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Behold New Marketing Tablets from on High SiriusDecisions Demand Unit Waterfall

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The mighty oracle of modern digital marketing has delivered us a new groovy epiphany to lead us mortals into the light of righteous marketing. My dear friend and guru on these matters, Intelligent Demand’s John Common gives a first-person account from the burning bush. Save yourself time and read his well laid out 2,500 words to get the story.  Or read his last 400 words covering eight thoughts summarizing the key points.

No argument SiriusDecisions is considered the McKinsey of digital marketing thinking. When outside credibility is necessary to spark digital marketing investments inside $1B+ companies, they have the horsepower to get cross-functional senior executives saluting.

The new construct encouragingly unlocked another B2B purchase process level recognizing multiple operators in B2B purchases – aka the Demand Unit. Further, they venture into creating demand against buyer personas, needs, and solutions. Agonizingly, this framework, like the others, fails to call out and operate on sales process insights.

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Featured

Nine SMB Buyer Insights

PDF Version: RSmith-SMB Buyer Insights

Not in a hurry

Purchase timelines can last 2-12 months with more significant investments expanding to years to mitigate risk and properly educate themselves.

Start online

SMB organizations rarely have the expertise in the target purchase as larger companies and therefore must leverage external resources. Google reports greater than 90% start online to survey availability, pricing, payback and reviews.

Seek decision support

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Know Thyself, “Act” on Thy Brand

Know Thyself, “Act” on Thy Brand

Download PDF: RSmith Know Thyself Act on Thy Brand

All companies have two things – products and competitors. But now, these are seldom the axis where success is determined. Globalization, hastened by technology, has created new supply, demand and purchase patterns profoundly disrupting every industry.

To thine own self be true, and it must follow, as the night the day, thou canst not then be false to any man. (Polonius to Laertes Hamlet Act 1, scene 3)

Disruption is when a company invents or extends a product that broadens the target market creating new transactions. Occasionally, the new transactions will replace or reduce legacy ones.

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Internet of Things Fog Computing and Aggregation

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fog-logoBy 2020, Gartner’s latest estimates indicate over 20 billion deployed Internet of Things (IoT) devices. Many factors will impact reaching these numbers. Significant design and engineering advances are redefining traditional network – compute paradigms, or depending on your age, resurfacing old ones. Read how key drivers will shape the newest Internet ‘it-technology.’

IoT Units Installed Base by Category (Millions of Units)
Category 2016 2017 2018 2020 16-20 GAGR
Consumer 3,963.0 5,244.3 7,036.3 12,863.0 34.22%
Business: Cross-Industry 1,102.1 1,501.0 2,132.6 4,381.4 41.20%
Business: Vertical-Specific 1,316.6 1,635.4 2,027.7 3,171.0 24.58%
Grand Total 6,381.8 8,380.6 11,196.6 20,415.4 33.74%
Source: Gartner (January 2017)

Telematics

Insatiable demand for data and remote control applications will deliver these numbers. IoT devices are designed covering three primary functions.
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Primer on NPS®

Contemplating adopting the entire system or a part of it? Lay down a solid education program covering the concepts in this primer to give the program a fighting chance.

Frederick F. Reichheld, a Boston-based author and director emeritus at Bain & Company, conducted research for two years culminating in the 2003 Harvard Business Review paper The One Number You Need to Grow Frederick F. Reichheld 12/03. “The objective was to “link[ed] survey responses with actual customer behavior — purchasing patterns and referrals — and ultimately with company growth.” The results were “clear yet counterintuitive” pointing to a certain process that predicts business performance from satisfaction.  

These insights led to the metric, Net Promoter Score®, evolving into the Net Promoter System® practice discussed in the best-selling follow-on book series The Ultimate Question… Continue reading “Primer on NPS®”

Media Mix Modeling

Neil Borden, professor of advertising at Harvard is said to have coined the term “marketing mix” first using it in his 1953 presidential address to the American Marketing Association.

Marketing sciences and big data provide us with a process known as Media Mix Modeling. These econometric based models intake and process large streams of data across time periods, called time series, then create patterns suitable for analysis. These models have many uses from explaining weather patterns to predicting the stock market. Like a set of mechanics tools, there are many econometric models optimized for specific applications. For marketing, the key application is evaluating previous spends and testing future plans with high levels of certainty.

The Problem

Driving thousands of inbound calls per day or a dozen diners to a restaurant, marketing Continue reading “Media Mix Modeling”