Let’s be honest, the perfect company name can’t make a bad business model succeed, nor will a bad name cause a good business model to fail. And yet, when all things are equal, going to market with a memorable and compelling company name is like swimming with the current – it’s just plain easier. A […]
The credibility and purpose of a website is assessed in as little as five seconds time. That’s it. A cursory glance is all it takes for users to decide whether they might consider doing business with your company or not. Poor navigation, cluttered pages and slow performance can lead to snap judgments about the legitimacy […]
I usually don’t have time to read or watch much that is forwarded to me, even if it comes by way of a highly esteemed colleague. So when I saw the e-mail with a link to an 18 minute video clip, I thought “you’ve got to be kidding” and moved on. But somehow I ended […]
Briefing technology industry analysts is a learned art rather than a formulaic science. The main objective is to connect with the analysts so they understand your company and solution enough to describe it accurately to others. Some of these “others” include journalists and potential customers who may subscribe to an analyst service. While this objective seems […]
Robert Richardson is director of the Computer Security Institute, GoCSI.com. The CSI Filter virtual conference takes place on April 8 at www.CSIfilter.com. A security event not long ago pointed to a different direction for conference events. This was Shmoocon, a hacker conference that was well, a hacker conference. It’s casual, there’s guys with ponytails…it’s not […]
Traditionally the media and industry analysts have been revered as major market influencers (the people your target audience – those you’re trying to sell to – listen to). A leader position in an analyst report or positive product review was the holy grail of PR efforts. While these influencers continue to wield power, the collective […]
Robert Mullins is a freelance technology writer in Silicon Valley. His writing can be found at his Robert Mullins blog. To tweet or not to tweet? That is the business dilemma. Some companies see value in embracing social media websites such as Twitter, Facebook, MySpace and the like as a new way to connect with […]
Most of us occasionally suffer from “following the herd” mentality, but effective positioning requires companies to deviate from the norm and establish their own unique position. When formulating a positioning statement, the statement should (1) clearly articulate the company’s understanding of market needs, and (2) present a defendable value proposition that is meaningful to target […]
One of the unfortunate realities of today’s market is that many marketing campaigns do not yield the results that were hoped for or promised. This usually leads to finger pointing between sales and marketing, and the battle is usually won by the finger with the greater amount of data, no matter how flimsy. We asked […]
Aaron Hampton is the Regional IS Manager for Northern Tool + Equipment and co-founder of enDevelopment LLC, the makers of CommonCents personal finance software. My time is like yours – valuable. And what I’m going to share is valuable to you as a marketing or sales professional. Why? Because if I’m not the one pulling […]
