In an environment where oceans of websites claw for audiences and compete with traditional media, the Association of Magazine Media has rolled out a major campaign to remind everyone how vital print is. I love this headline on a recent 2-page spread ad: “Will the Internet kill magazines? Did instant coffee kill coffee?” They certainly […]Read more "Print Media is Alive and Thriving"
The use of YouTube by B2B marketers is growing fast, and since an entertainment element is preferred by viewers, this is where serious companies with complex offerings should lighten up a bit and relate to the “people” side of things. Novell’s “Gimme” video for its WorkloadIQ (a suite of products for intelligent workload management) is […]Read more "Why Wouldn’t You Put Your B2B Video on YouTube?"
Thanksgiving is a time for gratitude, reflection … and family stories recanted over mincemeat pie. Want a lesson in extremely compact story telling? You may have seen AT&T’s Rethink Possible TV spot. If these guys can visually tell the life story of a fictitious future U.S. president right up through inauguration, along with the meeting […]Read more "Thanksgiving is Story-Telling Time"
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"
Stating two or more customer challenges that can be solved by a product/service, right on your home page, earns your website 3 points in my B2B Core Score rating.Read more "Describe Customer Challenges Right on your B2B Home Page"
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"
PR ideas for the nonprofits during “Quality Time with PR Minds” ranged from maximizing the awareness-building effects of a 40th anniversary event to viral video strategies featuring personal benefit-success stories. Lots of practical thoughts about efficiency and reach, also.Read more "Sharing PR Expertise with Nonprofits on a Speed Date"
Some relevant research completed over the last 12 months reinforces the importance of branded content in B2B marketing. I recently attended a NorCal BMA conference up in Silicon Valley where Barry Trailer of CSO Insights summarized some of their research findings in their report, 2010 Key Trends in BtoB Lead Generation Optimization. Of all the marketing […]Read more "Research Shows B2B Content is King"
Just when you think you fully understand the buying influences and the right messages, think again. One thing that I’ve learned during my career is to routinely take a second or third look, after you think you’ve got a market all figured out. BtoB buying influences can easily allude the marketer or PR pro who […]Read more "Taking a New Approach to Reaching the Real Buying Influences"
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"