• partner marketing

    Mastering Partner Marketing: The Do’s, Don’ts and The Reasons Why

    Some things in life just naturally go together – fish and chips, tea and cake, sausage and mash. But it’s not just foods that combine well. Any good marketer will tell you about the benefits of joint marketing with partners – particularly if you align with a large complementary brand. Whilst the logic of working together may be a no brainer, it’s often the execution where things go awry. Take Financial Services for example. There’s certainly no shortage of opportunities for education, engagement and conversion as digital transformation continues to disrupt markets and business models, but creating a targeted, well executed partner marketing proposition is easier said than done for some companies. That’s why I decided to write this blog and share some of the do’s and don’ts when it comes to mastering the partner marketing model. The Don’ts of Partner Marketing Activities Don’t Assume It’s An Equal Relationship – Once you’ve found a symbiotic reason to partner with another organisation, don’t assume your counterpart shares your view of how the relationship is defined. Marketers often assume partner companies will want a 50/50 marketing relationship. The cost of co-branding with certain organisations may involve doing things their way, not yours. That’s not necessarily a bad thing, but don’t say yes to things if it pushes you further away from your objectives. Don’t Get Eclipsed – Don’t assume you can rely on the strength of just one brand to push your partnership. The smaller brand needs a very clear value proposition or it risks being eclipsed. Show why your respective offerings are of strength, both collectively and individually in their own right. Don’t Try It Without A Compelling Proposition – I’ve seen companies spend a lot of time and money on joint marketing campaigns for all the wrong reasons. If you’re not solving a common problem or addressing a related business pain, don’t bother. Competing for attention and then fragmenting it, is not a good approach. The Do’s of Partner Marketing Activities Do Have A Clear Understanding of Your Target Audience – And by clear understanding, I mean down to the name, …

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  • Extended ECM

    What Does “Extended ECM” Really Mean?

    I may be in marketing, but I like to think that I am not prone to marketing-speak; however, I was recently giving a presentation when someone stopped me to say that “content in context” and “extended ECM” (Enterprise Content Management) sounded a lot like marketing buzzwords. While I see how someone new to the concepts might think that, they are actually pretty accurate descriptions and, I think, important ones. (Connie Moore at DCG does a good job explaining it in her recent blog post.) Let’s start with “content in context.” This simply means that your unstructured information — documents, images, email, spreadsheets, etc. — is significantly more valuable when it’s viewed within the framework of whatever business process or object it relates to. For example, a contract on my hard drive includes the names of the parties involved, which tells me something, but it can’t tell me if it is the most recent version. Were there later addendums? What if the copy I have only has my signature? Did the other party sign it and I just never received the countersigned PDF? Without that context, the document is of limited value. But if I can view that contract in, say, the context of a CRM application like Salesforce, the picture becomes clearer and that document becomes much more valuable. I can see notes on calls with the customer, who the key contacts are, and metadata like the status of the contract. There’s still a problem, though: If a version of the contract is also stored there, I still can’t tell if it’s the final version. And this leads us to the idea of “extended ECM.” By integrating ECM into the lead applications that across the enterprise, you can bring ALL the relevant information and documents associated with this customer and present it in one convenient view (to use another marketing phrase: a single source of the truth). I finally have the complete picture and can view it all in an interface I’m comfortable working with (like Salesforce). In the screenshot below you can see the ECM content from OpenText™ Content …

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  • telco accessibility

    Telco Accessibility 101: What’s Now Covered by U.S. Legislation

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  • complete supply chain automation

    Think Outside…for Complete Supply Chain Automation

    If you are tasked with helping to automate your supply chain, you know there is a lot of work to do internally. But many organizations forget to look outside to achieve complete supply chain automation. You can find evidence of this need in recent news about how retailers are shrinking deliver windows and increasing compliance requirements. This has also been true in the automotive industry where, because of just-in-time manufacturing, auto OEMs may penalize suppliers whose missed deliveries cause them to shut down an assembly line – to the tune of thousands of dollars PER MINUTE that the line is idle. Regardless of whether you are a supplier or a buyer, it is becoming critical that you think outside of your organization for complete supply chain automation. So how do you do that? Lora Cecere on her blog said, “However, automation enables enterprise efficiency, not value network effectiveness. Most companies cannot see beyond their firewalls. I feel it is time to rewire our supply chain thinking. This does not happen through conventional thinking. Instead, it happens through the adoption of new technologies and outside-in thinking.” This outside-in thinking and network effectiveness comes from automating the flow of transaction information with trading partners. Yet, recent research from IDC shows that although 70% of respondents believe that business success requires pervasive B2B networks that allow them to collaborate with suppliers and customers – less than 50% exchange the majority of information with most of their trading partners in electronic formats. By including supplier/buyer interactions in supply chain automation, organizations can automate a critical portion of their supply chain. The benefits of doing so include, reducing manual data entry and data entry errors, reducing transaction costs, and reducing receiving time and error. To learn more about how to think outside for complete supply chain automation watch our on-demand webinar.

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  • telco accessibility

    Telco Accessibility 101: What’s Now Covered by U.S. Legislation

    In a word, everything. Name a telecommunications product or service and chances are it has a legal requirement to comply with federal accessibility laws. Let’s see… Mobile connectivity services for smartphones, tablets, and computers? Check Smartphones, tablets, and computers? Check Internet services (e.g., cable, satellite)? Check Television services (e.g., cable, satellite, broadcast)? Check Televisions, radios, DVD/Blu-ray players, DVRs, and on-demand video devices? Check Email, texting, and other text-based communication? Check VoIP communications and online video conferencing? Check Fixed-line phone services? Check Fixed-line telephones, modems, answering machines, and fax machines? Check Two tin cans attached by a string? Check All of these products and services are covered by U.S. accessibility legislation (except the cans and string). What laws are we talking about here? Mainly Section 255 of the Telecommunications Act of 1996, for products and services that existed before 1996, and the Twenty-­First Century Communications and Video Accessibility Act (CVAA) of 2010, which picked up where Section 255 left off, defining accessibility regulations for broadband-enabled advanced communications services. Web accessibility legislation, while not telco-specific, is also relevant. The Americans with Disabilities Act (ADA) doesn’t explicitly define commercial websites as “places of public accommodation” (because the ADA predates the Internet), but the courts have increasingly interpreted the law this way. Therefore, as “places of public accommodation,” company websites—and all associated content –must be accessible to people with disabilities. For more insight on this, try searching on “Netflix ADA Title III” or reading this article. (By the way, a web-focused update of the ADA is in the offing.) Last but not least, we come to Section 508 of the Rehabilitation Act, which spells out accessibility guidelines for businesses wanting to sell electronic and information technology (EIT) to the federal government. If your company doesn’t do that, then Section 508 doesn’t apply to you. What this means for businesses Not unreasonably, telecommunications companies must ensure that their products and services comply with accessibility regulations and are also usable by people with disabilities. This usability requirement means that telecom service providers must offer contracts, bills, and customer support communications in accessible formats. For product manufacturers, usability means providing customers …

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  • cloud fax

    Announcing…The First Cloud Fax Solution Built Specifically for Healthcare

    Faxing remains one of the top methods of patient information exchange in healthcare. Despite this dominance, healthcare providers continue to use fax solutions – most notably fax machines – that are a security risk, inefficient and disruptive to workflows, and especially aren’t designed for the unique needs of the healthcare industry. Today, OpenText announced the launch of OpenText™ Fax2Mail for Healthcare, the first cloud fax solution built specifically for the US healthcare industry. This new solution, which combines the reliability of OpenText cloud faxing with an easy-to-use, intuitive portal powered by Kno2TM, brings patient information exchange and clinical workflows together in a single solution. Improving patient information exchange, starting with cloud faxing First and foremost, isn’t it time to get rid of fax machines? The first step is to get providers to move away from paper-and-toner faxing to a digital form with cloud fax. The compliance risks, inefficiency and productivity loss with paper-based, manual faxing are well understood, yet the use of standalone fax machines continues to prevail. Cloud faxing with OpenText Fax2Mail is an easy way to start to transform how patient information is exchanged.  Fax2Mail enables the secure and encrypted electronic exchange of clinical documents, reducing compliance risk associated with paper-based faxing. Fax2Mail eliminates all on-site infrastructure, providing the easiest form of faxing available, allowing you to focus on patient care. More than “just another cloud fax solution” With the introduction of OpenText Fax2Mail for Healthcare, faxing, Direct messaging and other forms of electronic exchange are combined together in a fully compliant, interoperable patient document exchange platform, ultimately, improving patient care.  The new solution includes powerful tools that mirror existing manual workflows and streamlines them, eliminating paper-based and manual patient information exchange to digitize and simplify the document trail and expedite access to patient information. Designed for administrators and clinicians, OpenText Fax2Mail for Healthcare delivers the right patient information to the right provider at the right time. Combing all forms of patient information exchange while digitizing workflows makes this a cloud fax solution like none other in the industry. OpenText Fax2Mail for Healthcare is an easy-to-use, interoperable platform that: Reduces the …

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  • secure information exchange

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    Election Tracker ’16: The Monday U.S. Presidential Debate

    Last Monday’s Presidential Debate was a history of firsts: it was the first time Hillary Clinton and Donald Trump appeared on stage together for a head-to-head debate; it was the first to feature a female presidential candidate; it was the first to be live streamed in its entirety; and for the first time, viewers were able to monitor news media reactions as they occurred using Election Tracker ’16. Election Tracker ’16 Dashboard Back in February, I announced the release of Election Tracker ‘16—an online application that allows users to visually monitor, compare, and gain insight into the 2016 U.S. Presidential Election coverage. For this election, the tool analyzes text from more than 400,000 online articles and displays associated sentiments based on summaries of topics and tones of coverage in a dashboard. This includes coverage of last Monday’s debate. Election Tracker ’16 demonstrates the power of predictive analytics and sentiment analysis. Leading up to the debate, we were able to predict that candidates would cover topics like foreign policy, terrorism, campaign finance, immigration, and armed forces based on the most popular keywords that the media has covered. The coverage of each topic is displayed by Election Tracker ’16 (as shown below). Coverage of Candidate Topics The Election Tracker ’16 dashboard allows users to compare topics by candidate according to media mentions. The candidates’ top topics can be accessed and filtered by media sentiment. An overall breakdown by media mentions is also available. Comparison of Media Sentiment The application also serves up interesting “Did You Know” facts related to campaign coverage. For example, “Huffington Post took clearly more negative approach to Trump’s campaign than to Clinton’s: Clinton received 25% of negative opinions while Trump almost 46%.” Overall positive and negative sentiment percentages for each candidate are also displayed. In what is proving to be a data-driven race for President, Election Tracker ’16 reveals media reactions to campaign rhetoric, analyzing sentiment to unlock insights hidden in the unstructured data. It is a working example of how complex data can be transformed to provide unique insights, and a great showcase of the power of analyzing …

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