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 15

B2C Ethics Teamwork B2B 15

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 14

Brand Advertising B2C 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. 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.

B2C 15

B2C B2B Forrester Budgeting 15

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

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. 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.

Media 9

Media B2B Disintermediation Content 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. 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

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. The beauty of these vans, and the reason I believe they’ve been dreamt up by managers in very different businesses, is that they perform a wide variety of marketing functions. Customer service Marketing Sales'

B2B 8

B2B B2C Education Travel 8

Miles Anthony Smith

NOVEMBER 7, 2019

65 Content Marketers List the 44 Content Marketing Agencies Crushing It (Plus 70 Tips & 78 Myths Dispelled) ​Digital marketing is becoming harder to ignore as we now live in a world of internet ubiquity. Click "READ MORE" to see the 44 content marketing agencies and 70 related tips from the experts!

Marketing 105

Marketing Content Audience Brand 105

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. One direct marketer learned this the hard way. A clear link to financial and strategic outcomes. Organized learning.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

NOVEMBER 19, 2013

Increasing creativity and innovation is not only on the priority list for start-ups; it’s also a strategic goal for CEOs of small, medium, and large-sized companies. The client company then refines these concepts and prototypes and takes them to market. It seems we’re all racing to get more entrepreneurial. A Different Approach.

Innovation 12

Innovation Company Entrepreneur Constraint 12

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 11

Disruptive Innovation Hotels B2C Price 11

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 409

Blog Ryan B2C Brand 409

Harvard Business Review

DECEMBER 24, 2015

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. Identify your key audience and goals to achieve.

B2B 8

B2B Media B2C Marketing 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. The CEO’s job is to reinforce the goals, deadlines and accountability of the launch.

Succession 124

Succession PR Venture Capitalist B2C 124

Harvard Business Review

DECEMBER 18, 2017

In the age before the digital revolution, marketers used to tell customers about a product and then work through a traditional step-by-step purchase funnel. In 2015, Real Madrid had a lofty goal in mind: to thrill its supporters by allowing them to participate in unbelievable experiences.

Sports 8

Sports Brand Content Industry 8

Harvard Business Review

OCTOBER 27, 2015

Of these, only three, Switzerland, Ireland, and Estonia, made it to a commendable “Stand Out” category – which means that their high levels of digital development are attractive to global businesses and investors and that their digital ecosystems are positioned to nurture start ups and internet businesses that can compete globally.

Crisis 8

Crisis McKinsey Policies Globalization 8