http://www.statechmarketing.com/blog en Copyright 2012 2012-01-23T18:47:57+00:00 #When:17:47:57Z STA is helping professional services businesses and non-profit organizations start the year right. How? With free, engaging communications strategy briefings to get your best minds thinking in new ways about old challenges—and possibly help take the organization to the next level. Briefings are available around the following subjects: Brand strategy Marketing strategy Customer/constituent research Internal communications Marketing and technology use Additional topics may be covered upon request. Continue reading for more information. Marketing, Internal Communications 2012-01-23T17:47:57+00:00 #When:17:16:24Z Forrester’s Stephen Davidson reports on tech marketing priorities for 2012. Highlights: demand management process, brand/rebranding, thought leadership and content marketing, and digital marketing (including engaging with the community through social media). Marketing 2012-01-09T17:16:24+00:00 #When:18:04:51Z This article by STA CEO Peter Mirus appeared on the IT Marketing World website in December. An excerpt is provided, and then you can read the full article on the IT Marketing World website. Most information technology product and service companies claim to know who their competitors are. In some cases this perception matches reality—but not in many instances. Throughout 15 years of marketing information technology, I have often encountered significant inability to identify competitors. Why IT Companies Don’t… Marketing 2012-01-05T18:04:51+00:00 #When:17:46:07Z During my recent vacation, I spent some time reflecting on how to create fundamental improvements in the technology companies that I have encountered over the past several years. Here are three key ways in which I would like to see technology companies improve in 2012. 1. Internal Communication Many companies do a poor job of establishing internal communication channels, and technology companies are no exception. In 2010 and 2011 I found this problem in several good companies that could become… Marketing, Internal Communications 2012-01-05T17:46:07+00:00 #When:15:04:27Z A solid brand strategy can be very helpful when attempting to create a position shift and influence outside perception of your company. In this case, an enterprise communications and workflow management firm—known primarily as a solution provider—wanted to be also perceived as a services firm with valuable strategic insight. This effort also marked the client’s first foray into developing a comprehensive brand strategy. As such, it was an exciting opportunity to tell the story of the firm’s unique value as… Marketing, Case Stories - Tech 2011-12-17T15:04:27+00:00 #When:18:16:46Z STA’s current work includes brand strategy development for two information technology firms. The firms have different areas of expertise and are at different stages of development. However, there are some notable similarities. First, both firms are talented, focused, and determined. Second, they both face the challenge of identifying, honing, and messaging a strong differentiator that will help take them to the next level. The information technology landscape is very competitive. In order to grow revenue, profit, and value, the… Marketing 2011-12-07T18:16:46+00:00 #When:17:14:00Z Throughout my career, I have encountered business principals who view marketing as a “mystical” or “mysterious” process. Some marketers, over the history of the profession, have encouraged this perception because it can lead to big paydays with little accountability. “If you really want to grow, hand over your checkbook and then wait while Marketing delivers the results. (Don’t look behind the curtain.)” That era of marketing is largely (but by no means completely) behind us, with many companies demanding better… Marketing 2011-12-01T17:14:00+00:00 #When:19:54:16Z I recently became acquainted with the work of Sector Three Services (S3S), which provides “sustainable nonprofit IT solutions.” S3S has only been around for about a year, but in that short time is gaining momentum both in number of clients served and in the benefit it provides to those clients. In my view, there are two primary things that separate S3S from similar competitors. First, it has a strong strategic vision that places its primary emphasis on using technology… Other 2011-11-30T19:54:16+00:00 #When:20:39:43Z Building a marketing strategy involves identifying objectives that will create a competitive advantage, then outlining strategies that will be used to meet those objectives. The “deliverable” for marketing strategy is defined in many different ways by experts. A basic marketing strategy deliverable from STA incorporates the following elements: Research, to build an accurate picture of the market and competitive landscape SWOT (strengths, weaknesses, opportunities, threats) analysis Objectives that will create a competitive advantage Strategies that will support the achievement… Marketing, Strategy Models 2011-11-01T20:39:43+00:00 #When:19:03:47Z STA helps technology clients to SEE the market through the eyes of their customers, TRANSFORM themselves to approach the market, and then ACT to engage the market using sustainable and measurable means. See the graphic at right. This approach becomes the center of STA's Process (see below). All parts of the SEE. TRANSFORM. ACT. approach create… Strategy Models 2011-10-20T19:03:47+00:00 #When:13:57:08Z D76ABB342UAZ Technorati 2009-12-01T13:57:08+00:00