Ruth Stevens and Bernice Grossman analyzed the relative quality of prospecting databases available to B-to-B marketers. Based on research in 2010 on compiled data, with 5 vendors participating (Demandbase, D&B, Infogroup, Jigsaw and Netprospex), and in 2011 on response data, with 3 vendors (Infogroup, Mardev DM2 and Worldata), we also offer tips on how to pre-test vendor options and make sensible vendor selection decisions.
This document summarizes a research paper that experimentally examines how the relative size of firms involved in a merger influences merger outcomes. It begins by providing background on the growth of cross-border mergers and acquisitions between firms from developed and developing countries. It then reviews literature on organizational culture conflicts in mergers and the role of learning. The document hypothesizes that different compositions of employees from acquiring and acquired firms (unequal vs. equal sizes) will lead to different merger outcomes. It proposes that post-merger performance deterioration will be greater when the target firm is larger due to greater cultural conflicts. The purpose is to experimentally test these hypotheses about the impact of relative firm size on merger success.
This document discusses networks and innovation. It provides three perspectives on networks: as an analytical tool to examine relationships; as explanatory concepts where relationships influence behaviors; and as organizational forms. Networks are defined as sets of nodes linked by relationships. The network perspective is that economic actions are embedded in networks that provide opportunities and constraints. Networks can pool resources and develop new ideas, providing access to diverse information and capabilities to drive innovation. Empirical evidence on how network structure impacts innovation is mixed, finding benefits from both brokerage and closure positions in networks. The document then focuses on strategic alliance networks and how network position can generate innovation, with examples from the automotive industry.
Presentation of ICCSA 2017 at the University of triesteBeniamino Murgante
The document discusses the 17th International Conference on Computational Science and Its Applications (ICCSA 2017) that will take place from July 3-6, 2017 in Trieste, Italy. It provides background information on the University of Trieste, including its research centers, rankings, international partnerships, and spin-offs. The conference will bring together researchers in computational science and related fields and showcase the work happening at the University of Trieste and surrounding institutions in the Trieste area.
La comunidad invita a sus hermanos a celebrar su 20° aniversario el 14 de abril a las 4:45 pm en la Capilla del Colegio San Antonio de Padua. La vestimenta es elegante y se solicita una contribución de S/. 40.00 que puede pagarse en dos cuotas. La comisión organizadora los espera para festejar.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
Film: Introduction to mi-en-scene - for schoolchildrenJay-Obscura
Mis-en-scene refers to everything that appears before the camera, including setting, subjects, and composition. Setting establishes the location and can imply genre. Costumes and subjects like characters reveal information about them. Composition arranges lighting and subjects. Cinematography involves technical elements like camera shots and lighting. Common shots include close-ups, medium shots, and long shots. Angles like low angles can make a subject appear powerful while Dutch angles suggest disruption. Lighting uses key, fill, and back lights to illuminate a scene. Together, these film techniques visually convey information to the audience without words.
Este documento presenta un suplemento de manuales de reparación para vehículos Land Rover Defender de los años 1999 a 2002. Incluye información sobre seguridad, procedimientos recomendados, lubricantes y especificaciones. También proporciona detalles sobre herramientas especiales, propiedad literaria y transporte del vehículo.
This document summarizes a research paper that experimentally examines how the relative size of firms involved in a merger influences merger outcomes. It begins by providing background on the growth of cross-border mergers and acquisitions between firms from developed and developing countries. It then reviews literature on organizational culture conflicts in mergers and the role of learning. The document hypothesizes that different compositions of employees from acquiring and acquired firms (unequal vs. equal sizes) will lead to different merger outcomes. It proposes that post-merger performance deterioration will be greater when the target firm is larger due to greater cultural conflicts. The purpose is to experimentally test these hypotheses about the impact of relative firm size on merger success.
This document discusses networks and innovation. It provides three perspectives on networks: as an analytical tool to examine relationships; as explanatory concepts where relationships influence behaviors; and as organizational forms. Networks are defined as sets of nodes linked by relationships. The network perspective is that economic actions are embedded in networks that provide opportunities and constraints. Networks can pool resources and develop new ideas, providing access to diverse information and capabilities to drive innovation. Empirical evidence on how network structure impacts innovation is mixed, finding benefits from both brokerage and closure positions in networks. The document then focuses on strategic alliance networks and how network position can generate innovation, with examples from the automotive industry.
Presentation of ICCSA 2017 at the University of triesteBeniamino Murgante
The document discusses the 17th International Conference on Computational Science and Its Applications (ICCSA 2017) that will take place from July 3-6, 2017 in Trieste, Italy. It provides background information on the University of Trieste, including its research centers, rankings, international partnerships, and spin-offs. The conference will bring together researchers in computational science and related fields and showcase the work happening at the University of Trieste and surrounding institutions in the Trieste area.
La comunidad invita a sus hermanos a celebrar su 20° aniversario el 14 de abril a las 4:45 pm en la Capilla del Colegio San Antonio de Padua. La vestimenta es elegante y se solicita una contribución de S/. 40.00 que puede pagarse en dos cuotas. La comisión organizadora los espera para festejar.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
Film: Introduction to mi-en-scene - for schoolchildrenJay-Obscura
Mis-en-scene refers to everything that appears before the camera, including setting, subjects, and composition. Setting establishes the location and can imply genre. Costumes and subjects like characters reveal information about them. Composition arranges lighting and subjects. Cinematography involves technical elements like camera shots and lighting. Common shots include close-ups, medium shots, and long shots. Angles like low angles can make a subject appear powerful while Dutch angles suggest disruption. Lighting uses key, fill, and back lights to illuminate a scene. Together, these film techniques visually convey information to the audience without words.
Este documento presenta un suplemento de manuales de reparación para vehículos Land Rover Defender de los años 1999 a 2002. Incluye información sobre seguridad, procedimientos recomendados, lubricantes y especificaciones. También proporciona detalles sobre herramientas especiales, propiedad literaria y transporte del vehículo.
This document provides a summary of global growth forecasts and top growth opportunities. It discusses trends in the world economy such as slowing recovery from recession led by emerging markets. Specific industries and countries with strong growth potential are highlighted, including biotechnology, eCommerce, Africa, and partnerships for growth. Strategies are proposed for capitalizing on these opportunities through alliances and focusing investments.
Research Presentation: How Numbers are Powering the Next Era of MarketingMediaPost
This document discusses how numbers and data are powering the next era of marketing. It notes that nearly 4 in 10 CMOs say they do not have the right tools and resources to meet their marketing objectives. Companies are turning to providers like Accenture Interactive to bring together full marketing solutions using consulting, technology, and analytics. The CMO agenda is being disrupted by the explosion of data from sources like mobile devices, social media, and the internet of things. This data needs to be captured, analyzed, and used to optimize marketing interactions and drive continuous discovery. Strong collaboration between marketing and IT is needed to take advantage of big data technologies and manage various data environments.
The document summarizes findings from a market research study on small and medium sized businesses. It identifies key decision makers and influencers for technology purchases as business owners for companies with less than 5 employees and more specialized staff for larger companies. The document also recommends positioning strategies for different company sizes, with easy-to-use solutions targeted towards very small businesses and more comprehensive online solutions targeted at mid-sized businesses. It assessed different segments' technology adoption rates and identified opportunities to attract holdouts and move novice users to larger service offerings.
This document summarizes research conducted to identify market opportunities for Prodigy Business Solutions among small and medium-sized businesses. Key findings include:
- Decision makers for internet services vary by company size, with owners/presidents of smaller firms (<20 employees) most influential and designated employees common at larger firms.
- SMBs see top benefits of the internet as acquiring new customers, growing revenue, and improving customer service. Adoption happens in three phases: initial access, then contact/communication, then commerce capabilities.
- Monthly spending on internet services ranges from $20-55 for less sophisticated SMBs but $22-240 for more advanced users, with larger companies spending more.
Redefining the Marketing Technology BackboneClickSquared
Speakers: Rob Brosnan, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared
Redefining the Marketing Technology Backbone – moving from systems of marketing management to systems of customer engagement.
This document discusses big data and the opportunities and challenges it presents for organizations. It notes that while big data has the potential to provide better insights, many companies lack the resources and processes to effectively leverage it. There is high demand for data analytics skills. Traditional data management approaches are insufficient for big data. The document outlines various big data use cases and solutions that Capstone can provide, including business analytics, data warehousing, self-service BI, data integration, infrastructure services, and strategic planning.
This document discusses big data and how it presents both challenges and opportunities for businesses. It defines big data as the massive amounts of both structured and unstructured data being created every day through various digital channels. The three key facets of big data are volume, velocity and variety. The document provides examples of how social media, mobile, and cloud computing are contributing to the big data phenomenon. It also outlines some potential applications of big data for marketing functions like customer service, lead generation, product development, and influencer outreach. Finally, it discusses key principles for strategically leveraging big data such as engaging customers across channels and creating usable insights to act upon.
Touchpoint is a marketing agency with a primary emphasis on custom content to strengthen all marketing strategies, including branding, customer/prospect engagement and internal communications.
In addition to counseling clients on campaign optimization, we develop and distribute content via traditional channels and contemporary digital mediums such as e-mail, social media and video
Anatalio Ubalde, CEO of GIS Planning, discusses how to innovate in economic development and other markets. Case studies include media relations marketing, corporate site selection, GIS, creative class, young professionals, and predictive analytics. More at http://www.GISplanning.com
1) The document discusses four approaches to studying channels of distribution: institutional, functional, managerial, and strategic.
2) It examines the functional approach which suggests that channel functions can be performed by different players to enhance power or profitability. For example, supermarkets allow customer self-service for cheaper prices.
3) The Internet revolution may fragment existing value chains and shift bargaining power as information monopolies become harder to maintain. This could create new business opportunities and branding challenges for companies.
Social Media Masters 2011 NYC: Kat Mandelstein: IBM's Journey to Becoming a S...Kathy (Kat) Mandelstein
Presentation from Social Media Masters 2011 in New York City:
Abstract: Kat Mandelstein will share insights on the IBM journey to becoming a Social Business and share practical strategies for how to empower your employees to live social, how to execute effective social media campaigns, and how to leverage social thought leadership to influence the influencers. B2B companies have unique opportunities when it comes to how social transforms their business. Starting from social media marketing to attract and retain customers and evolving into business process changes like crowdsourcing innovation with input from partners and early adopters of your products and services. Social is rapidly turning the traditional marketing and product development plans on their heads and creating two-way real-time dialogue for customer interaction. The guarded walls of the corporation are slowly turning into windows with a new level of transparency inside an effective Social Business.
As the world’s leading global technology brand with over 400,000 employees around the world, IBM is a great case study in leveraging both public social networks as well as their own innovations from IBM Research and product development. Being so large and geographically dispersed, it is the ideal test market for this transformation into a Social Business. IBM takes social seriously and leverages it far beyond the average company: for developing products and services; enabling sellers to find and stay connected with clients; training the next generation of leaders. Social has also been at the core of how IBM shares its vision of the transformation to a Smarter Planet among clients, employees, partners, governments, NGOs, and other key influencer communities. This year social also played a key role in the IBM Centennial celebration, where Watson may have won Jeopardy, but is now on to more serious business.
Capitalize On Social Media With Big Data AnalyticsHassan Keshavarz
This document discusses how companies can capitalize on social media through big data analytics. It notes that while social media promises benefits, most companies struggle to measure the true value and impact. To leverage social media effectively, the entire business must be aligned in their interactions. The document also discusses how analyzing large datasets through big data analytics can provide strategic insights for success, maximize product performance, and deliver real business value. It emphasizes the need for companies to measure social media's impact on key metrics and business goals.
With a focus on providing high-quality, lower-cost care, the healthcare industry has been looking to the retail industry for strategies used to engage and empower consumers. Lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting by using technology.
What is often neglected when assessing retail industry tactics is their core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions provide streams of valuable information that can be mined and analyzed to achieve business objectives.
Perficient's healthcare and retail experts demonstrated how data can be leveraged to:
-Transform passive recipients of care into active participants in care
-Mass customize messaging aligned with population health initiatives
-Achieve outreach objectives that convert unknown consumers into patients/members
-Improve care and lower healthcare costs
1. The document discusses how the most successful organizations approach innovation differently than others. It finds that outperforming organizations are more likely to have dedicated innovation teams and measure financial returns from innovation investments.
2. Outperforming organizations also explicitly align innovation with business goals and embrace open innovation processes. They establish structures and cultures that encourage innovation.
3. The nature of innovation is changing and increasingly occurs within ecosystems and involves consumers. Technology also drives more open and collaborative innovation across organizations.
More than Magic - IBM Institute for Business Value FiweSystems
The document discusses how the most successful organizations approach innovation. It finds that top performers are 37% more likely to embrace open innovation, 79% more likely to have dedicated innovation teams, and 48% more likely to measure financial returns from innovation investments. These organizations structure themselves and culture to support innovation, source new ideas from various places including big data, and rigorously measure innovation results. The nature of innovation is also changing, with consumers now directly involved in activities like co-design, and ecosystems defining new types of collaborative innovation across enterprises.
As organizations move to an environment characterized by cloud computing, the Internet of things, distributed computing, and mobile applications, it will be important to understand where and how these technologies can create value and support procurement decision-making.
10 Most Influential Companies of The Year 2022 - The Chiefs DigestThe Chief's Digest
Pinnacle Technology Partners is a cloud-managed services company focused on helping biotech companies accelerate drug development through AWS cloud solutions. PTP offers services like CloudOps, DevOps, SecOps, and FinOps to enable complex data workflows and high performance computing in AWS. This allows biotech customers to analyze research data faster and "get to no or yes" on potential drug treatments more quickly. PTP was founded by experienced IT leaders seeking to help businesses adopt cloud computing. They have grown rapidly while maintaining a focus on life sciences customers and enabling them to bring therapies to market faster through AWS expertise and cloud management tools.
Disruptive Technologies: Impact on Strategic Alliances, Partnerships & ChannelsPhil Hogg
This document discusses disruptive technologies and their impact on strategic alliances, partnerships, and channels. It begins with an introduction to disruptive technology theory, using examples of how seemingly great companies like Kodak and Blockbuster failed due to disruptive innovations. It then covers key enabling technologies of disruption like mobile internet and cloud computing. Finally, it discusses winning partnership strategies to exploit disruptive technologies through strategic alliances and partnerships.
From complainers to advocates social media & analyticsSpencer Geren
Telerx presentation in San Francisco, CA on 5-9-2013 on the role of Social Media customer interaction and engagement, plus the role of advanced analytics in leveraging voice of the customer data
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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This document provides a summary of global growth forecasts and top growth opportunities. It discusses trends in the world economy such as slowing recovery from recession led by emerging markets. Specific industries and countries with strong growth potential are highlighted, including biotechnology, eCommerce, Africa, and partnerships for growth. Strategies are proposed for capitalizing on these opportunities through alliances and focusing investments.
Research Presentation: How Numbers are Powering the Next Era of MarketingMediaPost
This document discusses how numbers and data are powering the next era of marketing. It notes that nearly 4 in 10 CMOs say they do not have the right tools and resources to meet their marketing objectives. Companies are turning to providers like Accenture Interactive to bring together full marketing solutions using consulting, technology, and analytics. The CMO agenda is being disrupted by the explosion of data from sources like mobile devices, social media, and the internet of things. This data needs to be captured, analyzed, and used to optimize marketing interactions and drive continuous discovery. Strong collaboration between marketing and IT is needed to take advantage of big data technologies and manage various data environments.
The document summarizes findings from a market research study on small and medium sized businesses. It identifies key decision makers and influencers for technology purchases as business owners for companies with less than 5 employees and more specialized staff for larger companies. The document also recommends positioning strategies for different company sizes, with easy-to-use solutions targeted towards very small businesses and more comprehensive online solutions targeted at mid-sized businesses. It assessed different segments' technology adoption rates and identified opportunities to attract holdouts and move novice users to larger service offerings.
This document summarizes research conducted to identify market opportunities for Prodigy Business Solutions among small and medium-sized businesses. Key findings include:
- Decision makers for internet services vary by company size, with owners/presidents of smaller firms (<20 employees) most influential and designated employees common at larger firms.
- SMBs see top benefits of the internet as acquiring new customers, growing revenue, and improving customer service. Adoption happens in three phases: initial access, then contact/communication, then commerce capabilities.
- Monthly spending on internet services ranges from $20-55 for less sophisticated SMBs but $22-240 for more advanced users, with larger companies spending more.
Redefining the Marketing Technology BackboneClickSquared
Speakers: Rob Brosnan, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared
Redefining the Marketing Technology Backbone – moving from systems of marketing management to systems of customer engagement.
This document discusses big data and the opportunities and challenges it presents for organizations. It notes that while big data has the potential to provide better insights, many companies lack the resources and processes to effectively leverage it. There is high demand for data analytics skills. Traditional data management approaches are insufficient for big data. The document outlines various big data use cases and solutions that Capstone can provide, including business analytics, data warehousing, self-service BI, data integration, infrastructure services, and strategic planning.
This document discusses big data and how it presents both challenges and opportunities for businesses. It defines big data as the massive amounts of both structured and unstructured data being created every day through various digital channels. The three key facets of big data are volume, velocity and variety. The document provides examples of how social media, mobile, and cloud computing are contributing to the big data phenomenon. It also outlines some potential applications of big data for marketing functions like customer service, lead generation, product development, and influencer outreach. Finally, it discusses key principles for strategically leveraging big data such as engaging customers across channels and creating usable insights to act upon.
Touchpoint is a marketing agency with a primary emphasis on custom content to strengthen all marketing strategies, including branding, customer/prospect engagement and internal communications.
In addition to counseling clients on campaign optimization, we develop and distribute content via traditional channels and contemporary digital mediums such as e-mail, social media and video
Anatalio Ubalde, CEO of GIS Planning, discusses how to innovate in economic development and other markets. Case studies include media relations marketing, corporate site selection, GIS, creative class, young professionals, and predictive analytics. More at http://www.GISplanning.com
1) The document discusses four approaches to studying channels of distribution: institutional, functional, managerial, and strategic.
2) It examines the functional approach which suggests that channel functions can be performed by different players to enhance power or profitability. For example, supermarkets allow customer self-service for cheaper prices.
3) The Internet revolution may fragment existing value chains and shift bargaining power as information monopolies become harder to maintain. This could create new business opportunities and branding challenges for companies.
Social Media Masters 2011 NYC: Kat Mandelstein: IBM's Journey to Becoming a S...Kathy (Kat) Mandelstein
Presentation from Social Media Masters 2011 in New York City:
Abstract: Kat Mandelstein will share insights on the IBM journey to becoming a Social Business and share practical strategies for how to empower your employees to live social, how to execute effective social media campaigns, and how to leverage social thought leadership to influence the influencers. B2B companies have unique opportunities when it comes to how social transforms their business. Starting from social media marketing to attract and retain customers and evolving into business process changes like crowdsourcing innovation with input from partners and early adopters of your products and services. Social is rapidly turning the traditional marketing and product development plans on their heads and creating two-way real-time dialogue for customer interaction. The guarded walls of the corporation are slowly turning into windows with a new level of transparency inside an effective Social Business.
As the world’s leading global technology brand with over 400,000 employees around the world, IBM is a great case study in leveraging both public social networks as well as their own innovations from IBM Research and product development. Being so large and geographically dispersed, it is the ideal test market for this transformation into a Social Business. IBM takes social seriously and leverages it far beyond the average company: for developing products and services; enabling sellers to find and stay connected with clients; training the next generation of leaders. Social has also been at the core of how IBM shares its vision of the transformation to a Smarter Planet among clients, employees, partners, governments, NGOs, and other key influencer communities. This year social also played a key role in the IBM Centennial celebration, where Watson may have won Jeopardy, but is now on to more serious business.
Capitalize On Social Media With Big Data AnalyticsHassan Keshavarz
This document discusses how companies can capitalize on social media through big data analytics. It notes that while social media promises benefits, most companies struggle to measure the true value and impact. To leverage social media effectively, the entire business must be aligned in their interactions. The document also discusses how analyzing large datasets through big data analytics can provide strategic insights for success, maximize product performance, and deliver real business value. It emphasizes the need for companies to measure social media's impact on key metrics and business goals.
With a focus on providing high-quality, lower-cost care, the healthcare industry has been looking to the retail industry for strategies used to engage and empower consumers. Lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting by using technology.
What is often neglected when assessing retail industry tactics is their core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions provide streams of valuable information that can be mined and analyzed to achieve business objectives.
Perficient's healthcare and retail experts demonstrated how data can be leveraged to:
-Transform passive recipients of care into active participants in care
-Mass customize messaging aligned with population health initiatives
-Achieve outreach objectives that convert unknown consumers into patients/members
-Improve care and lower healthcare costs
1. The document discusses how the most successful organizations approach innovation differently than others. It finds that outperforming organizations are more likely to have dedicated innovation teams and measure financial returns from innovation investments.
2. Outperforming organizations also explicitly align innovation with business goals and embrace open innovation processes. They establish structures and cultures that encourage innovation.
3. The nature of innovation is changing and increasingly occurs within ecosystems and involves consumers. Technology also drives more open and collaborative innovation across organizations.
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As organizations move to an environment characterized by cloud computing, the Internet of things, distributed computing, and mobile applications, it will be important to understand where and how these technologies can create value and support procurement decision-making.
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Disruptive Technologies: Impact on Strategic Alliances, Partnerships & ChannelsPhil Hogg
This document discusses disruptive technologies and their impact on strategic alliances, partnerships, and channels. It begins with an introduction to disruptive technology theory, using examples of how seemingly great companies like Kodak and Blockbuster failed due to disruptive innovations. It then covers key enabling technologies of disruption like mobile internet and cloud computing. Finally, it discusses winning partnership strategies to exploit disruptive technologies through strategic alliances and partnerships.
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Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
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We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
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2. The purpose of our research
To assess the quality of the B-to-B compiled and
response data available to business marketers.
Quality as defined by:
1. Completeness
2. Accuracy
Both studies are
downloadable at
ruthstevens.com and
dmrsgroup.com
2010 Compiled data study 2011 Response data study
4. Methodology: Completeness (A)
• Chose 10 industries (SICs) of interest to
32 Stone, clay and glass products
business marketers. 56 Apparel and accessory stores
28 Chemical and allied products
64 Insurance agents, brokers & services
73 Business services
81 Legal service
80 Health services
82 Educational service
35 Machinery, except electrical
48 Communications
• Asked vendors to report the number of
companies they have in each SIC.
4
7. Methodology: Completeness (B)
Chose 10 prominent companies, one in
each SIC. Companies
Asked vendors to supply contact counts. Andersen Windows
1.All contacts Nordstrom
– Provide the total number of contacts you Monsanto
have at each firm, U.S. only, including MetLife
headquarters and all branch locations. Accenture
1.Complete contacts Baker & McKenzie
– The number of “complete” contact Methodist Hospital
records you have at each firm. Complete System
means including full name, address, title, ETS (Educational
phone and email. Testing Service)
Dell
Verizon
12. Methodology: Accuracy
• Recruited 10 volunteer business people from
different industries.
• Asked vendors to submit the records they
have on these 10 contacts.
12
13. 2010 volunteers: Thank you!
Industry Name Company Title
Environment Stephen A. Wallis AIRxpert Systems Chairman
Business Services Deborah Sliz Morgan Meguire LLC President & CEO
Not-for-profit Jim Siegel HealthCare Director, Marketing
Chaplaincy and Communications
Education Michael Devitt City University of Distinguished
New York Professor,
Philosophy Program
Transportation Michael Cox Aviacargo Inc. President
Government- Marilyn Sescholtz Department of Psychiatrist
Administration Veterans Affairs
Retail Bill Williams Harry & David CEO
Financial Services Christie/Coghlin Managing Partner
Michael Christie Investment
Management
USPS Cathrine E. Moriarty USPS Marketing Specialist
Technology GSI Commerce VP, Technology
Dominic Dimascia Delivery Services
13
14. 2011 volunteers: Thank you!
Industry Name Company Title
Retail Susan Sachatello Lands’ End Chief Marketing Officer
Technology Theresa Kushner Cisco Systems Director, Customer Intelligence
Not-for-profit Jim Siegel HealthCare Chaplaincy Director, Marketing and
Communications
Optical Stan Oskiera Edmund Optics, Inc. Vice President, Operations
equipment
Publishing Michael S. Hyatt Thomas Nelson President and Chief Executive Officer
Legal services John E. Tobin, Jr. New Hampshire Legal Executive Director
Assistance
Healthcare Brian A. Nester Lehigh Valley Health Senior Vice President, Physician
Network Hospital Network Development
Education New York University William Joyce Professor of Marketing;
Russell Winer Stern School of Chair, Department of Marketing
Business
Tech services Dale Mesnick Smart Solutions, Inc. Treasurer
Industrial Bill Bullock Turbosteam General Manager
14
23. Conclusions
• Data coverage and accuracy varies widely
among vendors.
• Marketers who order compiled or response
data should ask very carefully about the
prospective vendor’s sourcing practices and
policies.
• Marketers should conduct a pre-test of the
data to assess its applicability to their
particular situation.
23
24. Guidelines for marketers
• Investigate thoroughly the data sources and maintenance
practices of the vendors you are considering.
• Specify exactly what you mean when ordering data. Also
drill down in detail to understand what the vendor means.
• Be very specific about industry selections. Find out if the
vendor uses SIC, or some kind of conversion algorithm.
• Keep an eye out for vendor specialization by industry.
• Consider whether you want breadth of contacts or breadth
of companies—or both. Data source will always be an
important factor in this determining which compiler is right
for you. To enhance coverage, many marketers find that
buying data from multiple vendors is necessary.
• Only use reputable vendors.
24
25. Pre-test methods
1. Send each potential vendor a list of 5000
records from your house file and asking them to
add data fields. Include a few dozen records on
which you know the “truth,” to assess accuracy
of what comes back.
2. Order a sample of names from a prospective
vendor as per above, and then verify the
accuracy of sample records by telephone.
3. Order 5,000 records from a single state, from
multiple vendors. Ask the vendors to deliver the
file in ZIP sequence. Examine them. A high
incidence of identical records among the
vendors will be a strong indicator of likely
accuracy. 25
26. Thank you.
The complete studies are available at
www.ruthstevens.com
www.dmrsgroup.com
ruth@ruthstevens.com
bgrossman@dmrsgroup.com
26
Editor's Notes
We had 2 approaches for assessing completeness: companies by SIC and contacts by company
Add circles
We asked FAX but decided later to abandon it.
No errors. One alternate (working) email address. Fewer than 10 employees. 15 years in business.
Wrong phone numbers.
Wrong address; see a trend here? Good accuracy, mixed coverage.
In this year’s research, D&B Selectory and Jigsaw were working from a different definition of the term “complete” than ours. Not that either is right or wrong—but it adds to the confusion. As another example, when asking for phone number, be clear about whether you want the general switchboard or the contact’s direct dial.