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Archive for December, 2011

How to achieve B2B marketing and sales excellence

Friday, December 16th, 2011 by Guest blogger

Dr Peter Colman, Simon-Kucher & Partners:

Although the procurement function will be at different levels of maturity across industry sectors, the trend is one direction only – increasing levels of professionalism. For sales and marketing teams experiencing these changes, it is a fundamental and worrying shift in the dynamics of the customer relationship.

The customers’ buying centre (i.e. decision making group) is now larger, more complicated and more likely to have divergent goals. Furthermore, the professional procurement manager will have access to good market information, the option of utilising technical innovations like e-auctions and be financially incentivised to demonstrate savings.To counter this strengthened position, three actions should be taken by marketing and sales teams. (more…)

How can brands grow?

Wednesday, December 7th, 2011 by Guest blogger

David Wood, creative director, Iris Associates

All brands want commercial growth. It’s what they need to weather turbulent trading conditions, overcome competitive markets, and ultimately secure their long-term survival.  But how can marketers strive for real growth against a backdrop of ever-expanding techniques and channels through which to engage with potential customers? “Old fashioned” marketing processes, which are focussed on delivering ROI on marketing spend, creates an increasing challenge to drive up a brand. (more…)