What do you do if you have a spare $26 billion hanging around? If you are Microsoft, you buy professional social networking site LinkedIn.com. What do you do if you are an avid LinkedIn user, or if LinkedIn is central to your organization's engagement and marketing plans? Be happy, but [More]
Has your organization invested in a “game-changing” software project, only to discover that the promised benefits never really materialize? Or that the implementation was so flawed that the system is regarded as a financial and operating disaster? Sadly, this happens far more than it should… but must this always be [More]
Yes, most marketers have "discovered" content marketing. The theory is that if you put more content out there, prospects (clients, job candidates, members, etc) will find it, self-identify, and then beat a path to your doorstep. The benefits of investing in content are legion: an easier education and sales process, better quality leads, [More]
Do you accept every LinkedIn connection request that comes your way? Or are you selective? And is there an overall approach that can help you make this decision in a somewhat more strategic manner? Consider the pro's and con's of two opposing approaches: The case for an exclusive black book [More]
CRM (Client Relationship Management) systems are known for two things: the promise of driving sales, and the almost inevitable disastrous implementation. And the same is often true of other big tech projects. But does this really have to be the case? Here are 12 key items that can make a difference between a [More]
How much does your organization invest in marketing? Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media. Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why [More]
Marketing has progressed significantly from the days of direct mail addressed to "occupant". Or has it? I recently received a snail-mail letter from a major corporation, addressed to Rondo Greg - not Randall Craig. My wife recently received an email addressed to her work address, asking whether her company - a [More]
What determines the confidence in your brand? Yes, the visual identity and what people see. And yes, the experience and interaction people have, both online and in the real world. And yes, the social media (and traditional media) buzz - both positive and negative. But there is another factor, hidden [More]
There is no doubt that software as a service (SAAS) has revolutionized almost every aspect of the IT world: from how software is developed, deployed, marketed, and supported. But are there downsides? Have we been so taken by the benefits, that we sometimes ignore the downsides? If you are one [More]
In the olden days, "digital" meant getting a computer on your desk, and learning how to use newfangled spreadsheets or word processing programs. At some point later, "digital" meant email. Today, it encompasses the broad range of technologies from the web, to social media, to marketing automation, CRM, mobile, and more. It encompasses internal [More]
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