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

IT Services Companies Can Achieve Laserlike Focus With Marketable Items

Indian offshore-centric IT services firms have created a multi-billion dollar business from nothing in shorter than three decades. Companies, large and small, have reached here by riding the wave of lower costs to offer a broad range of services to overseas customers. Now, according to this report, it looks like what got them here won’t get them there. Read our blog>>>

PIPL Digs Deeper And Delivers Richer Contact Information

Business development executives and inside salespersons crave for direct telephone numbers of contacts in potential buyer organizations so that they can reach them directly to pitch their products and services. However, they find that company websites, Google search, and, increasingly even Hoovers, Jigsaw and other specialized contact providers, seldom provide anything more than switchboard numbers. Read our blog>>>

Select The Right Contact Provider And Boost Campaign Success

The marketable offerings are created, the email flyers, telescripts and other marketing collateral are ready. It’s now time for business development executives to reach out to the target market via email blasts and telephone calls in order to create awareness and generate leads. Read our blog>>>

Overdraft Opt-In Presents A Huge Opportunity For BPOs

The Federal Reserve Board of the USA has amended the so-called “Regulation E” to prohibit financial services institutions from charging overdraft protection fees for ATM withdrawals and one-time point-of-sale debit card transactions unless the customer has opted in to overdraft coverage. Read our blog>>>

Google Versus LinkedIN Advertising Rekindles The Quantity Versus Quality Debate

Having recently completed a month-long campaign using the recently-launched LinkedIN DirectAds PPC advertising platform, I can’t help comparing it with Google AdWords, the #1 PPC platform in the world. I’ve used the latter several times in the past, albeit not for the same product / service. Read our blog>>>

No PC, No Google

In the early days of the Internet, there was so much hype around what it could do that the common man was almost under the impression that it could do anything except make his coffee. Vendors of ERP, office automation and other high-tech products had to gently remind their customers that they needed computers to access the Internet. Now, in its Web 2.0 avatar, there’s so much buzz around Google, Facebook, Twitter and the like. For those interested in finding ways to improve their Windows environment, nothing seems to be coming their way. Read our blog>>>

Call Centers Can Cut Costs And Still Enhance Customer Experience

Websites of banks, telcos and other service providers make available a lot of generic information (e.g. interest rates) to their customers without asking them to log on. However, when the same customers telephone their call centers, why do they insist on knowing the account number, telephone PIN number and other info that’s virtually the equivalent of a voice log on? Read our blog>>>

Mine OOO Messages To Bolster Effectiveness Of Email Marketing

A recent email campaign we executed to announce the launch of our SAP CUSTOMER & PARTNER MAILING LIST gave us another occasion to be reminded about why we love Out of Office messages. You can mine OOO messages to bolster the effectiveness of your email marketing campaigns by growing and enriching your mailing lists. Read our blog>>>

GTM360 Launches SAP Customer & Partner Mailing Lists

With over 3,500 contacts of SAP customers and partners, our SAP mailing lists offer compelling value for SAP and other ERP service providers targeting existing SAP sites for upgrade, support, replacement and other services. More>>>

Price Decontrol Doesn’t Mean Inflation

In the context of oil, a recent Swaminomics column in the Times of India made a passing reference to the notion that “price controls do not quell inflation, and abolishing price controls won’t accelerate inflation”. Politicians and the average reader aren’t the only ones who’d disagree, as the author fears. I can easily imagine many marketers and others raised on cost-plus pricing model to find this notion highly counterintuitive. Read our blog>>>

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?