marketing Archive

Don’t SMAC Your Customer!

The service provider community is very fond of clever terms, and SMAC — standing for Social, Mobile, Analytics, Cloud — is a good example of that. However, if you’re a service provider looking to sell to new or existing clients, talking about SMAC may not be the most productive way to hold the conversation.

In Services Marketing, Fruitcake Won’t Bring You New Business

One of my favorite quotes of American humorist Mark Twain is: “I didn’t have time to write you a short letter, so I wrote a long one instead.” He knew the secret of creating effective content: less is more. This is absolutely the case when creating content for marketing your service offerings and capabilities.

The World Doesn’t Need Another White Paper

Would you maintain a marketing strategy that has shifted to a disadvantage? The answer seems like a no-brainer, but the reality is many providers in the global services market are indeed marching forward with a disadvantaged strategy. In the increasingly competitive services marketplace, providers are running to thought leadership as a differentiation. That’s great.