Category Archives: Light Side

Keeping Your Evil Scorecard Straight: Different Flavors of Marketing (Part 1)

Posted on November 2, 2009 by

If you wanted a code change, you’d want to know which engineer could fix that for you. To avoid being a victim of marketing, it’s helpful to know who you can work with to make sure your work is being properly represented. Marketing is not a monolithic organization. So here’s part one of a brief overview of several different flavors of evil. Continue reading →

Posted in Light Side | 1 Comment

Trade shows — why engineers think marketers drink too much

Posted on October 27, 2009 by

If you haven’t been to an industry’s big trade show, or your company’s rah-rah sales kickoff or user conference, you probably sit in your cubicle and grumble while everyone at the event is obviously enjoying themselves. Just so you know… it’s not all fun and games. Marketers don’t ask for your pity. We just ask that you take it into account, recognize we’ll be very busy, and schedule around it as necessary. Continue reading →

Posted in Light Side | 1 Comment

Practical Examples of a Positioning Statement in Action

Posted on October 7, 2009 by

Once you have a positioning statement, what good does it do? It’s just a buncha marketing hooey anyways, right? This post takes a closer look at two practical examples of a positioning statement in action. Continue reading →

Posted in Dark Path, Light Side | 4 Comments

The Positioning Statement as a Marketing Tool

Posted on September 28, 2009 by

Before you create anything remotely related to the launch of a product, you need to write a positioning statement — the core of all your marketing work that answers the question SO WHAT for your customers. Without one, your counterparts in product marketing are doomed to create sub-par launch materials that miss the point of your product offering. Continue reading →

Posted in Dark Path, Light Side | 5 Comments

How to code as a marketer

Posted on September 21, 2009 by

If you’re on the Light Side in the hi-tech world, odds are pretty good that your primary “doing it” activity has something to do with coding. Well, marketers often have to “code” too, in a very subtle and hard to master programming language… English. Continue reading →

Posted in Dark Path, Light Side | 3 Comments