technology marketing, sales, change management and everything else

Ben Bradley

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Top Stories by Ben Bradley

  Improved user engagement on mobile devices creates business value and strategic differentiation. Engaged customers — those who participated in a forum or provided feedback on an enterprise initiative — are three times more likely to recommend or advocate a product or service to a friend. The caveat to this rosy picture is that it’s harder than ever to engage users. Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Mobile technology is opening up possibilities in user engagement that didn’t exist beforehand and is enabling a shift in customer engagement strategies. Seven steps to improved user engagement on mobile devices 1. Make data entry simple Entering data such as physical addresses or credit card numbers is more difficult and tedious on mobile devices than it is on a desktop. Chances ar... (more)

The Number 1 Marketing Automation Mistake

You visit a website. You register for a white paper download. You get an email. Open it, and you get another one in 2 days. Ignore it and three days later, you get another one. And so it goes. Welcome to the wonderful world of IF/THEN marketing automation statements – probably the biggest marketing automation mistake, and, arguably… the best way to alienate your prospects the least efficient way to generate positive ROI from your marketing automation investment. In fact, it is a mistake to rely on single click automation events -these may do more harm than good because a single cl... (more)

How to Cannibalize Your Own Products Without Getting Eaten Alive

The scenario is fairly typical. You launch your SaaS application for $14.99 per month. A few months later, a competitor launches a competing service for $10 per month. How do you respond with a competitive offer without cannibalizing your existing customers? We asked three software executives for their thoughts on the topic and have summarized their responses below: Paddy Srinivasan, CEO, Opstera (www.opstera.com) In the above scenario, you are introducing a new tier in the Free->Premium continuum. The inherent risk is that existing customers might want to downgrade to the new le... (more)

Billing and the Value-Added Paper Cup

In his book Business Agility, Michael Hugos says: "Opportunities to make money by being responsive have exploded. There are far more ways to use responsiveness to attract customers than there are ways to use efficiency and low prices. This is because there are so many different kinds of customers, and each is looking for slightly different mixes of products and services. Constantly changing environments and customer needs enable responsive customers to offer continuously evolving mixes of products and services." This simple quote and this simple concept requires that we rethink wh... (more)

How to select a wireless broadband distributor

A wireless broadband distributor buys products from manufacturers and resells them to VARs, WISPs and ISPs. For manufacturers, a wireless broadband distributor often provides many value added services including warehousing, support, financing, training and deployment assistance. And, the best way to find a good wireless broadband distributor, says John Diem, VP of Sales and Marketing for Fox Valley Internet (http://www.foxvalley.net), is simply to ask other VARs, WISPs and ISPs. "Most think of distributors as companies that just move boxes. When you ask other ISPs, you find that'... (more)