Strategy Driven

MAY 29, 2019

Google+ promotions however are more suited to B2B niches. Unfortunately, there is no magic formula when it comes to marketing. Be warned though, because some of the regulations for guest blogging have changed over the last few years and if you use spammy tactics then this can result in a penalty. Mix things Up. Invite Others.

B2B 51

B2B Content Engineering Advertising 51

Harvard Business Review

MARCH 7, 2017

According to the travel and leisure marketing firm MMGY, the use of travel agents increased by 50% from 2014 to 2015. A similar sequence has happened with B2B buying. See More Videos > See More Videos > Surely B2B purchasing hasn’t become that bad. A marketing automation company creates bespoke presentations.

B2B 9

B2B Travel CIO Benchmarking 9

Harvard Business Review

AUGUST 5, 2015

This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. The AIDA model and its variants are the basis for sales funnels at many B2B firms. Don’t believe the hype.

B2B 8

B2B AIDA AIDAS Disintermediation 8

Strategy Driven

AUGUST 30, 2019

Macro Demand Forecasting: The “big picture” demand forecasting technique that looks ahead at broader market conditions to help plan a business’s overarching strategies. Serving Customers Better: Whether it’s disposable consumer goods or high-end B2B services, every business wants to give its customers what they want.

Efficiency 59

Efficiency Disaggregation B2B Uncertainty 59

Harvard Business Review

JULY 28, 2020

Don’t stop testing your tactics and tightening your processes.

B2B 12

B2B Tactics How To Process 12

Strategy Driven

OCTOBER 31, 2019

Cold calling is a difficult tactic to master when looking to drum up business as it can be seen to may as a harsh way of selling. Though email marketing and social media are highly efficient ways of drumming up business, there are other options such as cold calling that give a far more personal touch. Gives A More Personal Touch.

B2B 10

B2B Long-term Tactics Media 10

Harvard Business Review

MARCH 22, 2017

What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.

Creativity 12

Creativity Marketing Agility Budgeting 12

Strategy Driven

JUNE 9, 2014

The only people who don’t know that are other sales trainers, recently released old-world sales tactics books that are still trying to convey old messages, and several million salespeople still trying to cold call, pitch the product, overcome objections, and close the sale. The old way of selling is dead. Make a sale or create an outcome?

Customer Loyalty 63

Customer Loyalty B2C Reputation CRM 63

Harvard Business Review

APRIL 16, 2015

When it comes to choosing media to support a new product launch, consider the target market. Here are some tips brand and marketing managers can use to leverage converged media to their advantage: 1. This was a clever use of social media, but not the only launch tactic. More apps of this nature are surfacing every day.

Media 8

Media Tactics Productivity Products 8

Harvard Business Review

NOVEMBER 5, 2015

Marketing analytics is becoming big business. of their marketing budgets on analytics and expect to spend 11.1% In the end, analytics effectiveness boils down to two questions: Do marketing analytics improve profits or ROI? And are companies using marketing analytics effectively? For marketing ROI, the figure is 0.61%.

Marketing 8

Marketing ROI Metrics B2C 8

Harvard Business Review

NOVEMBER 23, 2018

They pursued a variety of tactics before the recession that were designed to fortify the firm when the downturn hit – moves both within sales and beyond like adding a low-cost channel to serve small accounts or simplifying the product assortment. Digital tools can also open new go-to-market approaches. Zero-base sales capacity.

Team 10

Team Price B2B Tools 10

Harvard Business Review

OCTOBER 30, 2015

Until fairly recently, the options for marketers were relatively limited. Other tactics, such as trade shows, offered high engagement, but low reach. Yet despite these scattered successes, there is mounting evidence that most marketers’ content efforts are failing. The New Tools of Marketing. Insight Center.

Content 8

Content Marketing Metrics B2C 8

Harvard Business Review

SEPTEMBER 19, 2016

Over the past 18 months, Sergey’s experience has been echoed in offices in Ukraine, South Africa, Turkey, Brazil, and many other emerging markets that have faced substantial currency depreciation due to the drop in commodity prices and the flow of capital to the U.S. Normally, MNCs raise prices in the emerging market, (e.g.,

Price 8

Price Globalization Depreciation Marketing 8

Harvard Business Review

APRIL 20, 2016

Dan Lyons’s book Disrupted is an often-delightful tour through startup culture, based on the author’s experience working at online marketing firm HubSpot. Today’s standard marketing playbook looks a lot like what Lyons describes in his book.

Cost 8

Cost Marketing Content Media 8

Harvard Business Review

APRIL 26, 2011

And while these companies were the first to acknowledge the business benefits of delivering a great customer experience, business-to-business (B2B) organizations are increasingly getting in on the game. Often, the best way for B2B companies to satisfy the multitude of business customers is to focus on the needs of their customers' customers.

B2B 15

B2B Airlines Travel Stage-Gate 15

Harvard Business Review

NOVEMBER 20, 2018

For one thing, in an era when trust in traditional sources has eroded — in government, media, and in companies and the marketing they employ — word-of-mouth from trusted peers wields greater clout than ever. Around 2005, marketing became a bigger force driving growth. For another, the funnel fails to capture momentum.

B2C 12

B2C Energy Marketing B2B 12

Harvard Business Review

JUNE 17, 2014

Even though a design executive said the look was “wrong, wrong, wrong” for the beauty care brand equity she was trying to drive, her opinion was overridden and the product went to market anyway — no doubt at enormous expense. The product subsequently underperformed and was taken off the shelf. Leaving an empty seat at the table.

Supply Chain 8

Supply Chain Software B2B Brand 8

Harvard Business Review

DECEMBER 12, 2012

A number of companies, B2C and B2B alike, now realize the potential benefits of monitoring conversation flows from social networks. The company prefers such information-gathering methods to relying on market-research firms. An illustration is Nestlé's new Digital Acceleration Team , which was announced last month.

Media 15

Media How To B2C SWOT 15

Harvard Business Review

JUNE 6, 2013

This talent is lacking in the Chinese market where "executives tend to see business deals in transactional, not in relationship terms," as Brooks says. This observation is important because there are Chinese firms that seem to have everything to win globally except for branding and marketing. He notes that U.S.

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

JUNE 7, 2016

Also take note of their verbal tactics — when they use silence, how they pose questions, and how they intervene. Seek ways to incorporate their strategies and tactics into your leadership repertoire. She also had directly relevant experience from doing social media and email marketing in previous jobs.

How To 8

How To Case Study Tactics Goal 8

Harvard Business Review

DECEMBER 4, 2017

It’s common for leaders of sales teams to focus almost exclusively on short-term tactics and current operations while failing to think and act in a way that supports the longer-term needs of their businesses — and it’s hard to fault them. Splunk , a San Francisco-based B2B software firm, is a case in point.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

DECEMBER 4, 2017

It’s common for leaders of sales teams to focus almost exclusively on short-term tactics and current operations while failing to think and act in a way that supports the longer-term needs of their businesses — and it’s hard to fault them. Splunk , a San Francisco-based B2B software firm, is a case in point.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

JANUARY 9, 2014

On the most effective sales teams, particularly B2B, the individual no longer reigns supreme. Collaboration is better not only among the reps selling into different parts of that customer organization but also across the product and marketing teams charged with building and positioning broader solutions for the customer.

Team 9

Team Metrics Compliance Attrition 9