August 16, 2024

B2B tango with B2C Marketing

B2C (Business-to-Consumer) and B2B (Business-to-Business) are two fundamental models in the business world, each with distinct characteristics, goals, and strategies. Despite their differences, they are interconnected in several ways viz, supply chain dependencies, market insights & consumer influence on B2B, shared technologies & platforms, innovations & trends, customer experience focus, product & service customisation-personalisation, sales channel & distribution. Example is […]

B2B Marketing 0 3 min read
August 26, 2023

Demystifying Account Based Marketing (ABM) with Key Account Management (KAM)

“Customer acquisition is like discovering a diamond ore”. Account Based Marketing (ABM) & Key Account management (KAM) are the two sides of the same coin, but they are different, one precedes the other. They both focus on targeting and nurturing high value accounts, but they differ in their goals, scope, and tactics. Account based marketing is approaching a specific company […]

B2B Marketing 0 3 min read
July 21, 2023

Scent Marketing (Aroma Marketing): The commercial angle of smell 

Picture source: Neom Organics Scent Discovery Each time a customer breathes in a marketplace, a marketer has an opportunity to pitch the products that capture the olfactory senses, and interestingly the olfactory senses are directly connected to the emotional centers of our brain. An age-old practice by retailers, traders, hoteliers or any business houses using scent or aromas to influence […]

Neuroscience 0 4 min read
March 5, 2023

Unveiling the Influence of Testosterone on Decision Making

Have you ever wondered about the powerful role hormones play in our lives? Meet testosterone, a superstar hormone often associated with guys but with a surprising impact on how we make decisions. Let’s take a journey into the world of testosterone and see how it influences the choices we make every day. Testosterone (C19H28O2) is an anabolic steroid and male […]

Neuroscience 0 3 min read
December 15, 2022

Neuroscience of free will and consumer choice

We as human beings seldom explore the physiology of the brain. Before understanding free will, let us explore a few interesting facts about the human brain. The human brain weighs 1.5 Kg that processes 70,000 thoughts per day using 100 billion neurons that connect more than 500 trillion points through various synapses and the synapses travel at 480 Km/hour. The […]

Neuroscience 0 6 min read
September 30, 2022

8V’s Framework for B2B Marketing

8V’s Framework for B2B Marketing   “Everything is worth what its purchaser will pay for it”.  Publilius Syrus, 1st Century BC   The B2B marketing landscape is characterized by its perpetual state of flux, constantly evolving, and adapting to new technological advancements and market dynamics. In this fast-paced environment, B2B firms need to re-visit the very ‘purpose’ to serve the […]

B2B Marketing 0 3 min read
June 14, 2022

The Neuroscience of Pranayama and Focus

Every year on June 21 st , the world celebrates international yoga day. Pranayama is a part of the ancient yogic tradition and can be called as Yogic Breathing Techniques (YBT). Pranayama in the Sanatana dharma (Hinduism) texts, authored by Sage Patanjali in his work ’The YogaSutras of Patanjali’ is a deep breathing and rhythmic breathing techniques. In Sanskrit, prana […]

Neuroscience 0 4 min read

Neuromarketing

Neuromarketing is a multidisciplinary domain that combines neuroscience, consumer
behaviour, and advanced technology tools to evaluate consumer preferences and their
perceptions of different marketing stimuli. This field leverages consumer biometrics and
neuromeric to extract valuable insights into how individuals respond to products, brands, and
advertising.

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