Category: B2B Marketing

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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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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