Demo on the first date, anyone?

I’ve been asked to talk about a narrow but controversial topic – whether products should be demonstrated at tradeshows. Some of my colleagues say that this is a bad idea, but I “never say never” when it comes to any marketing tactic. Instead, I evaluate the buying process for the products the company is marketing, outlining steps in a sensitive vendor/buyer dance that is a lot like the intricacies of dating. The best steps will differ greatly depending on the characteristics of the partners in the dance.

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Topics: Good Use of Personas, Technology Buyers

Right-brained or left-brained marketing

I grew up thinking I’d be a fashion designer. My foray into the computer industry was accidental and (I thought) temporary. There’s a long story here, but the short version is that I came to appreciate the brilliant people and fascinating products in this industry. Tech marketing seemed like the perfect solution – keep my great paying job, work with interesting people, and if I went into marketing, I could spend my time being really creative.

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Topics: B2B, Buyer Personas, Good Use of Personas, Positioning & Messaging, Product Marketing Redefined, Technology Buyers

New Rules of Marketing Available Live

Marketers interested in online marketing, thought leadership and PR need to check out the recently announced Pragmatic Marketing seminar, the New Rules of Marketing. The seminar is led by David Meerman Scott, noted author and one of my favorite marketing experts. If you are looking for ways to reach your buyers directly using blogs, viral marketing, podcasts, video, search engine marketing and online thought-leadership, get yourself registered soon. David's book, the New Rules of Marketing and PR, is leading Amazon’s charts in the marketing category, and he's using the New Rules to get the word out about this seminar. So I’m expecting that these workshops (available in locations throughout the U.S. will be selling out rapidly.

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Topics: B2B, Public Relations

Deeper into the Chris persona

Many of you have written to me about Chris, the product marketing manager persona that I profiled a few weeks ago. Most of the people who sent emails and comments wanted even more insight into Chris. Some wanted to know more about his personal values and concerns, while others wanted to understand more about his working environment. The questions are probably endless. Just think of all of the layers of knowledge you have about the people you know really, really well.

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Topics: Uncategorized


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