| | | What Works - What Doesn't | |  Presentation | 6 articles |
| Page 1 of 1 | Previous | Next | WHAT WORKS - WHAT DOESN'T JULY 13, 2010  Using Online Games To Sell Complex B2B Software In Innov8 players are presented with multiple scenarios (tweaking a supply chain or improving customer service) and get to see how business process automation helps the business. I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. OK, World of Warcraft it ain’t. Maybe. | WHAT WORKS - WHAT DOESN'T NOVEMBER 29, 2010  Software Automates Sportswriting. Is B2B Content Marketing Next? It captures facts, decides which to present, and polishes their presentation to a very limited extent. But it cannot check those facts for accuracy, put them in context, present them in an insightful or delightful way, or learn from them over time to deliver thought leadership. Here’s why. Yes, StatSheet of Durham, N.C. If this sounds formulaic and bloodless, it is. | | | | | |
| WHAT WORKS - WHAT DOESN'T SEPTEMBER 7, 2010  It's Official: Forrester Says B2B Buyers Hate Confusing Jargon For tips on doing that, see my presentation on “ Art of the Pitch.” I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Now, it’s official – or at least corroborated by a Forrester Research Inc. report. When it's too difficult, the executive will choose to switch priorities” to something easier to understand.” My emphasis.). | WHAT WORKS - WHAT DOESN'T MARCH 4, 2010  Skill Set For Content Marketing: Number Crunching and A Gut Feel Back when the earth was young and so was I, feedback on my writing came from a grizzled, chain-smoking editor throwing a story back at me and growling “What the hell does this mean? Clean it up.” Now that I’m doing content marketing for clients, the feedback is a pop-up suggesting I tweak the title or juice up the metadescription. Or, rather, tries to tell us what readers want. | WHAT WORKS - WHAT DOESN'T APRIL 30, 2010  To Sell A Conference, Give Away Last Year’s “Takeaways” After a brief introductory paragraph or two, it provides a teaser list of six tips (each of which is actually a “best practices”) that was presented during earlier conferences. Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? But one way to do it is to give them a sample of what they’d get if they attended. | WHAT WORKS - WHAT DOESN'T FEBRUARY 27, 2011  Why Marketing Automation is Floundering (Amen!) ve chronicled my hellish experience moving my blog to WordPress, which provides only the content management and presentation side of the puzzle. As someone trying to grow his own use of these tools, all of these shortcomings sound correct. But the two that strike closest to home are lack of customer education and making the whole process too complicated. First, the lack of education. | | | | | | | |
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