Put customer value at the core of all you do.
Developing the social accountability today’s customers want.
Let customer focus guide your strategy.
Tapping into what touches people is the essence of pleasing customers.
How a secret pricing language enhances the customer experience.
A faster, cheaper and more effective approach.
Choose a revolutionary approach to customer service.
Make customer segmentation work for your business.
How online and offline conversations translate into sales.
This brand identity matrix can help you harness your strengths.
With optimal staff levels and increased product knowledge.
Support your salespeople in promoting new innovations.
Give B2B customers the tailored outcomes they really want.
Five ways to tap into the latest shopping trends.
Tap into emotions to get your innovation tale noticed.
And work out what your customers really want.
Work out what your customers really want, meet their needs and thrive.
Target your customers without overstepping the mark.
Megadeals are the holy grail for many organisations. It’s not unusual for 40% of projected revenues to come from just 1% of deals.
Losing one can mean missing revenue targets. But winning one on the wrong terms can destroy value because of bad pricing or terms and conditions.
Here are seven ways to win the right megadeals.
The top marketing job is a minefield where many talented executives fail. But if you design the role well in the first place, you’ll set up your CMO for success.
Follow these four steps to create the right CMO role from the beginning.
Marketers must ditch “best practice” and avoid a predictable approach in order to differentiate their brand from the competition, writes Rory Sutherland for Raconteur.
Most businesses love rules. Follow the rules and you’ll be safe.
This might work for the accounts department, argues Sutherland, but marketing is different. Successful marketers do not follow rules.
Marketing is one of the most rapidly developing areas of the business world and your company needs a champion with the qualities to embrace that challenge for the long haul, writes David Clarke for Strategy+Business.
It’s not so many years since the extent of most companies’ marketing efforts was an advert in the telephone directory. Today it’s a specialised field.
If you don’t know what the demand windows for your products are, not enough of your customers will be demanding them.
“The most predictable characteristic of today’s consumers may be their variability,” say Emre Sucu, Matt Egol, and Edward C. Landry writing for Strategy+Business. The predictable customer of a certain age, gender and postal code is a thing of a past.
The move towards specialised marketing training is provoking a wider debate over the need for qualifications.
What skills and knowledge do you look for when hiring marketing executives? Do you favour candidates with generic, degree-level training? Can you see more benefit in them learning on the job, or would it be valuable to be versed in your industry before they even step through the door?
The world is choking on marketing materials, but a good street team can cut through the clutter like a breath of fresh air.
If you are looking to raise brand awareness, build loyalty and increase sales, you need to utilise the power of human engagement. Interact directly with consumers, enabling them to connect with your brand on a personal level, rather than via a computer screen.
Converting leads into sales is becoming increasingly difficult in today’s chaotic digital landscape, writes Brian Hughes for Entrepreneur.
Even for the most seasoned marketing professionals, today’s digital landscape can seem daunting. Multiple marketing channels and constantly changing consumer behaviour and expectations can lead to confusion.
In a world where consumers are continuously bombarded with choice, companies must invest in finding out why they are losing sales and how they can plug the gaps.
Advertising might persuade a customer to consider your brand, but there are several more steps they have to take before they click ‘buy’ on your website or hand over their cash to a member of your in-store sales staff.
Companies competing in this era of disruption must adopt agile marketing practices or risk becoming irrelevant.
On average internet users decide whether or not to leave a web page after just three seconds’ browsing; the proliferation of information brought on by rapid technological innovation means that being able to get things done quickly has become more important than ever.
If you want to build great consumer experiences, make customer service your company’s priority.
Despite the service industry’s predominance in the private sector, most service companies still use operating models designed for the manufacturing industry, where the focus is on the quantity and quality of goods produced rather than interactions with customers.
Digital disruption and the rapid pace of change mean no marketer can be an expert in every channel.
Writing for Marketing Week, Jonathan Bacon takes a look at how the rise of personalised marketing and digital channels has left employers facing an increasingly wide skills gap, as they struggle to identify exactly which skills they should be recruiting for.
A customer is delighted to discover a new grocery delivery startup. He sends in suggestions he hopes will improve the service. In return he receives…
Innovation isn’t just for startups – established companies can attack new markets too. Incumbent firms operating in mature, saturated markets should use the power of…
Marketing executives often fail to capture the hearts and minds of stakeholders, writes Lisa Nirell for Fast Company. CMOs might be well versed in social…
Becoming the authority in your field is a great way to grow your business, says Brian Horn, writing for Entrepreneur.com. The author outlines seven easy…
For some entrepreneurs, things seem to fall into place on their rise to financial success, observes Jayson Demers, writing for Entrepreneur.com. However, in spite of…
Marketing and IT will need to work better together if they want to generate big revenue from big data. Big data necessitates a “marriage of…
Weak markets are not a valid excuse for a company’s slow growth, write Kasturi Rangan and Evan Hirsh for Strategy+Business. With the right market proposition,…
According to Lynn Russo Whylly, writing for ChiefExecutive.net, ignoring or missing a major consumer trend or behavioural shift can seriously damage a brand’s chances of…
Understanding how consumers make purchasing decisions will help your company win more customers and beat the competition, says Niraj Dawar, writing for Strategy+Business. The author…
On MIT Sloan Management Review, Gerald C. Kane reports from the 2014 South by Southwest festival where he attended a session entitled Tomorrow Is Another…
Writing for Inc.com, Jon Miller outlines some marketing priorities to help a new business succeed: 1) Product value. Your product is the “bread and butter…
To compete with the giants in your industry, you need to make your company stand out, observes Will Yakowicz, writing for Inc.com. Your company’s brand,…
Online reviews and other sources of peer-to-peer information are a significant and growing force in consumer choices and spending decisions. However, writing for Harvard Business…
You might think you have a customer-driven strategy, but it’s not always obvious who your most important customers are. Writing for Harvard Business Review, Robert…
Think of a powerful company and it’s likely to have an equally powerful logo. Examples include the golden arches of McDonald’s, Starbucks’ mermaid and the…
In Harvard Business Review, Eric Janszen considers the current economic climate and discusses the challenge of selling to debt-averse consumers. As the author points out,…
Mission-driven companies come under the spotlight in an entry for Harvard Business Review’s Blog Network by Michael V. Russo. As he points out, many modern…
Writing for Forbes.com, Marc Babej argues that entrepreneurs can learn from recession-era hard-sell marketing techniques, which he says are making a comeback. As consumers have…