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The Games Corporate Buyers Play

By Sam Fiorella | Customer Experience | Comments are Closed | 1 August, 2012 | 0

Reed Holden wrote an interesting piece for Harvard Business Review Blogs in which he reports that corporate buyers are playing a “high-stakes poker game” with their suppliers – and are winning. He suggests that corporations are changing their patterns from being “relationship buyers” to “economic buyers”. Relationship Buyers focus on procuring products, services and savvyRead more

7 People-Connecting Strategies for #B2B Marketers

By Sam Fiorella | Customer Acquisition | Comments are Closed | 29 June, 2012 | 0

Earlier this week I wrote a post claiming that Business-to-Business Marketers’ self-inflicted aversion to people is the reason they’ve been slow to adopt mobile and social technologies; thus, failing to adequately leverage either channel. I argued that their marketing focus is also business-to-business and not people-to-people. Today, I’d like to follow that up with aRead more

Mobile Transcends Tactic to Become the Complete Brand Experience

By Sam Fiorella | Customer Experience | Comments are Closed | 12 June, 2012 | 0

Businesses must quickly rethink their concept of mobile. Mobile is not a device. It’s not a new payment gateway. It’s not another marketing channel. Mobile isn’t just a channel and frankly, it’s evolving beyond a strategy. Mobile is the new Web that connects and I’d argue sustains other social and communication channels. Mobile devices haveRead more

Stop Measuring Customer Service

By Sam Fiorella | Sensei Perspective | Comments are Closed | 16 April, 2012 | 0

One of the benchmarks many businesses set and measure is the quality of their customer service. No doubt, it’s an important metric to a business but do the results (positive or negative) really enable game changing business strategies? In this series, I’ve been challenging business leaders to compete by changing the rules of the gameRead more

Advertising Should Follow Social Media’s Lead in Engagement Practices

By Sam Fiorella | Customer Acquisition | Comments are Closed | 11 January, 2012 | 0

In reviewing a client’s internal branding/marketing plan recently I noticed that the Marketing VP called for an increase in broadcast and social media “advertising”. Given that CX or the Customer Experience is a key focus of my firm’s practice, I questioned what the impact on the customer’s experience with the brand would be? How wouldRead more

Marketers: Make an Emotional Connection in 2012.

By Sam Fiorella | Sensei Perspective | Comments are Closed | 3 January, 2012 | 0

We’ve often discussed the concept that consumers make decisions based on emotions, which they then justify by logic on this blog. A concept that few dispute yet few seem to put into practice. While businesses may understand how decisions are made, they are not confident enough to shift their culture to cater to the customer’sRead more

Does your Brand have Social Momentum?

By Sam Fiorella | Social Enterprise, Social Media | Comments are Closed | 4 October, 2011 | 0

Social Momentum is the public perception that a brand is up-and-coming, exciting, and a must-be-followed.  By contrast, a legacy brand is seen as having achieved its full potential; nothing new or exciting is expected from this company. Today’s fickle, over-stimulated consumers are more interested in companies – and their products – that have social momentum.Read more

Is Brand Management an Offensive or Defensive Play?

By Sam Fiorella | Sensei Perspective | Comments are Closed | 16 August, 2011 | 0

This week’s #bizforum debate is inspired by fellow Social Media Master Jonathan Copulsky’s presentation Brand Resilience: Managing Risk and Recovery in a High-Speed World.  The topic inspired me to question whether Branding has become a defensive play? According to the Kellogg School of Management, a brand is the “psycho-cultural associations linked to a name, markRead more

Good Cop/Bad Cop Social Media Policy

By Sam Fiorella | Social Enterprise, Social Media, Social Risk Management | Comments are Closed | 4 August, 2011 | 0

*This post is the 2nd in a series that discusses risk mitigation in corporate social media engagement. With more employee-created PR nightmares making the news, C-Suite executives are raising concerns over their social media policies, or lack thereof. This has only fuelled the debate over whether policies that dictate how people communicate should even exist.Read more

Where’s the Social Beef?

By Sam Fiorella | Customer Acquisition, Social Media, Social Risk Management | Comments are Closed | 22 July, 2011 | 0

Do you ever feel like you’ve been screwed when you order a meal? The menu tantalized you with images and words that described a wonderful, sent-from-heaven meal and then when it arrives, you say “What the hell?!” This is how I have felt numerous times attending conferences, unconferences and events that espouse “advanced theory onRead more

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