B2B Marketing Blog
Old Marketing Is Dead. Long Live Marketing
There’s one simple fact that has changed the way we market. Our buyers are self-educating online. No matter if they’re buying a toaster, searching for a new accountant or ...
There’s No Place for Snake Oil in B2B Business Development
While it’s often hard to define the edges of the BDM role in complex business markets, spotting a successful BDM is easy. They’re leading the company toward strong revenue ...
The Case for Developing Market Strategy and Online Strategy Together
Try to develop a market strategy (to win competitive advantage) in 2014 without involving use of online channels or integrating the use of digital technologies and you'll struggle to ...
Why Brand Values Matter: The Case of Eich and Sterling
The recent kerfuffle and eventual sacking of Mozilla CEO Brendan Eich for his stance on gay marriage is an all too clear reminder that, whatever your own beliefs, brand values matter and can ...
Is Corporate Brand the Last Source of Unfair Advantage?
It was either Robert Kapferer or Leslie de Chernatony who said “Brand is the last remaining source of competitive advantage.” and it’s so true. Whichever one said it, brand is becoming ever more ...
Know Your Customers’ Customers
You know your markets like the back of your hand, and you have segmented them with the precision of a surgeon - you're all sorted, right? Wrong! You're only ...
3 Reasons Business Customers Spill the Beans
Guaranteeing confidentiality in research interviews doesn't necessarily mean you won’t find out what your business customers have to say. Consumers engaged in research are typically offered the ‘shield’ of anonymity; ...
Winning Conversations – 4 Questions to Ask Your Customers
If you work in business and commercial markets and you want to find out how to beat your competitors speak with your customers, that’s our central message. No one ...
Brand Driven Business
Developing a brand-driven business is the only way to build a sustainable competitive advantage in today’s ever evolving market. A brand driven business means that ‘brand strategy’ trumps all. ...
Innovation Brands in High Growth Markets
Our latest presentation focuses on the importance of building brand equity in the growth phase of an industry's lifecycle. [slideshare id=14406640&doc=strategicmarketing-highgrowthmarkets-120922194817-phpapp02]
