by a 12-Year-Old Student"Perspective Paper content doesn’t need to be lengthy to be effective (i.e. don’t need long videos, 20-page white papers) just because it’s B-to-B and may involve a complex problem, technology or value proposition. It just needs to have well-articulated ideas that provoke dialogue. Here’s some good examples of opportunity-oriented content made readily available on company […]
Read more "B-to-B Outreach via Perspective Papers"Candid information about industry issues and opportunities, including previews of new or upcoming technology, gets your marketplace talking about your B-to-B company via social media channels.
Read more "The Road from Immersion to Conversion"
Strategic Outreach 