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Four Secrets to an Awesome Analyst Day (1 of 2)

Anyone who works with analysts should stencil on their forehead this advice from Seth Godin: to paraphrase the sub-title of Godin’s book Permission Marketing, analyst relations is a two-step process –...

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Four Secrets to an Awesome Analyst Day (2 of 2)

Why are Sybase’s analyst days considered best-in-class? In my first post on this subject, I revealed secrets one and two. This post features secrets three and four. Producing great analyst days...

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Rethinking the Influence of Peers

One of B2B marketing’s accepted truisms has been that our customers trust their peers more than any other source of useful buying advice. But is it time to reexamine this perspective? Earlier this...

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Social Media and Negative Opinion:Tell the Whole Story

 It’s so easy to get your reputation smeared in social media that many companies have come to fear it. And they should, according to Mike Kelly, CEO of Techtel Research. In this video, I interview Mike...

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Lead Nurturing: The Right Time for Saying the Right Things

Benjamin Franklin could have given this sage advice to marketers designing lead nurturing campaigns, “Remember not only to say the right thing in the right place, but far more difficult still, to leave...

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Baking Raw Product Content

Product –centric vs. customer-centric is a content argument that takes us down a useless path.  Change your frame of reference.  Consider product messages as a raw ingredient. An important start, but...

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Drop the term ‘demand creation’?

Is it time we retire the term ‘demand creation’? We buzz about buyer-centricity and engagement. Let’s drop the illusion we can create demand. Real demand is discovered, not created. Drop the command...

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Put Your Sales Playbook on a Diet

I’m looking at a gorgeous playbook from a well-known tech company. Too bad their sales people won’t read it. If only marketers would leave out just two things – playbooks would get a better response....

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Collaboration for Sales Enablement: Ideas from Salescraft and Jive

Collaboration tools that work like ‘Facebook for the enterprise’: will they be effective for sales enablement? Jive , maker of one such technology, hosted a Salescraft meeting where sales and sales...

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The ONE THING Sales People Want Marketing to Know About Sales

I asked a LinkedIn group: “What is the ONE THING that sales people wish marketing people knew about the sales job?”  I found surprising clarity in the 90 (mostly) thoughtful, comments.  The VPs of...

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