Archive for the ‘Growth’ Category

A successful business is built on customer successes

September 18, 2014

Enabling customer successIn spite of the growing sophistication in technology, not the least of which includes the flourishing area of digital marketing, a new business opportunity is often won or lost simply by whether your prospect feels convinced of the true value that you are offering them.

From the customer’s perspective, in this situation there is often nothing better to help them decide than to hear an honest endorsement directly from another, similar customer.

That’s why it’s critical to properly leverage your past client successes when doing business. (more…)

B2B Tech Companies: Marketing is about more than just supporting sales

June 5, 2013

Marketing is more than just sales supportLast week, along with 250 other marketing professionals, I had the pleasure of attending the ICT Marketing Directors’ Club (CMIT) annual Forum in Paris.

This association of mainly French-based, marketing and communications professionals from dozens of small to large technology companies includes marketing directors from international firms like Adobe, Alcatel-Lucent, IBM and Sharp.

This year’s forum focused on the main challenges and opportunities in marketing over that past 10 years. In particular, the topics discussed dealt with various outbound marketing activities: Creating market positioning; Generating leads in the digital age; The challenges of channel marketing, and how to manage branding and reputation on and offline.

While the forum was very interesting and informative on the whole, examining the discussions more closely, the topics addressed related mostly to generating sales and business growth; an important yet partial function of the marketing practice.

The main part missing was the key role that marketing plays in generating client and market insights to direct strategy, to in turn create new value for customers, and ensure satisfied, return customers. This is the added value of marketing. (more…)

Externalize marketing? Why it makes business sense

May 6, 2013

Externalize marketing? Why it makes business senseMarketing has become more specialized and strategic than ever. Customers are more vocal and increasingly deal with companies on their terms; New companies can serve clients in new markets and compete with established ones more easily, and companies have an increasing range of ways to create and deliver targeted value to their clients, while precisely measuring the effects.

To thrive in this ever changing, high-stakes world, business leaders must invest in professional marketing capabilities to better serve clients and compete.

So what what does this mean for today’s technology firms? (more…)