Eric Jacobson

MARCH 18, 2013

Develop meaningful metrics. Question : For readers who lead Business-To-Business (B2B) companies, my sense is that some will think this book is not for them because they don't deal with the consumer or aren't in retail. Arrogance + Ignorance = Irrelevance We live in a time when the line between B2B and B2C is eroding.

B2B 56

B2B B2C Technology CRM 56

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

ExactHire - Leadership

APRIL 23, 2021

A marketing professional or content writer can craft a job description that is both SEO optimized and compelling for applicants. Java-Script Computer Programmer” or “B2B Content Creator” act as longtail keywords. Ideally, several stakeholders should be involved in crafting job ads. Best practices for Writing Job Descriptions.

How To 59

How To Travel Engineering B2B 59

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. DEVELOP AND MAINTAIN A PRISTINE REPUTATION.

Customer Loyalty 63

Customer Loyalty B2C Reputation CRM 63

Harvard Business Review

JANUARY 7, 2016

The use of content marketing has grown exponentially in recent years, and in 2015, Content Marketing Institute found that 88% of B2B marketers are now using content marketing. They help your marketing team craft content that builds your brand, engages your audience, and nurtures sales leads.

Content 8

Content Marketing B2B Audience 8

Harvard Business Review

DECEMBER 14, 2018

As a result, many B2B companies remain stuck in a stalemate. Here are three strategies for developing digital distribution approaches that minimize risk: Embrace Stealth. Starting in 2011, Mercedes chose to develop direct distribution capabilities for electric bicycle sales under its Smart brand. market for personal computers.

Strategy 10

Strategy B2B Insurance Business Model 10

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. It resonated.

Leadership Styles 8

Leadership Styles Leadership Brand Audience 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

Leading Blog

NOVEMBER 3, 2023

A study by McKinsey specific to the business-to-business (B2B) area suggests that businesses that optimize QTC for end-to-end accountability significantly outperform peers that don’t. Assign a leader to this organization and establish a leadership team to support that person. logistics, and finance. finance, I.T.,

Industry 269

Industry Stage-Gate Organization Company 269

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

Roundtable Talk

MAY 27, 2010

I have applied to over 800 positions , I have had 20+ phone interviews , from those about 10 face to face interviews and another 5 or so, second face to face interviews , been down to the final two at least three times and have finally got and accepted an offer for 1 Marketing Manager position! with a major bank! Bookmark the permalink.

Career 37

Career Blog B2B Learning-by-Doing 37

Harvard Business Review

MAY 18, 2018

Market leadership requires companies to create distinctive insight about the consumers they serve, insight drawn from data that only consumers themselves can provide. How B2B Companies Can Grow with Ecosystem Orchestration. These seven transformative characteristics are essential in three main areas of an operating model.

Strategy 8

Strategy Content Business Model Retail 8

Harvard Business Review

JULY 31, 2012

Sophisticated sales organizations now have the ability to combine, sift, and sort vast troves of data to develop highly efficient strategies for selling into micromarkets. In fact, we've found that micromarket strategy is perhaps the most potent new application of big-data analytics in B2B sales. Yet the payoff is huge.

B2B 13

B2B Chemicals Analysis B2C 13

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 13

Productivity Products Market Segmentation Sample 13

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 14

B2C B2B Forrester Budgeting 14

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

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

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

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. Performing market assessments. So, what should you consider if you’re thinking of pursuing a PM role? Running design sprints. Company Fit.

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

JUNE 17, 2014

Even though a design executive said the look was “wrong, wrong, wrong” for the beauty care brand equity she was trying to drive, her opinion was overridden and the product went to market anyway — no doubt at enormous expense. The product subsequently underperformed and was taken off the shelf. Leaving an empty seat at the table.

Supply Chain 8

Supply Chain Software B2B Brand 8

Harvard Business Review

JUNE 6, 2013

This talent is lacking in the Chinese market where "executives tend to see business deals in transactional, not in relationship terms," as Brooks says. This observation is important because there are Chinese firms that seem to have everything to win globally except for branding and marketing. He notes that U.S.

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

APRIL 16, 2013

But in my experience, visibility is rarely the real issue (especially with B2B companies selling bigger-ticket, complex services and products). If the answers are inconsistent, or don''t reflect leadership''s intended positioning strategy, that can indicate one of two issues. Communication Marketing Strategy'

Bottom-up 8

Bottom-up Press Release Sample Decentralization 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 CFO and finance team can take a leadership role here. On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

AUGUST 4, 2017

The increasing acceptance of boomerang employees is partly due to the “tight job market,” according to Michael Watkins, chair of Genesis Advisers , professor at IMD , and author of The First 90 Days. After she left, Bridget worked in several other marketing firms. What the Experts Say. ” Be positive. And she did.

Company 13

Company PR Learning-by-Doing Maturity 13

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

AUGUST 12, 2016

But when it comes to little-known leaders in their market, Germany has 1,307 “hidden champions,” nine times as many as those two countries combined. These companies are dedicated to mutual technological leadership with their customers. Great Britain and France each have more. We sell shovels to gold seekers.”

Industry 8

Industry Long-term Short-term Class 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. In traditional marketing communications, a well-informed brief will shape a human-driven strategy and insight-guided planning process. Marketing strategies. Distribution strategies. Creativity and Data.

Media 8

Media Advertising Audience Technology 8

Harvard Business Review

JUNE 7, 2016

” Often, the root of the insecurity involves your personal leadership style , says Herminia Ibarra , a professor at INSEAD and the author of Act Like a Leader, Think Like a Leader. When you’re developing your personal management style, you should observe how others lead , according to Ibarra. Watch and learn.

How To 8

How To Case Study Tactics Goal 8

N2Growth Blog

NOVEMBER 30, 2010

While the technology supporting sales process have clearly evolved, the traditional sales strategies proffered by sales gurus 20 or 30 years ago have not kept pace with market needs. 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.

Blog 373

Blog Ryan B2C Brand 373

ExactHire - Leadership

APRIL 23, 2021

A marketing professional or content writer can craft a job description that is both SEO optimized and compelling for applicants. Java-Script Computer Programmer” or “B2B Content Creator” act as longtail keywords. Ideally, several stakeholders should be involved in crafting job ads. Include keywords that specify required skillsets.

How To 52

How To Travel Engineering B2B 52

Harvard Business Review

AUGUST 10, 2018

Neustar’s MarketShare software makes it possible for customers to measure the effects of their marketing programs and compare them to other firms. At the same time that data mirrors and scoring have emerged in the corporate world, capital markets are becoming increasingly interested in the analysis of alternative data sets.

Benchmarking 8

Benchmarking Software B2B GAAP 8

Harvard Business Review

DECEMBER 4, 2017

” The biggest problem with a short-term approach is that managers develop blind spots around crucial processes such as recruiting, hiring, and training and development. Splunk , a San Francisco-based B2B software firm, is a case in point. forecast accuracy, messages to relevant market segments, and other categories.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

DECEMBER 4, 2017

” The biggest problem with a short-term approach is that managers develop blind spots around crucial processes such as recruiting, hiring, and training and development. Splunk , a San Francisco-based B2B software firm, is a case in point. forecast accuracy, messages to relevant market segments, and other categories.

Long-term 8

Long-term Short-term Team Succession 8

Great Leadership By Dan

MAY 4, 2017

Most of them revolve around the role of marketing. Those who doubt the value or efficacy of marketing cite the success of such startups as Slack, Atlassian and WhatsApp, which launched with limited investment in marketing. Since iteration is a way of life in startup marketing, start drafting content early to hit your deadlines.

Succession 124

Succession PR Venture Capitalist B2C 124

Harvard Business Review

MARCH 14, 2016

As of February 2016, the top 10 unicorns for market capitalization are: Uber, Xiaomi, Airbnb, Palantir, Meituan-Dianping, Snapchat, Didi Kuaidi, Flipkart, and SpaceX. They attempted nearly 34 projects that failed before developing an iPhone app called Picaboo, which was subsequently rebranded as Snapchat. Unicorns are: Small in size.

Company 8

Company Succession Analysis Entrepreneur 8

Harvard Business Review

JULY 8, 2015

Last year, research by my people analytics company VoloMetrix identified three things that were highly correlated with top performing reps: More time spent with customers; larger internal networks; and more time spent with managers and senior leadership. We then correlated it against 18 months of VoloMetrix-created people analytics KPIs.

Metrics 8

Metrics B2B Competitive Advantage Analysis 8

Harvard Business Review

OCTOBER 27, 2014

Apple has maintained a relatively high degree of control over how something is developed, and over how value can be captured from it, but the use and utility of its platform far exceeds anything that anyone at Apple could ever have imagined. Inside many companies, particularly in B2B settings, the notion of “liberation” remains challenging.

Innovation 8

Innovation Strategy Drucker Project 8