This time it’s personal: Can B2B marketing satisfy the emotional needs of a new generation of B2B buyers?
This time it’s personal: Can B2B marketing satisfy the emotional needs of a new generation of B2B buyers?

In B2B marketing, copywriters are often tasked with writing brochures, website copy and emails that convey ‘the strategic value that the product delivers to the enterprise’, or similar. The basic tenet of B2B marketing is that the value relates to the corporate entity, and the user benefits also relate to the business value. For example, […]

Marketing Strategy and Plans: Are You Putting The Cart Before The Horse?
Marketing Strategy and Plans: Are You Putting The Cart Before The Horse?

All too often, people talk about their marketing strategy, and mention things like thought leadership, lead generation, social media and digital marketing. All of these things are great, but the word strategy is often misunderstood as being the same as a plan, or list of activities. It’s easy to see why: the Oxford Dictionary defines […]

Do You know this Marketer?
Do You know this Marketer?
Beware of Content Marketing Myths: Don’t Let These Five Beliefs Stop You
Beware of Content Marketing Myths: Don’t Let These Five Beliefs Stop You

There’s now plenty of evidence that content marketing works for business-to-business (B2B) markets. One of the latest studies on this topic was issued by the Content Marketing Institute. I was particularly interested in this new research, as it specifically addresses the content marketing practices of technology marketers. While I enjoyed the piece, it perpetuates streams of […]

Time for A Better B2B Marketing Mix?
Time for A Better B2B Marketing Mix?

Many marketing jobs require that candidates have experience of the ‘full marketing mix’. But how relevant is the marketing mix model for today’s b2b marketer? The traditional 4Ps marketing mix (consisting of product, price, place, promotion) has been used by marketers since the 1960s, but the Harvard Business Review recently carried out a five-year study of more than […]

How to Market a Product: Five Marketing Lessons to be Learnt from Dating
How to Market a Product: Five Marketing Lessons to be Learnt from Dating

Yesterday, thousands of singles thought about bad dates they have been on and contemplated why they are still single this Valentine’s Day. As I asked various people about their Valentine’s plans, it occurred to me that there are a lot of parallels between good marketing and great dates. In the same way that singles try […]

Three Reasons Why Content Marketing Works For B2B Sales
Three Reasons Why Content Marketing Works For B2B Sales

There are plenty of people who think content marketing has no place in the B2b marketing repertoire. They think that B2B selling is about matching product features to customer requirements, building relationships through rounds of golf, liberally distributing branded pens and business card holders and attending the annual industry tradeshow. But most B2B marketers and […]

What is Marketing?
What is Marketing?

The one curveball question all marketers get asked at some point is ‘what is marketing’… This seemingly simple question is actually a complex and difficult one. The answer depends on who is asking and the context. Do we define marketing as a group of tactics (activities), as a function (the marketing team) or as a […]