It’s Time to Get Your Pricing House in Order
B2B Marketing Unplugged
JANUARY 30, 2014
May I suggest you spend some time now getting very intimate with your pricing? The Sales Squirrels view pricing somewhat differently. So the price book our product managers worked so hard to build and defend is really just a lovely guideline. That’s for product managers and sales to fight about, not marketers. The first thing we ought to do is to raise our prices.
10 B2B Marketing Lessons from Walt Disney World and Universal Studios
APRIL 22, 2014
Apple has asked users to “think different” while IBM’s products and services resolve around building a smarter planet. The key in the B2B world is to understand your core market and make everything about your products and services ideal for that segment. Don’t nickel and dime customers; consider “all-inclusive” pricing. Price has many uses.
Are Multi-Variate Testing Systems Under-Priced?
Customer Experience Matrix
FEBRUARY 27, 2007
Both types of products tailor Web contents to individual visitors. More intriguing was the realization that sophisticated testing systems could probably charge more if they positioned themselves as targeting tools. Apparently the prices for behavioral targeting products are higher—perhaps because at least some of them base their fees on incremental profits earned for their clients (I know Certona does this). The difference is in how they select the contents. They usually assign multiple content items to test their performance.
MAY 24, 2007
About Us What We Do Spotlight Case Studies Contact Us Team Experience Public Relations Social Media Consulting Digital Content Production Health Care Communication News & Updates Marketing Edge Blog & Podcast Events News & Updates Marketing Edge Blog & Podcast Events Dear Provident Partners, I have a problem. The issue: Bob Lutz is the vice chairman of product development at General Motors and the chairman of GM North America. a gallon gas prices — to remind his friendly blogosphere colleagues that, in fact, he is not bored with blogging. Lets face it.
Pricing B2B Solutions with Customer ROI
APRIL 19, 2010
Monday, April 19, 2010 Pricing B2B Solutions with Customer ROI A recent article "How to price IT products in 7 steps" by Arpon Kar caught my eye about how vendors should use ROI to properly price solutions. According to the article, the author recommends the following 7 steps: 1.Decide the various unique benefits from your product, such that there is no overlap.
Deltalytics' Lloyd Merriam Comments on LTV
Customer Experience Matrix
APRIL 2, 2007
Was it our redesigned website, product line expansion, more restrictive (or liberal) returns policies, or new factory that is primarily responsible? Whether a particular strategic driver had a positive or negative affect is difficult enough to discern. Tests can be conducted to measure the impact of, say, introducing a new product line or instituting wide scale changes in pricing. My friend Lloyd Merriam has left a thoughtful comment on last week's post about Lifetime Value. It's worth treating as a post of its own. the actions of competitors).
Sterling Commerce Focuses Retailers on Total Customer Experience
Customer Experience Matrix
JANUARY 22, 2007
In particular, “New Rule #1” (“It’s still all about the product”) recommends that retailers partner with other companies to expand their offerings. This is a more radical position than it may seem. Although Sterling’s immediate point is simply that retailers can sell more things if they work with partners, the paper is really proposing that the retailer accept primary responsibility for the entire customer experience for the products it sells. If a product failed, the store would be responsible for ensuring customer satisfaction even if the manufacturer did not.
B2B Lead Generation Blog: Online Lead Generation and Management Strategies that Get Results
B2B Lead Generation Blog
JUNE 28, 2007
Guys writes, “The backbone of traditional marketing has long been the 4Ps: product, pricing, placement and promotion. Positioning: How To Test, Validate, And Bring Your Idea To MarketB2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. Critical Success Factor #9 Effectiveness 8 Critical Success Factors for Lead Generation 2.0
Anther Unforgivably Long Post on Lifetime Value
Customer Experience Matrix
FEBRUARY 28, 2007
Customers were assigned to groups based on the year of their first order (Start Year), the product purchased in that order and the promotion source. For each transaction, I had available the marketing cost, revenue (positive or negative, since refunds were included in the data), product cost (cost of goods plus fulfillment). I also had the product purchased in each transaction, which I summarized into three categories: original purchase, repurchase of the original product (renewal), and purchase of a different product (cross sell). million customers.
Best of 2007: Website Design
FEBRUARY 4, 2008
Landing pages are important of course, but not every SEM visitor will convert immediatelyâ€”some will want to check out your site to learn more about your company, products and/or services first. With that in mind, here are some of the best articles and blog posts from 2007 on website design considerations and action items.
WMC Interviews: Dale Underwood
OCTOBER 16, 2007
EchoQuote enables B2B companies to automatically create customized price quotes based on the requester's email address and distribute lead information to an internal sales team or channel. EchoQuote fills that gap, on a pay-as-you-go pricing model that minimizes risk. Marzik was a very positive experience and I owe a lot to my former partner. What's your background?
Engagement Marketing, Part 1 of 3
B2B Marketing Confidential
OCTOBER 5, 2007
Friday, October 05, 2007 Engagement Marketing, Part 1 of 3 Ill be publishing a draft of a white paper Ive just written in three parts. A Mass Market LOB is conscious of the firm’s offerings, but hasn’t formed interest in the products A Seeker is interested in learning about the firm’s offerings, (i.e., Sorry for how long its been since my last post.
Book Review: Value Acceleration
OCTOBER 24, 2007
The central contention of Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage by Mitchell GoozÃ© and Ralph Mroz comes down to three points: 1) virtually every functional discipline in the modern organization (accounting, engineering, production etc.) The authors make a compelling caseâ€”up to a point. The inevitable outcomeâ€”surprise!â€”is Sound familiar?
4 Ways to Build B2B Customer Loyalty and Generate Referrals
MAY 18, 2007
Here are four tactics to enhance loyalty and positive word-of-mouth advertising from your best customers. Low-Involvement B2B Products and Services For low-cost products and services, or infrequently-purchased higher cost offerings, one frequently used method is offering discounts. High-Involvement B2B Products and Services For higher-priced products and services, particularly those which involve long-term interaction between the vendor and the buyer (e.g. NWA WorldPerks, My Coke Rewards, MaxPerks, Borders Rewards). Interested? tags: Web 2.0
Smart Marketing: Small Business Marketing: More Rules of Thumb
NOVEMBER 19, 2007
This myth arose from the consumer direct marketing days where companies mailing for consumer product sales (e.g. a home buyer surfing the net for houses in a price range and specific neighborhood). Sure, these are consumer products sites, but there are also sites like AllBusiness.com that provide B2B product shopping for the do-it-yourself-shopper. marketing ave.
Content Curation Grows Up, Original Content Still Key
MARCH 30, 2011
Rohit positioned that, as more corporations and individuals create content, the role of the content curator is needed. Rohit describes this position as: Someone whose job it is not to create more content , but to make sense of all the content that others are creating. To find the best and most relevant content and bring it forward. Heres what they found. Bookmark the permalink. Share.
Misinterpreting Customer Data: Good Data Can’t Save Bad Marketing
NOVEMBER 13, 2014
annually – all the while increasing the number of positive social media mentions by 14.6% What’s more, the position taken by the HBR article doesn’t fully articulate the whole situation, as Chuck Chapek , Principal of JAC CRM Consulting notes: Data-driven marketing cannot be successful in a silo. It has made them even more price conscious. annually. could not.
Best of 2007: Articles and Blog Posts on Strategy and Branding
FEBRUARY 20, 2008
Marketers Can Buy Buzz by MediaPost Online Spin Max Kalehoff of Clickable presents some interesting findings on the (highly positive) correlation between media spending and word-of-mouth "buzz." While the research was focused on commercial packaged goods, the findings likely apply across a broader range of B2C and B2B products and services. What are they doing? Organic SEO vs. PPC?
ICON16: How Infusionsoft Plans To Dominate Small Business Marketing (and Make Life Better For Small Businesses Everywhere)
Customer Experience Matrix
MARCH 6, 2016
Some companies serving small business have indeed reached multi-million client counts (see table), but their products cost much less and are essential for basic operations.** Infusionsoft’s challenge is to convince a large fraction* small business owners that their product is also essential. Product managers described a plausible glide path from having the system identify opportunities to having it suggest marketing programs to having it execute those suggestions autonomously. Whether it’s realistic is another question. million $1.6 I’m pretty sure they’re right. billion.
Beanstalk Data Adds Service to the Marketing Automation Recipe
Customer Experience Matrix
OCTOBER 10, 2011
If you’re a true connoisseur of marketing automation systems, references to multi-value fields, SQL triggers, export via Web posts, and import via Web services may have you thinking that Beanstalk is more technically advanced than your average marketing automation product. So it’s more a difference of philosophy and positioning than technology. Anyway, back to BeanStalk.
Why Your Content Lacks Substance (and How to Fix It)
Modern B2B Marketing
OCTOBER 23, 2015
For instance, in 2007, The New York Times came out with an article declaring that we see 5,000 ads and marketing messages per day. If you’re putting out the same content as everybody else, you’re not going to have a unique positioning in the market. Author: Kylie Ora Lobell Anybody can go on Google, research a topic, and come up with content. Create customized infographics.
Attack of the Customers Press Release
JANUARY 24, 2013
Customers are taking their complaints about companies and products to the Internet in record numbers, and a new book tells what is driving this trend and how businesses can avoid being victims of customer attacks. Brands have been piling into Facebook expecting to reap a bounty of positive PR, but they forget that these channels can be used to tear down as well as to build.”.
Kale, Podcasts & Yoga Pants: The Secret Formula Behind Ideas That Take Off
MAY 29, 2015
video series follows Dickson as he tests the power of his product by blending everything from glows sticks to Justin Bieber CDs. Quite simply, Blendtec found a way to position their product as something truly fascinating. E ven in today’s crowded marketplace, t hese principles have helped dozens of companies get their products and ideas to catch on," explains Berger.
3 Steps to Blow Your Visitor’s Mind with Content Marketing
JUNE 17, 2014
You can probably figure out some of the keywords people use to find products or services like yours, but do you understand which queries show the intent to purchase? In a recent analysis of nearly 100,000 AdWords accounts, representing $3 billion in annualized spend, we found that the average click-through rate of ads in the first position is between 5 and 6%. Ready for it?
Glassdoor.com: Social Media Tool or PR Nightmare?
JANUARY 5, 2012
Since its founding in 2007, Glassdoor.com has become an important research tool for job hunters, corporate recruiters, and anyone looking for unvarnished behind-the-scenes insight into what really goes on behind corporate doors. Effective workforce management, however, does not ensure a positive outcome on the site. Learning to Live With Employee Opinion.
30 Awesome Blogging Guides, Tips and Resources
MAY 14, 2013
Those getting started or already active in blogging will discover how to: • grow blog traffic, • make content more valuable to readers, • increase blogging productivity, • generate more comments and social shares, • find royalty-free images, • promote your blog, and. 500 companies maintaining corporate blogs has dropped for the first time since 2007. Why Blog. Did you hear that?
Social Proof: Are You Using Client Recommendations?
Writing on the Web
AUGUST 5, 2011
Here’s why: Customer ratings and reviews are one of the ways we decide and choose to buy products online. If there are two pairs of shoes I’ve selected for my size and price, I’ll go with the one that has 5 stars over 4. Do these same persuasion tactics work for sites and businesses that aren’t selling physical products? In 2007, Peter De Vries and Ad Pruyn studied whether recommendations influenced Web site visitors’ decisions when buying digital cameras and choosing tourist destinations. What sealed the deal? The testimonials from other subscribers. How often?
101 Sure-Fire Ways to Make People Hate Your Marketing
FEBRUARY 11, 2013
8) Automatically Direct Message (DM) every new follower you get with a link to your pricing page. And if they followed you, they must be ready to talk pricing, right? 11) Make your business blog all about promoting your products/services. Your business blog should be all about how awesome your business' products and services are. Because love is all you need. Oh look!
Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies
JUNE 22, 2009
But the excitement is tempered… Read more… Neil Stoneman | April 20th, 2009 | no comments How strong is your B2B positioning? Positioning is one of the essentials of B2B marketing but it’s very rare to see it done well. “That… Read more… Doug Kessler | November 28th, 2008 | no comments Evel Knievel, corporate positioning & corporate message development B2B tech companies are often run by engineers. Wouldn’t it make… Read more… Doug Kessler | January 3rd, 2008 | no comments December 2007 Why Blog in B2B?
How to Calculate Social Marketing ROI
JUNE 24, 2010
EMC is a premium-priced provider whose philosophy is to always go the extra mile to take care of the customer. That’s what Pitney Bowes did when a 2007 Postal Service rate increase prompted 430,000 calls from customers. At the same time, the value generated by the community will enable us to cut an additional one-half customer support position each year. EMC Corp. 100,000.
10 Actionable Blog Tricks to Skyrocket Your Sales
JULY 25, 2013
Your keyword strategy shouldn’t revolve around scoring the top position for the easiest keywords to rank for, or beating out your competitors. Back in 2007, marketing guru Marcus Sheridan was the owner of a struggling swimming pool business. As Heidi Cohen advises , “once your content gets them primed to find out more or buy the product, lead them to take the next step.”.
Five Reasons You May Not Be Spending Enough on Content Marketing
NOVEMBER 29, 2010
Marketing needs to develop content and assessment tools to help sales professionals add value earlier in the sales process, helping to morph current product / solution sales methodologies towards value selling engagements. Customers need to be armed with the tools to quantify the cost of indecision and the positive bottom-line impact these changes can have. Death of a Salesman?
How to Take Advantage of a Negative Review from an Authority
SEPTEMBER 14, 2010
For any winery, it is a dream to have a positive review from such a well-respected authority in the industry. I wish I was telling you how our 2007 reds, ones that Christie [the owner's wife] and I are really proud of, were praised by Mr. Parker. 3) Be Positive. As consumers, we thrive on positive news. So be positive! Show Confidence in Your Product.
Tom Pisello: The ROI Guy: Social Media Hierarchy of Needs - Best.
DECEMBER 23, 2010
This includes promoting and participating in collaborative discussions and engaging users in collaborative product reviews, shared designs and innovation. Frugalnomics: Business Productivity and Cost Reduc. Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers.
Crisis Byte: An Online Shark Attack or Fishy Little Nibbles?
NOVEMBER 28, 2011
Those fish might prove more effective in increasing profile about an organization’s product, service or program, plus growing brand reputation and value. Most importantly, which of the 14 # epicfail scenarios affected stock prices or shareholder value, let alone have an impact on long-time brand reputation or trust ? What is the baseline for a true crisis or disaster?
Should You Really Quit Your Day Job in a Down Economy?
OCTOBER 8, 2011
each year from 2005 to 2007). While the idea of leaner operations doesn’t translate positively for the majority of the American workforce, it can be advantageous for some enterprising small businesses. For instance, if your business idea can help companies reduce costs or increase productivity, look forward to a receptive audience. Right now real estate prices and low interest rates are attractive. You have an opportunity to get the wheels in motion now, so that your product or service/business are ready to take advantage of a return in consumer confidence.
Six Steps to a Successful Small Business Content Marketing Strategy
Content Marketing Today
SEPTEMBER 4, 2009
In 2007, the mention of content marketing brought as many blank stares from small business owners as the mention of a website did 10 years before. I think it’s much more powerful than its 19-year-old predecessor, "Always low prices." Stop defining the value of your products and services as a big set of features–or even a vaguely defined set of benefits.