Businesses offering professional services often end up chasing accounts that are unlikely to yield results. They end up spending cycles only to see their efforts wasted. Adopting a simple model based on the maturity of the organization and their desire for outsourcing some of their processes helps focus efforts on the right accounts.
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“Wide diversification is only required when investors do not understand what they are doing”, according to a financial wizard we know as Warren Buffet. What Warren Buffet may not realize is that his words hold equally true for a large number of businesses and indeed, marketers. Ask a marketer “Who is your customer?” and...
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Marketing battles are fought in the minds of the customer and not rooted in the realities of the product, according to marketing gurus, Al Ries and Jack Trout. In most industries, the market leader is invariably one that customers instantly associate with a single or simplified concept such as Volvo = safety; Heinz =...
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Should the marketing team in your company consider social media for their marketing plan? During these times of ever-shrinking marketing budgets, there are some who think social media is a passing fad. Kipp Bodnar of Howard, Merrell & Partners presents 5 reasons why social media is more relevant than ever for B2B marketing. Visibility...
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Most people we know get a large number of file attachments over email. These end up cluttering their desktop. Writer Chanpory Rith has evolved a simple method to avoid desktop clutter. Set up four folders in your Documents folder – Inbox, Actions, Incubate and Archive. Make Inbox your default download folder for all applications....
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President Barack Obama’s administration yesterday announced its draft plans for new financial regulations. Given the financial meltdown of the last twelve months, it is safe to assume this is some pretty important stuff. However, even economists who’s job is to comprehend and comment on the same, can’t all agree what it means. In case...
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Alumni have always been one of the most visible faces of an educational institution. However, most institutions, with a few exceptions, do not leverage this brand in a consistent manner. At a time when institutions are competing for resources and attenti0n at a global level, this is a trick that most of them are...
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Newsletters are ubiquitous. Almost all our customers and prospects use Newsletter as a marketing tool. Unfortunately, most of these are really press releases or direct mailer campaigns passing off as newsletters. This is a colossal waste of a powerful relationship building tool that could significantly impact both revenues and margins – in a positive...
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Recently, every prospect and client that we have met has been telling us that their #1 problem is lead generation. They wonder if Web 2.0 or social media can help them. Our initial interest in engaging with many of these prospects, was to enable them to build trust-based relationships with their stakeholders using social...
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According to a survey conducted in Australia in 2008, 42 percent of respondents said their suppliers could not adequately solve their problems, while another 20 percent had issues with inexperienced staff manning their calls. The survey reported that six out of 10 consumers had changed supplier in the past year. I am not surprised...
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