Official Blog of GTM360 Marketing Solutions
People buy from people. People have emotions. Ergo, B2C or B2B, emotions play an equally important role in sales. There’s a fairly large group of people that subscribes to this view. It comprises mainly of B2C marketers who are trying to switch to B2B marketing e.g. Deanna Lazzaroni in Dear Modern Marketer: I Dare You … Read more
Here’s our latest success story: Leading Insurer Boosts Sales Omnichannel CRO increases conversion of browsers to buyers This leading insurer uses integrated marketing to drive sales of its automobile, health, and other general insurance products. Traditional marketing comprises of ads in newspapers, bus shelters and so on. Digital marketing includes banner ads, SEO, etc. QR … Read more
Retargeted Ad is one of those things on which my take as a consumer is diametrically opposed to that as a marketer. As a consumer, I hate them. As a marketer, I love them. For the uninitiated – or, in this case, the unchased – retargeted ads are the banner ads that follow you around … Read more
Traditional retailers aka kirana stores sell almost everything at MRP* whereas modern retail aka supermarkets sell almost everything below MRP (for the unintiated, this and other India-specific terms are explained at end of the post). Since Indians are price-sensitive, modern retail should totally corner the Indian retail market, right? Wrong! Modern retail accounts for barely … 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
Here’s our latest success story: LCMS Vendor Accelerates SAAS Subscription Revenues Product redesign multiplies user count This Learning Content Management Software vendor ported its onpremise software to the cloud, treating the migration as a pure change in deployment method not meriting any change in functionality. A year after going live, the SaaS version had managed … Read more
In What Happens Before A Prospect Contacts Sales?, we’d shared CEB’s finding that B2B prospects complete 57% of their purchasing decision before contacting sales. As we saw in that post, the new Internet-powered purchasing process introduces a blindzone in the purchase process. Unless navigated successfully, this blindzone will lead to a situation where the Buyer … Read more
“B2B customers complete 57% of their purchasing decision before contacting sales.” This is easily the most frequently quoted line in B2B sales and marketing in recent times. Ever since CEB Marketing Leadership Council released this finding in its HBR article in mid 2012, Some startup CEOs have questioned the need for sales A few have … Read more
This blog post is about a controversial topic in B2B technology inside sales: Dial Volume. It will not endear me to Inside Sales folks. Nevertheless, since dial volume pushes the revenue needle, I decided to write it. Cold calling remains an important part of business development in large ticket B2B technology products and services. Every cold call … Read more
In Don’t Lose Deals By Belaboring Business Value, I’d warned that B2B technology vendors risk losing a deal by belaboring business value all the time. In this post, I’ll describe my experience with a startup that failed to heed this warning, and lost the deal – and more – as a result. I was recently … Read more