Avi Hein

We’ve got marketing management all wrong. We’re defining the tactic – email, social media, trade shows, conferences, PR – without clear goals. As The Cline Group’s Josh Cline wrote, we’re putting the cart before the horse – running forward before we have the goals or a plan. It’s not a traditional or digital marketing divide. Companies are going to trade shows and looking for MARCOM pros with trade show experience without knowing what trade shows can do for their business

The following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm. In order to win the battle for customers and revenue, you must define the battle. One essential component to building a market is positioning. Positioning is the image or identity in the minds of their target market for its product, brand, or organization. Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market

The following is the second in a series of posts about high tech marketing strategy based on Crossing the Chasm. It’s Strategy Stupid. This should be obvious, but it’s not. We’re enamored with the next shiny thing to realize that the basic fundamentals are even more important than ever. Marketing is about markets. Strategy. Do you remember the four Ps? The core principals of marketing: Product Price Promotion Place These principles guide all marketing activities, including crossing the chasm from

As our president Josh Cline wrote, strategy is the most important component of any marketing endeavor. This is truer in the digital marketing arena. Inbound marketing and social media marketing are  strategic marketing tools. In order to succeed in your marketing efforts, marketing strategy is necessary. In online marketing endeavors, because of its newness and freshness, there has been a tendency by some to rush into social media, talk about Twitter and Facebook, but have no real goals and objectives,