Awareness

Article
We've Got Users, So Why Talk to the Market?
Raise your hand if you've ever heard someone who works for a giant company say, "It still feels like a startup here." Yes, I roll my eyes when I hear it too, and not because there's anything wrong with big companies. It's just that so much of the startup experience can't be...
Raise your hand if you've ever heard someone who works for a giant company say, "It still feels like a startup here." Yes, I roll my eyes when I hear it too, and not because there's anything wrong with big companies. It's just that so much of the startup experience can't be...
Article
Where Does Product End and Brand Begin?
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
You don’t go to Starbucks for the coffee. Coffee is what you walk out the door with, but it’s not what keeps you returning to Starbucks (or to another favorite coffee shop). Given the landscape of retailers brewing and selling what essentially amounts to the same commodity, the fact that we...
Article
Rise Above the Competition with Social Intelligence
Despite my professional involvement in online marketing for over a decade, it was not until 2008 that I fully recognized social media was here to stay and would disrupt our existing media landscape. In 2008, I was captivated by how the Obama campaign changed the rules of running a modern political campaign.
Despite my professional involvement in online marketing for over a decade, it was not until 2008 that I fully recognized social media was here to stay and would disrupt our existing media landscape. In 2008, I was captivated by how the Obama campaign changed the rules of running a modern political campaign.
Webinar
How to Give Demos That Win New Business
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
Article
Make the Most of Your Webinars
Webinars have become an important sales acceleration tool in the B2B marketing world.
Webinars have become an important sales acceleration tool in the B2B marketing world.
Webinar
Increase the ROI of Your Betas
 Learn best practices for this underused stage of product development.   Download the Slides   Get Notified of Webinars
 Learn best practices for this underused stage of product development.   Download the Slides   Get Notified of Webinars
Article
Tame the Content Beast
How to give your buyers high-quality content without going insane
How to give your buyers high-quality content without going insane
Article
Crowd Branding
Put your customers to work marketing your products.
Put your customers to work marketing your products.
Article
Building Better Customer Reference Programs
Evaluate, build and recruit for customer reference program success.
Evaluate, build and recruit for customer reference program success.
Article
Does an Increase in Awareness Really Increase Revenue?
When asked if I knew of any empirical data that shows the relationship between an increase in awareness and an increase in B2B sales I didn’t, and so I started by searching for a report or other research that could be helpful in answering the question. I found anecdotal evidence at best.
When asked if I knew of any empirical data that shows the relationship between an increase in awareness and an increase in B2B sales I didn’t, and so I started by searching for a report or other research that could be helpful in answering the question. I found anecdotal evidence at best.