Customer reference management has moved from the sidelines to the
mainstream of corporate marketing activity. This is good news for the
dozens of customer reference management professionals who attended the February Customer Reference Forum in Berkeley, CA and
participated in the 2009 survey. Why? Because authentic customer
references help sales close business and marketing persuade analysts,
press, and investors that corporate positioning and product claims are
If you have never been confronted by a sales person over lead quality, you can stop reading this blog post now:
The primary source of tension between marketing and sales is
this: Marketing wants to know what sales does with all the leads they
generate. In response to the question, sales says, “What leads? Those
leads were awful; send us better leads.” Sound familiar?
The basic problem is that marketing and sales don’t agree on what
constitutes a lead. The deeper issue is that many marketers are still
learning what it takes to develop truly qualified demand and pass the
right information to sales in a way that helps sales to progress an
opportunity quickly and consistently.
Microsoft announced today its Bing search engine, a "decision engine" that will replace live.com worldwide as of June 3. A distant third place in the search engine game, Microsoft hopes that this engine will help it gain more searcher share by delivering results and content more relevant to how users actually search. What makes Bing different from existing search engines?
The success of Apple's iPhone has acted as a marketing catalyst and showcased the potential of the mobile platform.
Leading brands such as l'Oréal, Audi, Kraft, Bank of America and many others have embraced the trend and launched iPhone applications to engage with a high-profile audience, appear innovative or benefit from richer mobile media capabilities.
Location-based mobile advertising – a perpetual star in the wings – took some small steps toward a bigger stage this week.
Alcatel-Lucent and partner 1020 Placecast announced a wireless carrier-based solution that promises to marry user location with relevant ads. Sounds good, but call me skeptical. The technology might be ready, but consumers are still mostly on the sidelines, and just as important so are advertisers.
The iPhone app frenzy continues apace among recognized brands, with Dow Jones’ All Things Digital – which features venerable Wall Street Journal columnist Walt Mossberg – getting into the act in recent days.
Likewise, Gillette has launched an iPhone app to promote its Fusion razor. This simple yet whimsical app, called uArt, allows you to take a photo and then play around with different facial hair styles.