Harvard Business Review

NOVEMBER 3, 2014

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” These programs are essentially an online form of direct marketing. This is a wasted opportunity.

Technology 8

Technology Marketing Company CRM 8

N2Growth Blog

OCTOBER 25, 2010

magazine’s offering of information, products, services, and online tools for business or management. MIT Technology Review The Massachusetts Institute of Technology’s magazine of innovation promotes “the understanding of emerging technologies and their impact on business and society.&# Inc.com Inc.

Directory 167

Directory Magazine Blog Brand 167

Harvard Business Review

JANUARY 19, 2018

E-commerce, mobile commerce, and social media platforms have enabled businesses to better sculpt marketing and customer support initiatives and customer services. By helping B2B companies gather better data on their customers, AI will help them catch up with their B2C peers. Insight Center. The Risks and Rewards of AI.

B2B 8

B2B B2C Software CRM 8

Harvard Business Review

APRIL 17, 2015

“Death of a B2B Salesman,” a new report from Forrester Research , lends urgency to the need for companies to rethink and radically transform their sales models by incorporating digital media into their processes. Here’s how B2B sellers should do that. Rather, his or her role needs to be redefined.

B2B 8

B2B Forrester Telemarketing Media 8

Harvard Business Review

JULY 12, 2017

B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. Sales professionals and organizations are responding with new strategies and technologies that allow them to deliver personalized experiences at scale. They have little to no patience for ill-timed, generic pitches.

B2B 8

B2B CRM Franchising Media 8

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transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets.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

Harvard Business Review

APRIL 19, 2018

In the past decade, content marketing has become a widely established practice. Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling. HBR Staff/Chris Minerva/Getty Images.

Content 9

Content Marketing Case Study B2B 9

Harvard Business Review

AUGUST 10, 2018

Those analyses rely on publicly available data sources, but software providers have accumulated growing amounts of private data on almost every aspect of their customers’ technology, operations, people, and strategies. It is even possible to hold up the data mirror to individual technology users.

Benchmarking 8

Benchmarking Software B2B GAAP 8

Harvard Business Review

OCTOBER 10, 2012

For people selling in a B2B context, Big Data can be extremely useful — but amid all the celebration over this powerful new way of doing business, it's important to keep in mind its limits. There is only one way to uncover qualitative data about your B2B prospects and existing clients — ask for it.

Tools 15

Tools B2B Trends Learning-by-Doing 15

Harvard Business Review

OCTOBER 10, 2012

For people selling in a B2B context, Big Data can be extremely useful — but amid all the celebration over this powerful new way of doing business, it's important to keep in mind its limits. There is only one way to uncover qualitative data about your B2B prospects and existing clients — ask for it.

Tools 15

Tools B2B Trends Learning-by-Doing 15

Harvard Business Review

NOVEMBER 23, 2018

We’ll focus here on what the sales organization should be doing now to prepare for the next recession, with an eye toward using new digital tools. Digital tools and analytic techniques that have flourished in recent years can help make sure those basics are taken care of. Digital tools can also open new go-to-market approaches.

Team 8

Team Price B2B Tools 8

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 10

Creativity Marketing Agility Budgeting 10

Harvard Business Review

OCTOBER 30, 2014

Nowhere else in the executive suite of a typical corporation are two functions as closely intertwined as sales and marketing. Yet for all the shared responsibility, the marketing and sales relationship has often been a contentious and lopsided one, with sales dominating in B2B sectors while marketing leads in B2C ones.

Marketing 8

Marketing Guidelines B2C Analysis 8

Harvard Business Review

OCTOBER 30, 2015

Until fairly recently, the options for marketers were relatively limited. Digital technology and social media have offered the best of both worlds — the ability to reach, and engage, millions of people. Yet despite these scattered successes, there is mounting evidence that most marketers’ content efforts are failing.

Content 8

Content Marketing Metrics B2C 8

Harvard Business Review

MAY 25, 2018

In recent years, marketers have lived through the Era of Big Data, and the Era of Personalization, and now we are living through the “Era of Consent.” Marketers across the European Union (EU) have been preparing for this new regulation for months. Third-party data is likely to be the biggest headache for global marketers.

B2B 8

B2B How To B2C Compliance 8

Harvard Business Review

MARCH 12, 2012

I recently participated in a spirited panel discussion with Bruce Brown, Procter & Gamble's Chief Technology Officer, and Erich Joachimsthaler, Vivaldi Partners' managing director and CEO. After all, the World Bank estimates that the number of middle class consumers in emerging markets will jump from 420 million today to more than 1.2

Marketing 12

Marketing Hedge Chief Technology Officer Supply Chain 12

Harvard Business Review

AUGUST 24, 2012

Companies in all varieties of B2B markets have moved beyond selling products and services to offering complete "solutions" to their customers. Hilti provides and maintains power tools for builders. B2B customers regard a solution as something that helps their business. Technology can help here.

B2B 13

B2B Business Objectives Focus Group Marketing 13

Harvard Business Review

JULY 29, 2013

We spoke with Mike Moorman, a senior leader in ZS Associates'' B2B sales and marketing practice and a leading authority on sales management, about how inside sales (which refers to sales positions done remotely from headquarters, without face-to-face meetings with clients) is transforming the way that B2B companies interact with their customers.

B2B 8

B2B Power Market Segmentation Customer Intimacy 8

Harvard Business Review

AUGUST 21, 2012

Social technologies — the software and services that make it possible to show off your vacation pictures to all your Facebook friends and follow your favorite team tweet by tweet — are not just giant time sinks that keep your employees from getting their work done. How's this for counter-intuitive? trillion annually.

Media 15

Media Productivity Products Technology 15

Harvard Business Review

NOVEMBER 27, 2018

Clearly these leaders believe that digitalization offers exciting new, technology-enabled ways for organizations to engage with stakeholders, deliver a superior experience across the life cycle of their business, manage costs, and improve productivity. Digital business also is creating new challenges for information and technology (I&T).

Supply Chain 8

Supply Chain Content CIO Business Model 8

Harvard Business Review

MARCH 31, 2015

Event marketing is currently a very expensive and sloppy process in most firms because the relevant information is fragmented, difficult to assemble, and the “database” is often a pile of business cards. ” But it’s far from moneyball when it comes to event marketing. But it needn’t be that way.

CRM 8

CRM ROI Budgeting Public Relations 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 14

B2B Airlines Travel Stage-Gate 14

Harvard Business Review

JULY 8, 2016

I will highlight three tools that hold particular promise, though many others are proving valuable as well. At one B2B technology company, for example, account managers were supposed to focus their efforts on their highest-value, “top of the pyramid” accounts. VoloMetrix pulls the data anonymously and aggregates it.

Software 8

Software Credit Rating B2B Tools 8

Harvard Business Review

MAY 9, 2012

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Improved engagement creates business value and strategic differentiation, and technology is enabling a shift from transactions to engagement. New models of engagement herald the death of B2B and B2C.

B2C 14

B2C Early Adopters B2B How To 14

Harvard Business Review

DECEMBER 12, 2012

Buzz volume" is one of the metrics offered by a new generation of social-media-based tools that are transforming the way corporations gather intelligence about customers and competitors. A number of companies, B2C and B2B alike, now realize the potential benefits of monitoring conversation flows from social networks.

Media 15

Media How To B2C SWOT 15

Harvard Business Review

FEBRUARY 12, 2015

For a long time, there has been a clear split between business software (often called Enterprise or B2B ), and consumer software (B2C, or simply “products”). Increasingly, these people have autonomy related to the tools they use in their jobs. The best tools? That split is increasingly irrelevant.

Software 8

Software Supply Chain B2C Education 8

Harvard Business Review

SEPTEMBER 9, 2014

(About two-thirds were in B2B businesses.). Not surprisingly, they advocate bringing marketing and monetizing concerns much further forward in the R&D process. When there are lots of companies whose goals are to go for high [sales] volume and high market share, that creates a price war. Innovation Marketing'

Price 8

Price Productivity Products Simon 8

Harvard Business Review

OCTOBER 5, 2015

These changes are driven by seismic shifts in consumer behavior and an explosion of both consumer- and B2B-facing technologies. The tension between human-driven and technology-driven capabilities is often miscast, positioning automation as a threat to the people that drive our industry. Humans and Automation.

Media 8

Media Advertising Audience Technology 8

Harvard Business Review

MARCH 26, 2015

Chief Marketing Officers (CMOs) and Chief Risk Officers (CROs) may seem to have little in common. That has coincided with marketing’s increased influence on strategy, driven by the unprecedented level of insights into customer behavior and trends that are now possible through analytics. Take a customer–life cycle approach.

Credit Scoring 8

Credit Scoring Risk Management Finance Marketing 8

Harvard Business Review

NOVEMBER 28, 2012

There's no better place to get a sense of the potential downside of social media for business than in B2B sales environments. Sales managers are under a lot of pressure to get their reps to exploit interactive online technologies to the max, but that's a lot easier said than done.

Media 8

Media B2B Seminar Metrics 8

Harvard Business Review

APRIL 10, 2013

was about replacing human capital, what makes social media so exciting is that it is about enhancing human capital, to "make your reps superhuman," as Duane Morrow, Chief Marketing Officer of Primerica described to me. Whereas Web 1.0 Here are three best practices of successful salespeople in the social era: 1.

B2C 8

B2C B2B Human Capital Media 8

Harvard Business Review

JUNE 23, 2015

But to Sweden-based SKF Group — the leading company in the $76 billion global market for ball bearing systems — these objects are heroic, destined to become the “brains of rotating machinery” by transmitting data to boost performance, reduce downtime, and prevent accidents. New tools and strategies.

Industry 8

Industry System Business Model B2C 8

Harvard Business Review

JUNE 21, 2012

And the advocacy vendors who've been serving these companies for years can kick start a vibrant apps market for Facebook's platform. Among other uses, it serves as a superb customer community-building tool. With the rise of the Internet, demand generation has gone from a marketing backwater to a multi-billion dollar industry in itself.

Real Estate 9

Real Estate Conference Software Content 9

Harvard Business Review

APRIL 30, 2012

The story of one such innovation, NPCI's Inter-Bank Mobile Payment Service (IMPS), shows how far ahead India is with this technology. While these banks fiercely compete in the market, they also collaborate to achieve national objectives. B2B Mobile Banking. NPCI itself is promoted by 10 leading banks in India.

Banking 13

Banking Development Wireless Chief Operating Officer 13

Harvard Business Review

OCTOBER 17, 2013

Financial incentives are the key tools used to implement a strategy. The stated corporate strategy was to meet the needs of clients by providing world-class research to help support clients’ decision-making process in technology purchases. Or consider a B2B software company I know. Much like pay-as-you-go mobile minutes.)

Planning 8

Planning Incentives Document Price 8

Harvard Business Review

JULY 29, 2015

Information technology, however, is one of those industries. In cloud computing, we’ve seen these network effects help solidify the position of massive players – locking new entrants out of the market. Tomorrow, the best segment to own might be the B2B buyers who are buying at massive scale.

Industry 8

Industry Transportation Automotive Software 8

Harvard Business Review

DECEMBER 13, 2017

Performing market assessments. Managing tight deadlines, revenue targets, market demands, prioritization conflicts, and resource constraints all at once is not for the faint of heart. So, what should you consider if you’re thinking of pursuing a PM role? Running design sprints. Feature prioritization and roadmap planning.

Productivity 8

Productivity Products Core Competence Management 8