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 12

Marketing Guidelines B2C Analysis 12

Harvard Business Review

NOVEMBER 5, 2015

Marketing analytics is becoming big business. of their marketing budgets on analytics and expect to spend 11.1% In the end, analytics effectiveness boils down to two questions: Do marketing analytics improve profits or ROI? And are companies using marketing analytics effectively? For marketing ROI, the figure is 0.61%.

Marketing 8

Marketing ROI Metrics B2C 8

Harvard Business Review

MAY 25, 2018

In recent years, marketers have lived through the Era of Big Data, and the Era of Personalization, and now we are living through the “Era of Consent.” Marketers across the European Union (EU) have been preparing for this new regulation for months. Personalization and Customization: The Answer to Retaining Customers.

B2B 8

B2B How To B2C Compliance 8

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 10

Influence B2B Globalization Webinar 10

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

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. CSA Images/Getty Images. I’ve seen this first-hand in my work helping companies define or re-define their core values.

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 10

Brand Advertising B2C B2B 10

Harvard Business Review

MAY 12, 2015

Style one: Market-driven CMOs who capitalize on the voice of customers. Market-driven CMOs are great listeners. Fara Howard , VP of global marketing for the shoe and apparel firm Vans, describes her brand as “an intuitive brand that leads with its heart.” Market driven CMOs listen to customers. It resonated.

Leadership Styles 8

Leadership Styles Leadership Brand Audience 8

Harvard Business Review

APRIL 2, 2015

B2C marketers have long known that the key to a customers’ hearts and minds is to make the connection between the brand and customers’ sense of self. B2B marketers, on the other hand, have shied away from the idea, instead approaching selling as a rational, numbers-driven process where the best value proposition wins.

B2B 8

B2B Consensus B2C Customer Loyalty 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 8

Media B2B Disintermediation Content 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

DECEMBER 13, 2017

Performing market assessments. Relationship management is also vital in successful negotiation, resolving conflicts and working with others toward a shared goal which is especially challenging when a PM is tasked with balancing the needs of customers, resource-constrained engineering teams, and the company’s revenue goals.

Productivity 8

Productivity Products Core Competence Management 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. Identify your key audience and goals to achieve.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

MAY 6, 2013

You must move from B2C to B2B, or vice versa. The results were dramatic: the following year, the company reached its annual sales goals three months into its fiscal year. In clinging to the status quo, they fail to adapt to the rapidly changing market and the evolving demands of the customer. Alter Your Point-of-View.

Disruptive Innovation 9

Disruptive Innovation Hotels B2C Price 9

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 9

Innovation Company Entrepreneur Constraint 9

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. Today’s consumer (B2B or B2C) does their homework, is well informed, and buys…they are not sold. Thanks for sharing your perspective Scott.

Blog 373

Blog Ryan B2C Brand 373

Lead Change Blog

JUNE 12, 2018

It’s another new must-use fad to succeed in the digital marketing world of 2018. Almost, although thought leadership has been at the forefront of successful content marketing for several years. The chances are you’ve already read articles which were planned using the process of thought leadership marketing. So what is it? ‘By

Marketing 238

Marketing Leadership B2C Brand 238

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. ” Read More from Microsoft.

Sports 8

Sports Brand Content Industry 8

Harvard Business Review

MAY 9, 2012

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. The goal is to inspire action through context, catalysts, and currencies. New models of engagement herald the death of B2B and B2C. The nine critical components of stakeholder engagement.

B2C 16

B2C Early Adopters B2B How To 16

Harvard Business Review

OCTOBER 27, 2015

” The proposal is to create a “Digital Single Market” in the EU. The goal of the Digital Single Market is an ambitious one: to deliver by the end of 2016 the equivalent of US$ 471 billion per year to the regional economy and 3.8 million jobs. There are subtle, yet significant, changes happening already.

Crisis 8

Crisis McKinsey Policies Globalization 8