Once upon an API…….
‘If you cant say something in poetry, you don’t really understand it well’..
Once upon a time there was an API created by a brilliant man, the thought leader in his B2B technical sector, and the very last of the great men in E-commerce communications. This peerless Engineer created a powerful network management API – not just some hodgepodge of functions, but a coherent DSL-like function suite that really hung together as grand yet practical architecture. This API could really be put to good and profitable use by the visionaries and practically minded alike.
But, when I came along to help market it, I fell into the same pitfall as the Great man who created it….I fell into words and blah blah. Even some of the people who might have used the API said, “why do I need a 90 function API when I can use FTP to move files?” And I knew the answer in words, there were many compelling reasons why. How could I break the ice in the market that was used to doing things sub-optimally, and show them a better future? Then it hit me: ‘If you cant say something in poetry, you don’t really understand it well’. So I composed this rap song and had it animated. Now, The API really sold itself, all I really did was catalyze the market, and of course worked with the Great Man (Todd Gould of Loren Data Corp) on other promotions and business stuff. Continue reading
Integrated Marketing Campaigns for B2B Product / Service oriented SME / SMB
As a freelance analyst/ evangelist I assist thought-leading SMB /SMEs gain visibility in the B2B tools and services sector. From undiscovered to well-covered – that’s what I can do for your business, products, and services.
Amplifying industry recognition of otherwise competitive SME / SMBs, I create media to initiate discussions that not only highlight your organization’s character and thought leadership, but also position that special something within the current context of the desired target sector. This includes competitive research to provide a better understanding of competitive forces a client is aligned with and against. This also includes researching the pricing environment and any ancillary issues affecting your solutions. Powerful and cost effective, my campaigns deliver answers and the actions for targeting an industry’s issues by highlighting your company’s unique strengths.
Yes, it is true that the feature and benefit matrix is all important, however, the market is crowded, so my campaigns seeks to elevates character, unique organizational strengths, and the elusive attributes which set the ground work for establishing trust- at least compared to monotonic product-centric language. We know true Character when we experience it – yet conveying these attributes via media is a subtle skill. Each company possesses these unique imprints and and an essence that speaks to the issues faced by your prospects, especially in technical / vertical markets.
I can do this for your business – promote core attributes to build industry awareness.
My shortest integrated campaigns start at 90 days. I have very satisfied references. I might consider full time positions.
Call or email me at firstname.lastname@example.org 617-650-1024
Many portfolio samples are available here on LinkedIn, or my blog abmw.wordpress.com
Here’s a quick checklist of the backbone of my campaigns.
- Conduct complete, sector in depth competitive review of client’s product coverage by function / targeted client size, and any indications of leading or lagging within this sector. I identify the close competitors, including those with unearned recognition that your prospects might call in first. Being well informed regarding competitors and pricing is important to acting in a technical market. The report will suggest avenues of making better, faster inroads into prospects compared to the default competition.
- I initiate trade relations, including analyst coverage, industry trade publishers, and directories that cater to the B2B tools and services sector.
- Write articles, papers, and create other media that expands beyond product / services feature and benefits. Feature and benefits are important, and I’m glad to collaborate with marketing folks, however, my campaign entails comprehensive publishing on a schedule schedule. The campaign covers your Company’s character, strengths, positioning, and the attributes that are often difficult to name – yet all companies have their essence which speaks to real issues and specific problems plaguing all contemporary technical vertical markets. I will promote your core attributes to build industry awareness.
- I belong to a confidential analyst’s network, with members from investment banks, analysts and other bureaus. We conduct a weekly call on topics relating to Enterprise computing, of which supply chain takes up 25-33% of the allotted call time. This information gained can help my clients when opportunities arise in the market.
- I advise on sales automation and market intel generation using G-analytics and other relevant data mining tools.
- I am well versed in the use of Social media NLP mining systems, both no cost and paid subscription systems. These reporting tools can measure how and when targeted parties mention your company, and whether these mentions are positive or negative.
- I cross post to industry blogs and other sites, with relevant customizations, also to linkedin pages and the relevant B2B forums.
I have references and a good reputation as a contractor. My direct number is 617-650-1024 Continue reading
Fragmentation of the Product Manager’s Role
Job Titles confer not only professional status, but they set expectations among the broad cohort of team members in a product driven organization. The title, “Product Manager”, a professional construct of the later 20th century, must be one of the most amorphous titles in the modern workplace. How is this so? There has never been more discussion regarding the definition of the title nor greater assumptions as to what the title entails; we witness this via the sheer number of websites, books, and training materials that have exploded on the scene, especially since the Internet era became pubescent.
Almost every technology driven organization places some emphasis on the Product Management sub org; we have seen the title occupied by engineers, sales persons, and those recruited from within development groups. We now see that specialist Product Managers hang their professional hats on the titular meme. Is it possible that Product go to market can be practiced as a profession without also being well-versed in the product’s particular specialty sector?
This brief will take a quick look at the issues, hopefully stimulating a conversation in your organization leading to further research. Continue reading
Here we go again, an august member of the retailer community asked me to (re)post my (now infamous) “Fulcrum” briefing. I told this person that the article is prominently stuck to the sidebar of the front page of my blog, and he said that “my boss is about to make a VERY BIG DECISION regarding our messaging vendor, and he wants to see that your briefing is conspicuously available, because he has footnoted it in his memo to the board of directors. So please, Alan, put it in a post at the TOP of your blog”.
Hey, no problem. Here it is. All mine:
Someone asked and I Complied – it’s all mine:
and here comes Reid Hoffman with a not entirely bad long form article adapted from his opening remarks at the 2016 Global Entrepreneurship Summit, on 6/25.
One of the in line comments at the tail of the LinkedIn article was sincerely yet unintentionally funny, and I found myself unable to resist piggybacking on the typo made by the commenter – especially since I am not happy about the Microsoft buyout of LinkedIn….well, you know after what they did to so many other companies such as Skype (ruined), Nokia (buried), Sidekick (hey you forgot that little leading edge mobile device company that led the market by 5 years, and that MS absolutely destroyed with its management’s wrecking ball style)?
Here an innocent Kenyan comments to Reid: Original at https://www.linkedin.com/pulse/entrepreneurship-fundamental-human-attribute-we-need-more-hoffman