Shortening

Every B2B marketer hopes to “shorten the sales cycle” There are lots of ways to do it, and sales gurus earn hefty fees showing you how to streamline the process once the suspect becomes a prospect and enters the big, wide sales funnel. There’s lots to do to improve information transfer, or to be seen as a responsive collaborator. Consultative …

Still printing brochures? On paper?

Organizations that mow down trees to publish paper brochures do it because daddy did it. Long experience tells them they can impress the hell out of prospects with glossy, colorful, brochures and catalogs – after, of course, the long pause for snail mail to arrive. Maybe there’s a stamped, die-cut, embossed folder with a DVD showing videos of the factory/campus/products/whatever. …

Out-walk the zombies

Zombies in the movies are, we must admit, terrifying, but mostly for their apparent lack of personal hygiene. You do not want to sit next to one on the bus. They’re also famous for staggering clumsily out of the graveyard toward the screaming ingenue and her pretty-much-doomed boyfriend. It is quite apparent that these stiffs are stiff: they have not …

Is Chinese branding ready for a great leap forward?

Chinese branding lags far behind Chinese manufacturing. Chinese businesses seem temporarily content to be the world’s manufacturer. That means the $6 item purchased in the US delivers to them only one dollar out of the six, far less than it delivers to the brand holders. But they will adapt, and the impact on Chinese GNP will be profound. Yes, Lenovo is …