• Analytics help News International uncover the lead generating power of their B2B website

    By Paul on April 16, 2010

    The website of News International Commercial (NIC – the trade marketing arm of NI)  is a typical B2B exercise. It promotes the brand, showcases products and features case studies, news, insights and contact information. And like a lot of other B2B websites it could easily be left to its own devices  condemned to a sad life of brochureware insignificance....

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  • Who is your Alexandr Orlov?

    By Paul on April 9, 2010

    What adjectives  would you use to describe Alexandr Orlov (the meerkat)? Probably something like: charming, endearing, chatty, witty, strong-minded, cultivated, accomplished. Exactly the person you would want to front your social media activities. Someone who blends the right personality, aptitude, status and knowledge to get out there and write your company blog, discuss on twitter, debate on LinkedIn, or...

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  • Cold calling? A bit of homework will help…

    By Paul on April 7, 2010

    Keen cold caller: Hi Yannis, we are so-and-so PR agency and would like to know if you would be interested in our services. Yannis: Sure, email me your stuff and I will have a look Keen cold caller: That’s great. Can I have your email? Yannis: You don’t know my email? How did you get my name and company...

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  • Baker Tilly International get a new global website

    By Paul on April 7, 2010

    Baker Tilly International, a leading worldwide network of high quality, independent accountancy and business advisory firms, just launched their new corporate website. Skyron conceived, designed and built the website as part of a strategic rethink of the corporation’s global communications. The new website represents 147 firms in 100 countries and aims at achieving the following: Refresh and strengthen the...

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  • Do you need a mobile website yet?

    By Paul on April 7, 2010

    Unless you just landed from outer space, it is very likely that you have been following the media obsession with the iPhone (and now with the iPad). You are probably wondering if thousands of fingers, styluses and makeshift pointing devices trawl through your content, case studies and event registration pages every day. We asked the same question about our...

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  • Toyota ad: wrong place, wrong time

    By Paul on April 6, 2010

    This appreared on a Google Reader feed a few days ago…

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  • Every B2B website is an ecommerce website

    By Paul on March 22, 2010

    It is quite often that I find myself in discussions where someone will dismiss their corporate website as a brand exercise, only because it is not ecommerce enabled. Absolute definitions aside, your non ecommerce-enabled website is an ecommerce website because it does help you close business. It might introduce someone to your company, solutions, products or services who later...

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  • How NOT to keep clients

    By Paul on March 18, 2010

    This is how a cunning B2B ISP locked a furious customer (us) into an annual contract and forced us to pay for a broadband connection a staggering 12,000% more than another supplier (BE). In March 2009 we bought a year’s worth of SDSL from a company called Managed Communications. It seemed like a good idea at the time. However,...

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  • Don’t imprison good content on your website

    By Paul on March 17, 2010

    Useful, relevant, innovative, provocative, opinionated, exciting and value adding content is a nightmare to create. You either have to pay someone a small fortune to write it, or shred your to-do list and sit down and write it yourself. Somehow you managed to pull it all together and it’s fantastic; then what do you do with it? The most...

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  • Failed viral is not what B2B Pull Marketing is about

    By Paul on March 16, 2010

    Just like in the B2C world, pull marketing could easily be every B2B marketer’s fantasy. The appetite for pull marketing is out there but not many people understand it and worse, they label it as “viral marketing”. Everyone with a marketing budget wants a bit of viral. In B2B viral fantasy world the marketer commissions the campaign to an...

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