A little while back a former colleague of mine was invited to a job interview where they were asked to make a short presentation on “the barriers to innovation in…
Fear and Loathing in Professional & Financial Services
Tag: b2b
Why AI isn’t killing B2B research just yet
In a recent piece in Marketing Week, the The B2B Institute's Peter Weinberg and Jon Lombardo opined on how AI is going to positively impact B2B market research. As the authors testify, it’s certainly true that there’s plenty…
Why savvy marketers aren’t abandoning brand investment just yet
Imagine for a moment there are two luxury car brands. Let’s call them…oooh, I dunno…Mercedes and BMW. Let's imagine both are facing a downturn in sales as inflationary pressures bite…
Why promotion is dead, and marketing is the Next Big Thing
A couple of weeks back on LinkedIn, I posted a link to an article that hailed the advent of the Metaverse as new tech that would completely revolutionise businesses everywhere.…
Why we B2B marketers need to sharpen our propositions (and how to do it).
A proposition is a very simple thing. It’s the response to the request: “Give me one good reason why I should buy your product”. Yet too often in B2B marketing…
Selling to a business? To be on the short list, you first have to be on the long list – here’s how
Since the dawn of B2B marketing, there seems to have been a raging debate about whether B2B buyers act more rationally than consumers. Classicists argue that the business procurement process…
When the secret of successful brand research really is simplicity
There’s an awful lot of brand BS spoken by “practitioners” who deliberately muddy the waters with endless funnels, spidergrams, flowcharts and the like. It’s almost as if they thrive…