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Published By: Burton Group     Published Date: Apr 08, 2008
Industry debate about the relative merits of OpenDocument Format (ODF) and Ecma 376 Office Open XML (OOXML) highlights the significance of the productivity application market shift from binary and proprietary file formats to vendor- and product-independent Extensible Markup Language (XML) models. The competitive stakes are huge, and the related political posturing is sometimes perplexing.
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odf, document, open document format, burton group, xml, ooxml, office open xml, microsoft office, word, microsoft word, software development
    
Burton Group
Published By: Godfrey     Published Date: Oct 02, 2008
Branding has always been about much more than logos and graphics. It comprises the total experience customers and prospects have with your company. By adding newer, richer choices, today’s new communications technologies – everything from blogs and podcasts to wikis and mobile – are changing the fundamental basis of business-to-business marketing. Almost daily. While some are saying that branding is no longer relevant in that increasingly fragmented media world, we believe branding actually is more important than ever. In fact, it’s critical to your success.
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godfrey, b-to-b branding, business-to-business branding, b-to-b branding in web 2.0, b-to-b interactive media, brand guardians, brand ambassadors, media proliferation, brand fragmentation, business-to-business marketing
    
Godfrey
Published By: Godfrey     Published Date: Oct 02, 2008
Differentiation is a business decision made at the highest levels about the company’s positioning and values–how the company adds value to a customer relationship. There are many ways a company can make those decisions, and many different approaches to doing so. The most successful companies adopt a positioning that offers sustainable competitive advantage–a way of adding value that competitors cannot easily duplicate.
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godfrey, b-to-b, business-to-business, branding, b-to-b branding, b-to-b differentiation, brand differentiation, branding differentiation, b-to-b brand, b-to-b brand positioning, brand positioning, brand affinity, brand advertising, brand communications, branding research, b-to-b marketer, b-to-b buying process, b-to-b branding program, integration, marketing communications integration
    
Godfrey
Published By: Godfrey     Published Date: Oct 02, 2008
One of the most important questions a company can ask itself is “what is our differentiation?” The reason is simple: it’s how you define yourself in the minds of your customers and beat the competition. Beyond that, it’s what guides business strategy as you face decisions and choices on a daily basis. A company that knows who it is and how it adds value for customers and prospects has a solid foundation for making those decisions. One that has an unclear position or, worse yet, constantly shifts position, has a difficult path in a challenging market. That’s why branding discussions need to go well beyond graphics and touch on the values and identity that are at the core of any successful company.
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godfrey, b-to-b, business-to-business, web 2.0, branding, b-to-b branding, b-to-b differentiation, brand differentiation, branding differentiation, b-to-b brand, b-to-b brand positioning, brand positioning, brand affinity, brand advertising, brand communications, branding research, b-to-b marketer, b-to-b buying process, b-to-b branding program, integration
    
Godfrey
Published By: Godfrey     Published Date: Oct 02, 2008
A key difference between consumer and business-to-business branding is the influence of selling channels, including sales reps, dealers and distributors. While many consumer products are also sold through a channel, the marketer generally reaches past the channel with branding messages, relegating the channel to the status of a local point of sale. By contrast, in many B-to-B markets, the local dealer or distributor really “owns” the end customer and can control access and communications to and from the customer.
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godfrey, b-to-b, business-to-business, branding, b-to-b branding, b-to-b brand, distribution, b-to-b distribution, channels, distribution channels, b-to-b distribution channels, branding and distribution, distributors, dealers, brand, b-to-b marketer, b-to-b buying
    
Godfrey
Published By: Godfrey     Published Date: Oct 02, 2008
It’s not unusual for business-to-business companies to cut communications budgets when faced with uncertain times like economic downturns, mergers/acquisitions, reorganization, significant competitive threats, technology changes and the like.And yet, it is precisely these situations in which communications that support the brand are most helpful. If there’s ever a time when you need the strength, continuity, and support of a healthy brand, it’s when there’s uncertainty.
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b-to-b branding, business-to-business branding, b-to-b branding in web 2.0, b-to-b interactive media, brand guardians, brand ambassadors, media proliferation, brand fragmentation, business-to-business marketing
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
Many B2B marketing professionals are happy with a 2% response on their mailings. Others are thrilled to get a 0.5% click-thru-rate on their email marketing campaign. If that’s you, you are probably using mass direct marketing techniques; not the relationship marketing possible with today’s targeted direct marketing technologies.
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godfrey, click-thru-rate, email marketing campaign, targeted mailing approach, direct marketing plan, b2b direct marketing
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
Media Channel Planning is the process of selecting the proper media channels to achieve the desired marketing outcomes. Godfrey believes Media Channel Planning is a critical part of any marketer’s strategic program, and should be an important part of annual planning as well as continuous improvement efforts throughout the program year.
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godfrey, media channel planning, media fragmentation, media lobotomy, b2b marketing media, b-to-b, b2b, business-to-business, media, media channel planning, media planning, media placement, b-to-b strategy, integration, advertising, search, podcasts, media
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
B-to-B Strategic Search has been created by Godfrey to provide the customer-centric, content-driven approach needed for successful business-to-business search performance. It uses all available tools to help B-to-B marketers achieve a presence in the search results of users who are looking for their technology or product. It thus includes both search engine optimization (SEO), the practice of modifying your site to improve organic search results, and search engine marketing (SEM), or paid search.
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godfrey, search, b-to-b search, b-to-b strategic search, business-to-business search, search engine optimization, seo, search engine marketing, sem, analytics, integration, web content, keywords, keyword analysis, strategic keyword analysis, search performance, links, analytics, integration
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
Direct marketing has always played a role in B2B marketing programs. But new technologies and audience dynamics are inspiring fresh ways to use strategic, actively-managed and highly-agile database marketing to bring new results. Being successful simply requires a different way of thinking.
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godfrey, b2b direct marketing, management thinking, marketer’s thinking, editor’s thinking, web strategist’s thinking
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
Godfrey’s Channel Strategy Audit is intended as a guide to assist you in providing the information we need to generate a distribution channel strategy analysis. This audit is organized into several parts, starting with a cursory survey of your business environment, and then concentrating on the key issues that can result in strengthening or reshaping your distribution channel strategy. Although our face-to-face meeting time may be limited, we hope this audit will allow you to provide more thoughtful and detailed information, so that our deliverable to you has significant value.
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godfrey, channel strategy audit, b2b marcom, channel communications, distribution network, channel marketing, marketing to distributors, distribution channel, sales and marketing distribution, channel distribution, b2b communications
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
Recently, however, the explosive growth of online media has changed the PR game, creating a deeper, richer two-way communication between a marketer and its target audiences. Now, marketers can use social media strategies and tactics to engage their audiences directly. Those tactics include press release optimization, online media monitoring and reporting, social media press releases, RSS feeds, blogs, podcasts, webcasts and a host of other emerging technologies.
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godfrey, convergent, public relations, business-to-business, traditional pr, media relations, press kits, trade show support, feature articles, case histories, application stories, press releases, social media, blogs, podcasts, press releases, rss feeds, webcasts, press release optimization, online media monitoring
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
 Recently, however, the explosive growth of online media has changed the PR game, creating a deeper, richer two-way communication between a marketer and its target audiences. Now, marketers can use social media strategies and tactics to engage their audiences directly. Those tactics include press release optimization, online media monitoring and reporting, social media press releases, RSS feeds, blogs, podcasts, webcasts and a host of other emerging technologies.
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godfrey, b-to-b search, search, search engine optimization, seo, search engine marketing, sem, keywords, organic search, paid search, click-throughs, click-through rate, backlinks, link equity, link farms
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
This document is intended to provide us with the information we need to generate an audit of your existing system for sales lead management. This audit is organized into several parts, starting with a cursory survey of your business environment, and then focusing on the key aspects and issues of sales lead management. Since our face-to-face meeting time may be limited, we hope this audit will allow you to provide more thoughtful and detailed information, so that our deliverable to you is of significant value.
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godfrey, lead management system, lead-generating communications, lead processing, lead reporting
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
Why are podcasts important? First, podcasts are another innovative way for B2B marketers to communicate directly with their target audiences. Second, podcasts allow marketers to deliver fresh, authentic content, to humanize their companies, to position their companies as thought leaders and to encourage creative thinking. And third, podcasts are becoming the "medium of choice" for customers and prospects who want information fast — in an easily digestible format.
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godfrey, organic search, paid search, offline communications, search engine performance, search engine optimization, pay-per-click advertising
    
Godfrey
Published By: Godfrey     Published Date: Oct 24, 2008
With the constantly-changing media landscape and the growing demand for media communication via 2.0 channels, you need to reconsider both your news and the vendor partners on whom you rely to distribute it. It could mean the difference between a purposeful, engaging and long interactive life for even the "smallest" news item, and a costly yet low-impact news distribution program that saps valuable resources. This white paper tells you some key considerations to help guide your selection process.
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godfrey, white paper, b to b, business to business, 2.0, vendor, analytics, brand management, integrated marketing, wire distribution
    
Godfrey
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