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What CEOs Should Look for in a B2B Manufacturing CMO: Part 2
In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.
Appealing to Emotions
Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.
They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”
Supercharging Your SWOT: Three Steps to Turning Yours into Actionable Business Impact
Mon, Sep 25, 2017 — I’d like to start this blog by offering my hearty congratulations. Having recently completed your SWOT Analysis — that fundamental exploration of the strengths, weaknesses, opportunities and threats related to your business — and declared it a masterpiece, you now have entered a warm and fuzzy zone known as “After the SWOT.”
5 Marketing Strategies Community Banks Use to Move Past Competitors
Sun, Dec 22, 2013 — A recent Wall Street Journal article by Francesco Guerrera, Lenders Looking All Too Similar, quoted a tycoon as stating he chose his financial services on price, because “in the end, banks are really all the same”. This is the last thing any of us want to hear about our business, especially if we are in an industry that prides itself on spending a great deal of time developing an understanding of our customers and creating and marketing solutions designed to appeal to their unique needs. Supporting the belief that strategic innovation can make a difference, Bloomberg BusinessWeek’s article Rural Banks Know Something Big Banks Don’t by Brendan Greeley argues that great customer service combined with other good business practices can produce a good return for shareholders.Over the past year I’ve had the opportunity to work with several community banks and credit unions, and have been impressed with how they are able to defy the premise of the WSJ article. Here are 5 marketing strategies on how nimble organizations have been able to understand their customer and move faster and/or smarter than their larger competitors.