By its nature, ERP (Enterprise Resource Planning) installations are complicated and broad in scope. Below, I rate the product home pages of three top ERP vendors, using my Core Score method (see point criteria at right). NetSuite (an ERP package combining CRM, ERP and web activity) is the winner, awarded all the points except for […]Read more "One ERP Vendor Product Page Scores High"
My workday adrenaline is fueled by the fact that business innovations are exciting, new technology enthralling. Likewise, B2B marcomm messaging should tap into new and engaging energies, rather than reverting to hyperbole and braggadocio. And why do we need to always be as serious as a funeral home? So, here’s my first in a series […]Read more "Borrow Best B2C Campaign Themes for B2B Messaging"
I believe that Toyota’s TV commercial offering reassurance is an example of “too little, too soon.” This post is an addendum to the previous blog post and discussion on adding value to a brand through information-rich advertising. Due to expanding recalls and government-voiced allegations, Toyota is a brand under siege. The TV spot that has […]Read more "No, Advertising Can’t Save a Brand Under Siege"
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?"
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"