Category - "customer-connection"

Customer-centricity for catalyzing solutions success

We're thrilled that Tom Sadtler, a veteran marketer with deep experience in solutions marketing at HP, CA, and other industry leaders, has joined the fold at Solutions Insights as one of our trusted associates. Tom is particularly interested in organizational change for solutions, and agreed to[...]
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Lessons from IBM's CIO community

Everyone selling high value solutions wants to engage C-level executives. They're the ultimate decision makers. They can provide deep insight into both their own companies and emerging issues in your markets. They can give you the most powerful references and testimonials. Of course they're[...]
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TL in 4D: Four dimensions for thought leadership success

B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas. If we can produce interesting and useful content, and use social media and other platforms to spread[...]
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The lure of cheap content in B2B marketing

An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. The goal of the content mills is to crank out a huge volume of search-oriented content for the web as cheaply as possible and sell advertising[...]
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Can corporate journalism work?

Read an interesting post by Ike Pigott today (thanks Amber) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists. Ike distinguishes his notion of the corporate "embedded[...]
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Social media and thought leadership: The virtuous circle for B2B marketing

As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. All too often, at least in my experience in the tech sector, marketers investing in thought[...]
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