EVERY company that needs customers also needs a successful lead generation and qualification program. I work with software and hardware companies but this is a universal truth for all customer-oriented companies. But how people go about it can vary wildly, depending upon their circumstances–and most of all–their own background and comfort level. Lead Gen […]
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 […]
Integrating Sales & Marketing at Software and Hardware Companies
In some – but not all – tech companies the Sales and Marketing functions are managed separately. They are separate, but closely related functions that some people without a strong background in either function have a tendency to confuse. Normally, there is a VP or Director heading up the Marketing department, and another VP or […]
