A few thoughts on B2B marketing

Sometimes less is more

I missed a message from a client a few days back. Thankfully it wasn’t urgent, but it led me to question whether we are benefiting or being besieged by the multiplicity of ways we can be reached nowadays. The client had sent me a note via WhatsApp, but the fact that I hadn’t seen it […]

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B2B marketing is a fiendishly complex puzzle: here’s how to solve it

It’s been said that if consumer marketing is a game of draughts, then by comparison B2B marketing is 3D chess. That’s because B2B marketers have to overcome a myriad of complex challenges that consumer marketers rarely face: The decision-making process is infinitely more complex for a business compared to a consumer  B2B marketers have a number […]

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How to crystallise your proposition

Your proposition is the single-sentence answer to the question: “Give me one good reason why I should buy your product”. Remember, you’re only allowed ONE reason. It’s the elevator speech for someone only going up one floor. That single sentence ideally should have only ONE verb and ONE adjective. Finding that one good reason is deceptively difficult. […]

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Pay your creative agency by results? Be careful what you wish for…

It’s over 21 years since the Incorporated Society of British Advertisers published a report that claimed that “Payment By Results will form 75 per cent of advertising agency contracts within five years”. https://www.marketingweek.com/payment-by-results-is-on-the-way-says-isba/ Two decades later, and the forecast rush to payment-by-results doesn’t seem to have materialised. Having worked on both client and agency sides, the […]

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