B2B companies are trying to figure out what digital marketing means for their businesses, but they shouldn’t forget the role of sales reps (as well as in-person support). Sales reps still have an important role to play, but it may be a different one for the digital age. Getting this “right” is not only critical for properly allocating resources but also for effectively serving the customer and ultimately winning in the marketplace.
Innovation is a hot topic, but all the innovation in the world is worthless without successful commercialization. Defining, estimating and understanding the addressable market is a critical starting point for evaluating opportunities for new products and services and successful commercialization.
B2B marketers face many options and greater risk in today’s digital world – delay and lose to competition, but act rashly and lose resources and time. 3 digital trends – internet of things (IoT), consumerization and new, internet-driven arrangements for sales & supply – are particularly important and should be monitored more closely. Each trend has its own set of issues and potential change for your business model.
Digital marketing has significantly changed customer – supplier relationships for many industries, and B2B marketers are trying to figure out its impact and determine what to do. Understanding the customer’s journey is a critical starting point for developing an effective digital marketing strategy and programs.
There is lots of buzz and debate about digital marketing and its impact on B2B markets. It is an overwhelming, and ever-changing, topic. Nonetheless, B2B marketers must determine how and where digital marketing impacts their businesses.
Taking a close look at what can’t normally be seen is very illuminating, and in marketing, the unseen is primarily competitors’ customers. In the following article we describe a simple approach to create a view of this Negative Space in order to find sales opportunities with competitors’ customers.
Too often companies become mired in business as usual and fail to truly understand customer needs. At best this leads to slow growth and average profitability, but it can threaten a company’s survival. The following case study shows how to develop a customer-centric strategy and get back on track for sales and profit growth.
Key accounts represent an increasing share of the market and are becoming more demanding. Many companies create some form of a key account program, but it is usually reactive and often disjointed. Read about our ideas on how to develop more effective key account programs and “win” in the market place.
As B2B marketers we often take a company’s strengths for granted and focus more on identifying and fixing its weaknesses, i.e., the “gaps” vs. customer needs and/or competitor performance. This is certainly understandable, but we may be missing an unique opportunity. Why not focus on – and build upon – your company’s strengths as a […]
Identifying and understanding market shifts is a critical task for any company of any size. Those companies that capitalize on (or at least adjust to) market shifts thrive (or at least survive) while those that don’t struggle or even cease to exist. These days market shifts appear to be happening with greater frequency and thus […]