B2B firms should focusing on driving advocacy via their existing customers earlier in the marketing process, according to research from Yesler that shows 77 per cent of tech buyers are privately recommending vendors to their peers. The Seattle-based marketing firm released the results of its survey of more than 400 CIOs and similar decision-makers as […]
Tag: CIOs
The difference between IT and technology leaders, and the alliances they can build
People can come to Robert Osborn for two very different, but very complementary, areas of expertise. As the federal CTO for ServiceNow, Osborn spends part of his time talking to public sector organizations about some of the ways they might be able to transform the citizen experience and the processes within government by making use […]
Body language expert Mark Bowden is teaching B2B leaders one simple gesture to build trust
“The company made $5 million last year,” Mark Bowden says, “and I’m really happy about that.” This would be pretty good news in a variety of business contexts, but Bowden is absolutely certain that the hundreds of IT leaders watching him don’t believe him at all. Speaking at research firm Gartner Inc.’s IT Symposium/Xpo in […]
Editor’s Note: The mission-critical dots that only a B2B CEO can connect
I got the text around 6:30 p.m., while I was still holed up in my hotel room trying to finish a story: Michael Dell had unexpectedly shown up at the party I was supposed to be attending, and if I ran I might have a chance to talk with him in person. Unfortunately, some deadlines […]
Gartner VP describes the way B2B CIOs and CMOs can work better together
The story Don Scheibenreif tells is such a great example of B2B marketing and IT working together it almost sounds like a fable. It was a story about a company whose web site, according to the distinguished research vice-president in the customer experience group at research firm Gartner Inc., had been managed by one of […]
5 Key questions for CIOs to ask communications team members
You’re in charge of all tech innovation at your B2B, and as the CIO, you are probably analytical and love statistics. Therefore, you probably don’t deal with the “creative, right-brain-oriented” communications people at your organization very often. Now, I may be wrong, but if you don’t talk to your public relations (PR) and marketing people […]
The search for the top B2B influencers to watch in 2019 has officially begun
To some marketers and other business professionals, “influencer” has become almost a dirty word. When B2B News Network calls someone an influencer, though, it means a lot more than someone with a large social media following. Starting today, we’re once again accepting nominations (including self-nominations) of those who are offering great ideas (and communicating them […]
HPE’s OneView TV spot makes IT management look like Nightmare on Sesame Street
If Elmo of Sesame Street were to gain about 700 pounds and lose all power of speech, he might resemble the creature HPE is using to market its OneView product in its latest TV commercial. “Tame The IT Monster Withe HPE OneView” portrays a large enterprise besieged by a giant, furry red creature who turns […]
What the art of leadership looks like to Lee Hecht Harrison’s Vince Molinaro
The question Vince Molinaro asks senior leaders sounds simple enough: “How did you get your current job?” The answer, however, may be a little disappointing. “Most often what I hear is, ‘If I’m honest, I kind of backed into it,’” Molinaro, global managing director of career transition and outplacement firm Lee Hecht Harrison (LHH) told […]
What Meg Whitman accomplished at HPE, and what its future holds without her
This is the story as I heard it: Meg Whitman, then the CEO of eBay, was being walked through the user experience design of an early version of its online auction service. In other words, she literally went through the process of trying to put an item up for bid, and saw how many steps […]
The Scariest Thing Is What You Don’t See: Your Garbage Sales And Marketing Data
“The greatest trick the devil ever pulled was convincing the world he didn’t exist.” – The Usual Suspects (1995) The scariest villains are the ones we don’t see. Maybe there’s something passing across the corner of our eye. Maybe we hear something, but only barely…in the background. Maybe it wasn’t anything at all. We are, […]