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…
Why we B2B marketers need to sharpen our propositions (and how to do it).
Tag: b2b
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…