Harvard Business Review

JULY 31, 2014

Consider Adobe’s new content-marketing strategy. They saw that although online retailers were putting up fancy websites, the companies weren’t connecting their accumulated consumer data to the pages in order to drive sales. Adobe then went on a content-marketing spree. Retailers were all ears. Marketing'

Content 9

Content Marketing B2C Early Adopters 9

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 9

Marketing Guidelines B2C Analysis 9

Harvard Business Review

SEPTEMBER 25, 2018

When companies expand into foreign markets, they need to gain the trust of local business partners and prospective customers in order to succeed. Both of these approaches, however, are time-intensive, requiring executives to spend weeks or months in foreign markets. William Andrew/Getty Images.

Influence 8

Influence B2B Globalization Webinar 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. While the audio DNA has remained intact, the expression has evolved since its launch, keeping with the developing brand.

Brand 9

Brand Advertising B2C B2B 9

Harvard Business Review

JUNE 12, 2018

Companies in multiple industries are already altering their approaches in changing urban markets. Real estate developers are integrating automation systems, sensors, and mobility options into their properties. But now the range of possibilities has gotten bigger, and B2C or even B2G2C business models are growing more common.

Real Estate 8

Real Estate Company Transportation B2C 8

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. A brand also has to be aligned with the market profile of the consumer segment. Think of Yahoo!,

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

MARCH 17, 2016

Don’t engage in over-the-top discounting that trains customers, both in B2C and B2B markets, to buy cleverly on price and price alone. It also determines which market segments the company will serve and what channels it will use to reach them. Honda once dominated the motorbike market in Vietnam, with a share of 90%.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

APRIL 26, 2011

Much of the conversation about customer-centricity focuses on business-to-consumer (B2C) firms. Companies like Salesforce.com, Philips, and Oracle have appointed chief customer officers, while many other B2B players have embarked on enterprise-wide efforts to improve their marketing, sales, and support interactions.

B2B 15

B2B Airlines Travel Stage-Gate 15

Harvard Business Review

OCTOBER 21, 2013

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. The social media channel was another source of feedback to help Cisco hone its marketing messages. Customer service Marketing Sales'

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

SEPTEMBER 22, 2011

Phones4U, a UK mobile phone retailer, announced a big increase in the weight of Net Promoter scores in its frontline pay plan. 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

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. Barnes & Noble can serve as an example for every retailer trying to master the multi-channel strategy as they meld their online, mobile, and physical presence.

Disruptive Innovation 8

Disruptive Innovation Hotels B2C Price 8

Harvard Business Review

NOVEMBER 19, 2013

Traditionally, companies have found ways to navigate these challenges internally, in research and development (R&D) divisions like the famed Xerox PARC , founded in 1970, or through programs that encourage employees to dedicate a small percentage of their time to side projects, as 3M began doing in 1948. A Different Approach.

Innovation 8

Innovation Company Entrepreneur Constraint 8

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. Instead of ignoring social efforts, they need to engage.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

DECEMBER 23, 2016

In this environment, a new 4G only player has entered in 2016 with an initial investment of $20 billion in network and market infrastructure. It is very likely that future top retailers in many categories will be e-commerce companies, not big-box chains. Nimble companies and organizations will stand to gain by this unique opportunity.

Strategy 8

Strategy Banking Venture Capitalist Bottom-up 8

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. It starts by inspiring your customer to tell your story in an authentic way, by building empathy and creating an emotional connection that turns customers into fans.

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