I receive this email solicitation about once a month. And each time I mentally calculate whether the value of 30 minutes of my time is greater than that of an iPod shuffle. It is not. Plus, I think we all know that the time investment on this one is going to include hours of dodging […]
The Chianti Segmentations: A New Look at An Old Tedium
I hate market segmentation. I understand why we need to do it, but for B2B marketers, it’s a tedious, often fruitless waste of time. Consumer marketers get to play with demographics, psychographics and other juicy factors. We get something called firmographics, which sound more like control top hosiery than a useful way to view a […]
Five Steps to Catching Your Subject Matter Experts
(Plus Two Other Ideas) This is our third installment on the subject of Subject Matter Experts. Two weeks ago we discussed the merits of a catch and release program for SMEARS (subject matter experts at rest) and last week we talked about the best ways to turn them into SMELTS (subject matter experts liberally talking). […]
How to Use Your Subject Matter Experts for World Domination
Last week we visited the world of SMEARS (subject matter experts at rest) and the compelling reasons why marketing needs to step up and turn these poorly-used resources into something every bit as exploited as the rest of us. I mean that in a good way: subject matter experts include product managers, lawyers, C-suite dwellers, […]
Why You Need a Catch & Release Program for Subject Matter Experts
When my friend the sales director blew me off for lunch the other day, I wasn’t surprised. “I’m really sorry but someone just spotted a product manager on the fourth floor,” she gushed like a drunk birder. “I need to corner that slippery little *^#@?%, brush the Cheetos dust off his shirt and get him […]
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