B2b CMOs should pay close attention to four emerging technologies to engage customers this year, according to a report released by Forrester Research.
In the report, “Emerging Technologies B2B CMOs Should Watch in 2011,” Forrester analyst Jeff Ernst recommended CMOs explore online content curation to bolster thought leadership.
When I worked in magazines, we talked about such passion points as cars, fashion, cooking. What magazines do very well is address those passion points. When I started my website it turned out to be something a little different and even more powerful.
Harnessing an emotional engagement is enabling my Web site to build both a community and an e-commerce business.
Community and commerce is the digital world’s latest buzzword, spurred in large part by the phenomenal success of Groupon and the “members only” model of Gilt, Rue La La and others.
B2B companies often copy segments that seem to work for competitors, but don’t allocate sufficient resources to define the right segments.
Some companies believe that segmentation reduces the number of available prospects when there are so many potential buyers outside of these segments. However, this view discounts the opportunity cost of working to convert lower-value prospects with much lower conversion rates than the high-value customers within target segments.
One of the fastest-growing large companies in the world is VMware, based in Palo Alto, CA. Its sales, for example, have tripled over the last four years, from $600 million in 2006 to $2 billion in 2009, and sales are expected to hit $3 billion in 2010.
That may be why VMware is a Wall Street darling—because compared with the competition the company is growing both profitably and predictably. Why is that? And what does this mean to B2B marketers?
While this trend was already growing, the increase market penetration of smartphones and improved camera functionality allows a massively engaged audience to snap high-quality photos and share them in seconds.
An integral part of effective marketing-measurement initiatives is establishing key performance indicators (KPIs).
KPIs serve as a special type of metric. Whereas all marketing metrics should help marketers assess their performance, KPIs are intended to provide leading insight into the future impact of marketing efforts on business outcomes. They indicate a change in performance and provide insight on how to influence success.
In this age of global business, engaging only one nation’s consumer base is a sure way to plateau your company’s revenue and growth.
In countries with less competitive Internet markets and less refined search engines, it used to be enough to simply translate the English copy into the local language and start doing business. With so few companies doing it, there was limited competition, and ranking highly in the results pages of search engines used worldwide wasn’t difficult. This is no longer the case.
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