Richard Fouts

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Archives for June, 2009

Why Technology Marketers are Stilled Viewed as Campaign Managers (Hint: Look in the Mirror)

by Richard Fouts  |  June 26, 2009  |  Submit a Comment

About half the marketers I talk to in technology firms, manage just one of marketing’s 4 Ps.  Promotion.  About 25% of them manage promotion – with influence one of the other P’s such as product management or distribution (aka, Place).  The rest don’t even know the other three exist (because they are educated in fields other [...]

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Category: Marketing Strategy     Tags:

Your Customer’s Biggest Obstacle

by Richard Fouts  |  June 24, 2009  |  Submit a Comment

If you sell to buyers in IT departments you’ll want to look at Baseline’s story “What Business Managers Really Think of IT.” The report begins, “A survey of non-IT executives … shows that many business leaders believe IT investments create value, but many still view the department as an operational and tactical asset rather than as [...]

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Category: Marketing communications Marketing Strategy Personal selling     Tags:

How One Company is Rising Above the Noise

by Richard Fouts  |  June 15, 2009  |  Submit a Comment

Every marketer wants to stand out, to be different, to have a unique value proposition … to rise above the market noise, to get out of the clutter .. to blah, blah, blah. But if you’re like most Americans you suffer from conformity.  I live in New York City, three blocks from Citicorp and when [...]

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Category: Brand awareness Marketing communications     Tags:

Why Social Media is Just Another Channel

by Richard Fouts  |  June 4, 2009  |  12 Comments

I know, I know; social media is transformational and a game changer, but seriously folks, it’s just another channel. Granted, social networks help you locate many prospects you may never have found with traditional techniques, but consider these two statements, both from marketing executives in tech firms with similar years of experience. 1. Social media is creating [...]


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