A few words for you to consider, pass on, or ignore as you see fit…
Eager to apply technology? Then consider it last
Sounds counterintuitive, but the easiest way to choose the right technology to help tell your story is to make the technology decision last. First, answer these questions:
- WHO needs to see your message? (existing customers? prospects?)
- BY WHOM will it be presented? (self-directed? your salesperson?)
- WHERE will this happen? (on their desktop? in person/in the field?)
Try it out on your most pressing B2B communication need. The answers will guide you…to the web, to develop a smartphone app, or to a face-to-face selling tool.
The answers to these simple questions will help you define the technology and avoid choosing a technology first, then trying to make it fit.