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Scientific Evidence that B2B Customers Want, Need Brands We have been arguing for years that brands matter in the B2B world while showing data to support this assertion. https://blog.marketo.com/blog/2007/03/b2b_branding_wh.html https://www.synaxisworks.com/blog/business/b2b-branding-matters/ https://www.marketingmo.com/blog/template_permalink.asp?id=176 Of course we like the irony of using science and facts and dollars to say that art and emotion and brands are the things […]
Imagine you’re driving from Chicago to St. Louis to meet an old friend for dinner. To effectively calculate whether you’re on target to meet your stated objective (arriving in St. Louis by 5:00pm), the only instruments you would need are your car’s clock, its speedometer and the gas gauge. By monitoring these devices, you could […]
If you start with the idea that brand loyalty means people feel a connection to a brand because they believe the brand understands and meets their needs – both expressed and latent needs – then it makes sense to incorporate market segmentation into your approach in developing the full brand strategy. In other words, market […]
Universal search promises to bring exposure to content once relegated to limited audiences and savvy surfers. Universal search requires businesses to adjust their approach to search engine optimization. Businesses looking to optimize for universal search need to broaden their content horizons and look beyond optimization of just their website content. Anyone who knows anything about […]
At Microsoft’s MIX conference Steve Ballmer, the Microsoft CEO, really let the questions fly, and handled himself the way one would expect the CEO of Microsoft, with audible playfulness, jokes, and a little dancing. However, the crowd wasn’t all drinking the cool-aid. Former Apple Evangelical turned info product salesman Guy Kawasaki, blogger Rafael Rivera were […]
Like most advertising professionals, I enjoy watching the Super Bowl as much for the commercials as for the game itself. The next day, I always enjoy scouring the internet for the various reviews of :30 spots that ran during the big game — to see which are being considered true examples of great advertising, and […]
Lately, we’ve had several clients and prospects inquire about "voice of the customer". The concept seems to be making a comeback in popularity after having its day in the mid 1990’s, thanks to some empirical studies and a popular voice of the customer book by Richard Whiteley. One thing that seems to differentiate the types […]
At the iMedia Brand Summit earlier this month, Wenda Harris Millard (formerly Chief Sales Officer at Yahoo! and Executive Vice President of DoubleClick) addressed an audience of senior level marketing executives with her presentation titled "How Did We Get Here?" Currently serving as President, Media for Martha Stewart Living Omnimedia, Ms. Millard presented a perspective […]
We’ll get to that… I have just returned from the 2008 Net Promoter Score Conference with many thoughts buzzing. It was fascinating to see the breadth and depth of attendees, NPS evangelists and practitioners, from B2B and B2C and B2B/B2C companies, business insurance providers to makers of kids toys, research wonks to CEOs, global Fortune […]
User experience design, AKA UX design is hot topic in web design and rightly so, but I want to take moment to blog a bit about an unsung area that is often overlooked and misunderstood yet critical to UX design–browser experience design. For years web developers and web producers have been including browser support requirements […]
