Official Blog of GTM360 Marketing Solutions
In Use And Misuse Of Personas In Marketing, I’d defended personas from being lampooned by some misguided marketers. That doesn’t mean I believe everything is hunky-dory with personas. There are at least three problems I see in the way personas are created and used in Persona Based Marketing (PBM) campaigns today. A. SOLE FOCUS ON WHO … Read more
The ink on my previous post Indian IT – Turning Crisis Into Opportunity has hardly dried than two Indian IT majors Infosys and Wipro have announced better-than-expected quarterly results. Much as I’d like to attribute their superior performance to the guidance given in my post (!), these IT veterans have been doing all this and more … Read more
Buyer persona is the bedrock of targeted marketing. HubSpot provides a succinct definition of the term: A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Data includes not just demographics but behavior, emotions, wants, aspirations and other buyer attributes. A sample persona … Read more
At the end of my blog post entitled Indian IT – Crisis Or No Crisis?, I reflected on the zeitgeist about the looming crisis faced by the Indian IT industry due to growing automation, digital challenges, H1B restrictions and Trumpism-driven Middle America outsourcing. Even if these challenges are real, there’s no need to panic. The industry … Read more
Uber didn’t invent targeted offers but the “world’s largest taxi company” sets itself apart from other brands by the innovative ways with which it uses the new marketing tactic to deepen customer engagement, as I’d highlighted in Mastering Targeted Offers – The Uber Way. I recently saw Uber’s mastery of another “next gen” marketing tactic, … Read more
As the title of our website’s WHAT WE DO page proclaims, GTM360 helps growth-stage companies in technology-intensive industries to “cross the chasm” and break into the mainstream market. In a recent MEDIUM article titled 25 Years Later, ‘Crossing the Chasm’ Has Withstood the Test of Time, author Tiffani Bova has a fireside chat with Geoffrey Moore, … Read more
Wipro lays off 600 employees due to poor performance. Cognizant fires 6000 employees consequent to its annual appraisal. So on and so forth. The media is full of bad news about the Indian IT Industry. Notwithstanding that, rumors of existential crisis for the industry are grossly exagerrated. Whether you use a bell curve or a … Read more
“Can you give us an RFP template to share with our client?”, asked one of our customers recently. “We can Google it but you can save us the trouble if you have something readymade”. Good they didn’t use Google. There’s lot more to sharing an RFP template than finding, downloading and handing over a standard … Read more
After trying out a half-dozen hosting providers, I settled on one that I’ll call ACME. Among other things, I selected ACME for its following two features: Hosting for virtually unlimited domains on a single hosting plan Free unlimited number of mail boxes, each with virtually unlimited storage (subject only to the overall storage limit under … Read more
As SAAS gains traction, software companies are making greater use of inside sales. According to Salesforce, inside sales is growing 300% faster than outside sales. With more and more sales development representatives fishing in the same pond, the market is getting crowded. As a result, inside sales is finding it ever harder to get through … Read more