We weigh in here with our high-tech go to market perspectives!

Why Inbound Marketing for B2B?

Inbound marketing is now being increasingly adopted even by “conventional” B2B high-tech product and services vendors. More>>>

Security Can Be Frictionless

I was initially shocked to learn from this report released by ThreatMetrix last week that financial services firms worry more about fraud than customer convenience.On second thoughts, this shouldn’t be too surprising – after all, banks seem to be getting singled out for criticism for all kinds of fraud.  

The Downside Of Generic Brands

Brands like Xerox, Maggi and, to a lesser extent, SAP, virtually represent their entire product categories. With a dominant market share in their respective product categories - Xerox in photocopiers, Maggi in noodles and SAP in ERP - such generic brands have not only enabled their owners profit in the native product categories but have helped them enter new product categories through brand extensions. It must surely be a dream to own a generic brand.  

Differentiate By Catalyzing Executive Mandate

Package implementers and system integrators can go beyond their traditional arm’s-length entreaties about the role of executive mandate and differentiate themselves by acting as catalysts for its achievement.  

Embrace Voicemail Messages To Trigger Action

In India, it’s customary for people to take calls on their mobile phones even when they’re busy in meetings or while they’re driving – most often only to tell the caller party that they’re busy at the moment and will call back later. Somehow, activating voicemail and leaving a signon message to do the same thing in an automated manner, is not common.  

Mass Brands Can Acquire – And Retain – Customers Of Class Brands In This Recession

If there’s one thing that’s different about this recession from the ones before, it’s the permanent shift of customers from premium to value brands. In a recent report, McKinsey says that marketers of premium goods who are waiting for a return to normality following the recession may be disappointed. “Their customers have tried cheaper products—and actually like them”, warns the report.  

Go To Market Process

Go To Market is what separates a great idea from blockbuster revenues. Packaging the idea into a marketable offering, presenting it through marketing collateral, and generating qualified leads for it via targeted campaigning -- these are the key steps in the go to market process. More>>>

Marketability

Any idea, product or capability must be marketable in the first place. Therefore, marketability is the first and arguably the most critical element on which they should be evaluated. Offering, campaigning and sales have a much better chance of succeeding if the idea, product or capability is marketable. More>>>

Differentiators

GTM360 uses the STRADOF framework to identify differentiators in its clients' offerings. STRADOF stands for STructured Methodology for RApid Development OF Differentiators. STRADOF looks beyond features, examines the attributes of the Total Ownership Experience and goes on to provide a structured methodology to develop a set of credible and ready-to-use differentiators for a wide range of "high-tech" products. More>>>

Five Tips To Boost Inside Sales Effectiveness

Realize that your inside sales team is at the tailend of your go to market process and can be effective only if it's equipped with upstream go to market elements like marketable offerings and supporting collateral. Giving them a mailing list and telling them to make cold calls won't work. More>>>

SEO Or SEM?

With the growing buzz around inbound marketing, it might be useful to note a few key differences between Search Engine Optimization (SEO) and Search Engine Marketing (SEM).  

Broaden Markets With Multilingual Support For Your Products

Traditionally, multilingual software applications and Web sites allowed users to select a language from a list containing multiple languages at the set-up and log-in stage. The language was then installed and displayed on all screens, menus, and help text. That sufficed when the application’s use was confined to a single language at a time.

Boosting Cold Calling Effectiveness

Frustrated with rejections on a daily basis, salespersons have been seeking out alternatives for years to cold calling for generating leads. Is cold calling required or not?