Imagine you need to buy some double glazing. Apologies if the thought brings you out in hives, but I’m guessing that the anxiety you’re feeling right now has far less to do with cost, and far more to do with fending off endless calls from pushy reps keen to sell to you their wares […]
Our car insurance renewal arrived last week from Aviva. Like many people’s, it was slightly higher than last year’s quote – despite the fact that we’d made no changes to the cover required, nor made a claim in the last year. Indeed, as my wife and I both work from home – and given […]
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 […]
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 […]
Insurance is dull, no matter how marketers try to dress it up. Renewing your annual insurance policy is a grind akin to queuing at the bank, or filling the car up with fuel. The less time you spend doing it the better. Indeed any time you spend doing it is resented. Yet once a year we are […]
Imagine a client that wants to launch a new product that helps cats sit on mats. The Marcomms Manager at the client briefs their agency. After two weeks of locking themselves away, the agency turns up at the Marcomms Manager’s doorstep and unveil their meisterwork concept. Visual: Cat sat on client’s mat. Headline: “The Cat Sat […]
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. […]
In Professor Byron sharp’s recent piece in Campaign (“Why the best response to Covid-19 was to stop advertising”) the Prof rails against the endless hand-wringingly earnest advertising many big brands put out in the wake of Covid. In the article he is quoted as saying that it is “embarrassing arrogance” that marketers would think people were […]
In recent times, CMOs (under pressure from their CFOs and CEOs) have increasingly – wrongly – shifted focus and budget away from long-term brand building, and towards short term growth through sales activation. In part this is because the impact of sales activation is easier to measure (e.g. PPC rates), increasing pressure for MQL volumes […]
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 […]