Racing fans – cars or bicycles – are familiar with the concept of drafting – travelling close behind another vehicle to reduce wind resistance. The concept is sometimes applied to marketing by savvy practitioners who use the spend of others to multiply their own impact in public consciousness. In recent months, I’ve noticed a growing use of twitterContinue reading “Twitter Drafting – Marketing in the Tweetstream”
I ignore virtually all the marketing emails I get, even from folks whose offerings I tend to like – Apple, musicians I follow, baseball teams…. But today, I got a great note from Dell that started with a guaranteed stopper: Happy Birthday, Merv! Yup, even a jaded old analyst like me will stop for aContinue reading “Dell Marketing Gets It Right”
Another strong year from IBM demonstrates that its relentless software portfolio build-out has succeeded in its goal of grabbing ever more customer logos, share of wallet, and partners. Growth is a complex challenge at this scale – every acquisition brings revenue, but also staff and technology integration challenges, more complexity for Marketing and Sales to dealContinue reading “IBM Software Results Continue To Validate Strategy”
Microsoft and HP’s recent announcement highlighted some of the ways in which poor announcements strain credulity and make it harder to get attention when you do have something worthwhile to talk about. Some errors crop up repeatedly in IT marketing communications, and this one suffered from several of them.
Every software product developer, and product manager, and sales rep, needs friends in marketing. And they need to be friends with benefits – benefit statements. Clear. Explicit. Specific for a particular stakeholder. Sound obvious? Based on the last month of briefings I have taken, it’s clearly not.