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. That starts with developing a deep understanding of how customers behave and make decisions. Collaborate around the customer decision journey.

Marketing 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

SEPTEMBER 21, 2011

Amazon, and eBay in B2C commerce and Covisint and GS1 in B2B. They're failing to take control and develop a plan. Four main factors go into developing and positioning an app strategy: Brand. Such service reinforces the brand and builds equity through increased loyalty. Think of Yahoo!,

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

APRIL 16, 2015

Use social media to host contests that foster loyalty and reward brand advocates. Use visual social media to give people an inside look at a B2B company. General Electric does an exceptional job breaking this mold as a B2B company, using Instagram as a window into the science behind some of GE’s most cutting-edge technology.

Media 8

Media Tactics Productivity Products 8

Harvard Business Review

MARCH 22, 2017

Customers today are not just consumers; they are also creators, developing content and ideas — and encountering challenges — right along with you. Brocade’s Net Promoter Score went from 50 (already a best in class score) to 62 (one of the highest B2B scores on record) within 18 months. The results?

Creativity 14

Creativity Marketing Agility Budgeting 14

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. Bain research shows that leading companies can achieve 60% or better response rates in B2B companies and 30% or more in most B2C situations. More and more companies are tying incentive pay to customer metrics.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

JUNE 21, 2011

As I wrote about in Innovation X , when the team developing the second-generation Ford Taurus bought a Toyota Camry (with great difficulty) to try it out, it brought to light critical quality factors that significantly changed how the team approached its work. Encourage Competitive Use, Don't Punish It. Go Further.

Software 13

Software Wireless B2B Library 13

Harvard Business Review

MARCH 26, 2015

Both practices have long developed insights into their customers based on data and analytics. Mortgage payers with a track record of being more than 15 days late could receive incentives or loyalty points that reward early payment. Standardize customer data.

Credit Scoring 8

Credit Scoring Risk Management Finance Marketing 8

Harvard Business Review

APRIL 20, 2016

In the B2B world, it’s all about lead generation: getting people to hand over their email addresses and phone numbers so that you can spam and telemarket them into submission, where “submission” means actually buying your product. Today’s standard marketing playbook looks a lot like what Lyons describes in his book.

Cost 8

Cost Marketing Content Media 8