B1 Integrated Marketing

Internet Has Changed B2B Buying By 45 Percent

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There are very few topics in B2B sales that are as polarizing as the debate over how much the Internet has changed B2B buying. Some sales people say customers can find their own products and services online, everything has changed, fire B2B sales reps, blah blah blah. Some others say not a single customer has … Read more

Second Order Thinking Doesn’t Make For Good Memes

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A few years ago, I had guided my retainer customers in the digital payments space on how to address imminent threats from identity theft and cyberfraud. More in In #CashlessIndia – Why Putting Cart Before Horse Will Work. Cue to the present day. The media is full of reports on frauds in UPI payments. As … Read more

Just Because You Can Doesn’t Mean You Will – Part 2

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In Part 1 of this blog post, I had given seven examples that showed that, just because you can do something doesn’t mean that you will. In this Part 2, I will give eight more examples. 8. Millennials do everything on a mobile phone. Therefore, they will refuse to visit bank branches. Just because Millennials … Read more

Just Because You Can Doesn’t Mean You Will – Part 1

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There’s a wide gulf between what one can do and what one will do. Can depends on ability whereas will depends on wish. The two are not always aligned. Without realizing this, many people jump to simplisitic conclusions about motives and behaviors of individuals and companies. This includes troll armies on Twitter spinning conspiracy theories … Read more

Three Reasons Why Companies Don’t Behave Like Individuals

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Since companies comprise individuals, many people believe that companies and individuals will behave in an identical manner under the same situation. I disagree. There’s a big disconnect in the behavior of individuals versus companies. I can think of at least three reasons for this disconnect: Fiduciary responsibility Market cap Emotion #1. FIDUCIARY RESPONSIBILITY Let me … Read more

Statistical Significance Is Dying – And Data Science Is To Blame

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I concluded my blog post entitled Demystifying The Ubiquitous Sample Size Of 2000 on the following note: A survey with a sample size of merely 2000 can deliver statistically significant results for a population of millions provided the sample is representative of the population, which is determined by how homogeneous or heterogeneous the population is. … Read more

Consent Dilemma – Have You Given It Or Not?

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The Netflix show Social Dilemma has rekindled the eternal controversy over privacy, tracking, and manipulation by digital companies. As consumers, many of us outrage at brands for using our private information to target us with personalized communications, ads and targeted offers. In this post, I’m going to go out on a limb and argue that … Read more

Traditional Media Has Itself To Blame For Its Downfall

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Millennials don’t read newspapers and magazines. That bodes ill for the future of traditional media. As though such threats caused by generational shifts are not lethal enough, traditional media is hurting itself even further with its lax attitude and casual behavior. Here are some ways by which traditional media is hurtling towards its downfall. Can’t … Read more

Driving Greater Sales Marketing Alignment – Sales POV

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In Driving Greater Sales Marketing Alignment – Marketing POV, we covered the solution to the misalignment problem from the POV of Marketing. In this blog post, we will see some ways by which Sales can drive greater alignment with Marketing. To recap, the following are the key areas of misalignment between sales and marketing from … Read more