Category: Technology marketing


Survey says: Technology marketers are optimistic

The latest Duke CMO Survey (produced by professor Christine Moorman at Duke University’s Fuqua School of Business) is out, giving us yet another glimpse into what’s going on in top marketers’ heads. I went immediately to the breakdown by industry…

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Freelance horror stories: Undead projects

Here’s the latest installment in my “freelance horror stories” – “undead” projects. If you’re a freelancer, you know that these are frighteningly real.  And if you hire freelancers, this may help you understand that fleeting look of fear when you…

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Top 3 excuses for not doing content marketing

At this point, it’s pretty difficult to ignore content marketing if you’re in the marketing industry. Yet I still run into companies that either don’t understand it or otherwise don’t want to think about content marketing, for all kinds of…

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Working outside your comfort zone

Where’s the boundary between testing your comfort zone and being reckless? And in professional life, is it a good idea to work beyond your comfort zone or to play to your strengths? These were some of the questions I toyed…

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The curse of the familiar

Sometimes the greatest value I can offer a client is a fresh, outside perspective. For example, I worked with a client recently that was making a major proposal to a customer. As I talked with them, several things became clear:…

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There’s always time for messaging

Sometimes when I face a complex project, I tell the client that I’d like to create a ‘messaging map’ or messaging document to get their approval on key messages before I proceed. I often get the response “We don’t have…

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Marketing in an age of transparency

  by  motoyen  I got a phone call on the office phone the other day – the caller ID flashed an unfamiliar number. Before the third ring, I had done a search on the phone number, discovered it was a junk call,…

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The true costs of freelance writing projects

In a tight economy, some companies try to save money on writing projects by outsourcing to other countries, or by using sites like Elance to find inexpensive freelancers.  A recent MarketingProfs article discussed the challenges of using sites like Elance….

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My wish for 2012 in tech: Not too cloud-y

Hot news for 2012: Frost and Sullivan says that 2012 is the year that cloud computing will go mainstream.   by  Fractal Artist  I don’t know about you, but for me in B2B technology marketing, 2011 was the year that “cloud computing”…

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Real vs. perceived value in technology marketing

I’ve been reading Mark Stiving‘s book on pricing (Impact Pricing) and was struck by the concepts of real value and perceived value – and the gap that sometimes lives between them. Real value is what’s actually in the product. In…

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