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Content Marketing: Who’s Talking to Your Prospects?

I attended a virtual Digital Marketing World conference sponsored by MarketingProfs this week. Wandering the virtual exhibit hall, I was struck by the variety and depth of content available from the vendors. The exhibit hall was as full of rich,…

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When graphics don’t work

Despite being a word person at heart, I love good graphics, and am always trying to find ways to incorporate them in my work. However, I sometimes run into a ‘graphics for graphics sake’ mentality that can be counterproductive.  For…

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If you’re not in the band, get off the wagon

People are social creatures, and feel most comfortable going where everyone else already is – something referred to as the ‘bandwagon effect’. In marketing, the bandwagon effect often turns into something darker – the crass exploitation of an event or…

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Partying like it’s (not) 1999

I attended the launch party for Marketo’s new sales application recently, and one of the attendees commented that “it almost felt like 2000 again, back in the dot-com days.” I think he was referring to the free drinks and appetizers….

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When is a white paper not a white paper?

Answer: When it’s a lure. Or a filter. Or a score. After years of writing white papers for tech companies, I’ve started looking at them through a different lens. I’ve always thought of white papers as part of the sales…

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The view from the Valley

When you’re standing in a valley, you can’t see much beyond the mountains around you. The metaphor is useful for technical marketing professionals in Silicon Valley. We’re surrounded by tech-savvy people. You go to a PTA meeting, and the parents…

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