Last Friday at the Information Governance Conference 2018, I conducted a Vendor Workshop titled “Stop Wasting Money on Marketing”.
One of the questions that came up and that I hear often was “Since you were an IT Executive Buyer, what would get you to take a meeting? Would it be an email or a webinar?”
Well, here’s the answer I gave.
Unless I knew the person sending the email or if the subject happened to match the big problem I was trying to solve, then that “cold” email was instantly deleted. As for webinars, if your potential buyer is relatively senior at all, they rarely will invest the time for a webinar. Sometimes they will, but it is rare.
So, what can you do?
My recommendation is to contact the influencers on your buyers’ team who he/she listens to. While I was leading the strategy and the teams to manage the information and data for BP from the Gulf Oil Spill I would only meet with potential suppliers and solutions...
Yesterday was a very special day: it’s the 47th anniversary of my becoming an Eagle Scout!
I didn’t remember this milestone but I received an email yesterday from the National Eagle Scout Association marking the day with the subject, “Happy Eagle Anniversary!”.
As I read through that email the memories of that day and my journey to become an Eagle Scout flooded my memory. I started to reflect on what this meant to me and what I learned from this experience.
That was a very long time ago and it took me several years to finally achieve that significant milestone. Here are some of the lessons I learned along the way:
#1. Any significant accomplishment starts when you take the first step.
I started this journey when I was 8 years old. Throughout the six years, it took to become an Eagle Scout, I would have never achieved this milestone if I had not taken that first step. Remember, you can’t finish something if you don’t start. Take that...
So much of what’s out there these days lack a personal connection. Many people are simply afraid to really be themselves. I thought I’d have a little fun with this update and share another side of me and the work I do in order to prove I’m not a robot that stays locked away working all day.
Here are 10 things you may not know about me…
I love this quote from Stephen King, “Good books don't give up all their secrets at once.” I reread and study some of my favorite books which continue to tell me their secrets.
When I started focusing my business on helping others clarify their marketing books became some of my best friends. They spoke to me in ways mere humans could not, they were a constant companion when traveling, they were there in hotel rooms and while waiting for my flights.
These are some of my favorites – so whether you’re looking for a fresh source of inspiration, education, or just plain entertainment, consider checking these out. There are tons of great titles out there, but these have been really meaningful to me.
Book 1: Beyond Bullet Points: Using PowerPoint to tell a compelling story that gets results by Cliff Atkinson
Communications expert Cliff Atkinson shows how to apply classic storytelling tenets and practical, research-based guidelines as you work with Microsoft...
Both of these pictures were taken at the same time at the Galleria shopping mall in Houston. The picture on the left is the Microsoft Store and the Apple Store is on the right.
Microsoft Store - no customers and the only people in the store were staff talking to each other. The Apple Store had approximately 30-35 customers in the store when I took this picture. It was bustling with activity.
Why do we see such a difference?
First, Apple has positioned itself as a luxury brand and customers have bought into that positioning. Their products are cool and we like to be seen using their products. Going to the Apple store is fun and we get to see, touch and experience the new Apple products. Plus they have people to help you. Scott Galloway talks about this powerful brand positioning in his great book, "The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google" and why Apple's retail stores are so successful.
On the other hand, Microsoft is not a...
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