Jane Hiscock
Member since January 2016Contact Jane- President Farland Group
- LinkedIn: https://www.linkedin.com/in/janehiscock?trk=hp-identity-name
- Twitter: @janehiscock
- Cambridge Massachusetts
- 02142 USA
Jane has more than 20 years of experience building marketing and communications strategies for leading technology, healthcare and financial services brands. Her early work was with business-to-consumer (b2c) companies like Perrier, Rollerblade and Black & Decker. She took her market testing b2c expertise to the business to business space helping large enterprise brands like IBM, Morgan Stanley Capital International, Fidelity and Microsoft Health to transform their client experience.
Articles by Jane All articles by Jane
- Is Agile Too Agile for Marketing: F500 CMOs Weigh In in
Marketing Daily on
01/10/2017
The most significant challenge in adopting agile is often behavioral as employees and organizations resist change when there is some element of success in keeping things the same.
- What B2B Marketers Could Learn From The B2C Playbook in
Marketing Daily on
01/20/2016
B2C marketing has developed into a mature, sophisticated practice with tools that can readily transfer and be used effectively by B2B marketers.
Comments by Jane All comments by Jane
- What B2B Marketers Could Learn From The B2C Playbook
by
Jane Hiscock
(Marketing Daily on
01/20/2016)
Dave, Thanks for your thoughtful post - I agree that there is a difference as you analyze how B2B and B2C products are sold, but some of this complexity that we have created in B2B is not necessary. We hear from IT buyers that they don't want to have a lot of meetings and complicated use cases - they want to hear stories, see fast prototyping - a more agile approach to selling and marketing. Certainly we are not there yet in many cases, but as a sales consultant I'm sure you are looking at this as an opportunity to innovate even the complex sales model. Looking forward to seeing more of your thoughts in future articles. Jane
- What B2B Marketers Could Learn From The B2C Playbook
by
Jane Hiscock
(Marketing Daily on
01/20/2016)
Sarah,I like the generational point on B2B versus B2C - there is a complexity that Dave mentions that we create and that we hear CIOs in particular saying they don't want that any more. Perhaps the next generation will find ways to simplify the approach. I'll look forward to seeing where it all lands!Jane
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