Official Blog of GTM360 Marketing Solutions
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
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
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
All business development teams understand the importance of case studies in B2B technology sales. But, when it comes to producing and using them, we’ve come across two diametrically opposite approaches followed in many IT companies: Kool-Aid: Use case studies for everything Phobia: Shun case studies altogether Case Study Kool-Aid Vendors in the first category launch into … Read more
Many of us have signed up for free software trials and not upgraded to the paid version when the trial period ended. Some of us might have bought a subscription for the paid version, used it for a few months, and then bailed out. In all these cases, we become the SaaS vendor’s “lost customers”. … Read more
I’ve been asked several times about the difference between Data Mining and Predictive Analytics. Well, that’s not strictly true. I’ve been asked only once and that too in the following tweet from @IBMAnalytics visible to me among 15.7K of its followers: https://twitter.com/IBMAnalytics/status/459004965298528256 Replies ranged from the ubiquitous “depends” – will some people begin all their … Read more
All of us receive spammy offers from banks, consumer brands, ecommerce websites, retailers and many other businesses. If you’re like me, you probably delete these SMS / email messages without even opening them. Once in a while, we get a discount coupon on our birthday or wedding anniversary. They are more targeted but we still … Read more
I recently received an offer for INR 100 discount on my next trip on Meru Cabs, India’s leading cab dispatch company. To redeem this offer, I’d need to enter a certain code when I used the company’s mobile app to book my next ride. My first reaction to this offer was, “How the heck am … Read more
Mast Kalandar is a North Indian quick service restaurant chain that has branches in Bangalore, Pune and a few other Indian cities. I happened to visit one of its outlets recently. After placing my order at the cashier and making the payment, I received the receipt for my purchase. By chance, I noticed a mention … Read more