Marketing & Business Content & Strategy
My last blog post (we won’t point out how long ago that was!) talked about how hosting a webinar is like crab fishing. The gist was: enough bait (marketing) and soak (lead time) and you’ll have enough crab (attendees).
But there’s one more aspect: what kind of crab is in your pot? (more…)
Viewers of the Deadliest Catch might think crab fishing is all about treacherous waves, drama on the deck, and dealing with Captain Bligh in the wheelhouse. That definitely makes good TV.
But from the crabbers’ perspectives, it is all about catching crab. And there are a few similarities between catching crab and hosting a webinar. (more…)
Getting customer references is sometimes the biggest challenge faced by B2B marketers. It can be tedious and labor-intensive, but it is also strategic and often of vital importance.
Over the course of nearly 20 years I’ve worked with a wide range of companies to develop customer references. From start-ups to blue chip firms, all B2B companies struggle with having enough of the right customer references.
I recently shared some of my thoughts about working with the sales force on customer references as a guest blogger on Pixability’s blog. Pixability is a really cool, local start-up focused on helping organizations tell their stories using video.
I’d love to hear how you work with your sales team to cultivate customer references.
- Kelley
Public relations is going through a massive transition. The reasons are many, and frankly, I’m not going to delve into them here. As the public relations industry, and its practitioners, evolve, they are starting to use different terms to describe what they do and who they are. (more…)
Many great businesses put up barriers to customers without knowing it. Hard to believe, but true. I’ve been in a few of those situations — having check in hand, ready to commit, but the company or organization is just difficult. (more…)
Most public relations, marketing and advertising professionals have been there; pitching a great client prospect, only to realize you’ve revealed too much too soon. And then maybe the next new business pitch results in you holding back too much.
Where’s the balance? (more…)
Some people (and companies) think marketing is like a great four star meal: pricey, and hopefully you get your money’s worth.
I disagree. Marketing is like pizza: there’s an option for everyone. (more…)
Several months ago I searched for WordPress classes in the greater Boston area. No luck. So when I stumbled upon a Tweet from the Globe’s Scott Kirsner saying WordCamp Boston had sold out, I looked into the event. (more…)
B2B companies, from large enterprises to start-ups, are grappling with how to start and maintain a corporate blog.
Blogging is like flossing (and somewhat like New Year’s resolutions). You start off gung-ho, doing it (blogging or flossing) every day for a week or two. Then you do it once a week. Six weeks in you think about doing it, but haven’t in a while. (more…)
Many B2B and tech marketers recommend that companies should never talk about the competition. In fact, as any tech analyst can tell you, companies frequenty say they don’t have any direct competitors, because, afterall, the features in their product/service are unique. (more…)
