Our Blog

Why Effective Content Marketing Needs Inefficient Communication to Achieve Thought Leadership

August 3, 2017 - Marketing

Effective content marketing has inefficient communication built-in to get customers to reach out. For example, effective content marketing relies on repetition, incomplete information to tantalize customers, and promises, hooks, and emotional tugs rather than just providing information or answers. Practitioner influencer marketing has integrity, but…

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modern devops tools

Beneath the Hoodie: The DevSecOps Tool Buyer’s Journey

July 27, 2017 - Marketing

We live in a constantly evolving and adapting world. DevOps is no stranger to this concept, as it has introduced rapid adaptation, automation, and amplified the pace of software delivery. As a result, DevOps has been a major force to help drive innovation, and has…

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Culture

Allowing Customers To Know What It’s Like To Work With You

July 25, 2017 - Business Psychology, Marketing

When we engage with each other, our perceptions and previous interactions are key. During your day, say you just left a conversation with someone in a sour mood. Your second encounter may not start off well. In our lives, we tend to hold those closest…

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selling into businesses

Selling to Scientists and Engineers: B2B or B2C?

July 13, 2017 - Marketing

A Case Study: The Consumerization of Scientific Instruments I have always classified my marketing activities as business to business (B2B), because I have always created materials for selling into what on their face look like businesses. Scientific equipment sold into scientists’ labs. Software-as-a-service sold for…

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Beneath the Hoodie: The Challenge of Security Documentation

July 6, 2017 - Marketing

Technical documentation is a critical pillar to the success of the modern product company, yet it commonly falls short of the level of quality required to assist users and engage the vendor’s customer community. While this shortfall seems relatively insignificant, a lack of quality documentation…

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Quuu

Killing it with Quuu

June 20, 2017 - influencer management, Influencer marketing, Marketing

Using Quuu to Promote Content Your social presence is important. You already know that. These days, the number of tools available to support it is tremendous. Quuu may be just another tool, but for us, it has proven to be uniquely valuable to our business….

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modern marketing techniques

Beneath the Hoodie—How Effective Marketing Can Help Prevent Ransomware

May 25, 2017 - Content Marketing, Marketing

As the world continues to feel the impact of the latest ransomware attack, cleverly coined WannaCry, this is an excellent time to reflect on a systemic approach to combating these types of attacks. Ransomware is not new. At its core, WannaCry exhibits both traditional and…

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buyer's journey

Beneath the Hoodie—The CIO Buyer’s Journey

May 16, 2017 - Marketing

Getting the attention of the CIO is hard. And it takes more than airport ads, right? Vendors spin their wheels and fall into traps when attempting to convince a CIO to consider their products or offerings. Marketers are observing the ever-increasing need to adapt their…

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Freelancers

The Influencer Whisperer: Keeping Freelancers Engaged – The Ultimate Challenge

March 23, 2017 - influencer content marketing, influencer management, Influencer marketing, Marketing, The Influencer Whisperer

As someone who both freelances and manages a network of freelancers, I think I have a good grasp of the pros and cons of working with them. Here’s one of the biggest cons: If left to their own devices, freelancers have a tendency to drift…

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Illustration showing piece of pie analogy for how to calculate share of voice

How to Calculate Share of Voice

March 15, 2017 - Analytics, Content Marketing, Influencer marketing, Marketing, Metrics, Share of voice

What is Share of Voice, and how do you measure it? All your marketing creativity has to be harnessed for one thing—revenue. In saturated markets, that’s not easy. You have to build a relationship with the market with practices like influencer marketing. It takes a…

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