GTM360 Blog

Official Blog of GTM360 Marketing Solutions

Personal Finance Managers and Mobile Money Management Apps (herewith “PFM”) have been around for over a decade. So far, PFM has focused on budgeting by helping its users control everyday expenses such as the proverbial $5 coffee. For reasons explained in Innovative Fintechs Don’t Need No Open Banking Regulation, PFM’s value proposition has so far been disproportionate to the level of account access it has demanded. On top of that, it has called for a change in behavior. Changing consumer […]

Posted by Ketharaman Swaminathan On Dec - 8 - 2017 1 Comment READ FULL POST

As I highlighted in my blog post titled SAAS – What’s In It For Vendors?, the total subscription fees for three years of a SAAS software often exceeds the lifetime license cost of an equivalent onpremise software. Your prospects and customers will cotton on to this when they “do the math”, as McKinsey observes in Subscription myth busters. Charging SAAS subscriptions to credit cards and expensing them has become a thing of the past. According to Ben Horowitz, cofounder and general partner of the […]

Posted by Ketharaman Swaminathan On Dec - 1 - 2017 Add Comments READ FULL POST

As companies go global, their employees relocate to different parts of the world. Immersion in diverse cultures follows. A certain degree of culture shock is inevitable. Overcoming it is a critical success factor for globalization. With this in mind, one of the topics I was planning to cover when I started this blog was globalization amidst cultural differences. But, amidst marketing, sales, fintech and other more frequently covered themes, culture got missed out. I plan to make amends for that with […]

Posted by Ketharaman Swaminathan On Nov - 24 - 2017 Add Comments READ FULL POST

Continuing from my previous post titled GST For Techies – Part 1, I’m covering some of the more complicated elements of GST in this follow on post. Part 1’s preamble applies here also but I also want to amplify my previous point about jargon. Every specialty has its own jargon. GST is no exception. While many people rant against jargon, it’s impossible – even inadvisable – to avoid jargon while discussing any specialized topic. According to one study, a 6 […]

Posted by Ketharaman Swaminathan On Nov - 17 - 2017 Add Comments READ FULL POST

As we all know, there was a severe cash crunch in India on the back of the demonetization of high value currency notes a year ago. To ease the pain, the government of India made a big push to promote digital payments. Trending under #CashlessIndia, the drive multiplied visibility of preexisting digital payments and led to the launch of several new digital payments. Among the former category were web A2A electronic fund transfer (NEFT, IMPS, RTGS), mobile wallet (PayTM, PayZapp), credit card […]

Posted by Ketharaman Swaminathan On Nov - 10 - 2017 2 Comments READ FULL POST

This is a random collection of my observations about GST based on discussions with a bunch of small business owners and a couple of Chartered Accountant firms. The objective of this post is to throw light on how GST works for a company in practice. While it’s impossible – even inadvisable – to avoid jargon when discussing any specialized topic, I’ve recast some of the GST jargon into terms that make more sense to a businessman (as against accountant or […]

Posted by Ketharaman Swaminathan On Nov - 3 - 2017 Add Comments READ FULL POST

In When Does Negative Copy Drive Positive Outcomes?, we saw how the Loss Aversion principle in consumer behavior makes negative copy effective. At the end of the post, I’d cautioned vendors against using negative copy indiscriminately and implored them to handle campaigns based on negative copy with a lot of care. In this post, I’ll share my thoughts on when and how to use negative copy in customer outreach campaigns. First the “when” of using negative copy. It’s a no brainer […]

Posted by Ketharaman Swaminathan On Oct - 27 - 2017 Add Comments READ FULL POST

All through my career in sales and marketing in the corporate world, I’ve been exhorted to write in positive style. The strong guidance applied to ads, email marketing, datasheets, brochures, case studies and other forms of marketing collateral (hereinafter referred to as “copy”). In my early days in software marketing, I used to work for a company that developed a warehouse management software (“WMS”). By curbing theft from warehouses, WMS helped retailers and other industries prevent pilferage losses. Accordingly, the […]

Posted by Ketharaman Swaminathan On Oct - 20 - 2017 2 Comments READ FULL POST

Every now and then I come across a techie complaining that their sales is overselling, thus making their job of creating a satisfied customer harder. For example, take this OP on Quora, who asks: Is it common to oversell in B2B? My boss has a tendency to oversell our company services, but the tech team can’t keep up. I’m new to the B2B setting. These guys should realize that there’s a big difference between overselling and aspirational selling. Overselling is […]

Posted by Ketharaman Swaminathan On Oct - 13 - 2017 1 Comment READ FULL POST

I’m happy to announce that I’ve published a book! Entitled FROM DISLOYALTY TO OMNICHANNEL CUSTOMER ENGAGEMENT, my book is available in Kindle and EPUB formats. In this eBook, I trace the arc of loyalty programs run by brands during the last 5-7 years and predict the trajectory of their customer engagement management strategies over the remaining 3-4 years of the current decade. Contrary to popular opinion, loyalty is still a thing and many brands are making sizeable investments to go beyond […]

Posted by Ketharaman Swaminathan On Oct - 6 - 2017 Add Comments READ FULL POST
  • Facebook
  • Linkedin
  • RSS
  • Twitter
  • Youtube
  • See our Pinboard
Enter the video embed code here. Remember to change the size to 300 x 250 in the embed code.

Sponsors

  • GTM360 - Marketing for Midsize IT Companies
  • EMAIL360 Website Lead Generation Widget
  • SAP Mailing List
  • QR360 - Beyond Quick Response Codes


Switch to our mobile site

Enter your email to sign up for GTM360 Blog: