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If you’re selling enterprise hardware, software or services, you'll know these three types of 'try-outs' too well. Chances are you've invested heavily in some, but found they went nowhere; there are reasons. In this post, I profile the six most common 'pre-purchase try-outs' — the benefits and pitfalls, when to choose which, when to charge — and how to win more. The principles apply to hardware and services, too, not just software. Read more
How much do tech companies spend marketing their technology? How much do you spend? How much should you spend? Find out how you compare. Are big competitors outspending you? Probably. Do you need to match them? Probably not but, whatever you spend, be sure that growth - not just activity - is the result. Read more
If you're a film buff, you'll know the name Billy Wilder, the Hollywood writer/director who co-wrote and directed classics like Sunset Boulevard, Some like it Hot, The Apartment and Double Indemnity. Yesterday, a post from Mark John Hiemstra at Unbounce called Direct Your Landing Pages Like a Hollywood Legend caught my attention. I investigate how much we can still learn from greats like Billy. Read more
At a time when we're drowning in a tsunami of content - web, email and social, good, bad and mostly irrelevant - we take a look at the rule book from one
of the greats. If you want to cut through in less time with more impact, you can learn a lot from a master of the craft
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White papers remain valuable resources in B2B marketing - they are sought after by decision makers who are impatient and short of time. If your white papers are boring, they will be tossed out faster than a snorer at a recital. Read more
Drug technology is an area that sparks heated debate, causes tempers to flare and blood pressures to rise. We delve into the latest research and find some
unexpected, good news. You might not see this grabbing headlines on TV or media front pages, but it should.
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Whatever happened to Leadership? To Vision? To Respect for Australians? We put the recent Federal Election fiasco under the microscope and find ignorance of basic Marketing 101. Read more
Red ocean space is where small fish are devoured by sharks and other larger fish. A red ocean market is the name given to a mature market with many competitors. Read more
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I was particularly impressed with Technoledge’s approach. They suggested re-casting White Papers to multiple decision makers in parallel mini-campaigns. Within a week the new approach yielded 7 times more downloads. We only need to target one type of decision maker now.
Phil Jacobs
CMO, Intelledox
It was a difficult project because the science was complex and had to be technically correct, but it also had to be understood by non-scientists. We hold many patents, so it had to be legally correct too. I can’t think of another company that could have done this.
Dr Peter French
CEO, Benitec
