When bad press really is bad press

There’s this saying that there’s no such thing as bad publicity. Although I do agree that the only thing worse than being talked about is not being talked about (Oscar Wilde), this does not really apply [IMHO] to bad press in a commercial environment. And we had a text-book example of that this week in the Datacenter Infrastructure market; StorageReview, a well-respected publishing company, released a blogpost why they would/could NOT publish a review on a specific Nutanix solution. Is the truth out there? I will not go into the specifics of the article and I’m not even that interested

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Starting a User Community – what platform to choose?

If your company’s tagline is ‘joint innovation’ and being ‘as close as possible to the customer‘ is your goal, a user community forum seemed to be the very least I had to get in place as head of marketing. Our TrendMiner product is now exactly 1 year in beta going from v0.1 to v0.6 today. In order to make sure v1.0 by the end of the year / early 2016 is top notch, I think it is the perfect time now for the customers to start talking to each other and directly to our engineers / product management. The best

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Marketing in Stealth Mode

Three weeks into my new role as Head of Marketing at D Square it’s time to share my first experiences and findings. First of all I have to say that I’m extremely grateful for the experience. In all my previous roles and opportunities I have been mostly on the execution part of marketing strategy. This time it’s on me to build it from the ground up. Be Social and Share:

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A New Challenge

Prologue Today I started a new challenge. It’s quite fair to say this could count as the start of the IV-th episode of my career. The first episode was a couple of years in the graphical industry as DTP-operator and Project leader in a Signage company. The second episode would be where I entered the IT world, working for VARs (value added reseller) as Systems Engineer, Implementation Consultant and TeamLead. In episode III, I primarily created technical marketing content or represented vendors at events. Be Social and Share:

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Influencer Marketing for Dummies

What the hell is this new buzzword Influencer Marketing and who is that Influencer here? Haven’t we had enough self-labeled titles? Heck I even call myself a “datacenter specialist” on my LinkedIN profile. What’s a specialist anyway? While I do agree that self-labelling is a weird thing, it’s worth looking at the bigger picture. Be Social and Share:

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Snowflakes and Buzzword Bingo

It’s been a while but I’m back with another marketing rant! Some of you may already know my Fooled By Marketing Metrics which is probalbly a series I am most proud of and I feel I got some more up my sleeves somewhere in the future. But I am a Snowflake One of my activities is helping startups explain their technology to all types of audiences. Where in the market do they fit, what is their true unique selling point, where do they differentiate themselves? And every single time in those conversations there is someone at the table trying to tell me how UNIQUE

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