News feeds listen to the market for you

The best way to get to know your buyers costs nothing and takes no effort whatsoever. Establish a news feed (Google offers one, for instance) based on the keywords you think matter to your buyers. Set your preferences to get a daily email  with links to any new web content and blogs published on that subject. If you notice that there is a lot of information you don't want, refine the keywords until you see valuable results.

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Topics: Advertising, B2B, Market Research, Positioning & Messaging, Public Relations, Software, Technology Buyers

It's risky to sell marketing short

Let's face it. Everyone loves to poke fun at marketers. And that's OK, we're pretty tough, we can take it. But this morning I read a post from software developer Erik Sink that features fictional marketers Daisy and Goofy (yeah, you get it) at a planning meeting for a new product launch. Erik has good points about targeting markets, but his portrayal of marketing people inspired this post about one of my favorite topics; how tech companies underestimate the role of product marketing, and why its costing them a lot of business.

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Topics: B2B, Buying Criteria, Positioning & Messaging, Product Marketing Redefined, Software, Technology Buyers

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