BPM Views and Blogs

Here are the views of some of our experts on topical subjects in marketing and also on developments in specific industries. Please click on an item to read more and download papers where available. Don’t forget to give us your feedback!

Building Markets with Point Blank Economics

Changing the Telemetry of Trust: Overcoming Obstacles with Information

Marie Giangrande

Buyers demand trials and tests. They want to meet the Head of Sales, the President too. Operations has to get involved. The time spent on pre-sales is enormous and costly. The company may not know it, but it is facing a trust obstacle.

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Nurture an Early Market –
      Don't Wait for a Financial Argument

Marie Giangrande

How could the board of directors approve millions for acquisitions but ignore early attempts to explore formative markets?

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The Economics of Missing Market Signals

Marie Giangrande

Markets are opening up faster than ever but businesses are disappearing faster than ever.

Are you watching for the signals to survive?

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Using Customer and Persona Insights

How do you get sales people to engage with new Persona content?

Robin Griffiths

As one senior marketing exec said to me recently, “The problem is sales people aren’t using the persona content we’ve developed”.

You’ve done the hard part (or so you thought) and developed some really insightful new content based around personas – their challenges, how your company solves these and delivers value etc. You’ve packaged this knowledge in a beautiful new set of tools (including sexy interactive, online stuff), done a great job of marketing them internally, but sales people just aren’t using them.

What do you do?

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How do you change behaviors in Marketing to embrace Persona thinking?

Robin Griffiths

You’ve take the plunge, created your first set of Personas and published them on the corporate intranet and… nothing changes!

The CEO has drunk the ‘persona cool aid’, sales leaders are demanding persona based sales tools, digital marketing says it has to have precise, targeted content by buyer role but everybody in marcoms continues to produce product-centric content!

What can you do to change behaviors in the marketing function?

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Do Personas signal the end to conventional market segmentations? Err, no…

Robin Griffiths

Talk to some people who have ‘drunk the Persona cool-aid’ and you might come away thinking that once you’ve adopted personas there’s no longer any need to think about segmenting customers in any other way! This impression will only be strengthened if you read a lot of the received wisdom on the Web on the topic or look at some of the templates and online tools available for capturing persona content.

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What do sales people want from Personas?

Robin Griffiths

The B2C heritage of the ‘Persona’ movement means there’s a lot of focus from marketing teams on the creation of realistic profiles for fictitious people who are representative of a typical buyer. Profiles often include a photo of a person (licensed from a photo library), their age, marital status, number of children and so on. The thinking is this will bring the persona to life in the mind of a sales person.

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‘Personas’ offer the potential to re-write the rules for enterprise software development

Robin Griffiths

For product managers developing enterprise software, mapping and analyzing the critical workflows for different types of users and understanding how these support the broader business processes in a particular industry is a given. However, introducing a standardized set of ‘Personas’ across all segments served by the Business offers the potential to re-write the rules for enterprise software development.

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Why ‘Persona’ initiatives fail in B2B

Robin Griffiths

Search the Web for ‘Personas’ and you’ll be overwhelmed by information on what they are, their purpose and how they are the best thing since sliced bread! But many Persona initiatives fail to change thinking and behaviours on the ground in product management, marketing and sales.

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Content Creation and Lead Generation

Find a way to work with subject matter experts – or face content mediocrity

Paul Geraghty

The promise of inbound marketing powered by great content is highly compelling. Attract inbound prospects that you can continue to educate, convert into leads and revenue, and do it at a lower cost than outbound. So what’s the catch?

Prospects are looking for information that helps them understand a topic and the challenges they may face. To be successful, marketing teams must create a wealth of explanatory and ‘how to’ types of information and materials so they can continuously publish new content to attract the attention of potential buyers.

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Why do so many Capital Markets vendors struggle with Inbound marketing?

Paul Geraghty

A couple of years ago ‘Inbound’ was being hailed by many as the future for marketing – to reach new customers and generate leads. However, Inbound demands a new type of content, quite different to the normal product or even solution focused messaging that marketing teams are used to producing.

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Capital Markets

Impact of China Capital Account Liberalization

Tony McCormack

China has seen exceptional economic growth in recent years coinciding with its ascendency as an exporter and manufacturer and is now one of largest trading partners of 78 countries worldwide.

As a consequence, China’s capacity to both transmit and originate real shocks is rising, implying an important stake for the world in its stability.

In the first part of this series, we look at the impact China capital account liberalization will have on the global financial markets and specifically look at the effect on the US and Chinese markets.

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Credit Boom or Bust – Is the Great Wall of credit built on sand?

Tony McCormack

Articles and stories in the financial press, and latterly the mainstream media, have started a debate on the issues facing the Chinese economy and its banking sector. Concerns have been raised over the credit boom, house price inflation, the Trust companies lending to riskier borrowers, and the relative lack of transparency into the level of credit in China.

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Internet of Things

An Internet of Things, stovepipes of the future

Michael Lawrence

The proliferation of the Internet of Things is on its way, the UK Prime Minister indeed said so committing to increasing the pot of funding from £45 million to £73 million.

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Everything Connected, Anytime, Anyplace

Michael Lawrence

The opportunities for the Internet of Things are immense with the potential to impact every aspect of life across the globe. From patient care to domestic automation and remote monitoring to in-car entertainment it really could be a new ‘industrial revolution’.

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Our contributors:

Robin Griffiths

Specialist in proposition development and creator of the Proposition Mapping™ methodology. Robin's career includes Founder and CEO of Force12 Software, and Director of Cambridge Consulting Engineers.

Paul Geraghty

Paul specializes in uncovering customer insights and developing propositions and messaging. He has over 20 years of experience in Capital Markets, and leads the Capital Markets Practice at BPM Works. Paul’s career includes VP Marketing Americas at Thomson Reuters and Product Manager at Reuters.

Marie Giangrande

Marie brings a track record of opening new buyer segments, building new revenue streams, and crafting successful product adoption campaigns in the capital markets sector. She is a trend spotter and uncovers underserved needs to establish breakthrough competitive programs.

Tony McCormack

Tony is a content strategy and product management specialist with over 20 years experience in marketing and product management in Capital Markets. Tony is a Senior Consultant at BPM Works. His career includes senior marketing and product roles at Thomson Reuters, Thomson Financial, FTSE and Reuters.

Michael Lawrence

A B2B marketing leader and specialist in delivering change, generating value and introducing advanced technologies, Michael heads up the Telecoms practice at BPM. Michael’s career includes Head of Propositions at Everything Everywhere and Head of Corporate Portfolio for Orange, with earlier senior level roles at O2 and BT.