Battle of Words

Marketo recently published an infographic about how Content Marketing differs from Traditional Advertising.  While I appreciate all the buzz the platform vendors have created around story telling, it's been my experience that the lessons they preach need significant tweaking before they make sense in a buildings context.  In another free downloadable asset, Marketo talks about the complex buying process as … Continue reading Battle of Words

The Vast Buildings Market Demands Skillful Segmentation and Targeting

Just because there is a seemingly limitless number of commercial buildings and so many of them are so BAD - that is, uncomfortable, energy wasting and otherwise lacking in productivity features - there is always a huge potential market for any solution to make them better. However, whether you pick a segment by building type, … Continue reading The Vast Buildings Market Demands Skillful Segmentation and Targeting