Navigating The Changing Landscape Of Online Search
For decades, web search engines have been our go-to tools for connecting us to the information we seek, but times they are a changing. Other means of information retrieval are emerging (ChatGPT for one) and developing at an astonishing rate. What...
The Problem With Marketing Funnels
The marketing funnel is a long-established framework. It guides the marketing process from initial awareness through to conversion. Yet, as the marketing landscape evolves, it is time to re-assess this model. This article explores the limitations...
Agile Marketing vs Ad Hoc Marketing
Agile marketing is often trumpeted as the way forward for larger businesses in turbulent markets. Although, when implemented properly, agile does have many advantages it is not without risks. It is important to make a clear distinction of what is...
The B2B Marketing Audit – Tools And Resources
When building a B2B strategic marketing plan for any business, an in-depth B2B marketing audit is vital. Without analysis, effective planning is impossible. A marketing audit is time-consuming. To simplify the process many tools and techniques have...
The B2B Market Segmentation Process
The time taken to undertake a B2B market segmentation process is rarely wasted. It can be all too easy for a sales department to lack focus and chase an easy target. The prospects competitors chase, or the contacts always open for a visit. Instead,...
B2B Lead Generation Team Organisation
What is the best way to organise a B2B lead generation team? What tactics are best? Who is responsible for delivery and what are the key relationships? Without a solid strategy, whatever tactics are employed are likely to fail. Without the right...
B2B Marketing Plans – Delivery And Implementation
Why do so many B2B marketing plans fail? Often, they are often merely a box-ticking exercise. When they are implemented, the initial enthusiasm often quickly dissipates. We outline three common problems and discuss potential solutions. Build In...
What Is Marketing
What is Marketing? A significant problem marketing has always wrestled with is one of its definitions. Person A makes the product - They are in production. Employee B buys things used in production - They are in purchasing. Person C recruits and...
Reduced Marketing Spending – Its Short Term Impact
What is the real impact of reduced marketing spending? Many suggest it is a false economy but the truth is it can often have a negligible short term impact on sales. The marketing process can continue to have an impact several months after...
The Business Strategy Process – And Why It Fails
In many mid-sized B2B organisations there is no formal business strategy process. There may be a rough guide to the future direction and a financial plan, but that is all. If a strategic analysis process does exist, it is often little more than a...
A B2B Manufacturers Blog – What’s Its Real Purpose?
What’s the primary purpose of a B2B manufacturers blog? Is it traffic? Or better still, sales leads? If those are your goals and you follow the standard blogging advice, I suggest you will be disappointed. Let’s assume you run a small to...
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 future of the marketing profession. That said, this is not a marketing is dead...