Strategy Driven

JUNE 5, 2014

As data-driven marketers are taking full advantage of collecting, organizing, and analyzing demand management, many are adopting the classic marketing waterfall model from leading experts such as Sirius Decisions. One size fits all’ marketing waterfalls are too rigid. One marketing waterfall view has become a catchall.

Marketing 51

Marketing B2B Due Diligence Benchmarking 51

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

SEPTEMBER 24, 2013

With a business model of at-cost hardware and software up-selling, it recently raised its 2013 sales targets from 15 million smartphones to 20 million, and is now gazing abroad. The “jobs-to-be-done” theory articulates the gap between how producers view and market a product and how customers actually use it.

Marketing 8

Marketing B2B Levitt Disruptive Innovation 8

Harvard Business Review

MARCH 31, 2016

” In the article, a marketing expert explains why societal shifts would render the door-to-door salesman obsolete. Forrester Research predicted that one million B2B salespeople will become obsolete by 2020, lost to e-commerce. Will there really be fewer B2B salespeople in 2020? Fast forward to 2015.

B2B 8

B2B B2C Uncertainty Self-aware 8

Harvard Business Review

DECEMBER 14, 2018

As a result, many B2B companies remain stuck in a stalemate. This dual distribution strategy resonated with both consumers and investors — as Cree’s stock price tripled from 2011 to 2013. Microsoft was able to do so largely due to its monopolization of the desktop operating system market. Minimize Pain.

Strategy 10

Strategy B2B Insurance Business Model 10

Harvard Business Review

APRIL 4, 2014

In fact, no other company function is allowed to second guess the design team’s direction when it comes to the emotional and functional benefits for consumers, the interpretation of market trends, and, of course, aesthetics. Design is expected and trusted to lead Nike. This is not to say that design “runs” the company, however.

Venture Capitalist 8

Venture Capitalist Fashion B2B Hedge 8

Harvard Business Review

JULY 9, 2014

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. There is nothing new about this kind of segmenting in the pregnancy test market, however.

Market Segmentation 8

Market Segmentation Marketing Insurance Price 8