Category: Technical Sales
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AI Hype Update (it’s not getting any better!)
We’re still on “The peak of inflated expectations”: Since my original post on AI (AI – There’s something there, but don’t believe all the hype!), I have continued to follow the topic with great interest. Unfortunately, I don’t think we’ve even begun to slide down the hype curve toward reality yet, with the media and…
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Understanding the Content Marketing Matrix for Effective Strategy
Content Marketing delivery Now that we’ve established the importance of content marketing, what methods will we use to deliver our messaging to the prospect base? There are certainly many different delivery methods available, with the absolute most important one being your company’s website. However, we need to divide up the content delivery into different content…
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Content Marketing for technical products – Now more than ever!
The internet changed technical sales In the “real old days” (pre-internet), when one needed to buy something, the first thing you did was contact sales in some fashion. Whether it be walking into a brick-and-mortar store or calling up a supplier directly, you interfaced with sales first. That all changed with the internet: now, before…
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Laboratory instruments – some basic market positioning
Recently, I have been discussing product positioning with a company looking to introduce a new laboratory instrument. After a few of these conversations, an idea began to gel in my head about how to look at the lab instrumentation marketplace. I’ve always liked quadrant maps/charts, as I find them to be an effective visualization tool…
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Read the classics (but don’t read too much!)
Some books are timeless! Over the years, I’ve run into several books that I found very helpful in making me understand the technical sales and marketing field. A couple of these are real standounts, so I call them “classics”: Crossing the Chasm by Geoffrey A. Moore Originally published in 1991 and now on it’s third…