How a secret pricing language enhances the customer experience.
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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.
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.
If you want to succeed in the digital marketplace, embracing the mobile culture is paramount.
Six billion of the world’s inhabitants now have mobile phones. And we use them for instant access to all the information and interaction we need – for both business and pleasure.
The demographics of the future won’t be the same as those of the past, or even the present
Marketers need to be aware that “older demographics that exist today will be wiped out and new ones will emerge.” The cost of living is rising and consumers are struggling to get on the property ladder. This will impact on the life trajectories of different demographics across the UK.
Digital and social media hold enormous potential for capturing data on customer behaviour and preferences, but how can marketers untangle and make best use of the key information?
Insights can be drawn from various digital data sources, including social media activity, online searches and even geolocation.
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...
Expensive marketing campaigns might bring you a stream of new customers, but it’s more cost-effective to sustain the loyalty of the ones you already have.
Winning fresh customers might seem the obvious way to expand, but research has shown that purchasers who come back repeatedly can be far more valuable to your business than a one-off customer.