Riggs Eckelberry's OF INTEREST

This Blog is Closed

2007-12-31T10:13:00.000-08:00

I'm keeping the posts in place for historical interest. All my other posts are on TechTransform. Thanks for reading, Riggs

Article: It's the Product, Stupid!

2006-12-30T12:12:00.000-08:00

On 20 November 2006, a new product was launched. It attracted immediate attention in the press and with users, some of whom wrote in to tech support to thank the company for the product. Downloads of the product increased instantly more than ten-fold over the previous version. Revenue forecasts from the product quickly began to exceed expectations. How did all this come about? What lessons came

Role Definition: Product Management and Product Marketing

2006-12-30T03:11:00.000-08:00

Don MacDonald, Product Manager on the early TechTransform team at CyberDefender, created this table in 2005. It answers the critical question: what's the difference between product management and product marketing? (more)

Article: Micro-SEO

2005-06-13T09:07:00.000-07:00

Much more to flesh out on this, but we are working with Expansion Plus to implement our "micro-SEO" strategy with all out clients - it's how to go after a crowded market segment with an optimized microsite approach. Micro-SEO

Article: Some SEO Tips

2005-03-30T12:07:00.000-08:00

Karina Kogan hasn't been with us long - and already she is contributing mightily! Here is a first dispatch, with a few (but not all!) of her Search Engine Optimization (SEO) tips. Some SEO Tips

Article: The Popcorn-Popper

2005-02-21T16:50:00.000-08:00

For the past year, I've described the modern customer acquisition process as a "Popcorn-Popper". It sounds funny but it makes sense. Slamming strangers into your website and hard-selling them works only when they are ready - what about the rest? You can't afford to waste the people who didn't happen to be ready to buy. Those hard, unpopped kernels need time and "heat" to pop them! The

Article: Closed-Loop Marketing Systems

2005-01-25T16:52:00.000-08:00

How do you make sure that you stay in touch with prospects and customers at all times? The key is the Closed-Loop Marketing process. Sure, you have systems - but it's not easy to integrate new campaigns - especially on a tight schedule. Closed-Loop Marketing Systems

Article: How Marketing Can Drive Revenue

2004-11-23T16:42:00.000-08:00

Marketing can drive revenue through the following:Launches.Online Commerce.Sales Support.PR and Advertising.Campaigns (lead generation, customer acquisition, renewals, up-selling).Alliances and Business Development.Promotions.How Marketing Can Drive Revenue

Article: A Technology Marketing Org Chart

2004-11-23T16:40:00.000-08:00

Technology companies have unique needs. For example, product development must be driven by marketing to succeed. Here is an org chart that implements this and other classic requirements.A Technology Marketing Org Chart

Article: An Online Marketing Prescription

2004-10-04T12:56:00.000-07:00

In the ideal online marketing model, there is very little human �sales persuasion� going on. The system is doing it. Here is a prescription for setting up the "system" - simple, scalable and successful.An Online Marketing Prescription

Article: Mistake-Based Marketing

2004-07-28T16:46:00.000-07:00

I'm often asked if I conform to some formal process or other for product research and development. The answer is, yes and no. Yes, I strongly adhere to principles of quantitative market research and the proven positioning principles of Trout and Ries. But that alone doesn't do it. Here's the rest of the story, as I see it. (Includes a case study.) Mistake-Based Marketing

Article: Web Sales Weapons

2004-07-27T16:48:00.000-07:00

Internet hosting provider Rackspace claims that 50% of its new business comes from Web sales chats. Literally, web-based sales tools are Web Sales Weapons. But it's not just about web based sales chat. It's much more. Web Sales Weapons

Of Interest: How's Your Digital Marketing?

2004-02-12T14:00:00.000-08:00

How's your digital marketing? I'll be happy to help you evaluate it. Digital marketing (e-marketing) is a powerful tool, but there's one big problem: there's so much of it to do! Even the top marketers (see story) don't think their digital marketing efforts are all that great. What does that say for the rest of us? You've got to do websites, newsletters, "hot" and "cool" email campaigns to

Article: Narrative Marketing

2003-12-07T12:55:00.000-08:00

"Forget traditional positioning and brand-centric approaches to marketing. We're now in the 'Age of the Narrative' where the biggest challenge facing companies is how to tell communicate their story in the most compelling, consistent and credible way possible -- both internally and externally." William Ryan, Founding Partner, Portola Strategies. So... we're now in the era of Narrative Marketing.

Of Interest: What's Coming in 2004

2003-11-30T22:55:00.000-08:00

The first "Top Ten 2004 Business Trends" list has just come out and it's pretty cool. But a lot of it you already know... so, what's new in 2004? In my article at www.techtransform.com, you get to find out the rest of the story. You'll also read about my eight-month engagement at Panda Software, which I just wrapped up with some nice words from the management. These guys are outstanding -

Article: What's The Real Story For 2004?

2003-11-30T16:34:00.000-08:00

Mitchell Levy just came out with his CEOnetworking's Top Ten 2004 Business Trends and it's pretty cool. Of course, you already know these stories: virus attacks worsening, globalization continuing, wireless everywhere, internet phone calls, tech consolidations, tech market improving, e-commerce red-hot (as always). Yeah, yeah, yeah. Now tell me something useful. What's the real story for 2004?

Article: The Panda Rocket Ride

2003-11-25T16:36:00.000-08:00

Panda Software - what a rocket ride. I engaged personally in February to expand US operations - and in 8 short months we doubled the revenues and created a new software player in the US. How did we do it? Well, the first problem that any growing, self-funded company faces is how to upgrade its sales, marketing and

Of Interest: The Web Services Wave

2003-08-24T18:50:00.000-07:00

Have you noticed tech business is picking up lately? It seems real: we just doubled sales month over month at Panda USA; and last month TechTransform closed on funding for one of our projects. This is a "stealth" project, meaning I can't tell you much, just yet - only that it's a wireless technology that will transform film and videogame production, with even greater impact in other areas. The

Of Interest: Riggs at Panda SW

2003-05-11T16:13:00.000-07:00

The whole family's great and we've moved a few blocks, still at the beach - look here for an aerial photo! Did I tell you that I'm now running Spain's anti-virus software developer Panda Software, here in the USA? I thought the anti-virus market was mature and not very interesting. Hah! Turns out virus protection drives a lot of business in these insecure times. I'd love to see how we could do

Article: Provocation Selling

2003-02-06T16:39:00.000-08:00

It doesn't take a high-powered seminar to understand that selling technology has changed dramatically. But Geoffrey Moore's latest seminar on Provocation Selling makes some great points on how to approach the tough selling climate.Provocation Selling

Article: How's Business?

2003-01-03T12:52:00.000-08:00

In this market, the closer you are to the actual commerce of the internet, the more likely you are to make money - big money. But the farther away you are... the harder it will be to make a living. This explains why "The e-commerce sector is far from dead. In fact, it is booming", while "The environment will remain difficult for high-tech firms seeking capital infusions. Venture capitalists ...

Article: Now That Google Dominates...

2002-11-18T16:06:00.000-08:00

Now that Yahoo has renewed with Google, "the potential exists for about 70-80% of all web searches coming from a direct or indirect result of a Google listing." That's the message from search engine veteran Dave Kelly. He goes on to say... (with counterpoint by Scott Anderson of Shadow Marketing!)Now That Google Dominates...

Article: Best Practices in Wireless Security

2002-11-11T12:52:00.000-08:00

Starting to use wireless to do business? What you don't know can seriously hurt you. Here's a must-read checklist from ZDNet Tech Update. Best Practices in Wireless Security

Article: Do-Or-Die Website Tips

2002-10-27T12:51:00.000-08:00

Someone calls you to pitch a product or venture. Now tell me you're not instantly browsing their website to see what they're about! The truth is that there is nothing more important than your website. Period. In that spirit, here are some basic, basic tips from marketer Jim Daniels. Does your website apply these?Do-Or-Die Website Tips

Article: Content Pays...Finally

2002-10-07T16:30:00.000-07:00

What a difference a year makes. U.S. consumers spent $675 million on paid online content last year, a 92 percent increase over 2000 spending levels, according to Online Publishers Association, and that figure is expected to increase exponentially this year.Content Pays...Finally