Official Blog of GTM360 Marketing Solutions
Ketharaman Swaminathan 
There’s a growing realization among B2B technology marketers that positioning their products and services around technology is a fool’s errand. Even compared to a year or two ago, there’s a massive rise in vendors recasting technology offerings around alleviation of business pain areas. This is a great development. We’d like to take some credit for … Read more
I’ve been buying stuff online since circa 1998 but a few recent events have taken the edge off my enthusiasm for ecommerce: Driven by VCs braying for profits, many Indian ecommerce players have moved from the traditional inventory model to the asset-light marketplace alternative. Thanks to my exposure to this model via eBay India several years ago, … Read more
Welcome to the first blog post of 2015! The Top 10 posts of 2014 were: #10: Big Pharma Turns To CEM For Cure #9: Did Google Acquire FeedBurner Minus The CAPTCHA? #8: How To Make Co-Creation Work? #7: Retail Is Barking Up The Wrong Tree Against Ecommerce #6: Does CX Really Drive Sales? #5: How To Lie With Big Data #4: Frictionless … Read more
Many technology vendors sell analytics as a product. However, many marketers want to buy analytics as a service (because it’s easier to get a tangible Return on Marketing Investment that way). This results in a dilemma of whether to position analytics as a product or service. Before exploring ways to address this dilemma, let me … Read more
Darrell Huff’s classic How To Lie With Statistics is as relevant now as it was when it was published 60 years ago. In fact, it’s perhaps more relevant now because, as more data has been generated in the last three years than in the entire history of mankind, there’s so much more raw material for lying … Read more
In this day and age of Amazons and Flipkarts, it shouldn’t take much for a business to appreciate the importance of customer experience. Nevertheless, when we recommend certain features to improve the UX / CX of our customers’ products or platforms, we often receive pushback ranging from “when a customer takes a little more trouble … Read more
Although I had my first taste of ecommerce as far back as 1998, over the years I’ve preferred to shop at brick-and-mortar stores – at least in India – because the offline channel shields me from the intrinsic delivery risk of the marketplace model and saves me the friction of transacting online with credit cards. … Read more
Medical representatives sell prescription drugs by detailing doctors and canvassing drugstores. They do not contact patients who actually consume the medicines. This makes sense because, in the pharma industry, patients don’t play an active role in deciding what to buy. As we know, the way it works in this business, the physician writes the prescription … Read more
Just like some people will never pay for a mobile app – or any digital content for that matter – I’ll never use a mobile app that forces me to register before I’ve had a chance to try it out. Of course, this rule doesn’t apply to mobile banking, Twitter, HootSuite, and other mobile apps … Read more
When we separated our company blog from my personal blog Talk of Many Things, I had to migrate our business email subscribers from the latter to the former. Since I couldn’t find a way to automate this, I resigned myself to doing it manually. Because I’d chosen Feedburner to manage the feed and subscriptions of … Read more