Enterprise B2B – It’s all about the Value Proposition…..feature/function just gets you into the game.

I have been helping a former colleague (Mark) create the marketing plan and product roadmap for a new product concept that he is working on. Without revealing the details of the idea, it is a very innovative B2B SaaS solution for Cloud Computing management.  Along the way, one question has consistently driven him crazy. Here is a paraphrasing of how the conversations...

Twitter? Show Me The B2B ROI

A colleague of mine recently asked if we were doing anything with Twitter, and she was shocked when I said “No”. I proceeded to explain that while I am always looking for new ways to get exposure for IQ, I can’t justify the expense (yes I know it’s free – but as with any other communications initiative, it does have a content creation and internal “maintenance” cost) without...