Adaptability in Marketing

How adaptable is the marketing company you work with?

Adaptability is one of the most important qualities to look for when you’re selecting a marketing firm. Over the long term, you need a company that can adapt to changing customer behaviors and market conditions. Over the short term, you need a company that reacts well when the parameters of a project change midstream, time is short, and stress levels are high.

Client, We Have a Problem

Managing complex marketing projects for technology companies is our business. And we strive to achieve 100% perfection 100% of the time. We come close. And when we’re not perfect, it’s often due to factors not within our control. If the printer is delayed in producing our client’s new white paper, for example, it’s not our direct fault. But that’s irrelevant. If you work for a marketing agency, you know by now—you take responsibility, regardless of who’s at fault.

Finding Gaps in Your Sales Tool Map

One of the questions we often hear from technology marketers is: “How do we know if we have the right sales tools?” Certainly you can perform a survey of your sales force to identify where they believe you may be weak in terms of sales tools, but that takes time and resources (and it requires reaching out to your sales people, who may or may not be too busy to give you any time).

Getting Personal in Your B2B Marketing Messaging

As a B2B marketer, you’ve probably put some energy into revamping your sales messaging to better align with your company’s true “core strategic value.” The trend away from the “Features/Benefits” style of traditional sales messaging toward true Customer Value-based messaging is an important one – strengthening your ability to position and differentiate your offerings in a manner that resonates more quickly with your target customers.

Understanding the basics of "front-end" and "back-end" web development

Marketers devote considerable time and resources toward the production of expertly branded websites that appeal to their target markets. Prospective and current customers today expect deep functionality and interaction when browsing these sites via computer, tablet or mobile device. An effective website will typically have a front-end and back-end that, when designed and built properly, are seamless to the site visitor.

Do brands still matter?

Lately, some scholars and analysts are saying that because of the ability for today’s customers to rapidly access highly-detailed, accurate product information, benchmarks, studies, competitive comparisons and customer reviews, they are able to educate themselves quickly and make purchase decisions that are far more objectively based on facts—and far less based on the emotional appeal of a brand.

Premature leads may cause sales abandonment

The fact is: today’s savvy technology decision makers are much deeper into their purchase cycle before they’re ready and willing to talk to your sales people. That’s at least partly due to the vast spectrum of information, advice, testimonials, white papers, online demonstrations and video tutorials available on the web to research and review – delaying the customers’ need to reach out to vendor sales people.

Blueprints before paint buckets: How wireframes improve web process

Well-designed houses are marvelous to move through. The dishwasher isn’t too far from the sink or cabinets, the living areas are open and inviting, and you can tell that great thought was given to the details of the living experience. To get to a finished product this great, the homeowner didn’t just hire a contractor and have them start building. There was upfront work done to identify key needs, the environment was considered in which the house was being designed, and a clear blueprint was put together that the contractor, electrician, plumber and painter could follow and execute with precision.