“Dating Sunday” and Customer Relationship Management

The tectonic shift in marketing occurred  in the late 1980’s and 1990’s particularly with the publication of Dwyer, Schurr and Oh (1987) that spelt out the parallel between the long term human marriage and business relationships. It was earlier in Europe that scholars of the European Industrial Marketing and Purchasing Group figured out that B2B relationships are long term that B2B marketers who really sold anything already used.Similarly in B2C marketers had been using customer  relationships data for a hundred years in direct ma

Five Questions to ask to maximize the impact of your digital marketing spend

Too many marketers don’t seem to consider their internal organizational processes as they devise digital marketing campaigns. Here are some quick questions to ask if you want to get more bang for your digital buck : Q1. What do you want your web visitor to do, after they arrive at a particular page? This couldContinue reading “Five Questions to ask to maximize the impact of your digital marketing spend”

Why are B2B sales prospects not followed up?

This “Sales Statistics” slide has been making the rounds of LinkedIn and there seems to be some agreement that these statistics ring true. The statistics ring true for large organizations with a separate marketing division that helps generate leads that the sales organization does not follow-up. The statistics also ring true for small businesses whereContinue reading “Why are B2B sales prospects not followed up?”

2014 Yale Customer Insights Conference takes stock of the Digital Age

As expected the 2014 Yale Customer Insights Conference (#YaleInsights14)  last weekend turned out to be hugely useful as it took stock of the Digital Age. Billed as "where leading thinkers and doers come together to advance the knowledge frontiers of evolving customer behavior" … this time all the practitioner (doer) talks were on Friday alongContinue reading “2014 Yale Customer Insights Conference takes stock of the Digital Age”

What’s different between Sales and Business Development ?

Sales and Business Development are different- and there is a whole lot out there on the web, that consists of all manner of opinions and views on this very important topic. For, it lies at the very definition of marketing viz: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, andContinue reading “What’s different between Sales and Business Development ?”

Why marketing is overwhelmed by IT and big data

Compared to other functional areas like supply chain,finance or HR , marketing seems most overwhelmed by IT and big data. David Edelman of McKinsey  suggests how marketing and IT might co-ordinate and this blog had exhorted Ad agencies, marketing and IT to start embracing this huge data opportunity in an earlier post on the digitalContinue reading “Why marketing is overwhelmed by IT and big data”

Why “plugging away” with useful content is so important to digital marketing success

"Plugging away" or just routinely updating your organization's web presence with useful content is critical to digital marketing success. Because once created, digital content is forever! It does not matter whether it is your website that is being constantly updated, or blog posts are coming up, new YouTube, Instagram, Pinterest, Facebook, LinkedIn or Twitter contentContinue reading “Why “plugging away” with useful content is so important to digital marketing success”

Obama win: big data plus local insight about how people and technology actually work

The Obama win is being hailed as a victory for Big Data by Time magazine while Marc Thiessen at Washington Post wonders why the highly competent Romney team with equal if not more high quality analytics resources had 30,000 Republican volunteers in Colorado confused because of glitches in forwarding the https directions to an httpContinue reading “Obama win: big data plus local insight about how people and technology actually work”

B2B marketing opportunity appears when the Buying Center members face Buy Task challenges

That B2B marketing opportunity appears when the Buying Center members face Buy Task challenges is a concept that is simple and obvious to the buying firm buying center and strangely only to the more perceptive B2B marketer. Here is how the Buy Task challenge plays out for the Buying Center and spells B2B marketing opportunityContinue reading “B2B marketing opportunity appears when the Buying Center members face Buy Task challenges”

Newsweek to close print edition: should you close your bricks business and go all digital?

Newsweek has a print customer base of about 1.5 million and has decided to go all digital. Should you close your bricks business and go all digital? No, and here is why from the magazine business that should apply to other brick/click combo businesses: Bricks will always be there: So long as human beings have physicalContinue reading “Newsweek to close print edition: should you close your bricks business and go all digital?”