by Mike Gospe | Mar 20, 2013 | Marketing
When crafting positioning statements, one of the most challenging items is the category. When done well, new categories feel obvious. Here’s one of my favorite examples of a company that forever changed the way we watch television. You can capture a strong...
by Mike Gospe | Mar 20, 2013 | Marketing
Customer advisory boards (CAB) are not meant to be executive briefings, yet they are often treated as such to the dismay of the attending customers. Like the hammer and screwdriver in your toolbox, it’s important to apply the right tool to the right job....
by Mike Gospe | Mar 9, 2013 | Marketing
This is a great question. Sometimes companies want to test new product concepts with their customer advisory board. But if customers haven’t seen or used the product yet, how should this subject be tackled? The best way to get relevant feedback on a new product...
by Mike Gospe | Feb 28, 2013 | Marketing
Gamification is emerging as a dynamic force in the marketing arena, and it can be a powerful tool to drive awareness, demand, and customer engagement. Understanding what gamification is, and how it can best be applied within the marketing domain is key to get the best...
by Mike Gospe | Feb 24, 2013 | Marketing
Demos are often haunted by gremlins. But even when the technology works fine, most demos just don’t sizzle. A new survey seeks to uncover the real challenge behind one of the most important steps in the B2B cycle. Entaktics is engaging buyers and sellers...
