B2B Marketing
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 that the thing about recessions is that they hit your competitors as hard as they hit you. If your firm is struggling to hit …
Continue reading “What do you do if your sales targets are up, but your market is in decline?”
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 into household expenditure, and customers think they’ll delay renewing their existing model for another year. (No idea if this is true, by the way, but …
Continue reading “Why savvy marketers aren’t abandoning brand investment just yet”
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. The article was sponsored by a management consultancy urging CEOs to get on board with this brand new disruptive tech before their own company gets …
Continue reading “Why promotion is dead, and marketing is the Next Big Thing”
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 when faced with that request we lapse into what is known as the Elevator Speech. The Elevator Speech itself is a simple concept. You’re standing …
Continue reading “Why we B2B marketers need to sharpen our propositions (and how to do it).”
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 on my career in marketing. The financial services company I worked for had recently appointed BBH’s newly-formed below-the-line* agency Limbo to work on its direct …
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 is designed to eliminate irrationality and engender accountability across the entire purchase process. The involvement of multiple B2B stakeholders in that process helps ensure that …
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 me upon clicking through the home pages of site after site after site was how distinctive the first impressions created by most of them seemed …
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 product you are selling, the price you sell it at, the places you sell it in, and the way those three things are promoted. …
Continue reading “Why marketers need to wrestle back control of the “other” Ps”
