B2B creator and influencer marketing is paying or partnering with people who have their own audience of professionals to talk about your company, your product or the problem it solves. These creators ...
B2B marketing (business-to-business marketing) is the marketing of products and services by one organisation to other organisations: businesses, government departments and non-profits. A payroll softw...
Kotler and Armstrong define positioning as arranging for a product to occupy a clear, distinctive and desirable place, relative to competing products, in the minds of target consumers.
The place is i...
IN BRIEF
B2B thought leadership is category authority. It means being the organisation buyers think of first when they face a particular problem in your market. Three things build it.
1. Original
...
Category creation is the highest-risk, highest-reward move in B2B strategy. The evidence shows that companies that define and lead their category capture a disproportionate share of market value, and ...
The fastest way to dilute a brand voice is to automate content creation without a workflow designed to protect it. AI tools can accelerate content production significantly, but that speed becomes a li...
The 95:5 rule in B2B marketing says that at any given moment, roughly 95 per cent of your potential buyers are not in the market to buy. Only about 5 per cent are actively shopping. The heuristic come...
Ask most marketers what great marketing looks like and they will describe a campaign. The ad everyone shared, the launch that owned the feed for a day, the clever line people repeated. It is fun to ma...