B2B Marketing
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”
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”
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”
