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 both

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 - they

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 haschanged 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

Of Interest: Ryze Is Cool

2002-09-21T09:44:00.000-07:00

Say, here's a networking thing that is actually working. Please join me on Ryze and take a look at who else you know on it! Ryze is definitely OK. So... how are you these days? Take a look at the TechTransform website for new articles on the End of Email and The Commoditization of Everything. (Don't worry, email's not dead and not everything's commoditized!) The tech rebirth I was predicting

Article: Is Email Going Away?

2002-07-10T12:45:00.000-07:00

According to Toronto's TheStar.com, junk e-mail increased a whopping 450 per cent last month compared with June a year ago. Cyberatlas reports that adult spam has increased 450 percent since June 2001. Yes, spam is booming, but I didn't have to tell you that. The question is: will it kill off email?Is Email Going Away?

Article: The Commoditization Of Everything

2002-07-01T16:31:00.000-07:00

I hope you're doing well in this astonishing tech resurgence. Why is it astonishing? Because it's so uneven. The reason, I think, is commoditization. Technology is always vulnerable to commoditization (which means less branding value)... now more than ever. Here are just a few examples.The Commoditization Of Everything

Article: The Internet's Great Step Forward

2002-05-15T12:45:00.000-07:00

After the boom and the crash, here's a landmark event: according to a recent study, people are now spending less time on the Web looking for pornography and more time searching for business information!The Internet's Great Step Forward

Of Interest: Is On The Web!

2002-05-02T12:00:00.000-07:00

My occasional "Of Interest" email dispatch now has a home on the web. Now we have an archive (minus most of my personal announcements) stretching back to the first email post in 97. You can subscribe right here, on this page - just enter your email in the submit box to the left. Riggs

Of Interest: The Web Without The Wait

2002-03-26T20:33:00.000-08:00

We at TechTransform are a virtual team, meeting only in noisy diners for mid-afternoon breakfasts. So we appreciate websites that are FAST, and really friendly to use. That's why I like my friends at AdScience. They specialize in minimizing extra clicks and those deadly delays. They get awards for that. We get more time to go out for coffee. These guys are so good they built a whole web-based

Article: Why Managed Networks?

2002-03-06T12:44:00.000-08:00

What is this managed network thing, and why is it so different? In another article we discuss the details, this will introduce the concept. As always, I welcome your questions. Our program is about recruiting people who will refer business to us through e-commerce. They are commonly called affiliates. Amazon devised this program originally and they explain it well.

Article: The Free Model

2002-02-28T16:33:00.000-08:00

There is one proven strategy that will help make your product a world standard and it doesn't rely on any one partner, and it is to make the full product license FREE for personal and educational use. The Free Model

Of Interest: The Back To Basics Revolution

2002-02-21T19:29:00.000-08:00

I trust the warming days find you well. Say, have you noticed that the tech comeback is about reality in technology, companies, revenue, marketing? It's back to basics, with a vengeance. The high-flying stuff is gone and discredited - but, quietly, much business is being done. A friend of a friend just signed a five MILLION dollar software development contract, and Stu Sjouwerman's Sunbelt

Article: Bridging A High Tech Gap

2002-02-04T12:44:00.000-08:00

At no time in technology history has there been such a gap between customer demand and the supply of technology and talent. Clearly, there is a need for a trusted intermediary to help bridge this gap.Bridging A High Tech Gap

Of Interest: Closing The E-Business Gap

2002-01-08T12:20:00.000-08:00

OK, the holidays now fully behind us, what's in store for 2002? I'm tracking an astonishing trend in e-business*. Consider this: a recent survey of a broad range of companies found 83% planning to begin new e-business projects in 2002. That's a good thing, because most companies are waaaay behind. For example, while 45% of online shoppers choose sites based on word-of-mouth recommendations,

Article: Time For E-Business Tools?

2002-01-04T12:44:00.000-08:00

It's a good thing that, by recent survey, 83% of businesses are planning to begin new e-business projects in 2002. Boy, do they need it!Time For E-Business Tools?

Article: In Management, Weirdness Works

2002-01-03T12:36:00.000-08:00

In Business 2.0's Barely Managing newsletter, editor Thomas Stewart spotlights a book by Robert Sutton (a teacher at Stanford's engineering school), called Weird Ideas That Work. In Management, Weirdness Works

Article: Grassroots Marketing In 2002

2001-12-28T15:38:00.000-08:00

We have noted the increasing importance of public relations and of reaching decision-makers directly. Sheree Johnson makes that point in excerpts from her talk with BtoB's Kate Maddox.Grassroots Marketing In 2002

Article: Pain Killer Marketing

2001-11-26T15:38:00.000-08:00

In today's issue of his Rapid Results Marketing Newsletter, author Joe Nicassio found a great way to revisit the pleasure/pain principle for marketing.Pain Killer Marketing

Article: The 16 Deadly Sins

2001-11-14T12:04:00.000-08:00

Red Herring's interview today of Emory Winship, managing partner of the Conversus Group, included a tally of his "list of 16 deadly business sins committed by startups". It is excerpted here for reference.The 16 Deadly Sins

Of Interest: Talkie Gets Funding

2001-10-02T18:01:00.000-07:00

Here's some good news to report. Last Friday, September 28, Talkie banked its first investor funding since May 2000. TechTransform and its associates assisted by transforming the business model and assembling a funding package which permitted the founders to leverage funds from a pre-existing investor. What's Talkie? Well, if you think about it, the best computer interface would be a person. And

Article: WTC Aftermath - What now?

2001-09-12T15:50:00.000-07:00

I think after the shock has passed, we all want to know now: what's in store for New York - and by extension, our economy?WTC Aftermath - What now?

Article: Down But Not Out - and a VC P.S.

2001-09-05T15:42:00.000-07:00

When Red Herring published an excellent set of guidelines to managing down rounds and other horrors, they included Mayfield general partner David Ladd's previously-published advice for struggling entrepreneurs facing tough times. Down But Not Out - and a VC P.S.

Article: How Startups Fail

2001-08-29T12:35:00.000-07:00

They deceive themselves as to what they have that is valuable in the market, they hold onto an internally generated theory about their business model,they don't test every assumption, they don't look for other models, they don't recognize the successes early on, they don't triage multiple models down to one, they don't execute on successes, ...and if they do any of

Of Interest: Funding Returns to High Tech

2001-08-27T02:12:00.000-07:00

I started to think things might be looking up when I saw Mark Skiba's Storactive negotiate a major new round. Now I'm sure - funding is returning to high tech. More on this here. Forget the VCs for the moment - the action is in bridge loans and small angel rounds. How do I know? Because TechTransform's clients are all in rounds or discussions. Quite a change from a couple of months ago. In

Article: Building Revenues in Today's Environment

2001-08-23T15:39:00.000-07:00

As an early stage technology company, it's more important than ever before to gain early customers and revenues from your products.Building Revenues in Today's Environment

Article: The End of a Long Bottom?

2001-08-15T11:51:00.000-07:00

On August 14, we wrote that funding appeared to be returning to the venture marketplace. Here's what we thought.The End of a Long Bottom?

Article: A Tech Investment Turnaround?

2001-08-14T15:56:00.000-07:00

We are once again seeing funding opportunities in the high tech landscape, apparently predicting the end of a long drought... Lots of reader feedback to this one - check it out! A Tech Investment Turnaround?

Article: Winners Investing in Technology

2001-08-06T12:36:00.000-07:00

In an Information Week article on smart cards in retail, Patrick Gauthier, Visa U.S.A.'s senior VP of smart-card applications, said that tech-savvy retailers are taking advantage of the slower economy to leap-frog competitors. "Lance Armstrong won the Tour de France by relentlessly attacking his opponent not on a long, flat run, but in the mountains," Gauthier says. "

Article: The Planning Ghetto

2001-07-15T16:00:00.000-07:00

Customers don't want to deal with new vendors right now; they are interested in getting more value out of what they have already purchased. The trick, then, is to become an existing vendor.The Planning Ghetto

Article: A Targeted Approach To Rich-Media Marketing

2001-07-09T11:51:00.000-07:00

Remember how hot banners were until about 97? This article discusses how to avoid the 'banner fate' for the new hot format: rich media.A Targeted Approach To Rich-Media Marketing

Article: Evaluating Strategic Options

2001-06-04T16:04:00.000-07:00

The following timetable for testing three business model options was developed by TechTransform consultant Steve Glovsky for a client company.Evaluating Strategic Options

Of Interest: Are You Customer-Based?

2000-07-26T04:14:00.000-07:00

David Siegel ordered me to buy his book, "Futurize Your Enterprise", and so I did. Well, I'm only through the seventh chapter, and... I'm blown away. David has clearly shown us the future - and how to attain it today. Very simply, he outlines a process by which any enterprise can achieve fierce and total audience loyalty. It's not 'just' about marketing anymore, it's about a complete change in

Of Interest: The Power Of Personalization

2000-05-30T13:25:00.000-07:00

Astonishing. the following promotional message to fans of Massive Attack took this unknown artist to number NINE in Amazon sales rankings! That's a testimonial to Amazon's tremendous market power, but even more so, to the power of personalization. I trust you're doing well in this new phase of the Internet. For my latest, please click on this link. R From: Amazon.com [mailto:music-store-news@

Of Interest: Morality and the Internet

2000-02-13T23:23:00.000-08:00

The Internet is clearly the largest public works program undertaken by private enterprise, and this quote helped explain to me why we're doing so well. It comes down to the difference between Commercial and Guardian moralities. "Commercial morality is employed by businesses and depends on continuing innovation and development of relationships: shun force, come to voluntary agreements, respect

Of Interest: Complimentary Surfsaver

1999-01-18T13:05:00.000-08:00

I asked askSam Systems' Phil Schnyder if my friends could have a complimentary personal copy of SurfSaver. He said yes! This is a program they sell for $29, but it's yours by simply going to a special page on their site and downloading the full-featured product. Why SurfSaver? If you've ever tried to save browser pages with all the links and pictures, you'll know that you often lose those

Of Interest: More On Diapers and Beer

1998-12-21T17:17:00.000-08:00

The amazing thing about the high tech world is how small it is. Two of my correspondents had personal experience to add about this story... So here is the rest of it: First, Peter Price:"...last year we met the guy who along with his VP of Marketing invented the story for an advertising campaign when they were at NCR - he said it was the most successful campaign they ran!" John Earle adds: "I

Of Interest: Diapers and Beer Correlation

1998-12-16T05:55:00.000-08:00

You may have heard the story about how someone figured out that both diapers and beer were being purchased in the same store visit, which caused the retailer to re-shelve them together... a win for data mining! Only problem is, I've yet to SEE diapers and beer next to each other in stores, and, sure enough, here is the real story (thanks to Ed Rigdon for posting this to the Market-Electronic

Of Interest: The Internet's Core Audience

1997-08-21T22:46:00.000-07:00

OK, so we all know that the Internet is hot, but occasionally I get someone who wonders if it isn't still a bit marginal. The info below should at least make it clear that 20 million marginals DO rely on the Internet, and my experience is that, while Net users may be a minority in your audience, nonetheless they are the most open to change of any of your current or prospective customers. In

Of Interest: The demise of ONLINE USER

1997-03-06T14:56:00.000-08:00

The article which follows was forwarded to me by Gary Saxer. This is the last gasp from ONLINE USER magazine. The publisher says here that ONLINE USER's potential advertisers are promoting almost exclusively on the web, and they are investing in free information as the number one draw. More evidence of the growing power of the online channel. Riggs Strategically Speaking In this space over

Of Interest: Trial Edition Success

1997-02-26T10:36:00.000-08:00

Quarterdeck went from a "tease" version of CleanSweep95 to a full-featured trial edition in its latest version 3.0 ... and just went to #1 download on C|Net's Download.com. Kudos to Elissa Murphy, Quarterdeck's Director of Product Management for Business Utilities! Riggs

Of Interest: Information vs. Advertising

1997-02-25T22:53:00.000-08:00

This message was posted on the "online-ads" discussion group. It documents the effectiveness on the net of offering valuable information vs. advertising-type offers. Riggs ----------------------------- Date: Mon, 24 Feb 1997 06:45:26 -0500 ONLINE-ADS>> Banner Content Makes a Big Difference We use Link Exchange banners to announce our "Airline Fare Wars" mailing list, a majordomo list that

Of Interest: Internet Advertising Study

1997-02-25T20:26:00.000-08:00

Forwarded by Howard Sobel in W U G*B Y T E S, February 25, 1997, the implications of this story are stunning. These business executives report that: "Although 49 percent said that specialty business-to-business trade magazines would garner the bulk of their increased marketing budget in 1997, a full 40 percent reported that the Internet would be their advertising medium of choice." General

Article: The Three Pillars of Interactive Marketing

1997-01-17T13:40:00.000-08:00

As long as marketing could be done using well-established methods and distribution channels, it sometimes seemed as though all you had to do was aim a product right, and it would find its home among the audience. With the advent of interactive marketing, that idea is truly being put to rest. It is now no longer enough to push out something using a design and a message. You must do more. You must