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 ...
Email marketing is sending commercial messages by email to people who have agreed to receive them, such as customers, past buyers, event attendees and newsletter subscribers. In B2B it's good at keepi...
Automated bidding is when the ad platform sets your bid for each auction, using a model that predicts how likely that impression or click is to lead to the result you've chosen. AI-run campaigns go fu...
A buyer persona is a profile of one typical buyer: their role, what they're responsible for, what worries them about a purchase, and where they look for information. The buying committee is the group ...
Competitor analysis is the study of the alternatives your target buyers are considering, so you can decide where to compete and how to win. In B2B, those alternatives include direct competitors, diffe...
Positioning is the place a business wants to hold in the minds of its target customers, compared with the competitors those customers are considering. The value proposition is the set of benefits the ...
The marketing mix is the set of decisions a business makes about its product, its price, where and how customers can buy (place), and how it communicates with them (promotion). These decisions are kno...
Market targeting is the decision about which segments a company will serve. Kotler and Armstrong define it as evaluating each market segment's attractiveness and selecting one or more segments to ente...
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...
A campaign brief, or an agency brief, tells the agency which decisions the business has already made, and which problem the work is being paid to solve. It is the document that turns a marketing strat...
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...