Creating a “Honey Pot” Service
You’ve just come up with a great idea for a new consulting/advisory service. You know clients will want it. You’ve mapped out the experience, the methodology. You know what happens […]
Author Archives: b2b services branding
Marketing your technology platform | Part I
“Our people can access a wealth of data on our FMS system.” “No one has built out an infrastructure like ours.” “We’ve invested over half a million dollars this year […]
Service Design | Avoid the Ripple Effect
Returning from a trip overseas, we were treated to a first-class lesson in Service Design: Don’t make life hard for those delivering your service. The place: 39,000ft over the Pacific […]
How to spread ideas in a networked organization
Way back in the 1990s, the Nortel brand touted “A World of Networks.” That world is obviously here now. B2B services companies are doing all they can to become more […]
Service Launches | Blizzard’s “Error 37″
Launching a new service, especially a cloud-based/SaaS service, is always a challenge. So many moving parts, or lines of code, or behaviors of employees to align and manage. When things […]
Marketing service-products and product-services
Product companies have long been augmenting their products with services (service contracts, subscriptions, etc.). For service companies, augmenting services with products can be both an essential part of the business […]
How to Promise Results
So much of b2b services marketing focuses on big, broad, attractive promises. You know the kind: “results that matter,” “better outcomes,” “delivering superior care.” These are (emotional) end-benefits to the […]
Guiding Marketing Conversation
You’re about to have one of those meetings during which “we’ll talk about Marketing.” Great. Try to go in with a framework to help guide the discussion. Today, for example, […]
When E. F. Hutton Hawks …
… will anyone listen? Reviving the E.F. Hutton brand is not a bad idea, especially if E.F. Hutton’s new marketers resist the temptation to change the brand’s “when E. F. […]
The Art of Cross-sell
Let’s imagine for a moment that corporate structure (P&Ls, silos, arguments over who “owns” the customer relationship, etc. etc.) doesn’t get in the way of a cross-sell … yeah, ok, […]
