What about your technology keeps you up at night?

Recently a number of the prospects I've called on have indicated that there are several things that keep them up at night. Since I've been keeping track, I decided to provide some useful real world data and see if others would be willing to help me in my collection and results. At the end of this post is a very simple, ONE ANSWER poll. I would appreciate your feedback. There is absolutely nothing for you to fill out and it's not a goofball gimmick of any sort (you remain completely anonymous!)

Server Crashes:

Server failure can be one of, if not THE largest interruption of business and production flow for any company. Talk about undue stress, unexpected expenses, and unforseen downtime. If a company has 40 employees, working at a rate of $10 per hour...it's conceivable that a company could then be losing $400 per hour in hard money...not to mention incidentals, and countless other indirect but real expenses like lost revenue and lost productivity.

Reliable Data Backup:

In today's world (especially with the ever increasing government regulations, e.g. healthcare) the need for offsite backup has skyrocketed. Hard drives die, buildings burn, and theives steal...but if you can get your precious data stored offsite, it puts you in a better position to recover and recover quickly from a disaster. Be very cautious of offsite backup that is "cheap" in price. An increasing number of companies tout the unbelievable deal of "only $55 per year for unlimited offsite backup!" This is very misleading since they charge an arm and a leg (sometimes a firstborn) to do your data "restore." Oh, and if you are a business...yeah...that $55 per year just went out the window...they forgot to mention the unlimited $55 per year was for home users only.

Security:

Isn't it funny how hackers love to hack? Yep, well it's kinda funny...almost like they enjoy doing it. So what keeps them at bay in your office? Are your systems being monitored on a 24/7 basis? Who is watching and do you trust them? If you are compromised by...oh..say...a virus or malware...does your provider offer basic remediation of your systems for free? What type of planning do you do with your IT person or IT vendor each quarter? How about semi-annually or annually? Are they proactive or reactive? Just a few things to consider.

Not Utilizing Full Potential Of IT

Information Technology or IT was created to make your life easier and work faster...not harder and slower. So many companies struggle and get frustrated trying to get employees to use the technology they have, and use it efficiently. I had a client who was a restoration company and they were spending HOURS hand writing items on paper, then taking them back to the office, typing them into a computer on a spreadsheet, then cutting and pasting from the spreadsheet for the project into a database...and all while having no way to track the progress of the work in the project as it moved from department to department. The fix looked like scanning in pre-printed barcodes on a hand scanner and sticking it on the item. Once scanned, the system automatically sync'd up with the web upon return to the office and everything was where it needed to be, complete with tracking numbers, current department location and a client portal to track the project internally and externally from the interet. Talk about ROI! Hello more billable hours! Hello more restoration projects per week!

Staying Current With Patches/Upgrades

Ever try to do something on your computer, but can't until you run a "patch" or an "upgrade" to a piece of software or your operating system? While you go to get your coffee and take a nap, that computer is still ticking away and costing you precious time, resources and productvity in your day. Is there a better way? Yep. How about running those patches and upgrades at night when no one is in the office and the internet traffic is off-peak and can pull those patches and updates faster. Oh and don't forget that you MAY be installing things you DON'T want...maybe you are installing a patch that a later patch fixes because of security loopholes or worse...a mistake. Use a vendor (like us) that has knowledge of these things and experience under their belt, that can make that a reality by managing CORRECT patches, updates and upgrades as well as control the data flow so as not to slow you and your business down.

So...What about your technology keeps you up at night? Take a 10 second poll & see your results: http://polls.linkedin.com/p/90082/bwtjf

Top 7 Security Threats to Your Business, Network, and Information

Top 7 Security Threats to Your Business, Network, and Information

1. Email Attachments -- Workers opening an attachment could unleash a worm or virus onto the corporate network, and a new evolution of viruses means that they can propagate themselves even without a user double-clicking on them. You can avoid most problems by setting your Virus Scanner and Spy-Ware Scanner to update late Tuesday evening/early Wednesday morning (when patches are released nationwide). This ensures you have the latest definitions and are protected.

2. VPN Tunnel Vulnerabilities or Firewalls -- A hacker who worms his way into the VPN or firewall has free and easy access to the network and all of its computers and information. Be sure to have these addressed by your network administrator.

3. Downloads from Web Sites -- Workers frequently misuse their Internet access in the workplace, downloading games, movies and music and even pornography. It opens the network up to attack and sucks up valuable bandwidth by decreasing productivity and traffic flow. A quick fix is to allow your network administrator to restrict either the websites that CAN be downloaded from, or restrict the download themselves in the work environments.

4. Peer-to-Peer Applications -- In a peer-to-peer environment there is an implied trust between servers. That means if a user has access to one server, he automatically has access to another if the servers share trust. I like to point out that hackers or rogue employees can gain access to one server and move freely throughout the network. This is important when considering their permissions and levels of security on your network.

5. Music and Video Browsers -- These are browsers that automatically will connect the user with related web sites -- all without the user's permission. A music browser, for instance, may note that the user likes jazz so will connect the user to other jazz sites and executable applications, putting the network at risk and potentially using up huge amounts of bandwidth. Again, restriction of the music or video browser’s functionality will decrease your risk significantly.

6. Wireless Networks – Users, hackers and criminals can gain access to company and personal information at their discretion, copy files and sell or distribute them from the safety of their home or car next to your home or office. Have your wireless network secured with MAC address filtering if possible, as this is the MOST secure and hardest for hackers to imitate. You may also want to use WEP or WPA encryption with a password for access, and lastly you can “hide” the signal broadcast that your wireless network broadcasts by choosing not to broadcast your SSID.

7. SPAM and/or Phishing Email – This is cleverly disguised and directed to appear as if a legitimate source has sent this email to you soliciting personal information or verifying your personal information on behalf of a known vendor such as EBay, PayPal or Amazon.com. One dead giveaway is that it will ask you to click into a website to “verify” your information. Another give away can be that it does not address you by name. Rather that is will say something like “We’ve noticed that your account has had recent activity…” So in essence they may appear to be trying to “help” you.

Chris Hammond, A+, Net+, MCSA

To "B2B" or not to "B2C"? That is the question...

Business-to-business (B2B) and business-to-consumer (B2C) business strategies are different. Some people think marketing is marketing and whether you are marketing to consumers or marketing to businesses, you are still just marketing to people, right?

Well, yeah they are people, but a person buying a product for themselves verses buying for their company is a very different, emotional experience. In fact, there are profound differences that you must remember when developing your marketing activities. B2B depends on relationship building marketing efforts. Using consumer-focused strategies to market your B2B business will, at best, just cost you money. And, in some cases, it may cost you customers.

What is B2B and B2C Marketing?

 

These terms were coined in the early 2000's to differentiate Internet commerce businesses that sold to primarily to consumers verses those whose market are other businesses. These terms have expanded their definitions to refer to any business who sells primarily to the end customer (B2C) or to other businesses (B2B), both online and offline. Although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth and alliances), how they are executed, what they say, and the outcome of the marketing activities differ.

 

The first step in developing your marketing strategy for B2B is similar to the first step in a B2C strategy: identify who the customer is and why they need to hear your message. From there, the marketing activities diverge.

The bullets summarize the differences between B2B marketing and B2C marketing. Your marketing plan needs to take into account the differences and ensure you are developing the right types of activities for your particular market.

Businesses that Sell to Consumers
B2C

• Product driven
• Maximize the value of the transaction
• Large target market
• Single step buying process, shorter sales cycle
• Brand identity created through repetition and imagery
• Merchandising and point of purchase activities
• Emotional buying decision based on status, desire, or price

The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both real and Internet) and offers to entice the target market to buy. B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer’s interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store. For example, the goal of an email campaign for a B2C company is to get consumers to buy the product immediately. The email will take the consumer to a landing page on the web site that is designed to sell the product and make purchasing very easy by integrating the shopping cart and checkout page into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the shopping cart.

   

One interesting aspect of B2C marketing, however, is that many companies have realized the importance of loyalty. Amazon, Best Buy, and Staples combine merchandising and education to keep customers coming back. Add great customer service, and you get a winning combination.

 

 Businesses that Sell to Businesses

 B2B 

•  Relationship driven
•  Maximize the value of the relationship
•  Small, focused target market
•  Multi-step buying process, longer sales cycle
•  Brand identity created on personal relationship
•  Educational and awareness building activities
•  Rational buying decision based on business value

Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services. The e-mail to a business must contain contact information for offline communications and the landing page should contain information on features, benefits, and possibly pricing. This marketing activity is usually the first step in a longer, integrated touch campaign that may include direct mail, telemarketing, Web casts, newsletters and follow up by sales representatives who will discuss the businesses requirements in more detail and move the prospect through the sales cycle. Content is king for B2B marketing and white papers, newsletters, and coverage of your products and services by the media helps companies educate their prospects.

  

The B2B Buyer vs. the B2C Buyer

 

The business buyer is sophisticated, understands your product or service better than you do, and wants or needs to buy products or services to help their company stay profitable, competitive, and successful. Marketing copy must talk to a sophisticated audience. Your typical reader has a high interest in – and understanding of – your product (or at least of the problem it solves). Therefore, writing marketing copy is more complex and requires research to ensure you deliver the necessary information to the buyer.

 

 The B2C buyer is usually looking for the best price and will research the competition prior to shopping. Another factor that does come into play, however, is whether the buyer trusts the retail outlet, either the store front or on the Internet. Although you can find the products on the Internet at many different price points, many consumers will still buy from a trusted source. In that respect, B2C marketing needs to convince the person to buy and build trust and loyalty with their customers.

 

Both buyers are interested in quality customer service. B2B customer service comes into play prior to ever making that first sale and begins with a customer’s very first contact with your company, whether you call them or they call you. B2C customer service helps build customer loyalty where customers will be willing to pay a slightly higher price to know that they can return the product easily and can trust the source they are dealing with. In other words, customer service is critical and although may not be considered “marketing”, bad customer service can render all of your marketing efforts useless.

   

Importance of Brand

 

A strong brand is important to both the B2B and the B2C markets, but for different reasons. With B2C, a strong brand can encourage the consumer to buy, remain loyal and potentially pay a higher price. In B2B markets, brand will only help you be considered, not necessarily chosen.

   

Business buyers are using more rational thought when selecting a product or service for their company. They are motivated by saving money, increasing productivity or raising profitability. Consumers are motivated by desire, style and prestige. For consumers, brand plays into the equation since we are more apt to buy “status” brands, such as BMW, Lexus, Rolex or Nike even though we most likely will pay more for the brand. In businesses today, however, the adage “no one ever got fired for buying IBM” no longer rings true. This is not to say that a professionally developed brand is not important for a B2B business. A quality brand is needed in any business in order to make a good first impression, but putting excessive marketing dollars into building brand awareness is not what counts in your B2B marketing plan.

  

Plan Before You Begin to Market

 

The bottom line is that the difference between B2B and B2C marketing comes down to the buyers’ emotional perspective about the purchase. Consumers make buying decisions based on status, security, comfort and quality. Business buyers make buying decisions based on increasing profitability, reducing costs and enhancing productivity. If you are a B2B business offering products and services to other businesses, put your marketing dollars into marketing programs and materials that offer your target what they need to make a rational buying decision. Help them determine the value of the product and service you offer through quality materials, testimonials, and other activities that build credibility. If you are a B2C business, understand what motivates your buyer and the emotional aspect of the buying decision. Create compelling materials that build awareness for your brand, enhance their comfort in buying from you, and project quality service and best price. As you create your marketing plan for the coming year, remember what is important to your target audience and create your marketing programs to speak to them.

 

credit - Deb Murphy