Stop issuing press releases “over the wire”. The first press release was “put on the wire” on March 8, 1954 by PRNewswire to 12 news outlets in New York City. Given the cost of transmission the pricing model was based on the number of words in the release. Over 50 years have passed and guess | View post »

Nearly every B2B company has data that prospects are very interested in. The traditional marketing approach is to guard these data and only share it with prospects in a one-on-one meeting. The data could be anything of interest and are often not directly sold to customers. The data help establish the credibility your company has | View post »

Nearly 100% of B2B companies follow the same approach to lead generation on their websites. Create some content (whitepapers, podcasts, etc.) and force anyone who wants it to register by supplying their contact information. Everyone knows that submitting accurate information will likely result in email spam or telemarketers calling them. The ways people respond to | View post »

If you kill the corporate voice, you need other voices (real individuals) to take its place. The good news is that you already have folks that have volunteered for this job – the best bloggers within your company. In many ways the rise of the blog can be seen as a craving for honest communication | View post »

Everyone is deadened to the language of traditional corporate marketing. The acronyms, the buzzwords, the sentences that no one can figure out what they mean and everyone uses them. Talking about the company in 3rd person or using the royal “we” – neither exists as an individual so the voice seems false – which it | View post »

I spent time with our innovative clients in consumer-facing businesses such as media, entertainment, telecom, consumer products, etc. that are caught in the throes of how best to meet their customers online in fundamentally new ways – usually under the moniker of Web 2.0. In the consumer space it is easy to identify winning new | View post »

How one marketing guy is wrestling with what this means I, like many marketing folks that sell to other businesses, was faced with the following dilemma: Individuals’ expectations for the type of interactions they have online are changing dramatically. So what was I going to do about it for our business? Being the VP of | View post »