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Today’s technology leaders also lead in marketing
The most successful and long-standing companies in virtually every industry have become leaders by consistently creating the products, services and experiences that their customers value and trust, and...
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13 Marketing Trends for 2013
With another year getting underway, many folks have been busy making varied sets of predictions for the year. One set of predictions that we particularly like comes from Adobe: 13 major marketing...
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Top-10 B2B Sales Trends for 2013
For better or for worse, Marketing and Sales are lifelong partners for delivering and capturing value from clients. Both must exist and work in unison in order to create business growth by developing...
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Become indispensable to clients by helping them control costs
In the current business environment, controlling the total cost of ownership or TCO of a new technology investment is high on the agenda of most business leaders. This is especially true for companies...
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Marketing helps light the path for today’s CEOs
The economic backdrop of the past decade has been filled with volatility and uncertainty. To get through it, companies from all sectors, including technology, have had to become more resilience by...
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How to quench the growing thirst for relevant, high-quality content
Within today’s growing digital world relevant online content is becoming the core material for all B2B and B2C marketing initiatives. Relevant content allows prospective clients to conduct meaningful...
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Case study: Creating increased client growth for new SaaS offer
There are many emerging technology companies filled with talented people with a knack for designing and creating great 1-off products and services. However, to stimulate growth companies also need the...
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Marketing is now a 2-way street, which not even technology companies can avoid
Marketing is experiencing drastic changes as interactive and digital technologies begin to replace mass media as its foundation. Both consumers and business clients are no longer a passive audience...
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Young tech companies must operate less like products and more like...
Today’s technology sector is a very innovative, fast-changing and competitive area, where dozens of new multi-device services come online daily. In this setting there are many early-stage companies –...
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Interns to power your company’s marketing activities? The pros and cons
Given the continuing pressures and constraints from today’s market place, most companies are constantly on the look out for ways to control their costs. In particular, growing companies are often more...
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The power of consultative value selling: Get from “maybe” to “yes”
Today’s technology companies use different commercial approaches to attract clients, with some more effective than others. Examining most commercial pitches reveals consumer and business propositions...
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Intel: How a tech leader can lose its mojo
As one of the powerhouses of the personal computing revolution, Intel, along with its partner in crime Microsoft, came to symbolize the Wintel era of increasingly powerful (read energy-hungry) and...
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Web Start-ups: How a customer-marketing approach will jump-start business
This week I spent an evening discussing product and marketing strategy with a dozen up-and-coming Web-based start-ups, currently hosted by Silicon Sentier’s Le Camping, a Paris-based start-up...
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Externalize marketing? Why it makes business sense
Marketing has become more specialized and strategic than ever. Customers are more vocal and increasingly deal with companies on their terms; New companies can serve clients in new markets and compete...
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How a market-focused approach leads to products that customers value and will...
Innovation and new product development are hot topics in today’s market, especially in technology sectors like IT, software, Web, telecoms, and related areas. Every organization has its own approach...
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Connect with your clients to co-create new value
This past week I attended Salesforce.com’s Customer Company Tour in Paris, where they showcased the various products and services that form their Customer Company vision. During the introductory...
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B2B Tech Companies: Marketing is about more than just supporting sales
Last week, along with 250 other marketing professionals, I had the pleasure of attending the ICT Marketing Directors’ Club (CMIT) annual Forum in Paris. This association of mainly French-based,...
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Want to sell more? Make it easy for your B2B customers to buy
In a recent article we discussed the power of consultative value selling for jointly exploring and creating more relevant customer propositions that offer personalized value. While this powerful...
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Tech companies: Sell customer value rather than products
During our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority...
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How Cisco is focusing more on business to better serve its B2B clients
While Cisco has continued at the forefront of the IT infrastructure industry with its salespeople continuing to convert leads and gain market share, over the past few years a growing number of deals...
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