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Buyer persona is the bedrock of targeted marketing. HubSpot provides a succinct definition of the term: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” A sample persona is shown below: Persona-based marketing has become increasingly popular in recent times, both in B2C and B2B realms. Maybe it’s only me but I see a strong correlation between PBM and the rise of Facebook Ads, which is arguably the […]

Posted by Ketharaman Swaminathan On Jul - 21 - 2017 Add Comments READ FULL POST

I recently read the following tweet: After Banks figure this out and do something with eKYC, they will realize that people are not ready to pay MDR, want privacy — Srikanth ஸ்‌ரீகாந்த் (@logic) February 20, 2017 I replied back pointing out that: But Merchants pay MDR, not Consumers! — S.Ketharaman (@s_ketharaman) February 20, 2017 He replied back with the following tweet: nice dream. — Srikanth ஸ்‌ரீகாந்த் (@logic) February 20, 2017 @logic was implying that merchants will definitely pass on the […]

Posted by Ketharaman Swaminathan On Jul - 14 - 2017 1 Comment READ FULL POST

At the end of my blog post entitled Indian IT – Crisis Or No Crisis?, I reflected on the zeitgeist about the looming crisis faced by the Indian IT industry due to growing automation, digital challenges, H1B restrictions and Trumpism-driven Middle America outsourcing. Even if these challenges are real, there’s no need to panic. The industry has been through several crises in its 30 year history and emerged from each of them stronger than before. I predict that the same will […]

Posted by Ketharaman Swaminathan On Jul - 7 - 2017 Add Comments READ FULL POST

Uber didn’t invent targeted offers but the world’s largest taxi company sets itself apart from other brands by the innovative ways with which it uses the fledgling marketing tactic to deepen customer engagement, as I’d highlighted in Mastering Targeted Offers – The Uber Way. I recently saw Uber’s mastery of another “next gen” marketing tactic, namely, abandoner remarketing. For the uninitiated, abandoners are those who visit a website (or fire up a mobile app), click around but leave without making a […]

Posted by Ketharaman Swaminathan On Jun - 23 - 2017 Add Comments READ FULL POST

As the title of our website’s WHAT WE DO page proclaims, GTM360 helps growth-stage companies in technology-intensive industries to “cross the chasm” and break into the mainstream market. In a recent MEDIUM article titled 25 Years Later, ‘Crossing the Chasm’ Has Withstood the Test of Time, author Tiffani Bova has a fireside chat with Geoffrey Moore, the author of “Crossing the Chasm”, the classic published nearly 25 years ago. When asked how relevant the principles of chasm marketing are in today’s […]

Posted by Ketharaman Swaminathan On Jun - 16 - 2017 Add Comments READ FULL POST

I noticed a huge crowd during a recent visit to my bank branch. I happened to spot the bank’s Head of Relationship Banking – let me call her Sonia – in the branch. I asked her how come their branch was so full when finsurgents have been predicting the death of branches for so long. Sonia told me that, let alone die, their branches are growing. Despite the fact that branches are expensive – think mounting real estate costs – […]

Posted by Ketharaman Swaminathan On Jun - 9 - 2017 2 Comments READ FULL POST

Wipro lays off 600 employees due to poor performance. Cognizant fires 6000 employees consequent to its annual appraisal. So on and so forth. Notwithstanding all the bad news that dominates the media, rumors of existential crisis for the Indian IT industry are grossly exagerrated. That’s because, whether you use a bell curve or a parabola or good old gut feeling, 5-10% of any IT company’s workforce are non-performing at any given time. Indian IT employs 4 million people directly. 5% of […]

Posted by Ketharaman Swaminathan On Jun - 2 - 2017 1 Comment READ FULL POST

If you think bots will never replace human agents, you’re amongst the lucky few who has been served by intelligent human agents. Let's stop pretending that live agents have IQ of 140+ when we claim that chatbots are too dumb to replace them. — GTM360 (@GTM360) March 29, 2017 I admit that I’ve also been among the lucky few at times. But more often than not, I come across fairly dumb human agents. And, lately, I’ve started experiencing fairly intelligent […]

Posted by Ketharaman Swaminathan On May - 26 - 2017 Add Comments READ FULL POST

“Can you give us an RFP template to share with our client?”, asked one of my company’s customers recently. “We can Google it but you can save us the trouble if you have something readymade”. Good they didn’t use Google – there’s lot more to sharing an RFP template than Googling, downloading and handing over a standard template. B2B technology providers can use the opportunity to “share an RFP template” as an opening for introducing specs favorable to their product […]

Posted by Ketharaman Swaminathan On May - 19 - 2017 Add Comments READ FULL POST

After trying out a half-dozen hosting providers, I settled on one that I’ll call ACME. Among other things, I selected ACME for its following two features: Hosting for virtually unlimited domains on a single hosting plan Free unlimited number of mail boxes, each with virtually unlimited storage (subject only to the overage storage limit under the selected hosting plan) These two features were strong differentiators for ACME when I signed up for it. Apparently, they’re not widely available from other hosting […]

Posted by Ketharaman Swaminathan On May - 12 - 2017 Add Comments READ FULL POST
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