Unnecessary web and app trackers: Minimize the use of the trackers, and when they are used, only request the absolute minimum of data that you need. Step one is to see what is embedded. Location tracking: Does your corporate app or website REALLY need to know the location of your [More]
Yet if influence is so important, why not put these into the hopper, and come up with a score? The higher your score, the higher your influence. It turns out that a number of companies have done precisely that. The now-defunct Klout (and Kred) tried and failed, but there are [More]
Define it too narrowly, then opportunity is lost. Define it too widely, then nothing gets done. From our perspective, the definition of Digital Transformation starts at strategy... but perhaps not exactly how you might expect. In the olden days, an organization's strategy was set, followed by various functional areas setting [More]
It's critically important to recognize that webinars are used for two very different purposes: to educate, and to generate leads. Educational webinars (think the college professor) are optimized to get as much knowledge into the audience as possible, in order to achieve a particular learning objective. Lead gen webinars are [More]
The key to a successful partnership program is to recognize that there has to be something in it for your partner – not just for you. In the case of sales partnerships – that is, partners who "bring" business to you – the seven questions that you must successfully answer [More]
The benefit of evergreen content is clear: invest once, and it continues to pay dividends, over and over. It can appear in your blog, in a video, as an add-on to an email, as an appendix to a proposal, and in many other places. And because it is timeless, it [More]
So two tough questions for those who think that the job is done once it is set up: Is the implementation of a dashboard also the end of thoughtful analytics? Is it the beginning of the worst kind of management complacency? Consider the arguments: When the dashboard is developed, decisions [More]
Strategic elements An up-to-date strategic plan, that has been informed by the possibilities of transformation. Board and leadership using the same digital vocabulary and models. A review of the possibility of providing web-based shared service capability for peers, downstream, and upstream partners. (eg. "business ecosystem" thinking) A review of the [More]
Nothing is more frustrating than emails that are not delivered. Unfortunately, the cat-and-mouse game between spammers and the spam filterers has taken on a completely new level. Legitimate double opted-in communications are prevented from reaching their recipients, all in the service of preventing an ever-growing deluge of spam. So what [More]
More often than not, it's the former, and for some very practical reasons. FAQs are a cheap way to improve customer service, reduce the cost of customer service infrastructure, and build a self-service mindset. Unfortunately, if looked at through this lens, the opportunity to use FAQs for marketing and sales [More]
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