Strategy Driven

SEPTEMBER 2, 2021

From here, you can ensure that SEO , ad placements, and other marketing tools are built to reach the right people. Their data protection services can be supported by staff training to prevent malware and ransomware. Worse still, any time and money spent trying to win over outside audiences will be a waste.

Brand 120

Brand Audience USP B2C 120

Harvard Business Review

MAY 10, 2018

From targeted online advertising to more precise recommendation engines, consumer markets are bursting with innovation around machine learning and advanced analytics. A growing number of B2B companies are using data and analytics to add services that bring new elements of value to customers, and in some cases new sources of revenue.

B2B 8

B2B Chemicals Venture Funding Engineering 8

Harvard Business Review

JUNE 7, 2018

Like this manufacturer, many business-to-business (B2B) companies have a major opportunity to improve their standing on price. Data-Driven Marketing. invest in ongoing development of capabilities among the sales and pricing teams through training and tools. We gathered their self-rating of 42 pricing capabilities and outcomes.

B2B 11

B2B Price Survey Company 11

Harvard Business Review

AUGUST 13, 2015

In an ideal B2B world, your happy customers would spread the news about your great products, generating all the well-known benefits of word of mouth. But word of mouth is an important ally in your marketing efforts. Many B2B products become more useful when most players in the industry adopt them.

B2B 8

B2B Incentives Reference Reputation 8

Harvard Business Review

JUNE 1, 2018

A Fortune 250 B2B company spent a quarter of a million dollars trying to solve the wrong problem. After throwing millions at both problems, they finally realized what the real issue was: misaligned goals between marketing and sales. Marketing and sales departments often set their strategies, and goals, separately from each other.

Marketing 8

Marketing B2B Price Goal 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 14

Creativity Marketing Agility Budgeting 14

Strategy Driven

JUNE 9, 2014

The internet and its immediate access to any information – including one’s reputation – the economy, Google and online searchability in general, social media, smart phones, one-click buying, Amazon feedback and other ratings sites, and smarter customers and consumers both B2B and B2C. The NEW big picture of selling is quite simple.

Customer Loyalty 63

Customer Loyalty B2C Reputation CRM 63

Harvard Business Review

JULY 18, 2014

If you’ve ever tried to learn an intricate physical skill as an adult, you know what it’s like to be a marketer today. Over the past decades, marketers have gotten pretty good at collecting and crunching customer data and using it to figure out what various customer segments want. B2B companies have been doing it for years.

Marketing 8

Marketing B2B Outsourcing Trends 8

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 12

Marketing Guidelines B2C Analysis 12

Harvard Business Review

NOVEMBER 23, 2018

Our recent benchmarking of nearly 900 B2B companies underscores the importance of these tools. Digital tools can also open new go-to-market approaches. They rely on backward-looking sales data and broad-brush reports to calculate overall market size and gauge how many reps they need and where to assign them. billion vs. $1.2

Team 11

Team Price B2B Tools 11

Harvard Business Review

AUGUST 2, 2012

Our article in the current issue of HBR, " The End of Solution Sales ," has created quite a stir among B2B sales professionals and pundits alike. So, companies train their reps to ask customers endless questions about their business and their priorities. The problem isn't the methodology.

B2B 16

B2B B2C Learning-by-Doing Class 16

Harvard Business Review

JULY 30, 2013

In every start-up, finding initial product-market fit is a magical moment. But once you achieve initial product-market fit and are down the Sales Learning Curve (PDF), suddenly you are faced with a new challenge: how do I scale up the sales efforts? I''ll discuss each one below. 1) Enterprise Sales. in quota for a rep (i.e., $1m

Marketing 8

Marketing Productivity Products Learning Curve 8

Strategy Driven

OCTOBER 8, 2012

Jeffrey, I am a marketing and sales rep for a company that sells emergency cleanup services. Jeffrey, My company helps small B2B businesses plan a video strategy and develop web series and webinars to tighten their bond with their customers. What’s your proactive marketing approach to loyalty? Best Regards, Jeffrey.

Video 50

Video Objective Loyalty B2B 50

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. Alstom keeps trains ready to run each morning for railroad operators rather than just selling the rolling stock to them. Rolls Royce runs the engines you see on the wings of your plane.

B2B 14

B2B Business Objectives Focus Group Marketing 14

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 14

B2C Energy Marketing Efficiency 14

Harvard Business Review

JULY 31, 2012

While B2C companies have become adept at mining the petabytes of transactional and other purchasing data that consumers generate as they interact online, B2B sales organizations have only recently begun to use big data to inform overall strategy and tailor sales pitches for specific customers in real time. Yet the payoff is huge.

B2B 14

B2B Chemicals Analysis B2C 14

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

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 25, 2014

It’s a great ethnographic study of B2B selling for capital goods. But the disconnect between sales and strategy (in this case, a lack of strategy to deal with a technology that is redefining the market and customer behavior) is the hidden subtext of the book. Thomas is doing his best to maintain Xerox’s share in copiers.

Strategy 13

Strategy P&L TQM Strategic Planning 13

Eric Jacobson

JULY 19, 2016

Debbie Laskey is one of my go-to experts when I seek advice about a number of business topics, including marketing, social media, and nonprofit marketing and leadership. If they do, they need to enter the 21st century and understand that the communications specialty is just one aspect of an overall marketing plan.

Marketing 50

Marketing CPA Leadership Budgeting 50

Harvard Business Review

APRIL 18, 2011

The role exists in B2B and B2C firms as diverse as Allstate, Dunkin' Brands, USAA, Philips Electronics, FedEx, the Cleveland Clinic, and SAP. A third of the CCOs previously held Division President or GM roles, and almost as many worked in a marketing and/or sales position. Senior leaders are in a new position. Consider one example.

B2C 15

B2C B2B Forrester Budgeting 15

Harvard Business Review

OCTOBER 21, 2013

The beauty of these vans, and the reason I believe they’ve been dreamt up by managers in very different businesses, is that they perform a wide variety of marketing functions. The vans are also used to provide education and training. The social media channel was another source of feedback to help Cisco hone its marketing messages.

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

MARCH 10, 2017

See More Videos > See More Videos > We have worked with several companies in B2B industries to use Microsoft Workplace Analytics as part of a broader effort to improve sales effectiveness. Sales leaders would dearly like to know whether their deployment of sales capacity aligns with the most attractive opportunities in the market.

Software 11

Software Metrics CRM B2B 11

Harvard Business Review

JULY 25, 2012

The result was a 15% increase in new revenue, and a leadership position in a new market segment. These employees are willing to use deep experience in a particular sector to discern and shape opportunities within their social networks and regional markets. Of this 1% we were rewarded one in four projects," reports the executive.

Productivity 14

Productivity Products Market Segmentation Sample 14

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. To avoid those pitfalls, managers need to spend time and money providing training, direction, encouragement, and feedback in a field that is changing constantly.

Media 8

Media B2B Seminar Metrics 8

Harvard Business Review

FEBRUARY 5, 2018

Several words always come up in practically every discussion, no matter if the company is a large enterprise or a small business, B2B or a B2C, product or service, new or established. Things like organization design, training, improved processes, and new shared metrics and performance standards are.).

B2C 15

B2C Ethics Teamwork B2B 15

Harvard Business Review

MARCH 1, 2016

research on B2B purchases indicates that 25% of the buying decision depends on the interaction with the sales professional. Many companies in my experience have a similar disconnect between their intended market or customer type and their actual client base. There’s a reason you chose those target markets or customer types.

Strategy 8

Strategy Execution How To CRM 8

Harvard Business Review

APRIL 26, 2016

” As Walter Friedman documents in Birth of a Salesman , sales wasn’t seen as a function that required specialized training or education until well into the 20 th century. And companies performed the training, not schools. ”In other words, why serve hamburger when you can teach people to cook steak?

Education 8

Education Levitt Retail Training 8

Harvard Business Review

MAY 12, 2015

Style one: Market-driven CMOs who capitalize on the voice of customers. Market-driven CMOs are great listeners. Fara Howard , VP of global marketing for the shoe and apparel firm Vans, describes her brand as “an intuitive brand that leads with its heart.” Market driven CMOs listen to customers. It resonated.

Leadership Styles 8

Leadership Styles Leadership Brand Audience 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

APRIL 18, 2011

So when companies rely solely on market research to design the customer experience, the result is a manager-biased lowest common denominator of customers' expectations. There are also practical challenges tied to the massive nature of the required market research.

B2B 13

B2B Consensus Productivity Products 13

Harvard Business Review

MAY 4, 2016

Let’s look at how to do this by analyzing the resume and LinkedIn profile of a startup marketing executive. Here’s one of his bullet points: “Multi-year brand awareness-building and marketing campaigns contributed to 23X customer acquisition and >90% YOY customer retention.” ” Résumé Story.

Brand 8

Brand Press Release Marketing B2B 8

Harvard Business Review

MARCH 17, 2016

Don’t engage in over-the-top discounting that trains customers, both in B2C and B2B markets, to buy cleverly on price and price alone. It also determines which market segments the company will serve and what channels it will use to reach them. The best cure I have found for these delusions is a cultural one.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

JANUARY 3, 2013

The main distinction is that a prosumer has either some professional training or career/economic interest in the category. They also are finicky about marketing ("how you market it").sometimes sometimes the badge value comes from the product not being mass marketed, but rather endorsed by those in the know.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

APRIL 11, 2011

Some are cutting-edge global high tech; others are classic B2B service providers. Each firm had a different training philosophy and each manager onstage offered their unvarnished view of what worked and what failed. On occasion, I moderate and facilitate customer events for a variety of firms.

Software 15

Software Critical Success Factor Early Adopters B2B 15

Harvard Business Review

JUNE 23, 2015

To some, ball bearings are boring, even though these small steel spheres are what keep everything from factory machines and wind turbines as well as cars, trucks, planes, and trains moving smoothly and safely. The scope and speed vary, but the shifts are more fundamental.

Industry 8

Industry System Business Model B2C 8

Harvard Business Review

JULY 17, 2012

While these transactions provide revenue, these buyers are often moved to make a purchase out of love, politeness or a feeling of obligation, rather than real market demand — and crucially, these sales don't offer candid feedback or give any indication of what a real, unbiased customer might think of your product or service.

Entrepreneur 16

Entrepreneur Discount B2B Long-term 16