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Rich Tehrani
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Marketing

Tehrani Speaking on Lead Generation Webinar Tomorrow

October 16, 2011

Women's Rights: The Next Frontier of Product Marketing

September 26, 2011

History shows us commoditized markets can be fertile ground for differentiation and pricing power if a product or company is innovative, branded properly and/or connects emotionally with purchasers. In the tech space we think of Apple and Bose, while in the food arena brands like Häagen-Dazs, Grey Poupon and Purdue Chicken show that no sector of the market is immune to establishing high-end merchants.

Ethical Oil

And this is all I could think about when I came across the legal fight between the Kingdom of Saudi Arabia and the Ethical Oil Institute an advocacy group whose message involves switching from Saudi oil, a product supporting human rights abuse to Canadian oil sands.

The Turnover Epidemic and the Toll it Takes

September 23, 2011

As I look out at the technology landscape I find it surprising that replacements of marketing personnel whether initiated by the company or people resigning seems to be near an all-time high. As I have stated before, the job of marketers is tougher than ever – they have to deal with online and offline media, social, search, events, web seminars, community building, landing page creation, testing, email marketing, article writing, blogging and public relations on a daily basis. We are at the point where marketers should be injecting Red Bull into one arm while injecting Maalox into the other.

To make matters worse, the scrutiny marketers have to deal with is at an all-time high meaning investors, CXOs and presidents are demanding accountability for every cent of spending.

Sure, Ads Don't Influence You, & You Aren't Reading This Headline Either

August 31, 2011

I have always been fascinated by advertising - it is a huge part of the business I am in, selling ads in-print and online. What is amazing to me is the idea that an advertiser no one has ever heard of will advertise a "bet the farm" product for a short time and expect to have success rates similar to the latest Apple device to be proceeded by the letter "i."

In my discussions with entrepreneurs, you often hear them lament - why aren't these boxes shipping faster? And you have to remind them that perhaps because they start at $250,000 and they don't have a name brand or single customer reference yet.

In my experience, if you build a better mouse trap, the world will not only not beat a path to your door, you will likely go bankrupt unless you effectively have a program in place to generate demand, influence prospects and continue messaging to them via advertising to influence them to open their wallet.

The most successful companies I know are the ones in any industry which have consistent branding. Geico is a great example as is Nationwide Insurance and Cablevision via its Optimum series of TV ads.

Probably the best example of advertising working is asking anyone over the age of 40, "How do you spell relief." If they can't recall "R-O-L-A-I-D-S" it would be a shocker and the ad series run by the antacid company hasn't been seen in at least a decade if not more.

The point is, advertising is about subtle influence - no one wants to think they are influenced by ads so you have to be delicate and stick your brand in the mind of the buyer before they need your product.

In the business-to-business space, we don't generally have many impulse buys - the pack of gum in the grocery store for example.











Latest Trends in Speech Technology, CRM, IVR, Collaboration and Cloud Computing

August 14, 2011

Speech analytics in greater demand

At the recent SpeechTek 2011 conference in New York I gained some great insight into the state of speech technology. For example, Jeff Schlueter of Nexidia told me his company’s speech analytics solutions have been in greater demand in this current economy as the desire to control costs has led to increased adoption of speech analytics. In addition, the company has released version 9.0 of its Enterprise Speech Intelligence product suite which cuts the TCO in half and allowing for customers to handle even larger amounts of data.

Nuance Takes Speech Technology Literally into the Clouds

August 10, 2011

I recently spent some time at the Speechtek 2011 event in New York and while there I had a chance to speak with a number of companies including Nuance Communications and in my conversation with company representatives Dena Skrbina and Andrea Mocherman I got to learn about how the speech technology company was able to help transform the business of US Airways by providing a state-of-the-art cloud-based communications solution.

In short, the company has provided the airline with technology which is integrated with customer phones numbers allowing the caller to be immediately presented with information pertaining their flight. On calls, customers are greeted by name and immediately told information about parking, gates, times and upgrades. Moreover, the new system further makes use of hold time by querying for needed information which is subsequently passed to agents.

CMO Summit at ITEXPO West 2011 in Austin

August 4, 2011

Marketing departments have never had to deal with the level of technology and complexity that exists today. SEO, social, deal sites, print, TV, radio, online ads, online communities, resource centers, lead generation, CRM management, analytics and so on. Just this week in fact I wrote about the frenzy in deal sites - just one area where marketers need to be following.

To help CMOs do their jobs better we (at TMC, where I am CEO) are holding the first-ever CMO Summit at ITEXPO West 2011 in Austin - Specifically September 13th, 2011 at 7:30 pm.

Attendance is invitation-only and is limited to CMOs and other c-level executives, company presidents and VPs. To request a space reservation and learn more, please click here.

Here are some more useful details as well:

Through networking discussions, and presentations from industry leaders Derrick Daye (The Blake Project) and Shawna Vercher (Technology Advisor to Governor Jeb Bush and Online Campaign Lead for the Obama Presidential Campaign), you will gather the latest cutting-edge practices to start adopting into your own marketing strategies for 2012 and beyond, including:

  • How to maintain your branding identity while marketing across multiple online channels;
  • Ways to strike the right balance between your lead generation, branding and thought-leadership efforts to maximize the impact of each (without compromising any);
  • Best practices for competing in the dynamic “SEO game” and techniques for ranking your web properties organically;
  • The latest ways companies are incorporating social media into their marketing efforts.
I hope to see you there.






Marketing Goes Almost Painfully Local

August 2, 2011

Pay attention, you might just overhear something

One of the most memorable business stories I hav e heard was when a consultant friend of mine flew to a large customer to quote on a substantial project. He was traveling with his business partner and happened upon a shuttle bus to the rental car company with his competitor and a partner. None of these consultants had ever met but my friend and his partner had the luck to keep quiet as he overheard the other two people on the shuttle bus finalizing their pitch and setting the price for the project.

Keep Bing at Microsoft

July 26, 2011

From a  competitive position, it would be major trouble to remove Bing from the deep pockets of Microsoft. Talk of the business being potentially sold to Facebook when that company needs to focus on fighting Google+ makes little sense. There are few other strong software companies beyond Oracle and Salesforce who I think could do a better job with Bing than Microsoft.

But like I said in May, Microsoft is doing as much as can be expected with Bing.

We know Marc Benioff loves Google so count them out of such a purchase - and Oracle, no fan of Microsoft or Google probably doesn't need the headache or the money-losing business as it is doing fine right now, thank you.

Microsoft has to continue to make Bing better while simultaneously forging stronger relationships with companies who are competing with Google. Facebook and Twitter are two obvious ones - perhaps LinkedIn is another company to work very closely with.

You see as long as Google is a dominant player in so many spaces, Microsoft can play the underdog position and work with all the companies they want.







TMC Dallas Video Interviews 2011

July 25, 2011

Recently I spent some time in Dallas doing video interviews with companies in the Dallas, Texas area and during the course of the discussions I was able to get a sense of where the markets have been and are going. The vast range of different opinions really comes together into a few themes.

They are simply that wages and turnover rates in India are skyrocketing meaning some jobs may be headed back to the US. This is offset by an interview with  King White of the Site Selection Group - an organization which helps companies decide which countries and states they should locate in. He tells us that states with higher taxes are less attractive and subsequently deter companies from opening there.

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