Daily Dog, 12/16/10
Sixty-two percent of Fortune 50 companies are reaching out to their customers and other key stakeholder groups using some form of mobile communications, according to a new study by Burson-Marsteller and its sister firm Proof Integrated Communications. But the research found that only 39 percent of these companies highlight their mobile offerings on their corporate websites. “It is surprising that companies with mobile offerings are not taking advantage of every channel to let stakeholders know about their mobile websites, applications, and SMS tools,” said B.L. Ochman, managing director of emerging media for Proof. “With so many customers accessing the Internet through mobile devices, companies need to promote their mobile offerings with vigor.”
Marketing Sherpa, 12/15/10
The customer comes first. We all know this isn’t always the case, but employing this attitude when looking at the B2B marketing and sales process can really pay off. Benefits include a better integration of Sales and Marketing, which allows Marketing to offer tangible results and a streamlined buying experience for the customer that will lead to more revenue.
One former VP and current business growth consultant has spent more than 30 years working to promote alignment between Marketing, Sales and leadership, and offers four tactics Marketing can use to improve the marketing and sales cycle through a customer-centric approach.
Engaging customers and prospects with relevant communications is essential to marketing success. By combining marketing automation technologies often used by business-to-consumer marketers with sophisticated email tactics, b2b marketers can better establish a rich dialogue with individual prospects and customers.
Here are three b-to-c tactics that b2b marketers can incorporate into their programs to more strongly engage with contacts and drive revenue:
The customer life cycle is what’s important now.
A few months ago, I asked a broad range of marketing leaders: Does the marketing funnel still work for you? Or are you moving into something else? This sparked several heated debates and ultimately reinforced that more than a century after its first use, marketing leaders still turn to the “marketing funnel” to describe three key aspects of their work: consumer psychology, marketing mix measurement and the business value of marketing. But is this the right move for marketers given the rapid changes transforming the marketing landscape? At Forrester, we believe the answer is no.
Entrepreneur Corner, 12/7/10
The modern chief marketing officer is as much a scientist as he or she is an artist.
The role is one that’s rapidly evolving these days thanks to advanced new technologies that allow marketing professionals to track, target and measure their company’s spend. At Bessemer, we see many of the best CMOs as “quant jocks” – not creative types ordinarily concerned with creating attractive print ads or snappy videos. Top CMOs get the creative, but also understand how to use the latest high-tech tools to maximize marketing programs and convert potential customers into buyers.
IDG News Service, 11/29/10
Comcast has demanded that broadband backbone provider Level 3 Communications pay it a recurring fee for delivering video traffic to Comcast customers, Level 3 said Monday.
Comcast said it would cut off its own customers’ access to the movies and other Web traffic unless Level 3 paid the fee, Level 3 said in a press release.
The Comcast decision violates network neutrality principles that the U.S. Federal Communications Commission approved in 2005, Level 3 said. Comcast successfully challenged the FCC’s enforcement of the net neutrality principles when, earlier this year, a U.S. appeals court threw out its ruling against the broadband provider slowing peer-to-peer traffic on its network.
This morning I had the privilege of keynoting Forrester’s EMEA Marketing and Strategy Forum.
My keynote introduced a new stream of research we’re developing in the Consumer Product Strategy role: Disruptive Renewal. We also today published our first report on the topic, which Forrester clients can download here.
The basic principle of Disruptive Renewal is that connected device adoption and the broader digitization process are permanently and irrevocably changing the way in which customers interact with products and services. Media industries were on the bleeding edge of these trends, causing what we have called the Media Meltdown, a painful transition that put audiences in control and permanently disrupted media company business models and products.