IN BRIEF
B2B market segmentation divides every buyer in a market into groups that want different things and buy in different ways, so each group can be served with a different product or different ma
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Marketing strategy is built on three decisions: segmentation, targeting and positioning, in that order. Segmentation is assessing the market you sell into and dividing it into groups of buyers with di...
Have you ever been asked to run a LinkedIn or a Search campaign, without a clear explanation why? A sales director asks for a webinar. A product manager asks for a launch campaign. A regional lead ask...
To diagnose a marketing problem, work backwards from the commercial outcome to the constraint causing it, before choosing any intervention. Most teams do the opposite: they inherit last year's activit...
Every generation of marketers believes it is living through a transformation of the profession. Television changed how brands reached mass audiences. Databases introduced new forms of targeting and di...
IN BRIEF
B2B companies spend roughly 7 to 10 per cent of revenue on marketing (The CMO Survey, Spring 2026) and about 7.8 per cent across all sectors (Gartner, 2026). Those figures are a pressure tes
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Demand generation and lead generation are not synonyms, and treating them as interchangeable budget lines is one of the most common and expensive mistakes in B2B marketing. Teams build demand gen cont...
Most B2B ideal customer profiles live in a slide deck and get updated once a year, if at all. That's not a strategy problem, that's a data problem, and it produces one of the most persistent sources o...
A B2B buying committee is the group of people inside a business who take part in a purchase decision. For a complex B2B purchase it typically involves 6 to 10 people, in roles such as the champion who...
The short answer: a B2B marketing strategy is six decisions on one page: who the buyer is (and isn't), what position you own, how you create and capture demand, which channels and content carry it, ho...
What is AI marketing? AI marketing is the use of artificial intelligence to analyse customer and campaign data, predict what is likely to happen next, and produce or adapt marketing content. The marke...
What is a marketing strategy? A marketing strategy is the set of choices a business makes about which problem marketing will solve, which customers it will serve, and how it will win them. A marketing...