There has been a slow but inescapable trend in marketing for years or even decades. During this time there has been a shift from “outbound marketing” towards “inbound marketing”. I use inbound marketing as a proxy for other terms as well such as “content marketing”, “permission marketing”, “new marketing” “modern marketing” and a few other […]
Is SEO a Legitimate Marketing Technique?
I have definite ideas on this question. But what got my attention recently was a reference to SEO in a prime time television show (one of the legal dramas) on one of the major US networks. It went something like this: Lawyer: “What are you concerned about?” Client: “I’m concerned that the jury will have […]
Promoting Software and Hardware Products through the VAR Channel
Except for a few software and hardware vendors who sell super-expensive products to the largest enterprises, a large percentage of B2B tech companies use the Value Added Reseller (VAR) channel. Not all heavily but to one extent or another. So how do you best go about doing this successfully? Do you simply create a great […]
All atwitter About Twitter Marketing
There’s been a lot said and written about the newest Social Media craze, Twitter. Particularly in the popular press, there’s also been a lot of misinformation. Sometimes the only way to get the real story is to try it yourself. I thought I’d give it a shot, and throw in my two cents on what […]
White Papers in the High Tech and Software Marketing Mix
There are many marketing methods in Software and IT marketing that can be appropriate in some–but not all situations. I’d put White Papers in that category. The term “white paper” is a broadly used term, and can mean different things to different people. There are non-technical and technical white papers. I define a white paper […]
