on Saturday December 29, 2018
The Need for New Marketing
As a marketer I live in a new era when I feel the obligation not just to work so that we prove that marketing is moral but to stimulate consumers to consume less and to consume wisely.
By “marketing is moral” I mean the understanding of marketing as it was conceived by Philip Kotler and the like, i.e. the process of researching a market, defining its needs and organizing production processes to satisfy those needs at a profit. Versus a stereotyped understanding of marketing and advertising as ways to cheat people into buying what they might not really need.
on Monday December 10, 2018
Acquire Enterprise Clients with Cleantech Analyst Relations
It is all about value, that is why it works not only for big corporates
Who is this marketing channel for?
As Wikipedia has it, “analyst relations is a corporate strategy and a marketing activity in which corporations communicate with ITC industry analysts … who work for independent research and consulting firms”.
We have nothing against this definition except for one thing – you do not need to be a billion dollar corporation to forge successful relations with analysts, be it the 1st tier research firms such as Gartner and Forrester or over a thousand of 2nd and 3rd tier consulting agencies.
We have successfully done analyst relations for both big corporates and smaller guys. For example, in 2017 we helped Targetprocess, a young company with 103 employees, to get into Gartner’s Magic Quadrant, which proves that this channel is not only for big corporates.