Marketers have long been fascinated by why certain products capture the public’s interest, becoming integral to daily routines, while others quietly disappear from the view. This intrigue is not only limited to consumer goods, but also extends to how some organizations achieve and maintain a competitive advantage. To make sense of this phenomenon, Jay Barney […]
Tag Archives | marketing
The Hooked Model
Marketers have always been curious about why some service or product offerings seem irresistibly appealing while others fade into obscurity. In the past, the same phenomenon was at play that used to make people glued to their TV sets for hours, and today, this is what triggers us to check on our phones compulsively numerous […]
Experience Economy
The concept of the “Experience Society” is a social and economic evolution where experiences, rather than goods or services, become the primary products of society. This idea has been influenced by various theorists, including Alvin and Heidi Toffler. The Tofflers’ analysis of societal evolution lays the groundwork for understanding the shift to an experience-focused society. […]
Growth Hacking Experimentation
Growth Hacking is a buzzword these days. Conventional marketers often find Growth Hacking Experimentation extremely challenging. However, traditional marketers exercise Growth Hacking Experimentation in their routine activities without realizing it. For instance, they pre-test variables, carry out A/B testing, and incorporate the results of experimentation into improving the variables or products. This can be in […]
AARRR Growth Funnel
Growth Hacking is neither “scoring some quick wins to kick-start growth” nor “breaking into something one should not.” It is an important element of Marketing aimed at organizational growth. The term Growth Hacking was first coined by Sean Ellis—a startup advisor, angel investor, and entrepreneur—in 2010 to think beyond traditional Marketing and add a methodical, […]
Capabilities-driven Growth Strategy
A business remains viable as long as it keeps growing. However, forecasting how much the business will grow in a year, or in a certain period of time, is a difficult proposition for any business leader. Likewise, it isn’t easy for the leaders to envisage the following scenarios: How much growth is necessary for their […]
The Strategic CFO
The Chief Financial Officer (CFO) role has traditionally been a custodian of financial acumen, integrity and shareholder value—selecting indicators to measure organizational growth and ensuring value. Inflation, stricter regulations and governance requirements have caused the CFO position to exist in nearly every organization these days. However, this wasn’t the case in the last quarter of […]
Strategic Decision Making with Machine Learning (ML)
Automation has a profound role in improving Operational Excellence and Decision making. Organizations, these days, are increasingly using Machine Learning (ML) to improve the Strategic Decision making expertise of their leaders. Global research by MIT Sloan Management Review in collaboration with Google—involving 4,700 executives and a number of Key Informant Interviews—indicates that ML is gradually […]
Account-based Marketing (ABM) Solutions
Account-based Marketing (ABM) solutions are valuable to implement the ABM approach. By using the ABM approach, we can mechanize and trim down the protracted process of finding target accounts and minimize the effort, time, and cost involved in courting these prospective accounts. ABM systems facilitate the stakeholders in creating the most qualified leads, developing tailored […]
Conversational Account-based Marketing (ABM)
Traditional B2B Marketing typically involves communicating with scores of potential customers in the hopes of making a few of them to interact with your website and initiate conversation about an offering of their interest. In contrast, Conversational Account-based Marketing (ABM) is a proactive, systematic approach to go about Marketing that leaves nothing on chance. This […]
Consumer Benefits Ladder
Marketing, these days, is shifting towards developing great ideas and creating customer experiences that consumers discuss further in their circle. The focus of the marketing effort is on building a brand image. To supplement this organizations need to develop a culture that lives the brand. Top brands have been built by communicating their message to […]
Strategy Classics: Porter’s Five Forces
Michael Eugene Porter—a Professor at the Institute for Strategy and Competitiveness, Harvard Business School—is widely acclaimed for his unmatched prowess in competitive strategy, strategic planning, global economic development, and the application of competitive principles and strategic approaches. Renowned as the father of modern day strategy, Dr. Porter is an author of 18 books and a […]
