scholarly journals Automated and Scalable: Account-Based B2B Marketing for Startup Companies

2020 ◽  
Vol 8 (2) ◽  
pp. p16
Author(s):  
Daniel Gene Day ◽  
Savannah Wei Shi
Keyword(s):  
Marketing Strategy ◽  
Data Sources ◽  
Digital Marketing ◽  
B2b Marketing ◽  
Revenue Growth ◽  
Starting Point ◽  
Modern Business ◽  
Number Of Customers ◽  
Business To Business ◽  
Fundamental Shift

Advances in digital marketing strategy have opened the floodgates for forward-thinking marketers to rewrite how modern business-to-business marketing is done from a strategic and tactical aspect. This paper discusses a fundamental shift that has been pervading the business-to-business marketing space, i.e., the adoption of Account-Based Marketing (ABM). ABM bridges the gap between marketing to an individual and marketing to the broader organization in an automated and scalable fashion. Specifically, we aim to provide a practical guide regarding some best ABM practices for startup companies. Startup companies typically look to drive rapid growth in both revenue and number of customers; however, go-to-market resources are often limited. For these companies, automating and scaling an ABM becomes an essential part of their growth. We discuss three data sources valuable for ABM program for startups, and the development of a robust account intelligence program and customized go-to-market campaign. The practice introduced in this paper can serve as a starting point for startup companies that plan to drive rapid revenue growth through a focused account-based strategy.

V-Xpress: B2B marketing in the logistics industry

2019 ◽  
Vol 9 (1) ◽  
pp. 1-23 ◽  
Author(s):  
Neeraj Pandey ◽  
Sandesha Shinde
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Logistics Industry ◽  
Content Type ◽  
B2b Marketing ◽  
Academic Level ◽  
Mba Program ◽  
Logistics Company ◽  
Business To Business

Learning outcomes The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry. Case Overview/Synopsis V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments. Complexity academic level This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 8: Marketing

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Marketing Strategy in Wine Tourism: Tradition Versus Innovation

2020 ◽  
Vol 4 (3) ◽  
pp. 6-12
Author(s):  
Alla Levitskaia ◽  
◽  
Nadejda Ianioglo ◽  
Svetlana Curaxina ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Competitive Advantages ◽  
Global Trends ◽  
Wine Tourism ◽  
Republic Of Moldova ◽  
Initial Stage ◽  
Tourism Activity ◽  
The Republic

The tools and technologies of traditional marketing cannot ensure the effective functioning of companies in the field of tourism and services. In this regard, the use of digital marketing technologies becomes a prerequisite for successful tourism activity. The results of the study confirm that the use of the digital marketing strategy approach in Moldovan wineries is at an initial stage while global trends prove the effectiveness of their application in the development of competitive advantages of wine tourism. In this article the authors consider it important and relevant to develop potential in the Republic of Moldova through the implementation of a digital marketing strategy in wine tourism promotion activity. Key words: wine tourism, digital strategy, mobile marketing.

scholarly journals Analisa SWOT dan STP (Segmentasi, Tertarget, Posisi) terhadap Strategi Pemasaran Digital pada Usaha Mikro – Bunda Culinary

2021 ◽  
Vol 7 (2) ◽  
pp. 127-138
Author(s):  
Henky Hendrawan
Keyword(s):  
Relationship Marketing ◽  
Word Of Mouth ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Business World ◽  
B2b Marketing ◽  
Or Team ◽  
Descriptive Survey

The change of conventional marketing to digital marketing has an impact on the business world, including micro businesses. So that a certain strategy is needed in dealing with digital marketing. SWOT analysis and STP analysis among several other analyzes that can be used to determine a marketing strategy. The purpose of this study is to find an overview of the use of SWOT analysis and STP analysis implemented in micro enterprises, namely 'Bunda Culinary'. SWOT analysis and STP analysis are used in order to see what digital marketing strategies are being pursued by the micro entrepreneur 'Bunda Culinary'. The research method used is a descriptive survey. Data collection techniques in this study were observation and interviews. The results obtained are strategies for digital marketing that are carried out only on the pattern of Relationship Marketing, Word of mouth Marketing, Seasonal Marketing, and Social Media Marketing. Meanwhile, the development towards B2B Marketing and B2C Marketing has not been carried out. And there is also no specific personal or team handling digital marketing.

scholarly journals Digital Marketing – A Strategic Platform for Insurers to Target Prospective Customers

2019 ◽  
Vol 8 (4S3) ◽  
pp. 74-76
Keyword(s):  
Mobile Apps ◽  
Cost Savings ◽  
Digital Marketing ◽  
Access To Information ◽  
Service Excellence ◽  
Advertising Strategy ◽  
Online Tools ◽  
Business To Consumer ◽  
Business To Business ◽  
Digital Channels

Digital marketing is intensifying in India with rapid velocity. Many Indian insurers are now migrating from conventional marketing to digital marketing for competing with one another. Digital marketing refers to the advertising strategy through digital channels such as search engines (google, bing, yahoo), social media (facebook), email, SMS and mobile apps. Digital marketing can also be referred as the use of ICT that provide access to information through telecommunications. This includes the world wide web, wired and wireless networks, mobile phones and other communication mediumsDigital marketing includes both Business to Consumer (B2C) and Business-to-Business (B2B) services For businesses, digital marketing helps in cost savings, increase opportunities and promote conveniences. The choices are more for the customers in how they compare, pay, interact and avail various services.It is always a challenge for the insures in marketing their products as it involves speaking with uncertainties which many people refuses to discuss. When the insures opt for digital marketing, through interactive and customized online tools, enable the prospective customers to primarily identify their risk and decide either they can retain or transfer their risk. Also the prospective customers can calculate the consideration called premium to be paid by them. Through the digital platform, the insurers can concentrate on service excellence.

Zoning the Past: Brokers, Babbitts, and the Memory Work of Commercial Real Estate

2010 ◽  
Vol 44 (2) ◽  
pp. 287-311
Author(s):  
JAMES S. MILLER
Keyword(s):  
Historical Context ◽  
White Collar ◽  
Commercial Real Estate ◽  
American Business ◽  
Literary Realism ◽  
Commercial Development ◽  
The Past ◽  
Modern Development ◽  
Starting Point ◽  
Modern Business

From the moment of its publication in 1922, Sinclair Lewis's novel Babbitt was widely hailed as a text that harnessed the tactics of literary realism to the ambitions of social science. Over the years, in fact, critics have consistently linked Lewis's dissection of a crass, puerile, and materialistic white-collar culture to a conception of the novel as barely fictionalized ethnography – a conceit that has scripted the author as the twentieth century's foremost “cartographer” of American business life. Taking this fact as its starting point, this essay shows how Lewis's efforts to create an ethnographic record of modern business life ultimately encoded an even deeper commentary on the peculiar role that industrial–commercial development played in shaping the ways white-collar Americans thought about, valued, and pursued traces of their putative “heritage.” Rather than simply depict industrial–commercial society's destruction of the past, I argue, Babbitt instead labored to create a necessary genealogy for this regime: one that provided the nation's new, forward-lurching order with the kind of temporal coherence and historical context that its own ascendance seemed most directly to expunge. In making such an argument, this essay seeks to query a long-standing presumption within public memory studies that for years has construed the idea(l)s of historical recovery and the operations of commercial capitalism as fundamentally, if not inherently, incompatible. Balefully derided for mass-producing and mass-marketing a commodified pastness, dismissed as tools for replacing authentic history with ersatz heritage, modern development practices have stood for the vast majority of critics as proof of Americans' fundamental disconnection from their common and authentic history. Seeking to complicate this view, this essay shows instead how Babbitt can be read as a powerful counterexample to such logic – one that casts modernization less as an adversary than as an adjunct to prevailing modes of public recollection.

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