Finally, A Choice Modeling Primer
I bet you didn’t know that Choice Modeling was initially a psychological theory on how people choose foods they want to eat. I bet you didn’t know that economists picked it up to predict the choices consumers would make for goods and services. I bet you didn’t know that the first “business” application of a [...]
Where's the Personalization in the Enterprise Software Buying Experience?
Can someone please point me to all those great personalized B2B web sites? You know the ones… they kinda ask you as you hit the home page who you are, gather some basic demographics/firmographics and then proceed to customize the content experience for you so you’re more likely to find what you need. I [...]
Can You Predict How Your Market Will Behave?
You can’t? And you call yourself a Marketer??? Granted, market modeling was never the traditional purview of marketers, but seeing how Markets have evolved, gotten so much more competitive and so much more saturated, I don’t know how you can pass up a chance to be smarter about the way your organization goes to market. [...]
Enterprise 2.0: New Tech, Same Old Marketing
Walking the floor at the Enterprise 2.0 conference today I was struck how after all these years the needle hasn’t moved much in terms of how a technology company markets themselves. There’s the obligatory vendor pavilion with the obligatory hard copy collateral, obligatory demo stations, obligatory elevator pitches and the obligatory badge reading and card [...]
Storming the Castle, Chapter 1: Do You Really Have to Storm the Castle to Win?
Folks… here’s an excerpt of Chapter 1 of my eBook, Storming the Castle: Developing a Go-to-Market Strategy That Enthralls, Intoxicates and Drives Growth. Many organizations think of markets as castles — surrounded by difficult to cross moats, filled with hostiles, their customers and prospects and all resulting in a lot of casualties when these organizations [...]
Can Customer Choice Drive Revenue?
So… is it the blue packaging and the $50 rebate that drove your recent uptick in sales? Or was it your brand name coupled with a set of features that your clients have been asking your team to add for years? Nine times out of ten a company can’t answer the basic question “what about [...]
