Who Creates Customers?

"The purpose of a business is to create a customer" is attributed to Peter Drucker, the renowned management consultant and author. Drucker emphasised the importance of marketing and innovation as the two core functions of a business. He believed...

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The Future Of Marketing – An Update

In July 2020, I published a post titled The Future of marketing. Given the rapid rise of deep learning-driven tools, what follows is an update to that post. What’s changed? Is it more or less likely that the marketing department will be broken up?...

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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...

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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...

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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...

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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...

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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,...

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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...

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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...

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