As a Information Technology AVP, its very critical for you to understand developing brand strategy is extremely critical. The most important asset your company has is its brand. Quite simply, it drives the direction of your business. So you should definitely have a well thought out brand strategy in place.
Increasing competition in business develops similar products with good quality from different manufacturers. But only an effective, innovative and Digital Strategy & planning can make your business and products more popular.
For your profession as Information Technology AVP it becomes your responsibility to stay connected with like-minded supporting industry experts who can guide and help you deal with your day to day work issues.
Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru
If you are entrepreneurial in nature owning a business is very exciting adventure. It can also be the most difficult thing for you to get into if you are not prepared.
In the last century, the world saw a massive revolution of innovation.
Beyond modern marvels such as digital advancements and the evolution of the smartphone, artificial intelligence is gradually changing society and how people navigate their lives. Machine learning is gradually being integrated into nearly every aspect of life.
It's already used in machine translation, email spam filters, ATM check depositing and facial recognition - and that's just what an average person uses day-to-day.
Predictive intelligence is making businesses more efficient, effective and successful. B2B companies deploying predictive intelligence for marketing activities are closer to the holy grail of understanding each individual customer - and personalizing all content to their needs and interests.
Technology not far from artificial intelligence is making a significant impact on the marketing industry. In fact, 86% of marketing executives have already indicated they have seen a positive return on investment in marketing technology and predictive analytics. The future of B2B marketing will focus on predictive analysis and intelligence, and have a major impact on lead scoring and content targeting.
The Transformation of Lead Scoring
Lead scoring is essentially a points system used to determine where your prospects are in the buying journey. The idea is to look at customers uniquely for a better understanding of what they looking for, what you can provide them with - and if they're likely to make a purchase.
Manually scoring leads, with this helpful guide, can be an excellent introduction to the strategy of fully comprehending customers. Assigning this responsibility to your B2B marketing team brings consistency, reliability and focus to a personalization approach.
Beyond manual lead scoring lies predictive lead scoring. This is a proactive way to accelerate the sales process by determining which customers are ideal based on past behaviors and purchasing history.
This takes into account other technologies, such as CRM or marketing automation, and demographic information to predict whom sales and marketing should be nurturing closely. Still done semi-manually, this method uses the insight from traditional lead scoring and blends it with modern ways of working.
In terms of the future of B2B marketing, predictive lead scoring using predictive intelligence is yet one step further. This is even more accurate than basic lead scoring, because of its correlation between patterns discovered in both a company's first-party data and general third-party trends.
It has also become the standard for most companies, especially technology-based businesses. A 2014 study revealed 90% of users agree predictive lead scoring provides more value than traditional approaches. The comprehensive nature of looking at customers holistically and integrating that insight into how you communicate with them can fast track your marketing efforts.
Given that artificial intelligence can predict the status of hundreds of prospects in a matter of minutes, marketers have everything to gain by using this technology.
A recent Gartner study concluded that predictive intelligence is a must-have for B2B marketing leaders. Just as marketing automation is being adopted widely within the marketing industry, predictive lead scoring is likely to follow.
The immediacy of reaching customers, understanding their needs and effectively determining their value to your company has created a necessary place for predictive intelligence in lead scoring.
The Power of Personalized Content Targeting
Predictive intelligence, an important component of predictive analytics, is also critical in learning which pieces of content to target to which customers. After predictive lead scoring reveals where each customer is and might be headed in the buying journey, you can glean insights from predictive analytics for establishing the tone, material and style of content each prospect will respond to most fervently.
An algorithm that determines the factors influencing a prospect can also pull the appropriate content. Just as you would send additional white papers to a manually-scored lead with interest in more in-depth material, this algorithm identifies the many customers to whom whitepapers would apply.
Sending the right content is just as important as creating it in the first place. Predictive analytics also leads to informed idea generation and content development.
Using predictive analytics in your content marketing takes careful consideration, but can be done successfully if you know the right data points to use and what to integrate into your existing strategy.
Seeing what content receives the most engagement and is most worthwhile to your prospects helps you tailor future content to those interests. Even with predictive analytics on your side to help you gain incredibly beneficial insights, it still takes a human to use the insight wisely and proactively.
Marketing professionals who work based on data, emotions and customer connections are the whole package in targeting content most effectively.
A.I. and the Future of B2B Marketing
Although artificial intelligence is not quite at the point of thinking, processing and completing tasks at the speed of a human brain, developments in the science of machine learning are getting closer to a complete takeover of this technology.
The existing uses of artificial intelligence within marketing is a good indication that the future of B2B marketing is bright - and that lead scoring and content targeting will be perfected as the technology matures.
With an already efficient system of analyzing data from thousands of sources to make sense of a single customer, predictive intelligence is making it possible for even small B2B companies to grow at rapid rates and expand their potential faster than traditional methods.
Factors Affecting Marketing Strategy New Innovations
With the support of our professional business network, you get the opportunity to exchange experience and knowledge at a top professional level, and to strengthen and develop your own skills within your management and specialist areas.
Through business relationships and experience sharing in confidential settings for Information Technology AVP, we strive to create personal and business value for all our network peers.
The management of supply chains is constantly developing due to momentous changes such as the Internet, E-commerce and the globalisation of supply chains. Its success often relies on rapid, accurate and efficient handling of data. The trend towards lean and agile distribution channels and the growth of Fourth Party Logistic Providers (4PLs) within the supply chain industry requires significant organisation and management. The efficient control of these activities requires supply chain knowledge, operational information and importantly, timely and accurate data to support the decision making process. Essentially, effective and efficient data acquisition techniques are required.
RFID is a generic term for technologies that use radio waves to communicate the identity of individual items over an air interface. RFID works similarly to bar code technology in that an item has to be interrogated by a scanner or reader for it to be identified. Barcodes, however, have one significant downfall, they require line-of-site technology. That means the scanner has to see the barcode to read it, which usually means items have to be manually oriented towards the scanner for it to be read. Conversely, RFID does not require line-of-site and can be read as long as the item is within range of the reader.
RFID is now being considered as an integral link in E-Commerce environments. The technology in theory should enhance and complement Electronic Data Interchanges (EDIs) to facilitate quick response and the generation of exception reports. This should allow real time information to be transmitted to partners within the supply chain supporting the decision-making process. Ultimately RFID should provide immediacy of data right down to individual item level identification. This can help bridge the gap between the customer, the order and order fulfilment process to the satisfaction of the customer. This means that it can enable the enhanced responsiveness expected within an E-Business environment.
The supply of on-demand barcode label printers currently represents one of the most widely used AIDC technologies (technologies such as: barcodes, smart cards, magnetic stripes on credit cards, optical character recognition etc) in supply chain applications (e.g. EPOS, warehouse and inventory management). Due to mandates set by influential leaders in the retail and defence industries, barcode label printers with RFID enabled capabilities present a real opportunity for companies to develop and extend their product portfolios by providing products which will enable companies to meet compliance objectives. Opportunities also exist to provide printers for those companies faced with compliance for when usage and acceptance of the technology becomes more prevalent. An entire new market segment will have emerged, requiring a widespread ongoing supply of printers, peripheral equipment and consumables.
Bar code systems Bar code systems include the symbologies that encode data to be optically read, printing technologies that produce the machine-readable symbols and scanners and decoders that capture the visual images of the symbologies and convert them into computercompatible digital data. Barcode scanning reduces errors associated with manual data handling, and produces visibility to aid supply chain management. A significant benefit of bar codes is that they are extremely cheap to produce and provide an efficient means of item identification. Unfortunately, according to some sources, bar codes are proving increasingly inadequate in a growing number of applications. Bar coding is an optical technology, which introduces constraints regarding orientation of the product (invariably requiring human intervention) and cleanliness of labels and scanners for fast efficient data collection. Bar codes can be easily copied and so become an easy target for counterfeiting. In addition, standard barcodes have low storage capacity, cannot be reprogrammed and only identify the manufacturer and product and not the unique item. Industry bodies indicate that bar code systems are now a mature technology with limited potential for further growth.
RFID is emerging as a complementary technology to help overcome some of the drawbacks associated with bar code technology. RFID systems consist of transponders (tags), which are made up of a microchip with a coiled antenna and an interrogator (reader) with an antenna. The tags are attached to the items to be identified and the RFID readers communicate with the tags via electromagnetic waves. RFID middleware (software) provides the interface for communication between the interrogator and existing company databases and information management systems. RFID is a term used to describe any identification device that can be sensed at a distance by radio frequencies with few problems of obstruction and mis-orientation. The devices are often referred to as 'RFID tags' or 'Smart Labels'.
In its most basic form, a smart label consists of an ultra- thin RFID tag often referred to as an inlay. Inlays for smart labels are available in the 13.56 MHz, 860 to 930 MHz and 2.45 GHz frequency ranges. The inlays are embedded in label material, which is printed with human-readable text, graphics and bar codes (passive smart label). The printed data both supplements and backs up the information that is programmed into the tag. An evolutionary product to passive smart label technology is the smart active label (SAL). SALs can be defined using the same definition of smart labels above, but for one clear distinction, the inclusion of an integral power source. This distinguishing characteristic allows SALs to provide enhanced functionality over passive RFID smart labels including sensory, processing, display and locating capabilities. Smart labels are typically used for disposable applications and are not as durable as permanent RFID tags, which can be encased in materials to withstand harsh environments. Although one company suggests that the label material can be developed to withstand environmental conditions and that appropriate adhesive can ensure the label lasts the required duration.
Smart labels are referred to as smart because of their flexible capabilities provided by the RFID tag embedded in the label. The tag can be programmed and/or updated in the field allowing the same label to be reused serving multiple needs and disparate applications. Subsequently, the label is no longer static as a bar code label, but dynamic in its capability when equipped with RFID. Supporters of RFID suggest benefits which include: cost savings through automating the check-out process, a reduction in labour associated with performing inventory counts; improved theft prevention and increased authenticity control, a reduction in inventory holding cost, diversions and improved product availability. Unfortunately, an exact description of how the benefits are attainable in practice has often remained vague. The main criticisms on RFID technology are that it is too expensive and that it is unlikely that the investment will pay off. It is also argued that RFID is an over-marketed, hyped technology and that existing bar code based systems already provide most of the needed functionality.
Networking has always been considered a powerful tool for improving business prospects, advancing a career, and developing ideas. Other than some brief, structured events, networking has been mostly informal and inexpensive in comparison to cost they otherwise spend on different channels. But membership is growing in many formal, long-term networking groups, and so is the price tag.
Our groups are not groups for generating sales leads, nor are they places where individuals can drop-in to gain quick advice on an immediate challenge. Members also sign a confidentiality agreement and benefits from the guided mentoring to help each other.
These groups include an experienced facilitator and use a structured discussion method to ensure appropriate participation.