Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain

IDEA EXCHANGE

Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain®. At Quarry, we believe a strong brand is just the beginning — which is why we focus on converting branding to buying.

A Significant Change for LinkedIn Company Pages

Yesterday, LinkedIn discontinued their Products & Services tab on company pages (with relatively little notice). While their rationale for doing so is fundamentally sound, it does mean that companies who previously made good use of the features of this page have some decisions to make.

LinkedIn Showcase Pages, one of the two options companies now have to share information related to their products and services, are entirely different. Companies can now target these pages to a single service or product suite and can build relationships with followers who are specifically interested in that particular product (or business unit). It’s about relevance for the user. Read more

Posted in All Posts, Branding, Buyer Experience, Featured Posts, Social Media, Tips
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What a Game Show Host Can Teach Marketers About the Perils of Big Data

In our efforts to create results-based, performance-driven marketing organizations, we rely on logic and reason to guide our decisions. What we often overlook is how fallible our sense of reason can be.

While establishing a performance marketing culture is a great step toward creating better customer experiences, our brains can wreak havoc with key parts of this process, as the Monty Hall paradox proves. Read more

Posted in All Posts, Analytics & ROI, B2B Marketing, Featured Posts
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When Marketers Go Wrong By Assuming They’re Right

Kathryn Schulz’s fantastic and humorous TED presentation about “the wrongness of always being right” gave me insight into why it’s often a struggle to establish an intellectually honest marketing culture within organizations based on outcomes and performance.

At the core of Schultz’s presentation is the recognition that, human nature being what it is, we create a bubble of infallibility around us; the belief that we can’t be wrong. Read more

Posted in All Posts, Analytics & ROI, B2B Marketing, Best Practices, Customer Insight, Featured Posts
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What Branding Can Teach Us About Public Health Education

Every healthy intellectual discipline steals (or at least borrows) ideas from other disciplines. Consider the interrelationships between physics and math or between genetics and molecular biology. We wouldn’t have a modern understanding of one without the other. Of course, our own discipline of marketing is one of the most voracious, borrowing liberally from psychology, technology, visual arts, music and many other areas. Read more

Posted in All Posts, Branding, Featured Posts, Healthcare
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Why 2014 Will Be The Year Privacy and Consumers Face Off

It would be hard to top 2013 when it comes to surveillance and privacy issues. We learned about the extent and depth of NSA surveillance. A new word entered the mainstream: big data. And almost every major social network faced a privacy breach of some sort.

Despite all this, here’s why 2014 could eclipse 2013 as the watershed year for privacy issues from the consumer perspective. Read more

Posted in All Posts, Customer Insight, Featured Posts, Strategic Insight, Topics, Trends
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