The world of marketing is forever evolving. And with that evolution, the skill sets needed for marketing practitioners to continue adding value to an organization’s marketing program continue to change as well.
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Custom Marketing Framework,
Customer Experience Design,
Market and Data Analysis
April 07, 2015
Go-To-Market,
Customer Segmentation,
Custom Marketing Framework
March 31, 2015
March 31, 2015 / by Sat Duggal
Implementing a marketing excellence program is not a casual matter, or a task for the feint-of-heart. It requires time, commitment, and effort.
But the results are so valuable, it could be the best investment you’ve ever made in your business.
So how exactly is it done?
[…]Keywords: Go-To-Market, Customer Segmentation, Custom Marketing Framework
Customer Segmentation,
Value Based Pricing,
Custom Marketing Framework,
Customer Experience Design,
Team Capability Building,
Market and Data Analysis
March 26, 2015
March 26, 2015 / by EMM Group
In our last post, we discussed why customer experience is such a vital part of your marketing mix.
To take it a step further, let’s now consider some best practices that you can start applying right now to create a powerful customer experience in your own company.
[…]Keywords: Customer Segmentation, Value Based Pricing, Custom Marketing Framework, Customer Experience Design, Team Capability Building, Market and Data Analysis
Custom Marketing Framework,
Customer Experience Design,
Team Capability Building
March 24, 2015
March 24, 2015 / by EMM Group
In highly competitive markets, differentiation is hard to establish. Customers are more knowledgeable and demanding than ever before, global competition is intensifying, products are increasingly becoming commoditized, and all of this drives down profit.
[…]Keywords: Custom Marketing Framework, Customer Experience Design, Team Capability Building
Customer Segmentation,
Market and Data Analysis
January 29, 2015
January 29, 2015 / by Brenna Neal
How to Balance the Need for Local Customization with the Need for Scale and Efficiency
Our last post defined and discussed the challenge faced by companies applying segmentation to an expanding global market. Companies are faced with the following questions: How can we balance our needs for scale and efficiency globally with the specific and differentiated needs of the local market? EMM has led global segmentation projects for several multi-national clients, and we offer the following specific steps for how this can be accomplished.
[…]Keywords: Customer Segmentation, Market and Data Analysis
Go-To-Market,
Customer Segmentation
January 27, 2015
January 27, 2015 / by Brenna Neal
Balancing the Need for Local Customization with the Need for Scale and Efficiency
By now, we all understand the importance of segmenting our customer base and selecting target segments. In this two-part post, I’ll discuss how to effectively segment in a global market.
Segmentation enables us to better customize our products, services, channels, messaging, and more to align with our target segments’ needs and better penetrate and grow with our customers. We can also better scale our company costs by focusing on a few target segments.
[…]Keywords: Go-To-Market, Customer Segmentation
Go-To-Market,
Customer Segmentation
January 12, 2015
January 12, 2015 / by Sat Duggal
We recently completed a successful segmentation project with one of our major industrial B2B clients’ Chinese subsidiary, which was facing a highly complicated and quickly evolving marketplace. (Read the case study here). As we reflect on that experience, a few key lessons emerged that can be more broadly applied:
[…]Keywords: Go-To-Market, Customer Segmentation
Newsletter,
Custom Marketing Framework
November 13, 2014
November 13, 2014 / by Sat Duggal
One of the biggest threats to brands today is consumer indifference. With so much noise and clutter in the marketplace, how do you get your customer to pay attention? What creates brand loyalty strong enough to last for decades or perhaps even a lifetime?
[…]Keywords: Newsletter, Custom Marketing Framework
Go-To-Market,
Value Based Pricing,
Customer Experience Design
November 10, 2014
November 10, 2014 / by Sat Duggal
We were recently with the cross-functional team of a leading industrial manufacturer working on the go-to-market strategy for one of their new products. As we watched the team create their offering value proposition, we realized the extent to which the product features were driving the discussion, rather than the customer needs. Reflecting on this later, we identified what drives this all-too-common tendency. They were developing a value proposition for a product that was ready to be launched after several years and millions of dollars of NPI investments. At this stage in the product launch, they were not starting with customer needs. They were starting with what the product could do and working backwards to find customer needs that would match those abilities.
[…]Keywords: Go-To-Market, Value Based Pricing, Customer Experience Design
Market and Data Analysis
October 30, 2014
October 30, 2014 / by Sat Duggal
You did it! You finally finished your marketing plan for next year. You know exactly how you’re going to turn heads and really get those sales going. Now you just have to activate and communicate the plan across hundreds, if not thousands, of people in your complex organization. But that’s okay because you set up your strategies around only those tactics you know will be adopted by the team.
[…]Keywords: Market and Data Analysis