Strategy Driven

SEPTEMBER 2, 2021

In today’s climate, having a few social influencers tell their fans about the brand can pay dividends too. #5. The functional flexibility offered by those items can have a telling influence on the overall productivity of the team. Videos are great because viewers retain more of the brand message too. Clients Crave A Good Experience.

Brand 120

Brand Audience USP B2C 120

Eric Jacobson

MARCH 18, 2013

Because those experiences will be shared in the real world and online and they're going to influence those consumers who follow or find them in each journey. Arrogance + Ignorance = Irrelevance We live in a time when the line between B2B and B2C is eroding. What is B2B or B2C truly about any way? over and over.

B2B 56

B2B B2C Technology CRM 56

Harvard Business Review

SEPTEMBER 25, 2018

The rise of social media has created a new type of local partner: local digital influencers. This practice, called influencer marketing, is more than simply paying models and celebrities to promote a product on Instagram. A New Type of Local Partner. They already have the trust of thousands, if not millions, of your target customers.

Influence 9

Influence B2B Globalization Webinar 9

Harvard Business Review

SEPTEMBER 12, 2016

Decision making at big B2B companies is often skewed by anecdote and myth: A worried report from the most vocal salesperson about a competitor’s latest move; a customer complaint that happened to be fielded by a senior executive. That’s complicated at any B2B business. Vincent Tsui for HBR.

B2B 8

B2B Automotive Engineering Report 8

Harvard Business Review

FEBRUARY 10, 2016

B2B buyers often have made up their minds about a purchase before a sales rep even gets a foot in the door. It’s no wonder, then, that more than 90% of B2B sellers have turned to content marketing to help regain access to buyers in the early stages of the purchase process. Mistake #2: The content overdoes personalization.

B2B 8

B2B Content Marketing Consensus 8

Harvard Business Review

JANUARY 4, 2016

It’s a common issue in B2B markets. This is a terrifying development for B2B firms, and especially for their sales and marketing teams. Even for large companies in complex B2B markets, social media offers useful platforms for distributing these new types of content to keep customers engaged with their activities.

B2B 8

B2B Media Content Advertising 8

Strategy Driven

JUNE 5, 2014

Here are 5 pitfalls to watch out for when using a marketing waterfall reporting model that influence how you make decisions, execute campaigns, and ultimately spend money. Take note that 72% of B2B marketers have no or very little processes for lead funnel optimization, according to the 2012 Marketing Sherpa B2B Benchmark Study.

Marketing 51

Marketing B2B Due Diligence Benchmarking 51

Harvard Business Review

AUGUST 13, 2015

In an ideal B2B world, your happy customers would spread the news about your great products, generating all the well-known benefits of word of mouth. Many B2B products become more useful when most players in the industry adopt them. But your customers may not want their competitors to hear about you.

B2B 8

B2B Incentives Reference Reputation 8

Mills Scofield

FEBRUARY 8, 2013

My “team of influencers” (which represented a cross section of roles) quickly came together. Building the Business Case. Convinced that this type of program would be ideal for Geneca, I reached out to some of my colleagues who I knew had an interest in community giving.

Ryan 130

Ryan PR Project B2B 130

N2Growth Blog

OCTOBER 25, 2010

Kmax Blog Links Evan Carmichael – www.evancarmichael.com B2B Yellow Pages Directory B2BYellowpages.com is a leading Internet directory of resources useful to small businesses. Squidoo Squidoo is an online social network that gives members the ability to create their own “lenses” (microsites) that can be used as a communication platform.

Directory 167

Directory Magazine Blog Brand 167

Strategy Driven

JULY 22, 2018

This may seem reasonable for small business websites or blogs, but when it comes to B2B systems and e-commerce platforms, these errors could lead to huge losses. The customer decides to create a B2B web platform from scratch. You just finished reading Four Risks to Avoid During B2B Web Development ! Solution: Take your time.

B2B 65

B2B Development Wilde Project 65

Harvard Business Review

SEPTEMBER 25, 2014

In effect, you give these people the right to participate in your innovation process and influence its final outcome. This sort of collaboration has been well-documented in the B2C context (where it’s often called “crowdsourcing” or “co-creation”), but we see it in B2B companies as well.

B2B 8

B2B Workshop Chemicals B2C 8

Harvard Business Review

JUNE 1, 2018

A Fortune 250 B2B company spent a quarter of a million dollars trying to solve the wrong problem. Our research on B2B sales management found that in particular, a common problem is lack of alignment around product pricing and sales force compensation strategies. Over 150 B2B salespeople were involved in the research.

Marketing 8

Marketing B2B Price Goal 8

Harvard Business Review

APRIL 26, 2011

And while these companies were the first to acknowledge the business benefits of delivering a great customer experience, business-to-business (B2B) organizations are increasingly getting in on the game. These customer experience management initiatives can be complex.

B2B 15

B2B Airlines Travel Stage-Gate 15

Harvard Business Review

AUGUST 3, 2017

To motivate, manage, and reward B2B salespeople, many companies use sales incentive plans that link large commissions or bonuses to individual results metrics, such as territory quota achievement. Today digital channels make buyers more informed, connected, and socially influenced. The second necessary condition is no longer true.

Incentives 11

Incentives Short-term Metrics B2B 11

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. They have power and influence resources. Who are these new customer experience executives — and why do companies appoint them?

B2C 15

B2C B2B Forrester Budgeting 15

Harvard Business Review

NOVEMBER 23, 2018

Our recent benchmarking of nearly 900 B2B companies underscores the importance of these tools. A B2B technology supplier used Microsoft Workplace Analytics and other digital tools to track the behaviors of its sales reps. Almost all B2B companies could do better on pricing. Automate account management. Raise the game in pricing.

Team 10

Team Price B2B Tools 10

Harvard Business Review

FEBRUARY 7, 2018

Purchase brands try to shape what people think about the brand along the path to purchase; usage brands influence how people experience the brand at every touchpoint. Purchase brands try to create differentiation in brand perception in the hope it will influence consideration and purchase.

Brand 8

Brand Succession B2B Advertising 8

Harvard Business Review

APRIL 11, 2011

Some are cutting-edge global high tech; others are classic B2B service providers. While their demo undeniably influenced customer interaction, the reality was that customers came with their own issues "top of mind," not the vendor's. Or is the purpose of their presence to influence the roadmap's cartography and inform strategy?

Software 14

Software Critical Success Factor Early Adopters B2B 14

Harvard Business Review

JUNE 17, 2014

For the most part, this is good news: the influence of design has made products, services, software, and environments better, both for the customer and the bottom line. Most of the time equipment, control panels, and software in their industrial B2B divisions are still designed by engineers. Leaving an empty seat at the table.

Supply Chain 8

Supply Chain Software B2B Brand 8

Harvard Business Review

DECEMBER 12, 2012

A number of companies, B2C and B2B alike, now realize the potential benefits of monitoring conversation flows from social networks. For example, by analyzing who interacts with whom, an organization can understand who the key influencers are and which relationships are important.

Media 15

Media How To B2C SWOT 15

Harvard Business Review

OCTOBER 10, 2014

Companies either pay to deliver content to an audience or try to earn coverage and exposure from reporters and influencers. 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

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

APRIL 4, 2014

for 10+ years; deployment of design as an integrated function across the entire enterprise; evidence that design investments and influence are increasing; clear reporting structure and operating model for design; experienced design executives at the helm directing design activities; and tangible senior leadership-level commitment for design.

Venture Capitalist 8

Venture Capitalist Fashion B2B Hedge 8

Harvard Business Review

AUGUST 5, 2015

The AIDA model and its variants are the basis for sales funnels at many B2B firms. In fact, B2B buyers report that, compared to other sources of information, these interactions are the most influential in their decision making process: The source considered the least influential is social media. Don’t believe the hype.

B2B 8

B2B AIDA AIDAS Disintermediation 8

Harvard Business Review

FEBRUARY 10, 2016

We also saw this pattern in the sales departments of other B2B sales organizations we worked with. Managers said that the less-connected group represented people with great skills or ideas but potentially less of the extraversion or emotional intelligence required to translate their talents into influence.

B2B 8

B2B Emotional Intelligence Tools Audience 8

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. For instance, back in August, eMarketer reported that in the digital area alone, U.S. advertisers will spend approximately “$17.46 billion, or a 48.5%

Brand 9

Brand Advertising B2C B2B 9

Harvard Business Review

JUNE 30, 2015

But even more exciting is our ability to use our data to influence provider behavior and nudge medical staff in the interest of better efficiency and performance. Slowly but surely, these same techniques are being brought to the B2B space, and to health care. As a result, we can rapidly innovate and improve our products.

Health Care 8

Health Care Benchmarking Short-term Gordon 8

Harvard Business Review

JUNE 16, 2014

Only 2% of the entrepreneurs in our study reported that the quality of the business regulations in their cities influenced their decisions. This was especially important for B2B companies and was a big reason people moved to cities known to be hubs of specific industries.

Entrepreneur 8

Entrepreneur Bureaucracy Real Estate B2B 8

Harvard Business Review

JUNE 16, 2014

Only 2% of the entrepreneurs in our study reported that the quality of the business regulations in their cities influenced their decisions. This was especially important for B2B companies and was a big reason people moved to cities known to be hubs of specific industries.

Entrepreneur 8

Entrepreneur Bureaucracy Real Estate B2B 8

Harvard Business Review

MARCH 10, 2017

See More Videos > See More Videos > We have worked with several companies in B2B industries to use Microsoft Workplace Analytics as part of a broader effort to improve sales effectiveness. Related Video. The 8 Types of Salespeople. Only three are effective. Refining Sales Team Structure and Roles.

Software 10

Software Metrics CRM B2B 10

Harvard Business Review

MARCH 28, 2016

Of course, anyone who really knows the history of platforms may recall the many that aspired to make gobs of money but never did and quickly died (think of the many B2B exchanges that never made it to the other side of dot-com bust). Or unicorns like Uber that, if cap tables mean anything, someday will.

IPO 8

IPO Succession Technology Software 8

Harvard Business Review

MARCH 22, 2017

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. Later, Brocade followed up with these customers to report on progress against these objectives. The results? Invest in the end-to-end experience.

Creativity 13

Creativity Marketing Agility Budgeting 13

Harvard Business Review

OCTOBER 14, 2015

This holds true for B2B and B2C audiences alike. A viral ad can be “engineered” by reaching out to influencers, well-connected bloggers, internet personalities and opinion leaders to have them be the initial distributor to their online audiences. Insight Center. The New Tools of Marketing. Sponsored by Percolate.

Video 8

Video Advertising Audience Brand 8

Harvard Business Review

FEBRUARY 13, 2013

Harley Earl and Raymond Loewy could only dream of enjoying the transformative global design influence — technical and experiential — that Apple has exercised this millennium. For a B2B web service, I asked the design team to pretend that the site would reside on Amazon. The result was amazing.

B2B 8

B2B Retail Innovation Download 8

N2Growth Blog

NOVEMBER 30, 2010

Today’s consumer (B2B or B2C) does their homework, is well informed, and buys…they are not sold. link] Social Media Influence | N2Growth Blog [.] Following are a few tips to help you build influence [.] I "sell" day to day B2c and B2B and its about relationship and problem solving. I Think Not.

Blog 407

Blog Ryan B2C Brand 407

Harvard Business Review

MARCH 31, 2015

Yet, after sales force costs, events are the biggest line item in many marketing budgets, especially for B2B firms. With current customers, your primary goal may be to maintain relationships, meet other decision makers or influencers, stimulate add-on sales, or get feedback about prototypes.

CRM 8

CRM ROI Budgeting Public Relations 8