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B2B versus B2C Marketing Adjustments

Coaching Tip

One of the biggest differences between B2B and B2C worlds is marketing. Many successful marketing leaders have a difficult time making the required adjustments to be successful. . In the retail category (e.g., By Guest Author Sean Geehan. For instance, let’s look at branding and positioning. I’m a living case-in-point.

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Why Underdogs Win (More Often Than They Should)

LDRLB

We look back on it as a genius idea, but the market at the time wasn’t so sure. And then, they listened as the CFO of Blockbuster arrogantly explained to them how every dot com company was about to implode, how the internet was overrated, and how brick and mortar retail was going to survive for a very long time.

CFO 128
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Why Underdogs Win (More Often Than They Should)

LDRLB

We look back on it as a genius idea, but the market at the time wasn’t so sure. And then, they listened as the CFO of Blockbuster arrogantly explained to them how every dot com company was about to implode, how the internet was overrated, and how brick and mortar retail was going to survive for a very long time.

CFO 78
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How AI Helped One Retailer Reach New Customers

Harvard Business Review

When Naomi Simson founded RedBalloon, an online gift retailer that sells personal experiences, she was pioneering the category in Australia. ” Simson wasn’t overconfident, but at this point, she felt like she knew every audience for experiential gifts that existed in the market, along with the most efficient ways to reach them.

Retail 8
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The Best Retailers Combine Bricks and Clicks

Harvard Business Review

Retail profits are plummeting. Sure enough, the Census Bureau just released data showing that online retail sales surged 15.2 But before you dump all of your retail stocks, there are more facts you should consider. percent of retail sales in the first quarter of 2016. Stores are closing. Malls are emptying.

Retail 8
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How Big Data Brings Marketing and Finance Together

Harvard Business Review

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. But the real power and full potential of data was not being fully realized by marketing. As an ingredient brand, Intel often struggled to link marketing to P&L impact. Inside Intel.

Finance 13
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Data Can Do for Change Management What It Did for Marketing

Harvard Business Review

Take the MIT Media Lab’s experiment to see whether it could estimate retail sales performance on “Black Friday,” the day following the US Thanksgiving holiday. Combining this with data on average spend per shopper enabled them to estimate a retailer’s sales , even before the company had recorded it themselves.