We’re quickly approaching the knee of the COVID-19 infection curve in the US, with several thousand confirmed infections likely to be announced by week’s end (the date of this writing is March 9, 2020). This will most likely mean a marked increase in the public’s concern for their own and others’ safety, and the associated […]
Digital marketing techniques, like “Account-Based Marketing,” for example, heavily depend on high-quality content that can draw a crowd. Now, to stand out from all the other marketing content from organizations trying to get attention also requires offering compelling thought leadership content with a differentiated point of view that highlights your advantages, but without degenerating into […]
2020 FEBRUARY 10 FOCUS: “Precise market segmentation in the era of digital marketing”: Welcome back to our newsletter. This week, we’re continuing our exploration of important marketing topics – this edition will focus on modern practices of market and buyer segmentation. The rapid evolution of digital marketing practices and availability of machine learning-based analysis techniques […]
“Oh my,” you say, “not another blog about segmentation, something I know a lot about. I learned about market segmentation back in my Marketing 101 class.” Well, digital marketing and machine learning leave much of that old class material in need of severe upgrading and updating. So, don’t click that back button quite yet and […]
2020 JANUARY 21 FOCUS: “Getting on the Analyst Firms’ Radar”: Thanks for continuing to subscribe to our newsletter in 2020. We’re picking things up again from before the holidays, and this week we are focusing on practical tips for getting traction with major analyst firms (like 451 Research, Forrester, Frost & Sullivan, Gartner or IDC). […]
Once technology startups close their first few enterprise deals and increase revenue to millions of dollars, they often want the analyst community to recognize their innovations and give them their rightful standing in the marketplace. However, few companies know how to engage analysts effectively, are unclear on whether they should even strive to gain analyst […]
2019 NOVEMBER 21 FOCUS: “Building a Winning Value Proposition”: Thank you for subscribing to our newsletter. This week we are focusing on new tools and approaches to building a powerful, sustainable value proposition. All too often, value propositions are fluffy slogans that fail to convince the analytical scrutiny of a seasoned, professional buyers or can’t […]
Whenever we meet a new company, one of the first questions as we get to know them is, “what’s your value proposition?” or more colloquially, “what’s your shtick?”. In Silicon Valley, the answer often launches into some techno-jargon that sounds compellingly incomprehensible, creating the probably not unreasonable feeling that it’s designed to obfuscate a lack […]
2019 NOVEMBER 5 FOCUS: “Marketing and Machine Learning – Use cases and how to stay ahead”: Thank you for subscribing to our newsletter. This week we are focusing on Machine Learning (“ML”) and the revolutionary impact it’s having on digital marketing, in particular. Many of you are busy practitioners, building pipeline or brands and may […]
2019 OCTOBER 29 FOCUS: “ABM – Pro, Con and How-To”: Thank you for subscribing to our newsletter. This week we are highlighting a few posts and articles we found useful for practitioners trying to implement ABM and derive value from it. Please take 5 mins to fill out our marketing and sales survey to benchmark […]