The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centers have different degrees of influence and things can get pretty political and unpredictable. It is therefore important to tailor your marketing content for each role in the buying center. MarketingContinue reading “Content marketing for : User members of B2B buying centers”
Category Archives: How Internet Affects Business
Why are sales force incentives so seductive for businesses?-Understanding attribution
The total US sales force incentives paid out to sales people is probably over $240 Billion/year. This compared to about $60 Billion spent on digital advertising according to the IAB. That works out to sales person commissions and bonuses that are four times the digital marketing spend. We exclude sales force salaries and benefits forContinue reading “Why are sales force incentives so seductive for businesses?-Understanding attribution”
Pokemon Go for location based marketing with millenials
It’s summer and you see lots of young folks (millennials) busy on their cell phones as they vigorously and purposefully seem to be rushing to a destination. Where are they going? you would tend to ask yourself, if you are not familiar Pokemon Go.For a quick overview watch the NBC video on this post. TheContinue reading “Pokemon Go for location based marketing with millenials”
Are they looking for an answer to a problem, a specific service or your business?
Business owners tend to be fighting so many battles that they don’t seem to have the resources to figure out how their customers find them on Google. This post helps you understand your customer’s journey.
Five tips for screening sales leads for high value products and services
You start a Google AdWords campaign and you start getting leads. Lots of leads. But as you start talking with the leads they don’t seem to pan out. Worse, down the line after signing up many of the customers are really unhappy with the customer experience and tell their friends, post on social media and do great damage to your brand. Your brand that you built literally brick by brick or byte by byte- if you are a digital only brand.
3 questions to ask and decide how much to spend on Google AdWords
Our readers ask How much do I spend on Google AdWords? An earlier post provided the strategy answer and this post presents three questions to ask for coming to a better decision. Here are the questions to ask: What were your inquiries before AdWords? Before AdWords you were getting inquiries. These inquiries could be fromContinue reading “3 questions to ask and decide how much to spend on Google AdWords”
7 Questions for your Business Model
“A business model is the manner in which you provide value to your customer that is paid for (by whom – is considered in the questions below). You cover your costs and make a profit on a sustainable basis.”
If you are a small business, you rarely think of your business as having a business model. But it does. It does because the moment you have a single paying customer, she is paying for the value you create. It is another matter, if your business makes a profit consistently over the long term. Sustainable profit is why it is important to understand the business model concept.Here is a definition based on the highly cited article by David Teece.
Why its safe to put out most of your market research as web content
Businesses large and small seem scared of putting out their market research on their websites. Common concerns we have heard are: Our competitors will know how we think about the market Our market insights are our “secret” – sauce- why share the recipe And the one we like best: Speech is silvery but silence isContinue reading “Why its safe to put out most of your market research as web content”
“What is your brand mission? ” ask experts at the Yale Customer Insights Conference
As usual, the The Yale Customer Insights Conference 2016 was great. Leading practitioners and academics came together to tackle some of the most challenging customer insights problems of our time. This as technology moves at warp speed and entire business models get wiped out in a couple of years. And customer behavior changes more rapidlyContinue reading ““What is your brand mission? ” ask experts at the Yale Customer Insights Conference”
Drones for commercial use up ten times in one year- pizza delivered by drone?
The drone industry is booming. And the number of companies authorized to use drones for commercial drones is up from 499 to over 5000 in just one year according to the NBC Today show. The number of personal drones registered has risen to over a million in the USA. Currently the Xponential 2016 Conference andContinue reading “Drones for commercial use up ten times in one year- pizza delivered by drone?”