|
|
 |
|
21 Nov 2011
Issue # 52
| Paul Writer Marketing Booster Shot
|
| |
Yo!
We're touched and thrilled that you, dear reader, noticed and missed the absence of the Marketing Booster Shot last week. No, there's no deep and mysterious reason for it except we suffered a minor case of "writer's block" :)
But here we are back bright early on Monday morning, rejuvenated by your messages. We're also happy to welcome to our team - Aarti Deoskar - who will help ramp up our non-consulting activities such as the website, newsletter and conferences. We are delighted to have found Aarti through the job-board on www.paulwriter.com and would like to recommend that tool to those of you who are looking for superior marketing resources.
Speaking of our website, we're going to revamp it - it's now almost 2 years old since we've been in business - with the help of our winter intern Deepali from IIM Calcutta. Advice and user feedback of any sort is most welcome.
Happy Reading!
|
|
| Business Standard: Companies Sign Up for In-House Networking
|
By Shivani Shinde & Priyanka Joshi
|  | At Tata Consultancy Services (TCS), India's largest IT services firm with 200,000 employees, since the launch of @TCS, communication has become much more broad-based and has allowed employees to connect better.
Ramesh Nagarajan, CIO, Wipro Technologies, agrees and says that younger colleagues want to interact more with the management.
Sukumar Rajagopal, CIO and head of innovation, Cognizant, says increasing globalisation, socially aware enterprise and emergence of millennials were the triggers that convinced the company for a Cognizant 2.0 platform.
These social networking platforms are going beyond the need to merely increase connectivity among employees and are allowing a much wider room for communication and feedback between senior management (even the CEO) and employees.
Experts like Jessie Paul, CEO, Paul Writer, says, "Though companies would like to believe that an active internal social networking forum translates into faithful employees, for younger employees engagement tools are just another medium to express opinion and see how the company values them." Paul lists some successful social networks in companies like Wipro, Aricent and so on that are popular. But states that despite these, companies continue to battle high attrition rates.
Click here to read more.
|
|
Solutions Marketing: 8 Critical Success Factors for Protecting and Growing your Best Accounts
|
By Matt Leary
| |  A robust, effective Key Account Management (KAM) program is often a characteristic of solutions-driven companies. Many firms have seen a KAM structure as an important vehicle for gaining a deep understanding of a customer's needs and opportunities, leading to the creation of high-value solutions.
Solutions Insights (SI) team conducted a deep review of KAM, in association with their academic partner, the Hult International Business School in Cambridge, MA, data from analyst firms and industry associations like ITSMA, International Data Corporation (IDC) and the Strategic Account Management Association (SAMA). In addition, they interviewed nearly 20 large B2B companies that have been cited by various sources in the past for having outstanding KAM programs in place, including McKinsey, Dow Chemical, Boeing, AT&T, and IBM.
Click here for the critical success factors of their KAM program and identify the latest trends in how companies are responding to new technologies and chronic economic pressures. |
by Jessie Paul
| |  The death of Steve Jobs of Apple lead to an outpouring of grief on the internet. Many, who used his devices, felt it as a personal loss. Others referred to the movies, such as Toy Story, created by Pixar, as having babysat their kids.
And yet, in the midst of this praise, there were a few dissenting voices. Had he paid child support for his first child? Was he sometimes rude to employees? Did he contribute to charity? What's that got to do with the product? Nothing, but it is part of our overall perception of the brand. It is a testimony to his superb orchestration of both Apple and his personal brand, that the naysayers were a very small minority.
There are many intangibles which support or negate your brand. These intangibles are usually not related to the core brand or product but are important nonetheless. If they work in favour, they can add immense value, and if they are negative, they can destroy your brand. Click here to read more.
(As appeared in Inc India) |
|
5 Quick Tips to Make Your Content Live Longer
|
by Joe Chernov
| |  Content marketing is lunch pail work. It wears a blue collar and sometimes even a dirty blue collar. It's the guy with callused hands in the boardroom. That's because content marketing is for doers. After all, who has the time to sit around "thought leading" when there is so much coal to shovel onto the fire?
If you were to content marketers what their top challenge was the answer would be easy: Producing enough content. The public's demand for more, coupled with the ephemeral nature of social media distribution, is a brutal one-two punch for those in the trade. Monday's torrent of attention can become little more than a trickle by Tuesday.
The antidote to content's short half-life may not be producing more, but rather keeping the window of consumption open longer for the content you do produce.
Click here for five practical tips for extending the life of your marketing content.
|
|
The Last of the Anti-Social Marketing Tactics
|
By Christopher Koch
| |  Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing's perceived right to tell customers what to think.
In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers' heads over and over again though mass marketing and TV.
In B2B marketing, we've never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds.
It is also interesting to note how many well-known B2B technology companies do not use taglines: BMC, BT, Cisco, Deloitte, EMC, Juniper, Lenovo, Microsoft, Nokia-Siemens, Oracle, Pitney Bowes, Xerox. Have these companies decided that they are going to stop trying to sell themselves in a couple of hackneyed words and instead do it through relationships and experience? Click here to read more. |
|
|
|
| | |
Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for B2B marketers
2500+ members | 50+ contributors | 250+ articles
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
|
|
|
|
|
|
|
|
