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 [...]
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In my last post, “IT Buyers Search for the Truth and Come Up Empty Handed,” I talked about the lack of trust companies have with their technology vendors these days. And I posed the question related to vendors being transparent with customers: what are we so afraid of? I had an experience recently that was so [...] 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 a [...] One of the most widely quoted statistics in the business world is the failure rate of new companies. While some quote statistics as high as 80 or 90 percent, others believe that 60 or 70 percent is more reasonable. But while it’s clear that nobody knows the exact figure, what’s more important is [...]
©iStockPhoto/hidesy 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 [...] Stephen Walker is the Managing Director of Colborn Morrison, a boutique business strategy, research & advisory, and project-based consulting services firm, based in Richmond, VA. There are a variety of components that must be in place to create and execute on a B-to-B revenue growing marketing strategy; differentiation from competitors, the ability to reach your targeted [...] We’ve asked Sara Gates, a respected leader in the information security world who is well known for helping companies move from early to mainstream markets, to be a guest contributor for the Attain Marketing blog. Sara’s expertise in strategy and product management – combined with a “get it done” attitude and practical approach to solving [...] People respond to visual communications – a picture paints 1,000 words, as they say. In the past two years online video has transformed the communications landscape for businesses – and now the video revolution is fully underway. [youtube=http://www.youtube.com/watch?v=BQvp-NPF0Es&w=175] Chew on these numbers a bit if you’re still not convinced that video is a powerful medium: 52% of [...]
©iStockphoto.com/Nano To effectively market a new product, you must be able to name it and frame it in terms that resonate with your target audience. Potential customers will not buy what they cannot name or understand. All too often we see technology vendors define their positioning behind closed doors, then cross their fingers and hope [...] |
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