If you're in corporate sales, right now it may feel like you're being asked to constantly push a stone uphill, but it needn’t be so. The good news is…
What do you do if your sales targets are up, but your market is in decline?
Tag: marketing
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…
Vorsprung Durch Branding
Once upon a time, in the days when the world wide web was just a gleam in Tim Berners-Lee’s eyes and direct mail was an actual *thing*, I started out…
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…
How hard can it be to stand out from the crowd when everyone is identically dressed?
I was recently tasked with reviewing the thought leadership output of several hundred law firms in the US and UK for a major client desk research project. Something that struck…
Why marketers need to wrestle back control of the “other” Ps
When most people start out in a marketing career, the very first thing they learn is that the success of any marketing activity rests on the 4 P’s – the…