2423 Posts Found

We all start out as audience members. But sometimes, when the combination of factors aligns in just the right way, we become engaged as fans. For businesses, the key to building this engagement and solidifying the relationship is understanding the different types of fan motivations in different contexts, and learning how to turn the data gathered about them into actionable insights. […] Although traditional demographics … [ Read more ]

Content: Quotation | Author: Erin Reilly | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

Sales leaders need to consider two critical but often overlooked factors when assessing their current and future customers: need and behavior. When combined with value, these indicators will reveal the customers whose strategic direction and operating model come together in a way that could make them huge sources of revenue. Sales teams should then tailor their deployment strategies toward these customers.

Content: Quotation | Authors: Lavanya Manohar, Namit Kapoor | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

A management expert inspired by Maslow has identified the elements that make consumer products “valuable” beyond their monetary cost. It took Eric Almquist, a partner at Bain’s Customer Strategy & Marketing practice, and his team around four years to establish 30 elements of value.

Content: Article | Authors: Eric Almquist, Ross Kelly | Source: Chief Executive | Subject: Marketing / Sales

Companies do not pay enough attention to strategic messaging. Message effectiveness is not easy to track and to report on. This isn’t an A/B test with which you can get exact results in a matter of days, if not hours. The effects of great messaging and story comes later and usually results in shorter sales cycles. When you tell a consistent story and communicate a … [ Read more ]

Content: Article | Author: Myk Pono | Source: Medium | Subject: Marketing / Sales

Technologies and customer expectations have changed faster than marketing organizations. Here’s how to fix that.

Content: Article | Authors: Alex Harper, Biljana Cvetanovski, Björn Timelin, Raphael Buck | Source: McKinsey Quarterly | Subject: Marketing / Sales

Having a consistent brand voice in the digital age is not easy. Here’s how to think about the challenges and opportunities.

Content: Article | Authors: Jesko Perrey, Jonathan Gordon, Prashant Gandhi, Sofia Serra | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales

To a large extent, brand is built on consistently setting and meeting a defined set of expectations. Make sure everyone on your team is setting and meeting the same ones. And make it easy for them to be successful, by providing the right assets and guidelines a simple cut and paste away.

Content: Quotation | Author: Leslie Ziegler | Source: First Round Review | Subjects: Brand, Marketing / Sales

Imagine you had a crystal ball that could predict the future. The view is murky, but there’s enough to make an accurate forecast.
 
Having a marketing dashboard that measures vital KPIs is a bit like that crystal ball: It gives you enough insight to make better decisions to create a positive future by helping you generate traffic and leads and prove the ROI of your marketing … [ Read more ]

Content: Article | Author: Juuso Lyytikkä | Source: MarketingProfs | Subject: Marketing / Sales

When Leslie Ziegler joined the founding team of Rock Health in 2010, she had an enormous task ahead of her: make the intimidating world of institutional health care approachable for startup founders. No matter what the firm did next, its brand was going to have to do this heavy lifting, and as a veteran art director with the likes of McCann Erickson and DDB, this … [ Read more ]

Content: Article | Author: Leslie Ziegler | Source: First Round Review | Subjects: Brand, Entrepreneurship, Marketing / Sales

Do likes lead to loyal consumers or do loyal consumers tend to like a brand on Facebook? Do these likes lead to anything? What we found with our research was that likes lead to nothing.

Content: Quotation | Author: Sunil Gupta | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales

These are the components of the correct alternative to the MVP [minimum viable product]: Simple, Lovable and Complete (SLC). A SLC product does not require ongoing development in order to add value. It’s possible that v1 should evolve for years into a v4, but you also have the option of not investing further in the product, yet it still adds value. An MVP that never … [ Read more ]

Content: Quotation | Author: Jason Cohen | Subjects: Customer Related, Management, Marketing / Sales, Strategy

The simplest way to implement an idea effectively may not be the simplest way to implement that idea. “Minimum” comes first in “MVP,” but “viable” is at its core.

Content: Quotation | Author: Gina Gotthilf | Source: First Round Review | Subjects: Customer Related, Management, Marketing / Sales, Project Management, Strategy

The law professor who brought behavioral science into public policy believes that with a little intervention, we can all have the freedom to choose wisely.

Content: Article | Authors: Cass R. Sunstein, Sally Helgesen | Source: strategy+business | Subjects: Customer Related, Economics, Marketing / Sales, Organizational Behavior

Anytime you’re asking someone to buy something, you’re asking them to make a change.

Content: Quotation | Authors: Robert B. Miller, Stephen E. Heiman | Subjects: Customer Related, Marketing / Sales

The service sector needs to break away from old manufacturing-oriented habits and build great consumer experiences into every facet of its business model.

Content: Article | Authors: Patricia O’Connell, Thomas A. Stewart | Source: strategy+business | Subjects: Customer Related, Marketing / Sales

At First Round, we get asked all the time how companies can capture mindshare and customer fascination when they have hardly any resources to throw at it. Well, Kenneth Lin’s company Credit Karma did exactly that to create a company now worth over $3 billion, and he broke down how for the audience at our last CEO Summit. In this piece, we share his answers … [ Read more ]

Content: Case Study | Author: Kenneth Lin | Source: First Round Review | Subject: Marketing / Sales

Analytics plays an increasingly important role in B2B sales—and high-performing sales organizations take it to a new level to differentiate themselves from the also-rans.

Content: Article | Authors: Charles Atkins, Lareina Yee, Maria Valdivieso de Uster, Mitra Mahdavian | Source: McKinsey Quarterly | Subjects: IT / Technology / E-Business, Marketing / Sales

Real-time marketing is another gun in the corporate arsenal, and like all the others, it’s damn hard to tell if it ever hits the mark.

Content: Quotation | Author: Danielle Sacks | Source: Fast Company | Subject: Marketing / Sales

To motivate, manage, and reward B2B salespeople, many companies use sales incentive plans that link large commissions or bonuses to individual results metrics, such as territory quota achievement. As digital channels continue to reduce and redefine salespeople’s role in customer buying, these traditional sales incentive plans are becoming less effective at driving sales outcomes.

The right sales incentive plan creates a double win. Salespeople win because … [ Read more ]

Content: Article | Author: Andris A. Zoltners | Source: Harvard Business Review | Subjects: Compensation, Human Resources, Management, Marketing / Sales

Professor Ely Dahan uses a market model to foresee consumer demand.

Content: Multimedia Content | Author: Ely Dahan | Source: UCLA | Subject: Marketing / Sales