Choose between market share or customer satisfaction- not both

If you have satisfied customers – you would feel that word of mouth including social media should help get more market share. “It’s all about happy customers” …..Well that is not true. Based on data for 200 companies between 1994- 2006 for 800,000 customers from the American Customer Satisfaction Index (ASCI) there are some interestingContinue reading “Choose between market share or customer satisfaction- not both”

Why it’s hard to share feedback in B2B Markets

Frank,regular and constructive feedback is hard to give or receive in any work relationship. For example, HR performance appraisalsĀ are dreaded by both the boss and the employee. If you are a great leader your employees deserve to know how they are doing on a frequent basis , according to the legendary Jack Welch (Also seeContinue reading “Why it’s hard to share feedback in B2B Markets”

A Checklist for Understanding your B2B Customer’s needs

Check out our new online class on “Decode your B2B Buying Center“ B2B customers buy everything for some value addition to whatever business they are in. In contrast, B2C customers buy for personal satisfaction. B2C customers do not plan to sell something on eBay at the time they decide to buy. But B2B customers mustContinue reading “A Checklist for Understanding your B2B Customer’s needs”

Front end of new projects: The challenge of engaging clients,bosses and colleagues

The primary challenge for their innovation teams, according to the Innovation head of a Fortune 50 corporation, is to consciously engage the bosses at the front end of the project. The bosses sign off on initial costs and then when things progress to the stage of making prototypes and trial production- the bosses suddenly wake up. “I never realized that there are such big costs involved,down the line…” is a common refrain.

New Product B2B marketers and the junior manager prospect: problem or opportunity?

You are trying to sell your new accounts receivable system and are talking to the Asst. A/C receivable and occasionally to the Manager-Accounts of a B2B prospect. No junior or middle manager would like to admit that they have a problem when faced with a new B2B solution that has the potential to vastly improveContinue reading “New Product B2B marketers and the junior manager prospect: problem or opportunity?”

Our organization has a website: what next?

We heard from several folks that our organization already has a website: but we are not sure what to do next. So here are  5 easy  steps to take: 1. Your stakeholders are on a journey-help them: Whether you are a business or a non-profit you have stakeholders. And these stakeholders are on a journeyContinue reading “Our organization has a website: what next?”

B2B suppliers tell you: Do you listen? Obamacare website and the BP oil spill

The B2B blame game between contractors and BP during the oil spill and the blame game between the IT contractors and the Federal HHS is eerily similar. B2B suppliers tell you- but do you listen? is the question to ask. The prepared remarks of HHS Secretary Kathleen Sebelius for her testimony tomorrow (October 30) areContinue reading “B2B suppliers tell you: Do you listen? Obamacare website and the BP oil spill”

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”

How does a sales person identify the influential members of the buying center?

“How does a sales person identify the influential members of the buying center?” is animportant question that sales people constantly wrestle with. While“Buying Centers” have influencers, they may not be the most powerfuli.e. influential and it is best to identify potential users of your product orservice who will become your advocates because your offering isContinue reading “How does a sales person identify the influential members of the buying center?”

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”