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The MarketCapture Newsletter - What is it All About?
The Universal Truth and B2B Branding
B2B = Boring to Branding?
Tying Content to the Bottom Line
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| The MarketCapture Newsletter - What is it All About? |
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We are extremely excited to launch the MarketCapture
newsletter. We view it as a way to stay in touch and
to share with you some information, ideas, and
viewpoints that we hope you would find interesting and
useful.
We don't pretend to have recipes for success, even
though we've been around and seen things that work
and things that don't. We'll share thoughts and
experiences - ours as well as others' - with the premise
that there is something to be learned from each one of
them. Even when we give advice, it is not with the
assertion that we have the right answer, but with the
aspiration that voicing our opinion may enrich your
thought process and help you come up with a better
idea of your own.
When you do come up with an idea you'd like to share
with our readers, send us an e-mail and we'll be happy
to include it in one of our future issues.
If you don't want to receive future issues, the
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| The Universal Truth and B2B Branding |
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Certain things in life constitute a universal truth. These
are things you cannot argue with and you cannot
change. They remain true over generations and persist
across geographies and cultures. We all know a few:
- Parents don't understand their teenage
children.
- The next software release is going to
be great, but it's going to be late (or very late...)
- The Red Sox cannot win a World Series
since they sold Babe Ruth.
While very few things are certain in the world of B2B
marketing, I have heard the following three statements
pretty much universally agreed upon by every sales and
marketing executive:
- There are not enough leads.
- There is not enough brand awareness.
- There is not enough budget to
get the first two done.
Just like any universal truth, these cannot be argued or
changed. But just like generations of parents, software
developers, and Red Sox players keep trying to do the
impossible and prove these universal statements wrong,
so do good marketing executives, even if it's just for a
passing moment of hope.
So how can a marketing executive battle these
universal truths?
Read on... »
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