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- Technology Marketing in Troubled Times
- Most IT and R&D departments are under orders to trim costs along with the rest of the organization. Only highly progressive R&D groups and IT departments with clear competitive missions are immune. Every organization is undergoing painful self-evaluations of their markets and their core competencies. If they have money...
- White papers 2003-01-01
- What CxOs Think About Linux
- CxOs are paid to think strategically, so it should come as no surprise that their faith in Linux is based on how Linux will improve their technical and business strategy. When it comes to Linux, CxOs believe that four strategic aspects of their operations will be enhanced. CxOs believe that...
- White papers 2005-12-08
- Zen Segmenting - Accelerating Market Dominance
- Market segmentation is so pedestrian an exercise that it tends to get overlooked in the mad rush to launch new products. Shame really. Though it may appear simplistic, the results of poor segmentation often spell the difference between success and bankruptcy. This situation is especially acute in technology markets where...
- White papers 2005-12-08
- True Value
- Everyone perceives value in people and things. Corporate executives and low-level techies are no different. They value products designed for enterprises. But reading the average business-to-business website, a person would be hard pressed to find any value in the products sold there. This is painfully true for new technologies where...
- White papers 2006-01-18
- Defeating Commoditization
- Given that commoditization is as inevitable as death and higher taxes, one needs to review his or her strategies on how to deal with this transition... without resorting to denial, anger, bargaining, depression and acceptance. This paper provides a few strategies, and one reversible non-strategy that an individual can choose...
- White papers 2005-12-08
- Selling Empathy: The Power of Positioning and Branding
- A person's brand and his or her position must either be based in reality, or must address some element of the customer market that is so overwhelmingly powerful that it drives the customer into believing the person's position. If a person can do both at once - find a powerful...
- White papers 2005-12-08
- Touching Brands: Your Brand Is Only as Strong as Your Toilet Paper
- A person's brand - as perceived by the only legitimate judges, the person's customers - is the sum of all their interactions with the company. Every place where a customer can interact with the company is a "Touch point," and that touch point affects how one is perceived. A lousy...
- White papers 2005-12-08
- Manhandling a Market
- The Unholy Grail of strategy within marketing cliques is to change the rules of the game. When a marketer needs to overcome a leading competitor, or when a leading competitor needs to choke the financial life out of lower caste vendors, they often seek to changes the rules - to...
- White papers 2005-12-08
- B2B Executive Loyalty
- Silicon Strategies Marketing has launched a long-term study of loyalty patterns in Chief Information Officers CIOs to better understand how loyalty behaviors work in B2B markets. CIOs are an interesting case as they must balance ever-changing technology (which means ever-changing opportunities to buy from different vendors), real-world costs and ROI,...
- White papers 2005-12-08
- Is IT Software Doomed?
- The rumors of the death of IT software are premature, but a near-fatal diagnosis is not premature. The fundamental shifts in the competitive landscape are, at the very least, changing the R&D practices, pricing, marketing, promotions, and buyer attitudes. The software industry that everyone grew up with is indeed dead.
- White papers 2006-06-27
- Sales As Dating - It's All About Commitment
- From the executive summary: ‘High-stakes technology selling is like courtship. It is imperative for the marketer to understand each phase, what it means for the other party to open themselves to an increasingly intimate relationship, and why they should or should not commit to a marriage with the organization.' The...
- White papers 2003-01-01
- Got Message?
- The article tells that the first and most fatal issue is that technology entrepreneurs do not understand who their customers really are. Most technology entrepreneurs are technologists, and thus tend to think like technologists. Technology entrepreneurs often do not understand who their buyers are, how many buyers they actually sell...
- White papers 2003-01-01
- Gene Splicing for Fun and Profit
- The article states that one of the most common mistakes technology companies make when devising their go-to-market strategy is to rely on their technology to make the sale. Marketing staffs litter collateral, web sites and salespeople's brains with endless recitations of the features, functions and internal maturations and aside from...
- White papers 2003-01-01
- Selling Empathy
- The article tells that Branding is the art of making your customers feel and believe what you want them to tell about your products or your company. The article gives the lesson that the brand and the position must either be based in reality, or must address some element of...
- White papers 2003-01-01
- Accelerating Software Development Through Collaboration
- In early 1999, VA Software launched a project to understand how the Internet development community had been able to produce software such as Linux, Apache and Samba that was generally developed faster and with higher quality than comparable commercially available alternatives. VA Software's goal was simple: determine how to make...
- White papers 2005-12-08
Additional Resources
- Sigma Designs Appoints Vice President of Marketing
- FREMONT, Calif.--BUSINESS WIRE--June 1, 1998--Sigma Designs, Inc. (NASDAQ:SIGM), a recognized leader in digital video solutions for personal computers, announced today the appointment of William K. Wong as Vice President, Marketing. Mr. Wong, 50, will be responsible for developing business strategies, product marketing, and third-party relationships to promote Sigma's advanced Internet/intranet...
- Research articles 1998-06-01
- Mashable's Weekly Conference and Event Guide
- It's a brand new week, which means it's time for Mashable's guide to upcoming social media and web events, parties, and conferences. For more upcoming event listings, check out Mashable's Events section . Is your event not on this list? Contact us at least one month...
- News items 2009-11-09
- Mashable's Weekly Guide to Social Media Conferences and Events
- It's a brand new week, which means it's time for Mashable's guide to upcoming social media and web events, parties, and conferences. For more upcoming event listings, check out Mashable's Events section . Is your event not on this list? Contact us at least one month...
- News items 2009-10-19
- Mashable's Weekly Guide to Events in Social Media
- It's a brand new week, which means it's time for Mashable's guide to upcoming social media and web events, parties, and conferences. For more upcoming event listings, check out Mashable's Events section . Is your event not on this list? Contact us at least one month...
- News items 2009-10-26
- Mashable's Weekly Conference Guide to Everything Social Media
- It's a brand new week, which means it's time for Mashable's guide to upcoming social media and web events, parties, and conferences. For more upcoming event listings, check out Mashable's Events section . Is your event not on this list? Contact us at least one month...
- News items 2009-11-02
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