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| | DELICIOUS B2BMARKETING
MAY 24, 2009 [Loyalty, Positioning] Do Psychographics work in B2B Marketing & Sales?
IMO, that’s wrong and B2B marketers are missing out on connecting with the real context of their prospects and customers. I 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. Breathing our own exhaust?
| | CUSTOMER EXPERIENCE MATRIX
JANUARY 22, 2007 [Loyalty, Positioning] 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.
MAY 24, 2009 | DELICIOUS B2BMARKETING
[Loyalty, Positioning] Do Psychographics work in B2B Marketing & Sales?
JANUARY 22, 2007 | CUSTOMER EXPERIENCE MATRIX
[Loyalty, Positioning] Sterling Commerce Focuses Retailers on Total Customer Experience