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Should Your B2B Website Really Be a Buying App?

I was in a client meeting yesterday, and a very interesting thing happened.  As we were reviewing website, the UE Web guy pulled up the Basecamp website.  After reviewing this site, which is pretty unique in its streamlined direct marketing approach, he said, "In many...

Another Problem with Value

As I've blogged about here, marketers, especially high tech B2B marketers always overvalue value.  We tend to be enamored with the feature, function and benefits of our products and services.  And while I don't want to rehash the five reasons I've previously outlined,...

Charting the Customer Journey…

I've been thinking about maps a lot lately.   Not the maps you find on Google or Mapquest, but the kind you might find on the whiteboard of many successful or fledgling SaaS companies today, a map of the Customer Journey. Customers today come in to services in many...