Are your troops saluting? Two strategies that don’t work
There are many ways to destroy a perfectly designed strategy. Here are two. One of the things Web teams constantly struggle with is the ying and yang between centralized governance and the wants, needs, and demands of stakeholders and line of business (LOB) managers who operate differ...
Continue Reading →Twitter for Business — Part II
Ok, I need to come clean. Until recently, I haven’t really gotten my head around the whole "social media for business" thing. Then the light dawned when I was writing a new report about the B2B buying process. Properly targeted, social media can give a company the inside edge....
Continue Reading →HP’s Community Reward Programs | What are they thinking?
There are plenty of ways to design reward programs. This isn’t one of them. In my recent online communities strategy report, I stressed the importance of designing reward programs to encourage visitors and members to engage in the conversation, rather than lurk and listen. It’...
Continue Reading →HP and 3Com. . . What’s in it for me?
If I’m an existing or potential 3Com customer, I am naturally going to be cautious about the impact of HP's acquisition on my purchase decisions. Neither site delivers any answers. ...
Continue Reading →Why social networks, communities, and Web 2.0 aren’t B2B shotguns
April 07, 2010
B2B buying process, B2B selling, Communities, eSelling, Marketing, podcast, Social Media, social network, Strategy, video, Web 2.0, webinar
The B2B buying process hasn't changed in 30 years. But new social networks, social media, Web 2.0, and communities are changing the B2B selling game. ...
Continue Reading →Why personas don’t work
Most Web teams think that developing personas is the key to successful Website design. The real power is in using them during the B2B buying process....
Continue Reading →The new siteIQ.net – Every Web team’s nightmare
We launched a new Website this week. It has plenty of bells and whistles and some cool technology that I’ve always admired on other sites. After the launch – and the requisite champagne toast – something smacked me upside the head. This site is an example of an important inflect...
Continue Reading →What Juniper.net knows that everyone else is missing
March 10, 2010
architecture, cisco.com, Design, ebusiness index, hp.com, ibm.com, juniper.net, microsoft.com, product marketing, Strategy, Usability, website design, website development, website rankings, website redesign
Juniper.net is pursuing an interesting strategy which I suspect most companies have missed. Last year, it did two things. It launched a completely new Website in February. Then it executed a wholesale update in October. That wouldn’t be important, except for one thing. The October r...
Continue Reading →Getting out of your own way
The longer I look at sites, the more the KISS principle applies. Don’t focus on who I am or what I do. Focus on the results I’m trying to achieve. And get everything else out of my way....
Continue Reading →Why Tech?
March 06, 2010
channel marketing, Communities, corporate marketing, Design, ecommerce, eSelling, hp.com, partners, product marketing, services marketing, Support, website design, website traffic
A lot of people ask me why we focus on technology sites. The reason is simple. Good (and even great) IT industry Websites have something to teach everyone....
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