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I just happened to check my Twitter Timeline the other day on Tweetdeck and a Tweet from @Forrester’s David Truog @forrDavidT caught my eye.  It simply said, “Get ready for the ultra-connected customer to upturn marketing in 2013.  The link was: go2see.it/bd6. 
I read the short summary of their new study and the first of his recommendations rang true.

“As a marketer facing this surge of perpetually connected customers, you need to seize the opportunity and:

  • Master multichannel marketing now more than ever. “

Today I was reviewing a B2B company’s website and digital media strategy, and that quote resonated again, as I saw inconsistent branding across channels, multiple names for the same product line, 3 generations of corporate logos, and more.   For smaller startups and mid-sized companies, I believe this is a real problem, as each channel competes for attention and a limited marketing budget.

However, the critical thing to keep in mind now is that B2B customers are increasingly looking to multiple channels to research the companies they might buy from.  When the message is confusing, the branding and corporate image unclear, or the product names are inconsistent, these potential customers easily move on your competitors, usually the next company on their list. 

I think David Truog is definitely right on the money here!  I suggest that “People Get Ready, There’s A Train Comin’…….”

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I’m headed for San Diego tomorrow morning to attend #DistribuTECH. I have an action packed schedule of meetings with some of the most interesting companies, and a few old friends in the industry.  It’s amazing that #DistribuTECH has continually reinvented itself over the years, it seems like yesterday that I was in Palm Springs for one of the first conferences in 1994, then called #DADSM, for Distribution Automation and Demand Side Management.  Every time I walk in the doors, I expect to see #Itron right up front and center, and this year expect to see some of the emerging #bigdata analytics companies like #SpaceTimeInsight moving up there to the first row.  I’ll be walking the floor, looking to talk to old friends, and new emerging companies poised to change the landscape of the #SmartGrid, #DemandResponse, #DistributedGeneration, and #BatteryStorage.  See you there!

IntelligentNRG will focus on the convergence of Demand Response, Enterprise Energy and Carbon Management, Building Automation, Data Center Infrastructure Management, and the Smart Grid.  We believe that each of these industries is deeply inter-related and the successful market leaders in the Energy Management industry will have deep roots in one or more of these industries, offering products and services that cover most if not all of these markets.  Follow us now on Twitter at @IntelligentNRG where we will launch IntelligentNRG’s website and blog in December 2012. We hope you will actively comment and participate as this market rapidly evolves.

Of course, we are open to new ideas, collaborators, and certainly sponsors and industry partners.  Contact us at IntelligentNRG1@gmail.com.

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