Posts tagged "B2B"

Timing Matters: Balancing Field, Expert and Headquarters Market Perspective for B2B Innovation Strategy

Timing Matters: Balancing Field, Expert and Headquarters Market Perspective for B2B Innovation Strategy
For B2B innovation strategy development over a one to five year horizon, my firm, Insight to Action recommends considering field, headquarters and expert primary insights perspectives. Of course, before conducting the new research, a critical first step is to leverage secondary sources and to assess any historical data and identify unanswered questions. An example of... Read more »

Driving Innovation from B2B Market Research

Driving Innovation from B2B Market Research
Thinking Through the Role and Value of Multiple Perspectives, from End User to HQ Decision Maker When conducting B2B market research for clients that sell to larger organizations (e.g., those with more than 1000 employees), it’s typically a given that there are multiple decision makers involved in choosing a vendor or service. For example, some... Read more »

The Difference One Letter Makes: How Global B2B Brand Sodexo Deployed Easy-to-Pronounce Naming Strategy

The Difference One Letter Makes: How Global B2B Brand Sodexo Deployed Easy-to-Pronounce Naming Strategy
Organizational and product naming, particularly for B2B global entities, presents an interesting challenge. We’ve recently written about Ingredion signaling its strategic commitment with its name change. French food services and facilities management company Sodexo underwent a seemingly minor name change that has a big impact on its brand evolution. B2B Names Must Clear these Three... Read more »
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Bring Competitive Intelligence to Your B2B Market Strategies

Bring Competitive Intelligence to Your B2B Market Strategies
Competitive Intelligence Trends Make ‘Getting in the Know’ a Matter of Course What are your competitors up to? What are their future strategic plans? If you knew the answers to these questions, how would it affect your B2B market strategies? For most industries, these aren’t theoretical questions. Recent trends in competitive intelligence make knowledge about... Read more »

How Millennials Changed My Management Style

How Millennials Changed My Management Style
Efficiency with effectiveness is considered a cardinal virtue of the workplace. But to achieve optimum results and productivity from my teams of Millennial colleagues, I’ve had to eschew “efficient” management styles that were preferred by older generations. In consulting assignments for the Cambridge Group and Insight to Action, my teams conduct large, multi-faceted projects. A... Read more »

The Internet Knows: How We Googled Our Way to Global B2B Market Analysis

The Internet Knows: How We Googled Our Way to Global B2B Market Analysis
My firm, Insight to Action, was challenged by a B2B food ingredient client to create a category analysis of the global reduced sodium market that includes both overt and stealth initiatives.  This category analysis was then translated to prioritized customer targets and marketing approaches. First, we selected the most promising countries and markets for sodium... Read more »
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In a Declining Market, Duracell Grows Share with Focused Market Strategy

In a Declining Market, Duracell Grows Share with Focused Market Strategy
Alkaline batteries aren’t exciting. They aren’t advanced. And they aren’t a growing market. But batteries also aren’t going away. Devices like remote controls, smoke alarms, flashlights and toys still use plenty of battery power. P&G’s Duracell looked on the bright side and deployed a market strategy designed to grow share, including product innovations, new partnerships... Read more »

QuickBooks Enjoys 80% Market Share with 29 Million Small Businesses But Keeps On Growing

QuickBooks Enjoys 80% Market Share with 29 Million Small Businesses But Keeps On Growing
Case Study: How QuickBooks’ Innovative Market Strategy Spurs Growth in a Mature US Market Intuit QuickBooks operates in the small business market, sized at approximately 29 million businesses in the US, and it has more than 80% market share with small businesses that use financial management software. With the goal of helping more of these... Read more »

B2B Strategy Trend: ‘Right Now’ Trumps Long-Term Planning

B2B Strategy Trend: ‘Right Now’ Trumps Long-Term Planning
Recently, through work with my firm Insight to Action, I’ve noticed a troubling B2B pattern: management’s desire to focus on immediate commercial results (e.g., within the next six months) and to avoid long-term market strategy and strategic planning. While top executives require a one to three-year horizon in market strategy and strategic plans, middle management... Read more »
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The New Year’s Networking Resolutions That Will Advance Women’s Careers

The New Year’s Networking Resolutions That Will Advance Women’s Careers
Women are social by nature, and it’s one of our strengths we can bring to the workplace. But a recent comment from a friend gave me a wake-up call: “Women don’t pay enough attention to the social aspect of career advancement.” How can that be? Most women have a high capacity for social engagement in... Read more »
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