Harvard Business Review

SEPTEMBER 25, 2014

To design and develop new products, it’s not uncommon today to get your research and engineering folks to collaborate with customers and other external stakeholders. In B2B customer collaboration, however, the customer tends to be driven by specific business goals rather than passion for your brand or product category.

B2B 8

B2B Workshop Chemicals B2C 8

Harvard Business Review

SEPTEMBER 25, 2018

They spend their days developing new content — videos, photos, blog posts, and podcasts — and engaging their followers. The rise of social media has created a new type of local partner: local digital influencers. These people are local thought leaders on social media with loyal followings of online fans.

Influence 10

Influence B2B Globalization Webinar 10

Harvard Business Review

FEBRUARY 5, 2018

The goal of articulating the essential and enduring principles of your organization is to inform, inspire, and instruct the day-to-day behaviors of everyone who works at your company. Developing a core value that explains the unique way in which you engage with your customers would be far more differentiating and meaningful.

B2C 14

B2C Ethics Teamwork B2B 14

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. Our operations departments were focused on our products and services, our finance teams on collecting payments, and our sales and business development teams on meeting short-term revenue goals.

B2C 15

B2C B2B Forrester Budgeting 15

Harvard Business Review

MAY 25, 2018

Personalization is by no means a new concept, but GDPR is forcing both B2C and B2B marketers to truly embrace individualized communication that is tailored to customers’ unique interests if they wish to retain customer data. Brands are adopting different methods of personalization to encourage consumers to “opt-in.”

B2B 8

B2B How To B2C Compliance 8

Harvard Business Review

JULY 19, 2017

Companies that can zero-in on the impact they want to see and focus on curating the right datasets mapping to those goals have the best opportunity for generating really impactful results from AI. In 2015, Boeing launched the Aerospace Data Analytics Lab in partnership with Carnegie Mellon University to develop AI technology for airlines.

USP 8

USP Airlines Productivity Products 8

Harvard Business Review

NOVEMBER 5, 2015

This use metric has a positive and significant effect on both outcomes even after controlling for marketing analytics spending, product vs. service, and B2C vs. B2B. For marketing ROI, the figure is 0.61%. It also means delivering insights in a way that’s easy to use (i.e.,

Marketing 8

Marketing ROI Metrics B2C 8

Harvard Business Review

OCTOBER 30, 2014

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 then partnered with sales to reset customer acquisition goals at each micromarket, basing them on each market’s potential.

Marketing 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

FEBRUARY 7, 2014

But with most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all. They then created an audio DNA with the goal of communicating their leadership along with the comfort and caring that distinguished the brand.

Brand 10

Brand Advertising B2C B2B 10

Harvard Business Review

OCTOBER 21, 2013

Its goal for the vans is to replicate the same kind of experience for the customers who can’t come to them. Bringing the skills development that customers should be investing in anyway right to their parking lots is the kind of value-adding service that helps lock in channel partners. .

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

OCTOBER 10, 2014

While the strategies are different, the goal is the same — to generate awareness and engagement. Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies. Owned media can be used in B2B as well.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

MAY 12, 2015

That’s why CMOs need to develop four types of leadership, which are based loosely on Gartner’s Intelligent Brand Framework. The idea is to identify your power center — which one best represents your natural capabilities — and develop skills to flex across these leadership styles.

Leadership Styles 8

Leadership Styles Leadership Brand Audience 8

Harvard Business Review

DECEMBER 24, 2015

Many B2B CEOs still believe that social media isn’t right for them. But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

SEPTEMBER 22, 2011

Bain research shows that leading companies can achieve 60% or better response rates in B2B companies and 30% or more in most B2C situations. Your customer metrics must correlate with financial and strategic goals. A clear link to financial and strategic outcomes. Your CFO and finance team can take a leadership role here.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

MAY 6, 2013

You must move from B2C to B2B, or vice versa. They began grouping clients by practice and focused sales associates on developing industry trends and insights. The results were dramatic: the following year, the company reached its annual sales goals three months into its fiscal year. Alter Your Point-of-View.

Disruptive Innovation 9

Disruptive Innovation Hotels B2C Price 9

Harvard Business Review

DECEMBER 13, 2017

There are core competencies that every PM must have – many of which can start in the classroom – but most are developed with experience and good role models and mentoring. If the best PMs have well developed core competencies and a high EQ, does that mean that they are then destined for success no matter where they work?

Productivity 8

Productivity Products Core Competence Management 8

N2Growth Blog

NOVEMBER 30, 2010

Call me crazy, but I don’t want to talk to someone who wants to manage my account, develop my business, or engineer my sale. Today’s consumer (B2B or B2C) does their homework, is well informed, and buys…they are not sold. I "sell" day to day B2c and B2B and its about relationship and problem solving.

Blog 409

Blog Ryan B2C Brand 409

Miles Anthony Smith

NOVEMBER 7, 2019

” The bottom line is that most people don’t want to be “sold” by an ad anymore; they want to develop a relationship where a business earns their purchase by offering invaluable content. The answer to that depends on your goals, budget, etc., A deep understanding of ABM in B2B is its super-power.

Marketing 105

Marketing Content Audience Brand 105

Great Leadership By Dan

MAY 4, 2017

So much depends on the market the startup is in as well as the company’s focus (B2B vs. B2C), but there are still some guidelines that apply across the spectrum: 1. The dependencies, tradeoffs and decisions that need to be made to meet the goals of launch can be made faster and more effectively with a cross-functional team.

Succession 124

Succession PR Venture Capitalist B2C 124