The Future Of Marketing

The Future Of Marketing

What does the future hold for marketing? I suggest the perception of marketing has fundamentally changed over the past twenty years and that is not good news for the marketing profession. That said, this is not a marketing is dead post, far from it. Marketing, when...

read more
Using Scenarios in B2B Marketing planning

Using Scenarios in B2B Marketing planning

Some perceive the B2B marketing planning process to be flawed and a waste of resources, perhaps rightly so. In this post we consider the traditional marketing strategy and planning process, some of its major flaws and one possible solution. The Traditional Marketing...

read more
How To Identify Ideal Target Customers

How To Identify Ideal Target Customers

The time taken to identify ideal target customers in B2B markets is rarely wasted. It can be all too easy for a sales department to lack focus and to chase the easy target, the ones the competitors chase, or those always open for a visit. It is important to focus...

read more
Required B2B Marketing Skills For The 2020s

Required B2B Marketing Skills For The 2020s

What B2B marketing skills are required by the modern marketer (or team)? To grow business from both existing and new customers the required marketing skillset includes: Brand management. Exhibition management. Social media. PR and press. Content and print. Sales...

read more
Generating New Product Ideas In B2B Markets

Generating New Product Ideas In B2B Markets

In many B2B markets what was once a unique product or service is soon copied, often by low-cost producers, making it a commodity and driving down the price. The challenge then is continually generating new product ideas. However, there is a problem concisely put by...

read more
The Value Of Customer Input Into Innovation Process

The Value Of Customer Input Into Innovation Process

Asking for customer input to the product innovation process may seem to be a logical approach but there is a problem Steve Jobs said: A lot of times, people don’t know what they want until you show it to them. Henry Ford said: If I had asked people what they wanted,...

read more
Marketing Campaign Analysis And Calculating ROI

Marketing Campaign Analysis And Calculating ROI

Without accurate marketing campaign analysis, any marketing department will find it hard to justify its existence. Higher management needs to know the resources employed are delivering the required return. How can marketing prove their positive impact on the business...

read more

The Key manufacturing Business Marketing Challenges

Manufacturing businesses face their own special set of marketing challenges. In this post, we cover four key challenges and suggest some potential solutions. Not Products But Commodities It is becoming harder to differentiate products and, as a result, charge a...

read more

The Key B2B New Market Entry Challenges

The new B2B market entry challenges are not as obvious as they may seem. Yes, you need a killer product that fits with the need of the marketplace but image, relationship and your people are also key. We consider the key B2B new market entry challenges and suggest...

read more

How To Grow Sales In A Niche Market

Any business with a target to grow sales in a niche market faces a unique set of challenges. Unfortunately, most marketing advice and literature focuses on mass markets and little information is available on marketing to a niche. A niche market is defined by the...

read more

Can A Content Marketing Mentor Add Value

In this post, we cover the rise of content marketing in B2B markets, how to structure a content team and consider if a content marketing mentor can help. The Rise Of Content Marketing There are many reasons why B2B marketing is more complex and challenging than B2C...

read more

This website uses cookies to analyse traffic and personalise content. By continuing to use our site you are agreeing to our cookie policy. Privacy policy