Official Blog of GTM360 Marketing Solutions
Cult loyalty is the highest tier of loyalty. Consumers at this level patronize the brand forever, recommend it to everyone around them, and, most importantly, talk about the brand well outside the context of the product, as though the brand is a part of themselves. What drives cult loyalty? Is it the product? Is it … Read more
They say every product or service must have a secret sauce. Some startups take the secrecy part of this advice to the extreme by going into stealth mode until they launch. Some others point to today’s open world of startup events, mentoring sessions, Twitter and TED talks and question if it’s even possible to keep … Read more
Yes, you read that right. There are ways to remove features and increase a product’s appeal. This post was sparked off when I heard about GPSVoice, a new mobile app that uses GPS to help parents track their children’s location without draining battery life. More on the app in a bit but lest you think I’m … Read more
Before developing a food discovery startup’s GTM strategy, we recently did a test drive of its mobile app. The app lists dishes of various cuisines from restaurants in the local neighborhood. Like many hyperlocal startups, this one also started operations in one city and then had plans to expand to other cities. As soon as … Read more
Since I wrote HDFC Bank’s PayZapp Ends My Bill Payment Woes, I’ve made a few more bill payments using the mobile wallet. All of them went through successfully (knock on wood!). I’m even more convinced that PayZapp is the best way of paying bills for people who’ve tried out other alternatives. That said, PayZapp faces … Read more
I get around 15 bills a month from telcos, utilities and other types of billers. Being an omnichannel freak, I don’t have any bias towards where I pay them, with my choice of payment channel depending largely upon where I am when a certain bill falls due: If I’m close to my laptop, I pay … Read more
I was recently talking to an SAP consultant who has been in this field for close to a decade and is currently employed with one of the world’s largest SAP implementation partners. I was tickled by a few things he told me about the current state-of-affairs in the SAP world: As an FI lead, he … Read more
Separating product from marketing is never a great idea for any type of software but, for Software-as-a-Service, it can be a recipe for disaster. That’s because SaaS functionality is a double-edged sword: Get it right and it can aid your marketing; but copy it blindly from your onpremise version – or otherwise get it wrong … Read more
Personally I love frictionless CX and I was glad that I could make a business out of my passion when I launched Conversion Rate Optimization as one of the services of my company’s Digital Marketing+ offering. All along I’ve been debating with myself and my customers whether there’s an optimum level of being frictionless or … 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