Hot news for 2012: Frost and Sullivan says that 2012 is the year that cloud computing will go mainstream. by Fractal Artist I don’t know about you, but for me in B2B technology marketing, 2011 was the year that “cloud computing” pushed way past mainstream into the realm of overuse. In the past year, I’ve written […]
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Real vs. perceived value in technology marketing
I’ve been reading Mark Stiving‘s book on pricing (Impact Pricing) and was struck by the concepts of real value and perceived value – and the gap that sometimes lives between them. Real value is what’s actually in the product. In technology markets, it’s what engineering designs into the product. Perceived value is what the customer […]
Is your website elitist?
by peregrinari Have you ever been to a technology website and not been able to figure out exactly what the product or service does (or indeed, if the company is offering a product or a service)? Despite the fact that I’ve worked in the tech industry for a long time, this still happens fairly regularly. Even […]
Who are you calling a user?
It feels like time for a language crusade – so here’s my latest rant: the word ‘user’ when applied to people in technology marketing and writing. When you’re writing about technology from an IT perspective, you need some way to talk about, you know, those little people who use the technology that you’re buying. Hence […]
Where’s the passion in your marketing?
I’m in the middle of singing the Verdi Requiem with the San Francisco Symphony Chorus. It is, if nothing else, a very passionate piece. The singers beg for eternal rest for their loved ones and plead for salvation for themselves (salve me, libera me!) And in the opening night last night, the ensemble – symphony, […]
Dealing with misteaks … mistakes
Today’s post isn’t specific to B2B technology marketing – it applies more broadly to life itself. Because we all make mistakes both personally and professionally. The idea of mistakes came to mind this morning when I read about Netflix announcing that it’s backing off its plan to split physical DVD rentals into a separate service […]
