Why is ABM the Biggest Mega Trend in Marketing? Here’s the Story.

Sangram Vajre·31 January 2017·Customer Engagement

...We’re a month into 2017. Everybody is thinking about how to maximize their efforts to accomplish everything they want to do this year. The to-do list is insanely long for B2B marketers. Unfortunately, one thing I have heard from a lot of my compatriots in the B2B industry is that they are still focused on lead generation. Read More...

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Five ways to disrupt your business model

Ripu Daman Singh·31 January 2017·Strategy & Innovation

...Burberry has become a Digital Master by transforming its customer experience. Codelco has become a Digital Master by transforming its operations. And Uber has become the epitome of Digital Mastery by transforming its customer experience, its operations and its business model. Read More...

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Digital Platforms – The Embodiment of Innovation Management Theory.

Louis Bouwer·23 January 2017·Strategy & Innovation

...The astonishing success of digital platforms is because it's a new business model that is extremely well aligned with fundamental evolution of innovation management theory. In this case, knowledge of innovation management theory is not an option but an absolute requirement to develop and manage this new type of enterprise. Read More...

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Executive Social Business Ignites Employee Advocacy

Rachel Mezzatesta·29 December 2016·Customer Engagement

...Leadership by example in social business is mandatory. How many executives are connected to all of their employees on LinkedIn? How many follow their core leadership team on Twitter? Answer: "Few." How many employees own a mobile phone and participate in some type of online or social communication? Answer: "Most." How many employees are true brand advocates, experienced social bloggers and are trusted brand voices in online communities? Answer: "Few". Read More...

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The Year of Account-Based Marketing Comes to a Head at Dreamforce

Sangram Vajre·1 December 2016·Customer Engagement

...After the #FlipMyFunnel conference in Boston, where we filmed the "professors" for ABM University, one of the professors, Tyler Lessard, said something which really stuck with me. Tyler said the ABMU professors should do a reality show for "The Amazing ABM Race" where it would be marketer vs. marketer in a series of marketing challenges. Only one will survive to claim the grand prize of eating house-smoked bacon from Heinz Marketing, Tyler joked to me in an email. Read More...

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Digital Transformation: Quo vadis, corporate innovation management? (Part 1/2)

Frank Mattes·10 November 2016·Strategy & Innovation

...True Digital Transformation, i.e. Digital Transformation for growth, provides not only a huge opportunity for *corporate innovation but also a large number of challenges. We are exploring how corporate innovation management should move ahead. This first part deals with new opportunities that corporate innovation management needs to seize. The next post will focus on new challenges and how corporate innovation management should engage in the transformation process. Read More...

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Digital Transformation: The growth catalyst

Frank Mattes·10 November 2016·Strategy & Innovation

...As you may have noticed here we have started a peer group process with leading firms from the Process Industries. These companies explore what comes after the obvious first steps in Digital Transformation which are frequently: Read More...

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Better marketing: How about you don’t copy everyone else, yeah?

Ted Bauer·7 November 2016·Customer Engagement

...When I was a little bit younger, I was often confused about marketing objectives. To be honest, before I even worked in marketing, I really didn’t understand the difference between “marketing” and “advertising.” (Truth be told, most CMOs probably still don’t understand that difference.) I think it’s worth a… Read More...

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Competitive Advantage is transient

Vivienne Neale·28 September 2016·The Digital Transformation People

...Ever thought you could maintain competitive advantage? No chance. Think again. It is no longer sustainable. There is an accelerated rate of change like we have probably never witnessed before. Think of the age of steam and then some. We now live in an age where everyone, but everyone is looking for something new. We get tired of brands, ideas, services, shops, people very quickly. Our attention span keeps dropping (blame smartphones) and we are basically looking for the next hit. Let's face it even the drugs we take are controlled to eliminate the hit and miss element of natural substances. So what on earth makes you think you can retain a competitive advantage? Arrogance? Read More...

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Step out of the traditional marketing funnel to increase conversion rate

James Leighton Davis·7 September 2016·Customer Engagement

...Over the last few years, things have changed dramatically in the funnel structure. Long gone are the days when we had prospects coming into the top of the pipe and emerging as loyal followers. The customer experience process has changed; today's sales process has changed; calling for a drastic shift in the way we market to others. Read More...

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UK Retailers and Omnichannel Offerings: Why They Fall Behind Their US Counterparts

James Leighton Davis·7 September 2016·Customer Engagement

...Compared to their US rivals, UK department stores are losing ground when it comes to omnichannel retail and introducing omnichannel experiences that satisfy consumers' growing demands, research finds, raising serious considerations about the future of UK's high street, especially after the fall of retailers Austin Reed and BHS not long ago. With more than two centuries of experience, thousands of staff, and 100+ shops, neither brand managed to keep up with the increase of online shopping (their online presences and websites were developed too slowly) and the fact that more suitors have entered the arena. Read More...

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What Distinguishes Top-Performing E-commerce Companies?

James Leighton Davis·7 September 2016·Customer Engagement

...According to Robert Moore, CEO of RJMetrics, venture capital firms and e-commerce companies have had a stormy relationship thus far. The online sector races on while investors struggle to identify new opportunities coming from those entering the arena, which means that no big wins are made. Read More...

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