Official Blog of GTM360 Marketing Solutions
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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
“Most B2B buyers only care about the value you bring to their business. They really do not care about your products.” When I read this line on LinkedIn, my first reaction was to reply back with the classical Little Feat line “Don’t Bogart That Joint. Pass It On.” I’ve no argument with the first sentence. … Read more
With so much buzz around Content Marketing, content deluge is the new “information overload”. From “helpful” guides to outright sales pitches to several things in between, I get hit by around 100 pieces of content every day. I’m sure your day is no different. Each of us has our own way to manage the deluge. … Read more
From personal experience and anecdotal evidence, there’s no question that retail banking customers are increasingly moving to digital channels to conduct everyday banking transactions like balance inquiry, statement download, and so on. Notwithstanding the pronounced shift in customer preference to digital channels, bank branches are far from dead. In fact, according to some reports, they’re … Read more
I was introduced to SINE (Society for Innovation and Entrepreneurship), the technology incubator at my alma mater IIT Bombay, when I attended the Silver Jubilee Reunion of my Class of 85 in 2010. Since then, my exposure to Indian technology startups has increased. As a budding angel investor, I’ve lately begun to closely follow the … Read more
According to the Economic Times article Brokerages’ Retail Pain Is Banks’ Gain, banks have stolen a march over neobanks in the e-brokerage space in India. Cheaper access to funds and greater trust – “no one lost money with a bank” – are two major factors that have gone in favor of banks. Based on personal … Read more
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
I’ve been buying stuff online since circa 1998 but a few recent events have taken the edge off my enthusiasm for ecommerce: Driven by VCs braying for profits, many Indian ecommerce players have moved from the traditional inventory model to the asset-light marketplace alternative. Thanks to my exposure to this model via eBay India several years ago, … Read more
Welcome to the first blog post of 2015! The Top 10 posts of 2014 were: #10: Big Pharma Turns To CEM For Cure #9: Did Google Acquire FeedBurner Minus The CAPTCHA? #8: How To Make Co-Creation Work? #7: Retail Is Barking Up The Wrong Tree Against Ecommerce #6: Does CX Really Drive Sales? #5: How To Lie With Big Data #4: Frictionless … 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