Content Marketing

 Marketing, Uncategorized  Add Comments »
Nov 282012
 

Video has fast become a must-have for content marketers. With the advent of high-speed Internet and the ready availability of tools marketers have gradually, but surely, taken to increasing the video volume of their content marketing.

Evidence of that is everywhere. Video marketing, video blogs, video brochures and video channels are not novel any longer. Video, alongside or as part of Social Media engagement, is prevalent. The increase in Internet speeds around the globe has accelerated the trend not only from the supply side, but also from the demand side… but is that statement factual? Do more ‘audience’ members watch marketing-related videos? Is this something that the audiences demands or engages in? Yes, but consider that most of the world is on smaller mobile screens.

I was prompted to think about the subject not only because of the increase in video content, but also by a recent and credible article on SEO (Search Engine Optimization) which noted that Google ranks websites with video higher than those without. Incidentally, thank goodness this website has embedded YouTube videos. Should I add more?

Still, my question is whether the audiences is engaged with and interested in video Content Marketing? It certainly is more descriptive and obviously more visual, but it also requires a large investment of time if, that is a big if, focus and attention are given. Moreover, just like text, there is no shortage of media to disseminate the videos whose storage has become cheap.

 

 

 

 

Not Knowing

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Nov 272012
 

Not knowing, or ignorance if put another way, is not typically a vaunted or flaunted quality. Leaders or managers are not fans of being, or at least advertising being, ignorant either.

However, educator and musician Craig Coggle in the United Kingdom thinks not knowing is not a bad thing. He considers it an opportunity to learn. Silver lining perhaps?

On a website called changethis.com he writes, “Innovation and creativity can only exist with the wonder of not knowing. I wonder what will happen if I mix this thing here with this thing over here. I don’t know but would love to find out. Curiosity is born from not knowing. Not knowing therefore can help us change and grow.”

He does have a point. Professing a lack of knowledge leads to more active listening, openness, curiosity and a more comfortable adjustment to change. It also makes one more comfortable with ‘not knowing.’

 

When You Tell Your Story Do You Tell A Story?

 Articles, Marketing, Selling  Add Comments »
Nov 202012
 

It does not lend itself to a quick and efficient exchange, it requires thinking, preparation or imagination and is at odds with ‘soldier mentality’ and the speed of modern business.

Yet, storytelling is one of the most effective and enduring techniques to sell and market a product, service or idea.

Whether selling or marketing incorporating a story will have a sublime effect on the sales and marketing effort. People love hearing stories and often retain it better than an unthreaded pitch.

Leveraging storytelling as a technique is a good idea to start. It has a soft feeling that likely rekindles memories of one’s childhood and comfort or speaks to the narrative mind of mankind.

Nonetheless, storytelling does not exempt one from rules of sales and marketing.

  • Does the story invoke feelings and the warmness that is half the point of the technique?
  • Does the story allow for the recipient’s imagination and cognitive abilities to work and fill in the blanks? Are there numbers and facts included?
  • Like any sales pitch or marketing methodology the story cannot be perceived a false and bereft of logic.
  • Does it relate to the listener?
  • Does the story have a call to action?

 

No More Packaged Retail Software

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Nov 162012
 

In another sign that the sale of software has gone online and Cloud/SAAS is gaining prevalence Microsoft has ceased selling packaged software in China. Packaged software is CD or DVD-based software sold in packaging through a store. Microsoft is likely the largest vendor of retail software and this is yet another death knell for software packaging.

To be careful, this announcement relates to Microsoft’s anti-piracy efforts and is directing customers to download software for on-premise use. Nonetheless, with Microsoft already having a large Cloud/SAAS footprint via Hotmail, CRM, Office 365 et al how long will be before the software resides exclusively off the premise? Microsoft famously has not been on the vanguard of off-premise software hosting.

With Microsoft not selling retail software the retail channel may not even be there for offline software sales.

http://www.chinaretailnews.com/2012/11/09/6337-no-more-offline-software-sales-as-microsoft-fights-piracy-in-china/

 

*I do work on behalf of Microsoft

Channel Reseller Support And Maintenance

 Articles, Marketing, Selling, Uncategorized  2 Comments »
Nov 132012
 

It is difficult to render a sweeping verdict on whether an indirect sales model is better or more beneficial or direct sales to end-users are optimal. Both models have been successful. A company like HP (Hewlett Packard) prospered selling through an indirect channel. A competing company, in the same industry, Dell prospered selling its hardware directly to end-users. However, Dell is a good example to cite given how it has since turned over a quarter of its sales to the ‘channel.’

Each model is valid and appropriate under different circumstances including product type, line maturity and revenue size. The channel model, however, is typically applicable for companies without dedicated resources or wishing to scale beyond certain revenue ceilings. Channel partners bring connections and a strength in numbers, but need maintenance and attention.

Pay attention to activities under each heading:

1- Recruit partners which address product needs technically and coverage needs geographically.

2- Retain them by maintaining mindshare, providing education, support and offering profitable resell margins.

3- Optimize co-selling possibilities. Stock the partner area or portal of your website with marketing collateral, FAQs, selling scenarios and deal registration space. Provide leads, while ramping up partner lead generation capability and independence.

4- Hold partners responsible for utilization, registration and monitor lead flows bi-directionally.

5- Maintain open communications and learn simultaneous to teaching.  Hold each other accountable.

 

Continuous feedback and collaboration is essential. Do not be afraid to cut ties once the relationship is stale and unprofitable.

This is the ultimate measurement of whether the channel is beneficial or perfunctory.

 

 

Salary And Raise – You Want More?

 Articles, Negotiating  Add Comments »
Sep 232012
 

So you want a raise and believe your work justifies asking for it. Salary is the company’s tool to hire, drive performance and keep employees motivated. An employee’s salary balances your and the company’s needs.

Before speaking to your manager do your research. Ask for a time and in a non-threatening, but firm, tone and setting pull out the results of your number crunching.

1- Do others with a similar job and length of experience in the industry receive a higher salary?

2- How about the benefits and other incomes? How does your benefit plan compare? Do you have pension or investment matching? How about education assistance or  other similar benefits?

3- How often does the company initiate a pay raise? Is it congruent with industry practices? How does it compare with the inflation rate?

4- How is your performance? How much time and effort do you put into it?

Inform your manager! Summarize and list the information for him or her politely. Make a case for yourself and prepare to negotiate. Also note that other items (flex time? extra vacation days? one-time bonus? etc.) might have value for you and be possible for your manager to award.

 

 

 

Windows 8 At Microsoft Worldwide Partner Conference (WPC)

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Jul 102012
 

I attended a presentation on the new version of Microsoft operating system, Windows 8. The session was called The New Era Of Partner Opportunities With Windows 8. I separately also attended the Tuesday keynote of Microsoft VP Jon Roskill where the focus was on innovative solutions coming out of labs and partners offices. The applications were more fun than anything. The Air Canada Centre suite was hosted by Microsoft VP Robert Jones. Those pictures are at the bottom.

Windows 8 will be available at the end of October, 2012.

Here are several items emphasized:

  • Microsoft expects that 375 million PC devices will be sold in the next 12 months. Add tablets to that number now that Microsoft has Surface and ARM devices running Windows.
  • Explorer is central to Windows 8.
  • Bing was demonstrated as part of Windows 8. Several examples of ‘Cloud’ services were cited all of which sync between devices.
  • Everything is touch capable. Mouse, keyboard and touch were called “all first-class citizens.” This was repeated twice.
  • The boot time will be a third of Windows 7.
  • Security includes “trusted boot,” which Microsoft hopes protects users against rootkit attacks.
  • Everyone is encouraged to download the Windows 8 release preview. Additionally, every attendee received a bootable Windows 8 USB 3.0 key.
  • This being the Worldwide Partner Conference of Microsoft the presenters insisted that this is a new era of partner opportunities.
  • The ARM version of Windows 8 is called Windows RT and includes Word, Excel and OneNote.

 

Windows 8 Metro User Interface (UI)

 

Virtual Keyboard

 

Live Tiles

 

 

 

 

 

*I do work on behalf of Microsoft

Microsoft Worldwide Partner Conference (WPC)

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Jul 092012
 

I am attending Microsoft’s annual Worldwide Partner Conference this week. It is being held in Toronto this year.

Company executive, including CEO Steve Ballmer, used the forum for a number of product announcements at the Air Canada Centre.

As importantly, it was interesting to note what was emphasized. Here is a synopsis of what was emphasized at the Monday morning opening keynote:

  • Windows 8: will RTM (Release To Manufacturing) August 1, 2012. It will see general availability, for upgrades at $40 and on PCs, in late October. It may miss back-to-school, but is in time for Christmas. The inexpensive upgrade price and the compatibility of hardware for Windows 7 and Windows 8 is meant to ease the back-to-school miss, as well as any slowness in sales of Windows between now and late October.
  • Office 365: now available under Open Licensing, available in Government and Education pricing, partners can make approximately 23% margin, which is up from the current 11%.
  • Azure, server, O365 (mentioned again and again), the recent purchase of Yammer and Office 15 were all mentioned.
  • Microsoft Surface was not demonstrated, while OEM (Acer, Asus, HP, etc.) products were.
  • Microsoft has picked up a company called Perceptive Pixel, which has developed a touch capability for large screens. The founder of that company, who is now Microsoft’s newest employee, immediately showed off a large screen product with Office software and touch capability. He also committed a geographic mistake and a faux-pas by uttering, “we actually do all of our manufacturing here in the US.” Apparently, the American invasion army had taken hold outside while we were being bedazzled by our own Cirque Du Soleil inside.

The executive repeatedly asserted that 2012 is the biggest year for Microsoft in over 17 fiscals clearly referring to the launch of Windows 95 in that year.

These are good announcements for a Worldwide Partner Conference.

 

Ironically, for such a hi-tech show, Steve Ballmer’s wireless microphones failed several times. At the end, the stage hand, running out of wireless microphones, handed him a wired microphone with a long cable!

Steve Ballmer even mentioned his own videos on YouTube (gulp Google) when speaking about Windows and his infamous screaming video.

 

WPC line-up

 

Cirque Du Soleil

 

 

Steve Ballmer WPC Toronto

 

Steve Ballmer On The Big Screen

 

Bad Food For 15,000 People (Fruit Is Available)

 

*I do work on behalf of Microsoft

Daily Deals (Occasionally Extreme) Danger

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Jul 012012
 

An Article in Toronto’s Now Magazine points out the possible extreme dangers of the ‘deals’ sites. In this case, the danger to purchasers is an extreme example and hopefully a rare exceptionally unfortunate situation, but the question this situation poses is ‘how are buyers protected’ and ‘what is the responsibility’ of sites like Dealfind?

A cursory search online yields many results where social daily deal sites reassure their customers that money-back guarantees and protections exists. The protection or care seem to not have existed in the case of women being sexually assaulted.

What mechanism protects people from business on the Internet?

Web Jam // Daily deals danger | NOW Magazine.

Line Of Business – What Is On The Mind Of ‘C-level’ or ‘V-level’ Customers And Prospects

 Articles, Marketing, Prospecting, Selling, Selling More, Uncategorized  Add Comments »
Jun 072012
 

What does your prospect think about? It depends on the customer’s role. Salespeople who target that position’s specific thoughts and concerns will be more successful. This is called role-based selling. For the purpose of this article I am skipping two crucial discussions. First, Assistants need to be marketed to as well. A salesperson must believe he or she deserves the executive’s time. After all, you are not wasting time, are you? Two, the approach to C-level and V-level roles needs to be personalized and stand out. More on those elsewhere as well as in future discussions. In the meantime, align your sales to the position’s objectives, while ensuring you are speaking correctly to the right ‘C’ (‘Chief’ title) or ‘V’ (‘Vice”-President title).

Peruse the below, but ultimately they need to tell you how to sell to them by telling you about their needs. This is why questions are important. This is why preparation in advance according to the below is important.

President or CEO

What? Grow and lead the company

Reports to: Board Of Directors/Shareholders

Pains and Concerns:

  • Grow revenue
  • More profitability/declining profitability
  • Shareholder value
  • Managing risk
  • Happier and more productive employees
  • Culture of organization
  • Partnerships
  • Company reputation and
  • Determining strategy and direction

Financial Managers (VP Of Finance, CFO, Controller, Treasurer)

What? Financial management

Reports to: CEO and Finance Committee of the Board Of Directors

Pains and Concerns:

  • Knowing and measuring financial drivers,
  • Profitability, Quarterly goals
  • Information and reports to manage events and conditions,
  • Reducing costs,
  • Predicting and eliminating risks
  • Return on investments and return on assets
  • Compliance and regulatory changes
  • Accounts reconciliation and forecasting (treasurer)
  • Business value (controller)
  • Shortening transaction times,
  • Line of business accountability
  • Closing books faster or consistently having them ‘closed,’
  • Ensuring consistency among territories, divisions and currencies,
  • Drive operational efficiencies,
  • Better, more consistent and more centralized reporting
  • Make better decisions faster and
  • Analyze and predict.

Human Resources Managers (VP Of Human Resources)

What? Manage the business’ people. A business’ most valuable asset is its people. Everything the company does or wishes to achieve is tied to its people’s skills and abilities.

Reports to: CEO or COO

Pains and Concerns:

  • Business and society, and employees, constantly change.
  • Doing more with the same or less,
  • Improving productivity,
  • Delivering and tracking education that is related to work,
  • Budgeting for, finding, hiring and calculating the cost and return on employees,
  • Complying with legal imperatives
  • Enabling employee self-service for faster and more efficient control and removing bottlenecks and
  • Local currency and regulations.

Manufacturing Management (VP Of Manufacturing, Chief Operating Officer)

What? Producing timely goods at the lowest cost

Reports to: CEO

Concerns:

  • Manufacturing on demand with the shortest possible lead time,
  • Manufacturing to order,
  • Forecasting demand,
  • Customizing and configuring to order,
  • Collaborate and communicate with supply chain including suppliers, sub-contractors and distributors including view into demand and inventory via EDI or the web,
  • Track costs,
  • R&D
  • Operational justification to understand where cutting cost won’t impact operations
  • Analyze efficiencies,
  • Predict inventory cycle and
  • Eliminate waste.

Sales and Marketing (VP Of Sales, VP Of Marketing, CMO)

What? Increasing sales, improving top and bottom-line and tracking to forecast

Reports to: CEO

Concerns:

  • Knowing the customers,
  • Sales growth,
  • Customer satisfaction/customer turnover
  • Pricing
  • Margin growth and maintenance,
  • Forecast accuracy and visibility,
  • Company profitability,
  • Monitoring sales channels and trend analysis,
  • New customer acquisition and cost of doing so
  • Company image
  • Productivity of sales and marketing staff,
  • Effectiveness of marketing programs and motions,
  • Positioning products, services or people
  • Efficiency of different types of marketing (such as promotions, web, channels, viral, etc.),
  • Campaign budgets and ROI (Return On Investment),
  • Anticipating trends and consumption,
  • Lead management and visibility into each representative’s achievements and pipeline.
  • See http://www.alighaemi.com/wp/?p=846 for different types of marketing.

Information Technology (VP of IT, CTO, CIO)

What? Lead the company’s information technology

Reports to: CEO or COO

Pains and Concerns:

  • Running the company’s information technology
  • Which hardware, software and service
  • Enabling productivity
  • Interoperability among internal and external customers
  • Flexible systems that can scale up or down with the business
  • Saving the company money
  • Eliminating disparate systems

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