Disruptively Customer Centric B2B sales – Tools for Crossing the Chasm

B2B sales has been under major disruption due to content marketing and automation surge. I am a big believer and practitioner of these tools and methods my self and I’ve been convinced that this is the way to create naturally supporting customer journey towards a happy end and the results have proved how well itContinue reading “Disruptively Customer Centric B2B sales – Tools for Crossing the Chasm”

Megaphone model – An approach to influence an entire market

I’ve been involved in some cases that had to do with introducing something new to the market place and/or  required changes to legislation, public opinion and awareness. Such cases are about energy legislation, taxation, medical legislation, healthcare, vaccination programs, trade legislation, nuclear power plant permits, etc. In such a case I and Minna Ritoluoma (MarketingContinue reading “Megaphone model – An approach to influence an entire market”

Marketing attribution modeling

I just found Mr. Kfir Pravda’s article “Revenue attribution 101”  Mr. Pravda’s key question was: How do you measure revenue attribution – money and profitability for marketing activities. He had split the revenue attribution measurement according to touchpoint sequence from last to first and combined as customer journey. I agree with his measurement frame andContinue reading “Marketing attribution modeling”

Paradigm shifts in Marketing 2014

I believe that in 2014 corporate management and board take action and set new requirements for marketing. This has already been the trend for some time, but I believe that in 2014 a tornado hits marketing function in large-scale. I wish you could give your opinion on these. Please, if you disagree or notice thatContinue reading “Paradigm shifts in Marketing 2014”

Marketing’s new and re-designed 7P’s

Marketing used to be about making companies APPEAR to be better, increasing brand appeal etc. Today marketing is about MAKING BETTER COMPANIES The omni-channel, real-time, everything’s available and traceable environment we are currently living in has changed the marketing fundamentals quite radically. The world is no longer the same place for which The marketer E. JeromeContinue reading “Marketing’s new and re-designed 7P’s”

CMO´s were hit by Tornado

Marketing departments in many companies are currently losing their importance and budgets. The world of commerce and marketing is truly in great turbulence right now.. Tornado really. The change is like force of nature and it is so fierce, because several megatrends are colliding simultaneously: Customer Experience design and metrics mania (NPS) Corporate Identity asContinue reading “CMO´s were hit by Tornado”

Definition for Customer Experience

Customer Experience is so obvious and yet so complex subject that has multitude of perceptions and views to consider. I try to put it very objectively. What do you think about this definition about: “Customers approach their experience subjectively and holistically and they form their view of customer experience based on one or multiple engagementsContinue reading “Definition for Customer Experience”

Choosing and Buying – Cross-channel influence

We first started the development of cross-channel customer behavior analytics methodology – One Experience in 2004. The original insight about channel development was about clear conflict between companies channel development practice and customers actual behaviour. Companies used to develop each channel individually. Very often each channel has still own channel responsible management that is developingContinue reading “Choosing and Buying – Cross-channel influence”

The CMO Survey 2013 & insights – What CMO’s should do now?

The Duke University’s CMO Survey 2013 results highlighted again the need for marketing and CMO’s to carry more responsponsibility and integrate better with the corporate management and operations. It seems to me that marketing is facing the same evolution that car engines have gone thru since 1960’s. In the 60’s car engines were large, heavy,Continue reading “The CMO Survey 2013 & insights – What CMO’s should do now?”

The beginning of customer journey – Initiation

The customer comes to a crossing and stops because the brand successfully engages with him or something changes in the customer’s situation. In most customer journeys there is a defining moment when a person gets actively interested in buying, initiated. That moment can be identified rather reliably. Something makes a person actively start considering aboutContinue reading “The beginning of customer journey – Initiation”