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How Your Leadership Bio Influences Your Buyers
Being overly formal makes people feel more negative about your company than you realize... at least in most cases. I won’t name the offending company because I feel embarrassed for them. I recently read a company’s leadership bio page on its website. They listed...
Personalized Marketing Pitfalls to Avoid
Most of my posts are about marketing for tech companies. Here we can learn a lesson from an offending car dealership, because the principles are the same regardless of industry. Today I received a supposedly personalized letter from a local car dealership. I’ve...
Why Winning Awards Doesn’t Help You Win More Business
Promoting your tech company as award-winning can be backward marketing. Here's what to do instead. Years ago, I headed into a restaurant for lunch with my coworkers. In the parking lot several cooks were barbecuing and smoking ribs. In front of them a large banner...
Marketing’s Artificial Claims of Artificial Intelligence
AI, or Artificial Intelligence, is the new favorite word for marketers. Is Artificial Intelligence just a marketer’s fancy way of describing an algorithm or advanced automation? What many companies call their AI, or Artificial Intelligence, is really just glorified...
Does PowerPoint Design Matter Only to Graphic Designers?
Learn how to develop slide decks for prospects based on their stage in your sales funnel, and how PowerPoints are much like shoes. Graphic design is different than art. Its purpose is to persuade and communicate. The directions tile at the top of this post was one of...
How Social Media Works in B2B Environments
Is social media a waste of time for a B2B company? I've been asked this question many times. The question stems from a lack of understanding of social media in general, or at least unrealistic expectations. Further, B2B marketing is different than B2C marketing. The...
Do You Have a Product, a Solution, or a Service?
Many tech companies refer to their offering as a product, others call it a solution, and still others refer to their service. What’s the best way to market your offering? If you are routinely charging different rates or prices for your offering, chances are, you don't...
How to Write a Case Study When the Client Won’t Give Permission
This is an unfortunate but common B2B marketing story. Maybe your business has landed a major client, such as Walmart, Best Buy, Lowes, or some other Fortune 500 company. It’s a big deal to you and your company, and you want to boost your credibility by letting people...