Monthly Archives: September 2013

Prospect Education – Sesame Street For IT Security

Believe it or not but children education shows like Sesame Street can be used as subtle marketing tools (and have). When I was a kid, I still remember those little segments of the show where they show how something is made (e.g. crayons, milk etc). There are also those conversations muppets have with certain professionals.

How is that marketing? Well, in the basest sense of the word, you are drawing attention to something that is meant to be sold. Now in the context of B2B marketing and enterprise software, it shows that there’s a lot of room for prospect education and traditional forms of marketing can blend in.

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Getting Sales Out Of The Social Struggle

It doesn’t take long to find out that social media challenges businesses to go where traditional marketing has never dared to venture. Before the technology existed, it has always been rather impersonal and plans were based on mass collected results instead of the individual customer experience.

Clearly, the playing field has changed. Through social media, one customer’s complaint can soon blow up into an entire movement that could topple your organization.

Now for consumer businesses, a disaster like that is still easier to handle since interacting with customers is already part of their experience.

But for B2B organizations and enterprise software vendors, I find that even giants like Oracle don’t always do it right. Then again, it’s really not that surprising. From LinkedIn to Facebook, social media can be a struggle for industries that normally don’t express much of their social side.

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3 Signs That You’re Marketing to a Silo

You really don’t get anything good from a silo mentality. No seriously. I know that from actual experience with one IT department. And while I don’t mean to generalize all those out there, I think a lot of people know what it feels like to have your team regarded a nuisance because your workload adds to theirs.

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Should You Play That HIPAA Card?

When marketing, you identify the needs of your prospects in the hopes of tugging them and creating demand. For EMR vendors, you do this by identifying the need for better patient management. Clinics who fail to circulate medical information properly also make for potential clients. The same goes for institutions who want tighter, secure control over who gains access to personal health data.

All these needs however are also tied with the commonly known Health Insurance Portability and Accountability Act (HIPAA). While it has ties with insurance as well, the act is often featured in the pitches, marketing materials, and sales presentations of many medical software companies.

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Lead Generation Tips – Don’t Just Shut Up, Don’t Just Take Their Money

You’ve probably seen the meme a few times: “Shut up and take my money!” Most often you find it when there’s talk about a product that’s stuffed with all things better and new that people don’t care about how much it’ll cost.

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