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Business Growth Strategy: An Ongoing Process

Aug 22 2017
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For many companies, business growth is often driven by unforeseen or unique market events that drive demand.  In any given year, the “stars may align” for a business and result in unforeseen growth.  An example of this is the topic of a recent article published in Plastics News, “A solar (eclipse) powered boom for specialty film business.” For some specialty film producers, the stars may not have aligned, but the alignment of the moon and sun created a once in a lifetime growth opportunity. 

Improved B2B Customer Experience Drives Increased Revenue, Profitability and Customer Share…and May Even Be the Key to Survival.

Aug 11 2017
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PMG’s Customer Insight™ is designed as a robust, customer-centric management tool which collects both quantitative data and relevant qualitative data to support growth strategies. The final deliverable is a fact-based, data-driven report providing guidance on how to better align with your customers to strategically grow revenue, profitability and customer share.

Marketing in the Boardroom – Winning the Hearts and Minds of the Board

Jun 08 2017
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Marketing in the Boardroom is an important book for any aspiring marketers who are moving up the career ladder, particularly those who are writing or giving presentations to the Board. It is also an important book for their organizations, particularly those that struggle to give marketing the support it needs to create customer-led strategies that will drive business growth. 

Building B2B Brand by Improving the Customer Experience

Mar 22 2017
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Recent research into the current focus of B2B marketers has pointed to two interesting trends guiding much of their activity around building their B2B brands: (1) moving from a price driven focus to a value-based approach and by (2) placing more emphasis on the customer experience. Although these highlighted areas of focus were reported as unique separate initiatives, the concept of enhancing value and improving the customer experience are strongly linked and can be considered holistically.  

Understanding Delivered Value: The Key to Market Positioning and Growing Market Share

Oct 19 2016
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In the B2B world, market share is pursued and defended constantly. On a customer-by-customer basis companies constantly exploit opportunities to take share from competitors and develop strategies to prevent losing share.  Sustainable growth is dependent on developing solid strategies in both of these areas. So how do you begin to understand all of the market dynamics associated with developing a comprehensive strategy designed to protect and grow market share? 

Grow Your Business by Strategically Improving Customer Advocacy
(Part 4 of 4 – Customer Satisfaction Series)

Sep 19 2016
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Since being introduced in Frederick Reichheld’s article “The One Number You Need to Grow”, the concept of measuring customer loyalty through a single question survey has become a common practice among many B2B companies.  The power of this single metric, “Net-Promoter Score” (NPS), is built on the concept that “word of mouth” is a strong driver of growth.  According to Reichheld, “research shows a strong correlation between a company’s growth rate and the percentage of its customers who are “promoters” – that is, those who state they are extremely likely to recommend the company to a friend or colleague. The Net-Promoter Score (Figure 1) is calculated by subtracting the percentage of customers who say they are unlikely to recommend from the percentage who say they are extremely likely to do so.”  

 

Customer Satisfaction – Measuring Competitive Position
(Part 3 of 4 – Customer Satisfaction Series)

Aug 24 2016
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In our previous correspondence, we discussed the value in having increased knowledge of your current customer base by understanding two of the four dimensions of customer satisfaction. Knowing how well your products and services align with your customers current and future requirements helps focus a large portion of your growth strategy. The third dimension of meaningful customer satisfaction research, competitive position, provides a clear picture of your performance against competition. 

Customer Satisfaction – Measuring Performance and Importance
(Part 2 of 4 – Customer Satisfaction Series)

Jul 21 2016
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Many companies rely on internal salespeople and marketers for insight into their customers. While helpful, customers reveal limited information to someone pursuing their business. Externally focused customer satisfaction studies are highly valuable, as they provide an in-depth customer needs assessment that evaluates your performance and value against customer requirements to determine alignment as well as identify performance gaps. 

Using Customer Satisfaction Research to Grow Top Line Revenue
(Part 1 of 4 – Customer Satisfaction Series)

Jul 07 2016
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If you are looking for growth opportunities, increasing share with existing customers is usually the fastest and lowest risk growth option available. Properly designed customer satisfaction research delivers the critical pieces of information needed to develop a winning revenue growth strategy: the product and service attributes most important to your customers, your performance on each attribute, your competitive position relative to each attribute, and the critical few attributes that drive your customers to recommend your business to other potential customers.

Online B2B Panel Surveys

Feb 29 2016
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Driven by a dramatic increase in the global internet penetration, online surveys are becoming a popular method for collecting primary research. Delivering faster responses and higher response rates at substantially lower costs, online surveys streamline the methodology of collecting survey data versus traditional telephone and print surveys. 

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