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- Why B2B marketers are risk averse (and therefore less effective than they could be)
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Author Archives: KaonCEO
Why B2B marketers are risk averse (and therefore less effective than they could be)
UPDATE: It seems that Lisa Nirell has uncovered a related set of issues regarding the “condition” of marketers, and the need to take a new approach if different results are expected. Interesting read on Fast Company. Let’s face it. The only … Continue reading
Posted in CEO Corner
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The World has Changed. B2B Marketers Need to Adapt.
When asked what innovations in marketing most B2B marketers are adopting, more often than not, “social marketing” initiatives top their lists. Facebook, Twitter, LinkedIn, and other social media offer a variety of ways to message to their target audiences. That’s great, … Continue reading
The Blurry Line Between Marketing and Sales Enablement
When was the last time your sales team applauded when your marketing team delivered materials or content for them to use? If this is not happening frequently enough (or at all) then perhaps we should consider the reasons. I recently … Continue reading
Posted in CEO Corner, Sales Tools
Tagged Business, collateral, content, demonstrations, marketing, marketing content, marketing materials, sales enablement, sales tool
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Putting customers first
Whatever your opinions may be regarding the recent NY Times Op-Ed piece by Greg Smith, one aspect of his criticism of his former employer is chilling: His view that they put their own interests first, above those of their clients. … Continue reading
Posted in CEO Corner
Tagged Business, business priorities, Customer, Customer service, customers first, Editorial, Employment, Greg Smith, New York Times, NY Times, priorities
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Marketing should be Sales’ BFF
In a recent article for Inc. Magazine, Geoffrey James makes some (blunt) assertions about how marketers generally don’t help sales people in their mission of closing business. While this is almost a religious argument between ideological factions, it is interesting to note that the very … Continue reading
Marketing Innovation
Many companies focus on technology innovation: New high-tech breakthroughs for delivering data to global networks; novel approaches to bioscience; original methods for diagnostics or analysis. This all leads to products and services that create more and more value. Ironically, the … Continue reading
What Marketers Can Learn From Blaise Pascal
True, he lived in the mid 1600’s. Yes, he was the mathematical genius who invented the first mechanical calculator. And, he is best known for his trailblazing work in geometry and probability theory. So, what does any of this have … Continue reading
Posted in CEO Corner
Tagged attention, Blaise Pascal, Business, captivate audience, concise, elevator pitch, marketer, Pascal, short and sweet
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“Interactive” is not just for the internet
When we hear or read the term “interactive marketing” the immediate connotation is web marketing, or anything to do with the Internet. In fact, many ad agencies are known as “interactive agencies” simply because they focus on Internet marketing. This … Continue reading
Posted in CEO Corner
Tagged Business, Engaging marketing, interactive, Internet marketing, marketing, Television, True interactivity
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Why is change so difficult?
It is ironic that the most prevalent and dominant characteristic of modern life is also the most feared: change. This fear is not limited to technological change, but to many aspects of our individual and professional lives. The pace of … Continue reading
Posted in CEO Corner
Tagged adopted, Business, change, fear, industry-leading benefits, Internet, iPhone Apps, opportunity, technology
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Meeting Face-to-Face Still Makes a Difference
Many predicted that the advent of web-based technologies would eliminate the need for B2B sales people to meet prospects and customers in person. In particular, many foresaw the complete evaporation of the trade show industry, replaced by websites and virtual … Continue reading
Posted in CEO Corner
Tagged Business, business relationships, Company, digital meetings, face to face, Meeting, Seth Godin, Website
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Who comes first – Customers or Investors?
Balancing stakeholder value is a challenge for every business leader. This is especially true for public companies, who have to contend with the ever-present scrutiny of financial analysts, acting on behalf of the investing public (or so the theory goes.) … Continue reading
B2B Social Media Marketing Works
I’m old enough to remember when marketers were asking whether “online” marketing would work for B2B companies. Of course, we now don’t even question that this medium works for both B2B and B2C. We are now hearing the same questions … Continue reading
Posted in CEO Corner
Tagged B2B, B2B Social Marketing, Business-to-business, Cisco Systems, facebook, marketing, social media, twitter
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