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And then when they do build their messaging, nothing is unique and compelling about it, they are rooted in Feature Benefit land. You must be strategic to get noticed!
I just blogged about this yesterday
http://kenrutsky.com/features-benefits-dont-win/
Commented Mar 26, 2014 on Shiny New Tech: Content Not Included. Proceed with Caution at Marketing Interactions
Shiny New Tech: Content Not Included. Proceed with Caution
I've written about shiny object syndrome (SOS) on this blog a number of times - just do a search and you'll see. Many others have also shone a light on the folly of SOS over the last few years. But it's not changing behavior. B2B Marketers have yet to take it to heart. Fournaise Group reported ...
Love it! About a year ago, I did a presentation for my daughters 4 grade class, in it I said, "Marketing is great because you get to be a poet, an artist and a scientist." (I've put it up on slideshare here - http://www.slideshare.net/KenRutsky/marketing-for-4th-graders"
I'd also say many outside of Marketing, the function has moved from a "Black art" to a "Black Science", making it even more challenging to explain it's value in the C-Suite..
Love the infographic!!!
Commented Apr 3, 2013 on The Modern Marketer: Part Artist, Part Scientist [INFOGRAPHIC] at Blog
The Modern Marketer: Part Artist, Part Scientist [INFOGRAPHIC]
The marketing profession is changing. The Mad Men-style era of marketing, which prized creativity above all, has evolved as technology provides new opportunities to track performance and create data-driven marketing campaigns. While many view this shift from creativity to data as a battle bet...
Nice post. I would add that for engineers to become true marketers, if they want to, it does require some non-trivial mindset shifts, see here where I wrote about this very transition...
http://first-productmarketing.blogspot.com/2011/05/getting-your-head-around-mindset.html
It is the 3rd example...
Commented May 24, 2012 on Engineers are becoming a lot like marketers too at Chief Marketing Technologist
Engineers are becoming a lot like marketers too
I spend a lot of time thinking about how engineering culture and capabilities are seeping into marketing's ecosystem. Marketers are becoming more tech-savvy by the day, which is a fascinating transformation to behold. But it struck me recently how much the inverse is happening too: many of the ...
To me, this doens't ring true. I think all of this matters, but needs to be understood in a new context. In b2b, that new context is the cloud. I've written extensively about this, see my article here: http://cloudcomputing.sys-con.com/node/1909372
The article is entitled, the 4th C, How the Cloud Changes Everything in B2B Marketing
Commented Jul 20, 2011 on Why the 4 Ps of marketing do not work on the Web at Web Ink Now
Why the 4 Ps of marketing do not work on the Web
The four Ps of marketing -- product, place, price, and promotion – used to describe the marketing mix, was coined way back in the 1960s. Business school curricula still frequently include a discussion of the 4 Ps of marketing and I see the 4 Ps pop up frequently in marketing books to this day. ...
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