Here are my posts about Marketing, Leadership and Strategy. Read, share and comment. I'd love to hear your thoughts!
Jan 14, 2020
B2B Marketing Moves To Grow the Top Line
Profit improvement comes from growing the top line and improving productivity. Here is the first article of two, covering revenue growth. Stay tuned for the next installment, on improving Marketing productivity!
Interview on medium.com about “Life and Leadership Lessons I Learned In the Military”. We lived teamwork, initiative and Management by Objectives every day -a great skill set for the rapidly changing business landscape!
To compete effectively, Marketing Managers in B2B companies have to know their competitors, and understand what kind of threat they pose. This research is different from the financial reports analysts provide. A written summary of each important competitor is good to have, as part of a process for collecting and disseminating new competitive information.
Trade shows can be a cost- effective way of generating leads, fly the company colors and keep a handle on what is going on in the industry. But, it is important to pick the right show and carefully plan participation to get the best "bang for the buck".
Even the best B2B marketing organizations will have a bad spell, where the marketing mix just does not seem to work as well any more. Inquiries go down, good leads are fewer and further apart, customer volumes are down, there are fewer clicks on the web site... what to do?
Developing new products is a dynamic activity that helps a company stay ahead of the pack. Hopefully customer needs and wants are captured during product development; even so a well planned launch is important to get traction. Based on 20 years hard won experience, here are some things to keep in mind when planning for that perfect rollout of your new offering.
The Seven Ps of B2B Service Marketing -and a bonus P
Service Marketing has much in common with marketing of products. There are also some differences. For example, services are produced and consumed at the same time, they can not be made and then inventoried, and the quality strongly depends on the people delivering them. Read!
Do You Listen to the Voice of the Customer? Here is a How
Many B2B organizations do not systematically research VOC (Voice of the Customer), and fall short of what is needed for making good decisions. Since this is important, here is a practical primer to the effective collection of information about markets and customers.
Digital Transformation of Manufacturing Supply Chains
In a recent report Putting customers at the centre of the OEM supply chain, the Economist Intelligence Unit looks at manufacturers digital journey not in the Marketing function, but in Supply Chain. Their goal is clear: OEMs want to improve customer service and build stronger links with the product end-users.
In B2B companies, growing the top line takes continuous effort. The Marketing function plays a key role, and contributes much more than market communication. Based on what's working in the real world, here are some ideas how Marketing can proactively help.
Taking a company international is no small task. What works well in the home market might be less than perfect abroad. It is also difficult to manage from a distance, so successfully going international takes some planning. Leaders and strategists need to keep target markets, objectives, entry mode, structure and execution in mind.
Contractors looking to improve the bottom line should consider renting equipment for a project. Renting can provide all the advantages of a premium piece of equipment, without the costs or responsibilities of ownership
How Boards benefit from Directors with Marketing background
Creating growth is a top priority at most every company, experienced Marketers are strategic thinkers, good at contributing market insights and customer analysis that talk to Board- level marketing challenges.