Communication BS, it is everywhere. It even has its own “corporate bullshit generator”. It produces beauties such as: “Should companies continually brand an expanded array of channels by collaboratively aggregating client-centric deliverables and synergistically harnessing leading-edge quality vectors?” At some point, the drive to describe new technologies, theories, methodologies and gizmos veered straight into parody territory. […]
“I just don’t get any facetime with my customers anymore,” a B2B sales director recently told me. “It’s all about the RFP now.” When I started out in B2B communications many moons ago, it was said that salespeople were the most important communication “tool” in B2B. After all, they had had the number, the […]
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Every day you see the power of authenticity at work on facebook. Last week, the teenage son of a high school friend got hit by a car while riding his bike. The hit and run accident left him with a skull fracture and a severe concussion. His dad, obviously distraught about the fact that the […]
It’s been said that the best place to hide a dead body is on the second page of Google search results. Or the first page of the results of any other search engine. That might be a bit of an exaggeration, but once the name of your company fails to appear on that first Google page, […]
Want to get the word out about an idea or product? Here’s a hint: purposely maximize social media exposure. The amazing thing about social media is that there are many different platforms with billions of users. The downside to social media: there are many different platforms with billions of users. They all want to be heard, retweeted, liked […]
It really is. Just choose wisely and commit. There are a billion social media channels out there. At least that is what it feels like. So which social media are right for you? We get the question all the time. Especially for B2B companies, social media can be intimidating. “Facebook? Is that not too frivolous, […]
Customers ask us all the time: does it still make sense to print that brochure? After all, we have communication migrating online – and a near unlimited range of tools to do so. Plus, personalized, one-on-one communication is increasingly crowding out the traditional one-to-many tools. And then there are the printing costs…. Still, the answer […]
Do you need martech? Absolutely. It is 2017 after all. But how do you know what works best for you? Hint: don’t listen to sales reps. The dazzling growth of martech According to ChiefMartec, the martech landscape grew by about 40% this year “to a total of 5,381 solutions (from 4,891 unique companies).” Big data is […]