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  1. How to build a brand that is globally recognisable, but culturally relevant everywhere: An interview with Stefan Doering

    wants, and then build backwards? Or, alternatively, should the message start with the global marketing ...

    Anonymous (not verified) - 20/10/2021 - 16:35

  2. Transformation through messaging and engagement: An interview with Gary Hurry

    strategy. Having backward looking data is good, but being able to translate this into forward looking insights ...

    David Rowlands - 31/08/2021 - 09:37

  3. What can community marketing bring to the table? with Zapnito's Charles Thiede

    Even when people have insight to share and problems to get off their chest, getting people to engage ...

    Kavita Singh - 13/07/2021 - 10:30

  4. How third-party intent data makes the ABM flipped funnel obsolete

    customers. Basically, you work backward, and try to engage a specific set of accounts that fit your ICP ... are so loyal, they begin to influence other potential customers. Basically, you work backward, and try ...

    Vincent DeCastro - 16/11/2020 - 10:45 - 1 comment

  5. What 15 years of B2B case study interviews have taught me about your audience

    vague and apologetic. Sometimes, this is because they want to play their cards close to their chest ...

    David McGuire - 18/01/2021 - 15:03

  6. B2B Marketing Roundtable: Approaching ABM amid Covid-19

    for sales to hold existing accounts so closely to their chest. One marketer commented that he creates two ...

    Kavita Singh - 13/10/2020 - 11:35 - 2 comments

  7. Ignite USA 2020 Keynote session: Why you need to take a chance and get lucky

    it pays to optimise backwards How to expose your marketing to positive asymmetric outcomes Why you don’t ... brands may be more important than we assume Why it pays to optimise backwards How to expose your ...

    susanna.hewitt_... - 18/05/2020 - 12:50

  8. 4 reasons why your B2B case study doesn’t work

    to keep their contacts close to their chest. But companies don’t make buying decisions; people do. People, ...

    David McGuire - 20/04/2020 - 13:29

  9. Developing your succession strategy

    would take us backwards. There was a real risk of losing that momentum by bringing in someone from ...

    Kavita Singh - 07/04/2020 - 14:41

  10. How to build a relationship with your tech vendor

    That’s been a real benefit. They bend over backwards for you, they communicate with you, and give you ...

    Kavita Singh - 19/11/2019 - 12:44 - 1 comment

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