It's time for the monthly ClickInsights' Expert Interview Series - focusing
on sharing tips ' n tricks for B2B marketers. This month's focus is on
leveraging social media, certainly a timely and much discussed topic!
Read the post by B2B marketers including Ardath Albee, Brian Carroll, Patsi
Krakoff, M. H. (Mac) McIntosh, Maria Pergolino, Seamus Walsh and yours truly
by clicking here:
ClickInsights' Expert Interview Series
Picture this. A big company has one last chance to rise from a serious
downturn. But the company has lots going for it.
An unbelievably loyal customer and market following, A game changing
innovation, A significant demand for exactly that innovation, A bit of money
to back it.
I watched customer after customer 'light up' as we told our story. We
relaunched the company around that game changing solution to widely acclaimed
success. In all my years I've never seen customers react so passionately. It
was the proverbial Slam Dunk. Within a month of the relaunch, there was $60+M
of q... (more)
Looking at a friend of a friend's website. I spent 30 minutes and was still
scratching my head about the value the biz provides.
I found claims for improved performance, increased revenues and just plain
super duper business results. Statistics and name dropping. Every popular
buzzword right there on the Home Page for all to see.
But I still didn't know what they did. I had to dive into the product pages.
I wonder how many other visitors would spend the effort?
The point of communicating with an audience is to share relevant information
quickly and clearly. Forcing your audience t... (more)
I met with a former client to discuss his company's current business. He
wanted to pick my brain on how to best approach their opportunity to
transform themselves, to reinvent and re-tune.
In response to their flat (and somewhat declining) revenue, they've cut back
their company resources across the board - but they've specifically reduced
headcount in sales.
That surprised me. Why would you cut sales when you need to drive
revenue? Beyond the obvious opportunity to let go of the dead weight? I
asked some questions and here's what I learned:
The company released the bottom ... (more)
Have Right and Wrong become a subjective decision?
Not so long ago we had a clear and consistent value system. Today we ebb
and flow based on the situation and those involved. What's OK for one
business executive may not be ethical in another executive's eyes.
That makes for an interesting playing field, doesn't it?
How can we stay in our own ethics and yet hope to compete when others can
change the rules based on their own personal opinions? For example, when one
company sees predatory pricing as 'just part of the game' and another views
it as ' not acceptable' - who gets the ad... (more)