News feeds listen to the market for you

Posted by Adele Revella on Nov 28, 2006 11:08:42 PM

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

Posted by Adele Revella on Oct 26, 2006 3:54:52 PM

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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