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| || | ACHIEVE MARKET LEADERSHIP
MAY 13, 2008 What “Flavor” of Marketer Do You Need?
These beliefs are a leading reason why many technology companies hire their marketing team just before they launch, instead of realizing that hiring the right marketers at the start of the development effort might have targeted their products more effectively at customer needs. Marketing strategy - where (customers & products) and how (distinctive competence) to compete. Product : Product/service strategy - what products/services to sell to which target customers with what value proposition. Direct - manage the customer-facing (inside or outside) sales reps.
| | ACHIEVE MARKET LEADERSHIP
JANUARY 5, 2009 Two Opportunities in this Downturn
Opportunity #2 – More ways to reach the prospect. You may have suffered personally during this downturn. You may suffer more because it’s not going to be over soon. However, things are different in this downturn – different from the last one we experienced in 2001 – 2003. Because of these differences, we can take advantage of at least opportunities we now have that we didn’t have before.
| | ACHIEVE MARKET LEADERSHIP
MAY 28, 2009 Deep Qualitative Research
This consists of having an expert sit down with a small number of customers / prospects to gain a deep understanding of their experiences. We conduct all types of research for our clients. You name it and we help them with it. One type of research is emerging as more valuable (and less expensive) than others, and we call it “Deep Qualitative Research”. Conducting this type of research isn’t necessarily easy, but done well, it can be extremely effective. Here’s how you can do it. Know your target market (see more in What Market Segment? ). can’t emphasize this point enough. Rinse.
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- Finally – Good Data to Measure the Impact of Social Media
Greatly increase the speed of response to customer
comments and concerns. (This is a summary of an article called People are Talking ) According to recent research by Lakshman Krishnamurthi (Montgomery Ward Professor of Marketing at the Kellogg School), their research shows a direct correlation between online word-of-mouth and actual market performance (sales). It turns out that there is a measurable connection between online product discussions and buyer behavior. That’s something many of our clients have been hoping to hear. So, how does this work? Interactive MORE >>
- Social Media – when should you listen?
At the simplest level, listening is a ready-made panel of prospects
. We get asked a lot to help our clients with Social Media strategy. One of the most important steps we encourage is “listening”. Of course, what we mean by this is first to find out what people are saying (about your company, brand, products, service, etc.). We are often asked for help around a product launch. product launch is a natural catalyst to tap into your market. Even so, we think our clients are waiting too long to listen … and only a few are institutionalizing the listening process. MORE >>
ACHIEVE MARKET LEADERSHIP Using Marketing for Selling
| MONDAY, DECEMBER 14, 2009
Our clients are not betting that the economy will get better soon. Not only are budget cuts remaining in place, but the focus on sales, and marketing’s direct impact on sales is growing. believe this will become part of the “new normal” way of doing business. As it relates to marketing’s direct impact on sales, one area of tremendous focus is lead generation and lead management – no surprise there. An interesting development we see (and we are helping clients with) is that sales is demanding that marketing provide a new service to them. What do you think? Products & Markets MORE >>
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