Heard on the street in mid-town Manhattan: “There wasn’t anything new at that show, nothing that I couldn’t have seen anywhere else. But, I did get the day off.” You could tell from their conversation they weren’t going back.
The other day I heard a commercial for a marketing firm representing itself as “Your Marketing Sucks.” Wow. That's imaginative.
Americans now consume more digital content on mobile devices than on desktops, according to comScore. In May 2014, smartphones and tablets accounted for 60% of all digital media time spent. Oddly, many prominent B2B marketers do not make it comfortable to view their websites on a smartphone. Especially since most out-of-the-box website software solutions have responsive web design built-in.
Today, B2B marketing managers have (or should have) transcended the idea of offering visitors basic information on their products and services. The current vogue is to design web experiences that are more attractive and interesting, especially since attention spans are short and getting shorter. With a feast of compelling content available on the web, there is much at stake.
Every day there is another report of an upstart company ‘disrupting’ the status quo with a better idea. Companies that have dominated their markets for years are under attack. Vice Media, which started in ’94 as a free magazine, is now valued at $1.5 to $2.5 billion, while the NY Times is suffering from very visible technology pain. Success and change can happen quickly.
A website provides the look and feel of a B2B brand – it may be the ONLY thing a customer sees. When business leaders understand the importance of that interaction, they'll support efforts to build a memorable and attractive web experience. And, the tools are available.
I post observations and opinions about the most important aspect of marketing and sales – the expression of ideas. If you like what you’re seeing, please share it with a colleague. Or, let me know at firstname.lastname@example.org.
If a marketer wants to make their trade show appearance worthwhile, they have make the effort to show something that can’t be seen anywhere else. If they feel it isn't worth the effort, they have no business exhibiting.
Business-to-business products are not as sexy as consumer goods. Would your customer respond positively if they were to find excerpts from a citation classic on your website?
Here is the most important man in the world’s take on Cinco de Mayo (which falls on a Monday this year).
Nearly 60% of the respondents in a recent survey said they prefer using ecommerce for purchasing laboratory supplies. It's faster and easier to search for, learn about, and compare products using a well organized website. That's good news for distributors. The potential casualty: company brands.
When this manufacturer was mistaken for a distributor, they produced a video…
Business leaders want marketers to help create measurable sales and create a memorable identity. It’s difficult to make sure your posts are consistent with your emails, print ad campaigns and trade show theme. If the message is weak, it’s just more noise ~ and the world is getting noisier every day.
Inspiration is the currency of the creative profession. In ways that are often abstract, creative people apply their talent and skills to influence others. And the world responds – we all love a clever turn of phrase, setting of a mood, shock and tenderness.
Technology provides new outlets. In the example here, the Miele Professional logo is manipulated in a number of entertaining ways. Click on the graphic to start it - it's only 20 seconds long. You'll find it entertaining.
It was around Y2K when my father went blind, and as was typical for him, he acted pretty cheerful about it. I knew he was deeply depressed, but he tried to hide it from his kids. In talking about it he managed to drive home a concept in his own unique way…
When it comes to trying something new, a research scientist at Merck-Schering in Kenilworth, NJ looks for the same thing a teenager looks for at the Garden State Plaza shopping mall in nearby Paramus: advice from their peers.
Far away from here, in a tiny rural town is a life sciences company I call on for business. The office used to be in a trailer on a field that was always muddy. To get in, you had to scramble up a wooden gangway. Inside was cramped -- I would balance my briefcase on my knees during office meetings, and since the bathroom had no acoustic insulation, other arrangements had to be made.
When a company is determined to raise its level of awareness, a simple, highly effective practice is to generate and distribute a continuous stream of outgoing communication. Before updates and blog posts, the primary method was to regularly issue press releases to the media serving your customer base.
Have you ever spoken passionately to someone, about your job, your politics, your new product - anything important to you, and then realized they didn’t hear a word you said? They weren’t listening.
If you’re running a small company in the life science research community, you know the advantages you have over bigger competitors. You also have the courage to take a chance and roll the dice every now and then.
The statistics are incredible, we’ve been hearing about them for months, even years. 72 hours of video are uploaded to YouTube every minute; 4 billion videos are watched each day. Video works. Right now you may be thinking, “Just because video is everywhere, doesn’t mean it's valuable to my business.”
In less time than it takes to read this sentence, you've formed an opinion. In study after study, psychologists report that the first time we meet someone or see something new we reach a conclusion. It happens in an instant, in as little as two seconds.
It should be a great time for launching a new product in the life science research community, especially if it represents new technology. Then why is it difficult?