A few thoughts on B2B marketing

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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Blockbuster B2B Marketing

Last year Peter Weinberg and Jon Lombardo at the LinkedIn B2B institute published their excellent “2030 – B2B Trends” report.  Not every B2B marketer will have the time to work through every argument and nugget in the report’s 43 pages which is a shame as it’s closely packed with good advice.  So with due deference to […]

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