I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer. This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. Sales people tend to be extremely protective of their accounts. They "own" the relationships; the stakes are huge, and they rarely want anyone else in the neighborhood (except when it comes to delivery, of course). The marketing folks certainly understand this. That's a no-no. MORE >>

Making do with general-issue collateral when customization for different audiences would be far more effective. The irony of cheap content, of course, is the high cost in damaged reputation and lost opportunities: "Thought leadership" content that is neither thoughtful nor leading; jargon-filled collateral that fails to connect; customer case studies that read like warmed-over brochures. Or, perhaps most common of all, marketing content that is simply ignored by sales before it even has a chance to reach customers and prospects. Photo credit: FDR Presidential Library. MORE >>

 Yesterday I wrote about "marketing as media"  in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects. It's critical for all the reasons you know: traditional marketing tactics don't work anymore, your potential buyers are actively looking for new ideas, and you'd better jump into the online conversations happening about your brand because they're going on with or without you. and 2008 was a pretty bad year! Photo credit: back_garage. MORE >>

Michael Shrage’s recent Harvard Business Review post, Great Customers Inspire Great Innovations , got me thinking: Why, amid so much evidence of the power of customer-centric business, are so many companies still mired in inside-out operations? Shrage’s post reminds us that behind most great innovations lie customers and clients that made those innovations possible. Shrage’s post also reminded me of an essential book from way back in 2003 by IT industry analyst David Moschella, Customer-Driven IT. These are your best customers, folks! MORE >>

Absent something interesting to talk about related to core customer issues, would-be buyers pay little attention to straight-on sales pitches. Innovative beyond customer imagination. Lessons Learned Stepping back from the specifics of these two initiatives, I see six general lessons for thought leadership marketers at any level: Put Customers First. What do your customers and prospects really are about? Why should customers listen to your version then they've already heard it before -- or if you're only telling them something they already know. Stick with It. MORE >>