| Welcome to P.O.V. |
 Ah, summer… for many, it's a time of vacations, long weekends with family and friends, and generally reduced business activity. All of which can be very good for recharging batteries, in preparation for the full-out assault that comes each September. But smart businesses use this "down" time to take stock of how they've done over the last couple of quarters, and evaluate what strategic or tactical changes they might want to make in their go-to-market plans.
In each issue of P.O.V., I try to cover some easy-to-implement ideas that can quickly prove beneficial for B2B marketers. Of course, the brevity of this vehicle allows only a limited, high-level overview. So, if you have a question about anything mentioned here? Just drop me a line or visit us at www.oydesign.com. |
 |
| O&Y Develops Product Video for Personetics |
| |
 |
| When technology solutions provider Personetics needed a sales tool that could convey the robust sophistication of their next-generation customer interactions technology to their prospects in the financial services vertical, they turned to O&Y. We had developed their corporate ID, website, and sales collaterals, and had a solid understanding of both the product and their value propositions. |
| >>read more |
|
 |
|
|
|
Trial-and-Error Trumps Absolute Certainty |
| An iterative approach can help drive success |
If you've ever been involved in a successful startup — or even in the development and launch of a new product — you're probably familiar with the iterative process through which ideas are born and brought to fruition. However, in a lot of mainstream organizations throughout America, there are still a fair number of folks who believe firmly that there is only one "right" way to do something.
Here's a great clip from economics writer Tim Harford on the role of "Trial & Error" in the development of successful products. |
|
| |
|
A Tactic
Ain't a Strategy |
| Clearly-defined goals enable strategies that work |
| 
Jeff Perkins, customer marketing manager for Auto- trader.com, was speaking at a recent online marketing event, when he received an interesting question from an audience member.
"What's your Twitter strategy?" he was asked.
Without even blinking, he responded, "I don't have a Twitter strategy."
A collective gasp could be heard in the room. In this era of social media, how could any self-respecting marketer not have a Twitter strategy? So, after appearing to lose all of his marketing "street cred" with the people in the room, he continued.
"We have a strategy," he said. "And Twitter is just one of many ways that we execute on our strategy."
Then there was a collective nodding of heads in the room, as people realized his point: Twitter is a tactic, not a strategy.
|
|
|
|
|
|
|
