If you’re old enough to remember when Al Gore invented the internet, it’s been interesting to watch the world of technology marketing become the world of marketing technology… But be careful what you wish for. We have taller and taller technology stacks that promise more ways...
Often it seems as if sales and marketing work for different companies, and often, they wish they did. However grim this may seem, truly effective b2b prospecting can’t be achieved without cooperation. Our experience is that sales usually follows-up only to 30% to 34% of marketing...
The internet is the greatest direct marketing medium every invented – Seth Godin. The Heart of Marketing’s newest podcast, Direct Marketing is Alive and Well on the Internet, features an interview with B2P’s Scott Hornstein on whether, in these heady times of digital disruption, direct marketing...
The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports and results. They are separated, a gap to a chasm, from the often-conflicted humanity of...
I was going through some old family photos the other day. Wonderful memories of days long ago that I am digitizing to ward off the ravages of time. But, in one sense, I was preserving the ravages of time. Unfortunately, the copy can never be better...
Every champion of a product or service believes in their heart that their target is the CEO. They need to find a way into CEOs’ consciousness. That the illumination of their message will pierce the maelstrom like a lightning bolt and all, from there, will...
Instigation: Applied Biosystems develops and manufactures the range of scientific instrumentation used by DNA researchers. One of their lower-priced devices to read DNA, the 2400, was used primarily in university research labs. Its features and reliability outpace all competitors, yet it was steadily, and inexplicably, losing...
Instigation: IBM has enjoyed a remarkable reputation, especially in mid-range computing, but were surprised to hit rough territory when they introduced a new office solution for physician practices. Expectations were high because this new offering was much more than an upgrade. In fact, it addressed both clinical...
Instigation: While this software giant is dominant on the desktop, its offerings were still considered weaklings in vertical markets like healthcare. These industries have been dominated by established vertical competitors with many years of experience and large, dedicated sales forces. With a small budget and big perceptual...
Instigation: This ‘challenger’ mining company in Africa was up against major suppliers around the world. Their core product was a low-margin commodity, and they were losing economies of scale to larger producers. They were looking to build their volume to gain scale as well as expand...