Product Marketing separates your product from other products. Brand Marketing separates your customers from other customers.
Category Archives: Marketing
Gamification II: Crossroads
Guest post by Elizabeth McCaffrey (@eamcc) in support of the 11/21/11 #UsGuysChat on Twitter. (Thank you Elizabeth!) Please join Elizabeth, gamification pioneer Nick Kellet (@NickKellet) and the incisive, friendly attendees of UsGuysChat by following the Twitter hashtag #UsGuysChat at noon PT/ 3pm ET. “It’s time to go deep on gamification,” remarked Ken Rosen at the…
Take the Higher Ground: From Product to Leadership Positioning
By Ron Weissman Product checklists are the Silicon Valley product marketeers’s crutch. They are so overused as to provide more cliché than caché, as they try “prove” that our product has better features than the other guy’s—as if that’s all that matters to the buyers. Myopic marketeers often forget to ask whether these checkbox differences…
BlueArc case study: Dissecting the brain of the market pays off (Part 2)
Francis Moran case studies feature efforts to develop, implement and measure marketing programs. We are honored to have our work with BlueArc highlighted as the first of their series. This is Part II. Part 1 is here. By Francis Moran and Leo Valiquette In last week’s post, we introduced BlueArc, a maker of networked attached…
BlueArc case study: Target marketing to get past low-hanging fruit (Part 1)
Francis Moran case studies feature efforts to develop, implement and measure marketing programs. We are honored to have our work with BlueArc highlighted as the first of their series. This is Part I. By Francis Moran and Leo Valiquette Last month, BlueArc Corp., a 13-year-old maker of network storage systems based in California,…
Demo Daze: Five Ways to Turn a Demo from Dull to Dazzling
The setting: A buffet line at a Silicon Valley VC pitching event. An entrepreneur, not on the program, recognized me as a VC who had heard his pitch before. The action: The entrepreneur drags me out of line, insists that I see his demo, NOW!!, and corrals me into a corner, balancing his laptop on a stack of cartons. “Ok,…
eWeek & Gartner Got it Wrong on Big Data: Why You Should Care
Even the best sometimes whiff at what really matters. Today, it’s eWeek and Gartner. eWEEK’s Big Ideas about Big Data (8/15/11) Big Data definition, “with help from research firm Gartner:” “Big data refers to the volume, variety and velocity of structured and unstructured data pouring through networks into processors and storage devices, along with the…
Promise Something Your Customers Actually Care About
In a previous post, I talked about the cool, capable, creative…and Brand-confused John Red Stone—a micro-entrepreneur musician who was a devastating case study in not understanding one’s Brand. Your Brand is your promise—a promise of how you will behave in good time…and bad. Why promise your customer something about which they don’t care? With that…
Are YOU confused about Your Own Brand?
Image via Wikipedia [Looking for the frame for #UsGuysChat on 8/29/11? You are in the right place! We're dissecting "Brand Confusion," with our friend John Red Stone as our first example.] John Red Stone (real person, but not his real name) is full-blooded Navajo. He is also a gifted musician bringing the richness of traditional…
Can Social Media Help You Sell to the C-Suite?
By Ken RosenWhat is the role of social media as a sales channel to reach C-level executives and other corporate VPs? This is our Twitter chat topic for #UsGuysChat on Monday, May 16 at noon PDT, 3pm EDT. I realize some will hate the very premise of the question. A vocal group asserts: Permission-based mediums…
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Ron Weissman: Ron, a frequent commentator on all things venture-related, is a Silicon Valley venture capitalist and angel investor. He has served on >25 early stage boards and advised or invested in >50 startups. He focuses on business software, with a special emphasis on SaaS, text technologies, analytics and Health IT. At Performance Works, he assists venture backed companies and firms seeking venture or angel capital in strategy, operational performance, marketing and fundraising.
Ken Rosen: Ken is a serial Marketing VP and entrepreneur. His passion is understanding audiences to deliver products, services, and communications that change behavior. His strategy work with clients often includes target market selection, positioning, and team development. Ken is a co-Founder and Managing Partner at Performance Works.
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