1. You are working from precise data from which to drive activity. If there is one truth in marketing it is that it all starts with data. If the quality of the data you hold is poor then it is an uphill battle to drive successful outreach programs or target prospects with any precision. Building… Read More »
“70% of all research is done on-line before a prospect ever interacts with a vendor”. Well, that the received wisdom. I don’t know whether this is apocryphal or not, but it has been a useful conversation opener for the digital marketing fraternity. Intrinsically it sounds like it is about right. “You no longer own your brand,… Read More »
20 years ago Dave Hitz and James Lau left Auspex to found NetApp, along with Michael Malcolm. I doubt they envisaged that two decades later they would have become the creators of the #1 storage operating system in the world. Hopefully you have seen some of the advertising that NetApp has been driving, which started… Read More »
Some tech marketing succumbs to what has been described as the T-Rex problem. That is, some brilliant thinking but very little in the way of positive outcome. Why T-Rex? Well, a very big head, which for the purposes of the metaphor equates to a big brain, and very small arms which metamorphoses as limited execution. … Read More »
If you are interested in B2B marketing, check out b2bmarketing.net as a good resource for all marketers focused on maketing to enterprises and SMB. I am also starting to blog there as well. See my first post here.