}

B2B Chief Marketing Officers (CMOs) Must Change

Chief Marketing Officers (CMOs) have high turnover (average tenure is 18 months), and good ones are hard to find. What makes a good CMO in today’s challenging B2B environment? The answer is that a good CMO has the ability to change and adapt to the new way buyers purchase products and services and to new […]

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Marketing Technology: Cross the Chasm with the Right Beta Customer

Recently one of my clients launched a new technology product. We named the product, created the brand and initial marketing collateral. The revenue forecast for this product was significant, and a major corporation committed to a $2 million purchase to evaluate the product’s potential. The mood at the technology company was jubilant. Clearly this product was going […]

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Technology Marketers Adopt Web 2.0 Earlier

The pain of this economic downturn, combined with the availability of cost-effective marketing technologies, is forcing a necessary shift to new, more desired, marketing tactics. In his BNet technology blog, Michael Hickins references a survey by The Chief Marketing Officer Council that shows technology CMOs plan to reduce marketing spend in 2009 and focus more on customer […]

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Seth Godin and “Me Mail”

In the last few weeks, I’ve been opting out of email newsletters, with which some of my colleagues have been marketing for years. I have to admit, I feel a little guilty as the email opt-out screens pop up and I answer “why?” to my friends and colleagues. Yes, I actually take the time time to provide an explanation! A few days ago […]

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Strategic B2B Marketing Tactics to Get You Through the Recession

Blog entries and articles about how to market in this recession seem ubiquitous. Everywhere you go, someone has an opinion on this. Here’s mine. 1. Focus your marketing messages on cost savings and revenue generation. If you can’t help your customers save money or make money, they don’t want to hear from you during times […]

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Less Email, More Web 2.0

As job losses and market downturns increased in the beginning of this year, I wanted a way to reach out to technology and manufacturing businesses to provide some marketing “new insight”. But I just couldn’t bring myself to send out yet another email. From 2001 to 2005, I used Constant Contact to send out monthly emails linking […]

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