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. Marketing then partnered with sales to reset customer acquisition goals at each micromarket, basing them on each market’s potential.

Marketing 13

Marketing Guidelines B2C Analysis 13

Harvard Business Review

SEPTEMBER 25, 2014

To design and develop new products, it’s not uncommon today to get your research and engineering folks to collaborate with customers and other external stakeholders. In B2B customer collaboration, however, the customer tends to be driven by specific business goals rather than passion for your brand or product category.

B2B 9

B2B Workshop Chemicals B2C 9

Harvard Business Review

MAY 25, 2018

Personalization is by no means a new concept, but GDPR is forcing both B2C and B2B marketers to truly embrace individualized communication that is tailored to customers’ unique interests if they wish to retain customer data. If they see relevant offerings being delivered to them, they’re more likely to stay engaged with the brand.

B2B 8

B2B How To B2C Compliance 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. If the best PMs have well developed core competencies and a high EQ, does that mean that they are then destined for success no matter where they work?

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

OCTOBER 21, 2013

They’re envisioning well-designed, self-contained environments, tricked-out with the latest high-tech, high-touch technology. Its goal for the vans is to replicate the same kind of experience for the customers who can’t come to them. This has helped cement the manufacturer’s brand as the most safety-minded player in the industry.

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

OCTOBER 10, 2014

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

Media 8

Media B2B Disintermediation Content 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 409

Blog Ryan B2C Brand 409

Harvard Business Review

DECEMBER 18, 2017

In 2015, Real Madrid had a lofty goal in mind: to thrill its supporters by allowing them to participate in unbelievable experiences. For this to happen, dozens of sources of data needed to be brought together into a “data estate” that aligned to Real Madrid’s new goals. “It’s tribal.

Sports 8

Sports Brand Content Industry 8

Miles Anthony Smith

NOVEMBER 7, 2019

” The bottom line is that most people don’t want to be “sold” by an ad anymore; they want to develop a relationship where a business earns their purchase by offering invaluable content. The answer to that depends on your goals, budget, etc., and the best agencies know how to tailor their solution to your needs.

Marketing 105

Marketing Content Audience Brand 105

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