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

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

Harvard Business Review

AUGUST 5, 2013

The Hispanic market continues to grow in importance to the future of American businesses — especially in the domains of advertising and marketing. Plus, the Hispanic market is young. Marketers don''t necessarily need Spanish to reach all Hispanics — many, especially children of immigrants in the U.S.

Marketing 8

Marketing Power Advertising B2B 8

Harvard Business Review

OCTOBER 30, 2014

Nowhere else in the executive suite of a typical corporation are two functions as closely intertwined as sales and marketing. 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 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

FEBRUARY 7, 2018

We also supplemented the survey with well-known brand rankings, Net Promoter Scores (NPS), and an analysis of their marketing expenditures and strategies. Vail Resorts remade their entire marketing strategy with a program called EpicMix. Survey respondents show more loyalty to usage brands.

Brand 8

Brand Succession B2B Advertising 8

Harvard Business Review

APRIL 4, 2016

And while two years of shrinking GDP growth , sanctions , and a volatile ruble have led some companies like GM to leave the market, there has not been a large-scale exodus of MNCs from Russia. For multinational firms, Russia’s attractiveness lies primarily in the size and sophistication of its market.

Depreciation 8

Depreciation B2B Price Crisis 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. 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. Marketing Media Social media'

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

SEPTEMBER 21, 2011

Amazon, and eBay in B2C commerce and Covisint and GS1 in B2B. A brand also has to be aligned with the market profile of the consumer segment. Many companies forget to align customer service with the brand proposition for the targeted market segment. Such service reinforces the brand and builds equity through increased loyalty.

Brand 11

Brand B2C Market Segmentation Travel 11

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. One direct marketer learned this the hard way.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

JULY 8, 2016

At one B2B technology company, for example, account managers were supposed to focus their efforts on their highest-value, “top of the pyramid” accounts. It combines that external data with firms’ own internal customer data, such as loyalty scores and product purchase history.

Software 9

Software Credit Rating B2B Tools 9

Harvard Business Review

APRIL 20, 2016

Dan Lyons’s book Disrupted is an often-delightful tour through startup culture, based on the author’s experience working at online marketing firm HubSpot. Today’s standard marketing playbook looks a lot like what Lyons describes in his book.

Cost 8

Cost Marketing Content Media 8

Harvard Business Review

APRIL 16, 2015

When it comes to choosing media to support a new product launch, consider the target market. Here are some tips brand and marketing managers can use to leverage converged media to their advantage: 1. Use social media to host contests that foster loyalty and reward brand advocates. Why did the Fire phone fizzle?

Media 8

Media Tactics Productivity Products 8

Harvard Business Review

MARCH 26, 2015

Chief Marketing Officers (CMOs) and Chief Risk Officers (CROs) may seem to have little in common. That has coincided with marketing’s increased influence on strategy, driven by the unprecedented level of insights into customer behavior and trends that are now possible through analytics. Take a customer–life cycle approach.

Credit Scoring 8

Credit Scoring Risk Management Finance Marketing 8

Harvard Business Review

MAY 9, 2012

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Catalysts are what inspire action and response: campaigns, offers, advertisements, direct rewards, indirect rewards, and loyalty programs. New models of engagement herald the death of B2B and B2C.

B2C 15

B2C Early Adopters B2B How To 15