Many years ago I worked alongside the sales team of a B2B2C financial services company. The Sales Director was getting frustrated at the lack of sales being closed, and became…
Imagine for a moment there are two luxury car brands. Let’s call them…oooh, I dunno…Mercedes and BMW. Let's imagine both are facing a downturn in sales as inflationary pressures bite…
A couple of weeks back on LinkedIn, I posted a link to an article that hailed the advent of the Metaverse as new tech that would completely revolutionise businesses everywhere.…
"Who remembers Google Glass? What were all that about?" It’s almost a decade since Google announced that the Explorer Edition of Google Glass was going on sale at $1,500…
A proposition is a very simple thing. It’s the response to the request: “Give me one good reason why I should buy your product”. Yet too often in B2B marketing…
Once upon a time, in the days when the world wide web was just a gleam in Tim Berners-Lee’s eyes and direct mail was an actual *thing*, I started out…
Since the dawn of B2B marketing, there seems to have been a raging debate about whether B2B buyers act more rationally than consumers. Classicists argue that the business procurement process…
I was recently tasked with reviewing the thought leadership output of several hundred law firms in the US and UK for a major client desk research project. Something that struck…
When most people start out in a marketing career, the very first thing they learn is that the success of any marketing activity rests on the 4 P’s – the…
My heart goes out to those professional services marketing mangers who are constantly having to cajole partners in their firm to contribute something to the company blog. “I’m tasked…