B2B Marketing
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 of positive advances that AI can contribute to the research process: for example, augmenting questionnaire design by using ChatGPT to suggest answer sets to quantitative …
Continue reading “Why AI isn’t killing B2B research just yet”
Picture the scene: a CMO faced with a rapidly changing market needs to get to the heart of why too many target prospects are buying from their competitors, and needs to know how to finesse their own proposition so that more prospects entering the top of the funnel actually make their way to the point …
Continue reading “The 3 key mistakes CMOs make when commissioning research – and how to avoid them”
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”
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 …
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 on confusion rather than clarity. Those “practitioners” (I use the word advisedly) would be dismayed to learn that perhaps the most powerful piece of …
Continue reading “When the secret of successful brand research really is simplicity”
