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  1. Are the 2020s the Decade of the Great B2B Rebranding?

    in B2B- recorded by Peter Field and Les Binet. Spoiler alert: their answer to the question ... noted at the outset, Peter Field and Les Binet famously recommend a balance of a 60/40 blend (50/50 ... rebranding debate in the first place.) Similarly, in Effectiveness In Context, Binet and Field write on brand ...

    Sue Mizera - 01/12/2021 - 10:47

  2. Motivational marketing: Same-old-same-old or B2B marketing 2.0? (Compendium)

    towards it. Innovation does, indeed, happen at the intersection of established fields. Additionally, ... and Peter Field recommend a 60/40 balance (50/50 for B2B) of long-term brand building and short-term sales ... activation. The aim of this is to achieve maximum growth and loyalty.  As Field states: “the trick is to find ...

    Sue Mizera - 19/11/2021 - 09:34

  3. The data and science you need to know when approaching ABM email marketing

    content and sales communications.”  Field trials: “This is where we test things under live fire: putting ... is interactive content worth the time and cost to create? DecisionLabs put this to the test with a field trial. ... counterpart in every measure in a real-world, controlled field trial. “You might want to reconsider ...

    David Rowlands - 16/11/2021 - 09:39

  4. Unconventional ways of getting customer insight

    of their industry. Lead-generating surveys Being seen as the expert in their field will keep you front of mind when ...

    Kate Cox - 15/11/2021 - 09:25

  5. How to approach your ABX strategy

    in the name of remaining consistent across your list. Type of fields: Once more, consistency is the name ...

    David Rowlands - 10/11/2021 - 10:57

  6. The IBM GTS story

    a broad spectrum of technological fields. To enhance their sales capabilities in 2020, they held a virtual ...

    Jason Taylor - 19/10/2021 - 15:46

  7. Marketing automation implementation- where to begin?

    plan in hand, you can now create the lists, custom fields, and tags you need before you import your ... spreadsheet columns to the correct data fields. However, you might want to test importing a few records before ...

    Tom Ryan - 14/10/2021 - 15:23

  8. Motivational marketing: Same old, same old or or B2B marketing 2.0? (Part 3)

    In Effectiveness in Context, Les Binet and Peter Field recommend a 60/40 balance (50/50 for B2B) of long-term brand ... As Field states: “the trick is to find a powerful, emotional insight that is relevant in the category ... directly into the best trigger-combinations for creating conversions (Binet and Field offer a number ...

    Sue Mizera - 13/10/2021 - 09:49

  9. Bonnie Pelosi, Europe CMO at Wipro, talks customer relations, talent and navigating a post-pandemic world

    to that audience.” Easier said than done: “that is one of our most significant challenges in our field,” admits ...

    Lucy Gillman - 01/10/2021 - 09:45

  10. How to build a B2B content strategy

    of your expertise and prestige within your field. This kind of trust is best built up through ...

    Larry Kotch - 21/09/2021 - 11:48


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