Who Do Your Prospects Trust?

Technology buyers don’t trust sellers. In a recent study of business technology buyers, SiriusDecisions found that the most trusted sources are analysts, peers and trade publications. Vendors and their partners/resellers, by contrast, finished low in the...

Content, Evangelism & Touchpoints

In its new benchmarking report on business technology marketing, Marketing Sherpa offers some insightful perspectives to help us cut through the noise, hype and distractions now assaulting the marketing profession. What the research suggests is that sales cycles are...

Valuing Customer Capital

The most valuable asset a growing company can possess is a portfolio of enthusiastic and successful customers. This “customer capital” represents an opportunity to build market credibility, gain media exposure and analyst influence, attract new clientele...

Pareto PR: The 80/20 Rule

In the late 1800s, Italian economist Vilfredo Pareto discovered that 80% of the land in his home country was owned by 20% of the population. Pareto was also an avid gardener, and observed that 20% of the peapods in his garden yielded 80% of the peas that were...

Peripheral Vision

It’s interesting how some companies put a lot of emphasis on interacting with their customers, yet neglect the content of their conversations. They love to converse, but have little that’s interesting to ask or say. On the other hand, I have come across...

The Unpersuaded Prospect

You won’t get their attention. They aren’t even listening. There’s simply too much sound and fury already — too many megaphone marketers shouting much the same thing. And, even if they heard you, you couldn’t persuade them. No one wants...

Does Dell Have a Story to Tell?

One notable F500 company that is now engaging the blogosphere is Dell. With the recent launch of its One2One blog, it is welcoming a “direct conversation” with its fans, critics and the many people who depend on Dell for their business and personal...

Touched with Fire

Through our great good fortune, in our youth our hearts were touched with fire. It was given to us to learn at the outset that life is a profound and passionate thing.                                                  –Oliver Wendell Holmes. What is it about that...

The World According to You

AT&T has recently launched an impressive thought leadership campaign. Dubbed “The World According to You,” the elements of this campaign are showing up online and in print. The initiative is all about the power of networking and addressing business...

Storymaking vs. Storytelling

In his most recent book All Marketers are Liars, Seth Godin masterfully explains the power of compelling stories in a “low trust world.” With his own stories stretching from Longaberger Corporation (which lived its “obsession with product” by...