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Richard Fouts

Research VP
Richard Fouts analyzes best practices in marketing management for technology and service providers, including insight and advice in brand management, market and competitive position, messaging, sales, and go-to-market strategies.
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Don’t Let the 4 C’s of Marketing Send You to the Back of the Bus

January 29, 2010 | 4 Comments

There’s a whole movement around replacing marketing’s 4 P’s with the more modern 4 C’s.  And if you check out Paul Duany’s blog, you’ll get a taste of the conversation and controversy.  By way of review, Dunay’s 4 C’s of B2B Marketing are: Content – the creation of a steady stream of engaging content Connection… Read More

How to Use SMS in Sales Communications

January 7, 2010 | 1 Comment

One of our Account Executives, Amanda Duffy, asked me if SMS was the next voicemail. There’s no question voicemail has declined rapidly in recent years as we’ve shifted our messaging preferences to email, text messaging, and now Twitter, Facebook and LinkedIn. Why the decline in voicemail?  Simple … it is not an immediate response tool,… Read More

How to Manage a Customer Reference Program

January 5, 2010 | 3 Comments

The biggest challenge is convincing customers to be references. Customers naturally become concerned about the time required to be a reference (especially if you want them to be available for a telephone conversation with a prospect).  Hence, there are two things you can do: 1.  Tell customers you put a limit on the number of… Read More