2423 Posts Found

Companies need to balance rapidly changing consumer and market needs with relevant product experiences. Enter the strategic integrator.

Content: Article | Authors: Jeff Salazar, Rob Loughlin, Scott Woodruff | Source: McKinsey Quarterly | Subject: Marketing / Sales

Your alpha group is the one that already loves you, that would even love your MVP. It’s your mom who will love anything you make. On the other end of the spectrum, your GA is far more skeptical. Your GA is much harder to please. Their trust is hard to earn and even harder to regain once lost. Your beta is your sweet spot for … [ Read more ]

Content: Quotation | Source: First Round Review | Subjects: Customer Related, Market Research, Project Management

Say you’re trying to test whether people like pizza. If you serve them burnt pizza, you’re not getting feedback on whether they like pizza. You only know that they don’t like burnt pizza. Similarly, when you’re only relying on the MVP [minimum viable product], the fastest and cheapest functional prototype, you risk not actually testing your product, but rather a poor or flawed version of … [ Read more ]

Content: Quotation | Source: First Round Review | Subjects: Customer Related, Market Research

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Business-to-business organizations have long grappled with setting the right prices-and yet, the payoff can be huge. Optimizing pricing can boost profits by 15 percent or more.

Content: Article | Authors: Abhishek Malhotra, Deepak Maloo, Shipra Biswas Bhattacharyya | Source: Kearney | Subjects: Marketing / Sales, Pricing

Any business can — and should — classify their customers’ value chain into value-creating, value-charging (monetizing) and value-eroding activities.

Content: Quotation | Authors: Renato Mendes, Thales S. Teixeira | Source: Harvard Business Review | Subjects: Customer Related, Finance, Management, Marketing / Sales

Brand-driven insight is your truth—the WHY behind all that you do. Performance marketing is your plan put into action—the HOW and WHAT of manifesting that truth. You can be optimized to a T and your performance channels can be solid, but without leveraging brand learnings your organization will not achieve the growth and success that it can when those two realms are combined. Needless to … [ Read more ]

Content: Quotation | Author: Farzana Nasser | Source: MarketingProfs | Subject: Marketing / Sales

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Telling consumers when availability is low has two effects: 1) the scarcity effect induces some customers to buy while they can for fear of missing out; and 2) seeing customers rushing to buy prompts others to follow suit, in what’s known as the herding effect. Product popularity is taken as a proxy for product value. Harnessing these effects can boost sales.

However, it can also backfire. … [ Read more ]

Content: Article | Authors: Eduard Calvo, Laura Wagner, Ruomeng Cui | Source: IESE Insight | Subject: Marketing / Sales

To executives used to managing their businesses through the scrutiny of numbers, marketing’s uncertainties can be frustrating. As the saying goes, “What gets measured gets managed.” If marketing is hard to measure precisely, how can we manage it? The answer: Marketing does have valid metrics through which its activities can be assessed and managed. A/B testing and test markets can confirm or refute hypotheses to … [ Read more ]

Content: Quotation | Author: Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales

When Don Otvos first joined Datahug earlier this year, the sales team was spread out between San Francisco, New York and London. They were operating independently, isolated from each other. Most importantly, they couldn’t learn from each other and collaborate as quickly as they needed to. When he came aboard, he got the chance to make this vision a reality by rebuilding the company’s sales … [ Read more ]

Content: Article | Author: Don Otvos | Source: First Round Review | Subjects: Management, Marketing / Sales

Getting the most bang for your email marketing buck requires a little creativity. So think outside the newsletter, and try out these 14 email marketing tactics.

Content: Article | Author: Eric Goldschein | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales

Early in the life of a business, the product manager (often a founder) plays both the role of the PM and the PMM. Over time, the startup’s growth demands a more specialized role.

Many times, the PM builds the product as quickly as possible to establish product/market fit. In contrast, the PMM answers critical questions about the company, product and market to ensure the product sells.

What … [ Read more ]

Content: Article | Author: Tomasz Tunguz | Subject: Marketing / Sales

Wouldn’t it be useful if you had a checklist to make sure your search engine optimization (SEO) is Web-worthy in 2019—kinda like the massive checklists that airplane pilots have to make sure the plane takes off, gets to where it’s supposed to, and lands safely?

Now you do: a comprehensive SEO checklist from LeapFroggr, a mobile app and software development firm.

The massive infographic covers major components … [ Read more ]

Content: Article | Author: Vahe Habeshian | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

When we asked over 300 marketing leaders in the U.S. to identify the activities they find most challenging, the number one thing they reported, by a wide margin, was “demonstrating the impact of marketing actions on financial outcomes.”

This is a longstanding challenge for marketers. They want to demonstrate financial impact so that they can show accountability for business results, gain the respect of other business … [ Read more ]

Content: Article | Authors: Christine Moorman, Nikita Avdiushko, Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales

Dreaming of launching a course or digital product? Try this easy 4-step process to validate your digital product idea before you launch.

Content: Article | Author: Taylor Barbieri | Source: MeetEdgar | Subject: Market Research

Companies gather and analyze data to fine-tune their operations, whether it’s to help them figure out which webpage design works best for customers or what features to include in their product or service to boost sales. Marketers, in particular, use data analytics to answer questions like this: To put people in a shopping mood, is it better to make the webpage banner blue or yellow? … [ Read more ]

Content: Article | Authors: Christophe Van den Bulte, Ron Berman | Source: Knowledge@Wharton | Subjects: IT / Technology / E-Business, Marketing / Sales

A vital tool that will help you define the very essence of your brand.

Content: Article | Author: Patrick ‘Mad’ Mork | Source: INSEAD Knowledge | Subjects: Brand, Marketing / Sales

Your challenge is to create product experiences for two different mindsets, one for your potential customers and one for your engaged customers. Initially, if you want your prospective customers to engage, think of them as lazy, vain, and selfish. Then for the customers who survive the first 30 seconds and actually come through the door, build a meaningful experience and relationship that lasts a lifetime. … [ Read more ]

Content: Quotation | Author: Scott Belsky | Source: First Round Review | Subjects: Customer Related, Innovation, Market Research