Without Marketing, you are just another company with an idea

Without Marketing, you are just another company with an idea

I just finished up another meeting with a client. They engaged me to document their messaging and create a marketing plan for a new product. This product is very different than the products and solutions they have been offering; it’s in a different market, it has a totally different sales cycle, and it has competition. The frustration I have is they don’t want to do any marketing – they are going to continue with their sales strategy to get that first sale. Once they get that first sale, then maybe marketing. Collaborating with a colleague, we came up with this quote and I truly believe it. If you don’t spend …

Event Marketing Part 1: Checklist for your upcoming event

Event Marketing Part 1: Checklist for your upcoming event

Event Marketing Part 1: Checklist for your upcoming event SC16 is right around the corner. Can you believe it’s just 7 weeks away?! Our HPC, Enterprise Technical Computing, Research, University, and Organization customers have us quite busy with their event marketing and preparing for SC16. This spring, we shared our Musing (Blog) about how to market your company for an upcoming event, Don’t Just Show Up – Engage!. To help get you ready for your industry’s next big event, we would like to highlight some bite-size pointers in a four-part, #JustStartToday series to cover what to do 2 months prior to an event, 1 month prior, during the event, and …

Is High Tech Marketing different than Just B2B Marketing?

Is High Tech Marketing different than Just B2B Marketing?

Is High Tech Marketing different than Just B2B Marketing? My specialty is marketing for high performance and technical computing companies who are selling servers, storage, networking, big data, cloud, and services. Their customers use the super-high end resources to do things like mapping the human genome or running complex, data-intensive climate models to improve forecasting and protect against disaster. The cool things my customers are doing with technology is one of the best parts of my job. So I got to thinking, is marketing to this type of customer different than marketing in other industries? I’ve decided the answer is yes. Now, before I go further into how different (and …

The Story Will Live On: Importance of marketing strategy and messaging

The Story Will Live On: Importance of marketing strategy and messaging

The Story Will Live On: Importance of marketing strategy and messaging You get together with friends; laughs, food, beverage, and stories ensue. Your friend reminds you of the time they go to put on their shoes and found the extra-long tongue on their beloved Converse shoes had been cut off (*read story below in footnote). We all laugh and realize these are the stories that we’ll tell years later and bring us instantly back to a point in time. Marketing and promotion at your business is a collection of stories. With the Internet, social media, and your competitors collecting information on you, you need to be ultra-aware of the stories …