Posts Tagged ‘Customer Insights’

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…)

Intel: How a tech leader can lose its mojo

April 17, 2013

Intel - How a tech leader loses its mojoAs one of the powerhouses of the personal computing revolution, Intel, along with its partner in crime Microsoft, came to symbolize the Wintel era of increasingly powerful (read energy-hungry) and standardized (read price-driven) desktop and laptop computers.

Despite the rise of smartphones and more recently tablets – both requiring small, low-cost, low-power chipsets – Intel continued to back its PC-driven empire, which continued to crumble at a historic double-digit rate.

Following the release of it’s latest quarterly results on Apr 16, this translated to a -17% decline in net income, its 5th consecutive quarterly fall.

How did this tech leader like go from great to dismal and how could they recover? (more…)

Technology growth opportunities are driven by uncovering and leveraging customer insights

May 9, 2012

To be successful and fuel growth, companies must relentlessly look for the best ways to serve their customers while fending of competitive threats.

The following examples, which examine the fast growing tablet computing market, show that this is not always easy without a strong understanding of end-customer needs, desires and expectations.  (more…)