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StratoServe
Professor,Researcher and Consultant
Interests: Innovation,B2B Marketing, Digital Marketing and Supply Chain
Recent Activity
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At a recent seminar for our local Chamber of Commerce we presented a "lunch and learn" session. The purpose was to help the audience (thanks attendees!) understand the "secret" of being "found on Google." A great starting point is to understand how Google "thinks." Continue reading
Posted Sep 5, 2017 at StratoServe
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The days of information asymmetry are over. Information is no longer power. And Google and other search engines are just getting started. The notion of the used car salesman trying to sell a "lemon" is a relic of the pre-internet... Continue reading
Posted May 25, 2017 at StratoServe
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Big Consulting firms are competing with Big Advertising agencies according to E.J. Schultz in the current issue of AdAge. Big consulting firms like IBM, Accenture , PwC and Deloitte are growing their digital marketing practices and competing with big ad... Continue reading
Posted May 5, 2017 at StratoServe
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A landing page is a specific page on a website where a web visitor "lands". Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to... Continue reading
Posted Apr 17, 2017 at StratoServe
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You are making sales calls and some customers are unresponsive even after initial conversations. It is quite possible that these people do not have the problem that your business solves. They haven't yet Googled about the problem you solve! For... Continue reading
Posted Mar 29, 2017 at StratoServe
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What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The "search terms" report in Google AdWords is an amazing way to do just that. The search terms report... Continue reading
Posted Mar 22, 2017 at StratoServe
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The Trump (@realDonaldTrump) effect in Marketing and Supply Chain is that CEO’s worldwide will take more interest in the operational decisions in marketing and supply chain. While Chief Marketing Officers (CMO’s) being rainmakers have more visibility in organizations, the supply... Continue reading
Posted Feb 28, 2017 at StratoServe
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It's useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce: Brand Building: Brand building is more at the upper end of the sales funnel. The purpose of the advertising is to build awareness... Continue reading
Posted Dec 7, 2016 at StratoServe
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The surprise victory of Donald Trump has brought into sharp focus a big idea for the 21st century. Life is local-Business is global Here are some things to think about from observing "local life" in America: Local Newspapers are alive:... Continue reading
Posted Nov 23, 2016 at StratoServe
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To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features: Why do businesses buy? No business buys a product or service for... Continue reading
Posted Nov 14, 2016 at StratoServe
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The idea of positioning was created and developed in the years before the Internet and social media. Today in a 24 hour news and social media world the marketer or advertiser is not in control of the message. If a... Continue reading
Posted Oct 24, 2016 at StratoServe
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The iPhone 7 launched yesterday. The biggest buzz is about the wireless headphones and the removal of the headphone jack.One more urgent reason to make your website mobile friendly. (plug your website URL to the Google Mobile Friendly Test tool... Continue reading
Posted Sep 8, 2016 at StratoServe
It's hard for mothers to accept that "everyone" will not like their child. And here is a clip from Seinfeld to explain your mom's position. Surprisingly, numerous businesses and marketers seem to think like Seinfeld's mother when it comes to... Continue reading
Posted Sep 1, 2016 at StratoServe
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If you noticed, all consumer marketers do market field visits-all the time. Let's say that a CMO or a marketer turned CEO is in town for a board meeting. You'll find that CMO making the rounds of retailers and distributors.... Continue reading
Posted Aug 25, 2016 at StratoServe
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The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centers have different degrees of influence and things can get pretty political and unpredictable. It is... Continue reading
Posted Aug 18, 2016 at StratoServe
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When it comes to content online, authenticity and truth matter a lot for search engine rankings (SEO) . Surprisingly there is some confusion about what "content" really means in offline dealings. If you think about it, the whole "authenticity online"... Continue reading
Posted Aug 11, 2016 at StratoServe
Since most marketers have positive intent, its a shame when the customer feels shortchanged. The Citibank ad is a great example of polite first date promises where both people don't seem to want a second date. Disclaimer: This post is... Continue reading
Posted Aug 3, 2016 at StratoServe
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The total US sales force incentives paid out to sales people is probably over $240 Billion/year. This compared to about $60 Billion spent on digital advertising according to the IAB. That works out to sales person commissions and bonuses that... Continue reading
Posted Jul 27, 2016 at StratoServe
It's summer and you see lots of young folks (millennials) busy on their cell phones as they vigorously and purposefully seem to be rushing to a destination. Where are they going? you would tend to ask yourself, if you are... Continue reading
Posted Jul 20, 2016 at StratoServe
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Business owners tend to be fighting so many battles that they don't seem to have the bandwidth to figure out how their customers find them. Here is a simple way to visualize how your customers think, when they Google something... Continue reading
Posted Jul 14, 2016 at StratoServe
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Screening sales leads for the digital age has become even more important. Here is why: You start a Google AdWords campaign and you start getting leads. Lots of leads. But as you start talking with the leads they don't seem... Continue reading
Posted Jul 6, 2016 at StratoServe
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Our readers ask How much do I spend on Google AdWords? An earlier post provided the strategy answer and this post presents three questions to ask for coming to a better decision. Here are the questions to ask: What were... Continue reading
Posted Jun 22, 2016 at StratoServe
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All businesses, large and small have a business model. Even if you don't label it as such. The term "business model" makes you think of mega businesses like Amazon, Netflix or Uber and the technology angle seems inapplicable to your... Continue reading
Posted Jun 15, 2016 at StratoServe
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"Value" is central to marketing. And different segments of your customers value different features of your product or service. Unless they saw the value in what you offer, they would not be buying from you. At all. So right off... Continue reading
Posted Jun 8, 2016 at StratoServe
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Businesses large and small seem scared of putting out their market research on their websites. Common concerns we have heard are: Our competitors will know how we think about the market Our market insights are our "secret" - sauce- why... Continue reading
Posted May 25, 2016 at StratoServe