Modern digital innovations have radically altered the ways customers research and buy products, making it more convenient and cost-effective for companies to engage with them at any stage of the buying process. It’s widely recognized that companies that ignore or dabble in digital engagement are far less able to connect with customers. Yet it’s equally costly when companies aggressively add digital methods into activation efforts built on conventional marketing wisdom. Because of a key blind spot, materials companies often fail to achieve growth, leaving commercial executives feeling that their marketing and sales efforts have been wasted.
Bob Lurie, PhD, is the former Vice President of Strategy at Eastman Chemical, and author of AMA award winning book The Organic Growth Playbook, which highlights the ideas and methods that helped companies in every market sector and continent generate growth rates 1.5-2X higher than expectations.
Bob and I discuss why companies fail to activate markets, whether launching new products or improving growth of existing franchises. We drill into the subtle yet crippling traps hidden within conventional market activation wisdom, including:
* over-focusing on technical needs
* neglecting customer behavior in the buying process
* failing to remove barriers to behavior change
We also discuss the proven methods Bob developed to generate growth, while at Monitor, and which he successfully implemented at Eastman.
Who should listen?
* Commercial executives responsible for generating growth from new products, and new markets.
* CMO’s responsible for leading marketing transformations within their companies.
* Digital Marketing champions who want to tie their activities more tightly to growth results.
Show Notes
* NEW! Video Replay
* NEW! Slides used during the workshop
* NEW! Executive Summary of the webinar (2 min read)
* Executive Roundtable for Materials Growth website
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com
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