B2B, Business Development, Consumer Purchase Decision Model
Lead generation is a critical component of both B2C and B2B marketing efforts but it seems to be a source of constant frustration rather than a corporate jewel in many companies. The reasons are many, as shown below, but everything hinges on an agreements between...
Advertising, B2B, Consumer versus Hi-Tech, Marcom, Social Media
You know what one looks like, but what does it have to do with high technology marketing? The figure below begins to tell the story graphically and we will cover it in more detail soon. The essence is that there are multiple layers between companies and their...
B2B, Consumer versus Hi-Tech, Marcom, Market Research, Positioning, Product Marketing, Public Relations, Social Media, Websites
In an earlier post, I took exception to Marty Cagan’s take on marketing in high technology industries. However, there is one point we do agree on, and that is most people in high technology marketing really don’t know what they are doing. As a result,...
B2B, B2C, Category Creation, Consumer Purchase Decision Model, Hi-Tech Branding, Positioning
Apple’s introduction of the iPad Pro with a 12.9″ screen and optional detachable keyboard, poses an interesting question. Is it a copycat tablet or a new product category? This may seem a minor point, but it is really a major one. At Regis McKenna, we...
B2B, Brand Equity, Hi-Tech Branding, Market Research, Positioning, Product Marketing
Why Every Company Should “Borg” Apple … If They Can If you are not a Star Trek fan, the title of this post might perplex you. The Borg were a fictional alien race which “assimilated” other species into their “hive mind” of...
B2B, Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning, Public Relations
By now millions of words have been written about Apple’s new iPhones that were announced earlier this week and their stock got hammered (for now). But why? Over several decades, I have observed a key phenomenon … The market for a company’s products is not...
Advertising, B2B, Social Media, Websites
[wptabtitle] Social Media is Overrated[/wptabtitle] [wptabcontent]Whenever a new “pop” term comes into marketing use my BS detector automatically goes off. Colleagues or pundits will start to wax and wane about the ‘next great thing’ and social media is the current...
