About our Epic Implementation at Providence Health & Services: 27 hospitals (ranging from small rural hospitals to 700-plus-bed medical centers) and 350 clinics across five state are moving to a single-build Epic Electronic Health Record system (2012-2014). A seismic change to an organization or to its core operations is hard enough to accomplish, but from […]Read more "When the change initiative changes"
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 Core Score is not about the look or the navigation within your B2B website … it’s about the value propositions and specifics presented right on your home page.Read more "Give your B2B Home Page the Core Score"
Early in my career in the years “B.I” (Before Internet), I began experiencing first-hand the marketing power of pumping out useful, insightful content to the marketplace. My colleagues and I proved that we could magnify the perception of a very small company as a leader, by demonstrating what they know. Our Detroit-area agency did the […]Read more "Application Stories Fueled B2B Manufacturing-Tech Leadership"
Business cliches and over-used phrases are discussed in the new edition of David Meerman Scott’s business bestseller The New Rules of Marketing an PR.Read more "Exposing Business Cliche Over-Exposure"
I am now in the 4th stage of my career. This post begins a series on these stages, with some insights I have gained along the way. Stage I (below) was my “heavy-duty” period. The struggle of manufacturers during this deep recession to get support from banks for investments in new technology and capital improvements […]Read more "B2B Marketer’s Challenge: Cutting Through the Clutter to Persuade Top Management"
During the late 1980s and 90s, I spent a great deal of time writing case studies on behalf of manufacturing technology specialists, the companies that innovated new controls, automation and processes used to make durable goods. The work took me to plants throughout North America and parts of Europe. There were numerous obstacles. General Motors […]Read more "Let Engineers Tell their Stories"
The value of storytelling goes back a long ways. Thousands of years. An unfolding story holds more interest than a mere stating of facts derived from it. In B-to-B marketing we are fond of saying that it allows a prospect to visualize himself or herself as a user of a given technology, imaging how the […]Read more "The Value of Business Storytelling"
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."