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…
How to get better, faster, cheaper work from your creative agency
Category: B2B strategy
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…
“You say it best when you say nothing at all?”
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…
A refocus on brand as a long-term sales driver
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…
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…
The Death of B2B Hyper-targeting
Over the past few days I’ve been publishing my precis of the excellent LinkedIn B2B 2030 Trends white paper from Peter Weinberg & Jon Lombardo. Parts 1 and 2 can…