You are in B2B sales. Do you consistently outperform your competitors? Or do you dream of doing so? You might be well advised to have a chat with your marketing colleagues on influencers. A survey conducted by The Geehan Group and mentionned on Marketing Profs showed that, in a B2B space, companies who outperform competitors have a radically different balance of their marketing budget. Average companies spend
Yesterday, I wrote two posts on the concept of business ecosystem. The content was – on purpose – a bit conceptual. I already announced that the next post would focus on showing how these concepts apply to marketing and sales, implying a more "tactical" an operational type of content. Well, I will write this post but somebody did it already for me, at least partially. This morning, on Social Media Today, one of my favorite blog on social media ( although
In the previous post, we have looked at a global description of a company’s business ecosystem and stakeholders. Our conclusion was that companies need to manage a web of relationship with the key parts (sometimes all) of their ecosystem and ensure the consistency of their behaviour and communication. Is this need new? No and Yes, in that order. No, it is not new because major corporations and companies with powerful
In a previous post, I described the shift in behaviour of B2B buyers as the main reason why B2B marketers need to manage the interaction of their company with the overall business environment, or ecosystem. With these two posts (that one is part 1), let’s take a closer look at the concept of business ecosystem. Most people familiar with technology-driven businesses of any type will associate the word ecosystem
Although this evolution has started a long while ago, it is only relatively recently that the B2B marketing and sales community as a whole has realized the magnitude of the challenge: today, in most cases, potential B2B buyers do not want to be disturbed by marketing talk and sales call coming in at a – perceived - inappropriate moment. For very rational reasons (do more with less people) and less rational ones (a frantic way to work with often poor time
Hallelujah! Eventually it happened, a blog post on social media being BS (well BS is a politically correct form of another not so correct expression meaning “false and banal statement”) The HubSpot Blog is a really good source of intelligent content on marketing. In his last post, Mike Volpe, in 7 short statements puts social media back where it belongs: a tool which does not change the need of getting the fundamentals of business and of marketing right.
Minter Dial and Eric Mellet from The Myndset Company have recently published a very interesting white paper on how modern brand management can only be taken as a global way of managing the company. Although the thinking behind the modern concept of global branding has been known by (good) specialists for a while, Minter and Eric make it come to life very nicely in the current social and economic context. The key ideas can be summarized as follows; • The
A blog is a media, peer-to-peer media, and needs an editorial concept combining a programmed focus with spontaneous reactions to relevant events. In line with the goals and concept of Marketing Lighthouse which is to promote a modern approach to Marketing & Sales, I am starting series of posts on the following topics; Some marketing myths and why you should (sometime) ignore them Business ecosystem and influence-focused marketing Global Account Management Reloaded Marketing myth: the world of business in general and the world of