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| | DELICIOUS B2BMARKETING
MAY 24, 2009 Do Psychographics work in B2B Marketing & Sales?
see an over-reliance by B2B marketers on industry classifications (SIC, NAICS, NACE, etc.) The point here is that the product, service, solution that a group of companies really want could be quite different from what the broader pack needs. The production manager may view him/herself as the de-facto COO with broader purview in the business, or the material planner may aspire to be the production manager. Im a keen observer on how marketing is positioned and perceived within companies and what is expected in return for the marketing budget.
| | CUSTOMER EXPERIENCE MATRIX
JANUARY 22, 2007 Sterling Commerce Focuses Retailers on Total Customer Experience
Sterling Commerce, which provides software for sharing data across organizations, recently (well, last August) published “The Four Rules for Ensuring Customer Loyalty in a Competitive Retail Climate” available here (registration required). In particular, “New Rule #1” (“It’s still all about the product”) recommends that retailers partner with other companies to expand their offerings. They only want to deal with one entity—the retailer of choice.the customers expects [sic] the retailer to make the whole experience seamless.” This is a more radical position than it may seem.
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