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  1. B2B vs. B2C marketing: Classic differences and similarities matter. But will new, B2B-specific trends matter even more? (Part I)

    paths.  Implications and recommendations for how to approach the potential bifurcation.  As always, ...

    Sue Mizera - 28/01/2022 - 15:55

  2. Five ways to accelerate the B2B sales cycle to boost your revenue with more quality leads

    to recommend you to their peers. Use customer testimonials, case studies and reviews in your content marketing ...

    Richard Conn - 07/01/2022 - 12:30

  3. Mastering ABM: Lessons learned from several masters of ABM

    offers his recommendations – the next steps you should be taking to reach ABM nirvana. The critical ...

    Daniela fernandes - 09/11/2021 - 11:25

  4. Is it time to press the re-set button on your brand? Is it time for a business relaunch? 5 critical exercises to chart your course forward

    routinely employ with companies going through major change. Because make no mistake, this is about change ... to act tomorrow? We fully recommend not only to reflect on these questions with your Management Team, ... your course forward We gather here five key exercises we routinely employ with companies going through ...

    Sue Mizera - 13/04/2021 - 11:11

  5. The big lie of thought leadership in B2B

    see that the text analysis of online posts has led us to very specific recommendations for content. ... in a B2B context is recommendation or referral from someone in the client’s professional network. ...

    Philip Trippenbach - 07/12/2021 - 09:12

  6. How neuroscience affects CX in B2B marketing

    is the ‘ultimate slouch’. Believe it or not, the brain’s whole survival routine is based on saving energy ...

    Lucy Gillman - 05/10/2021 - 10:24

  7. Is interviewing customers a lost art? It needn’t be. It shouldn’t be.

    The sales force is rarely supportive of interviewing their customers and routinely push back that they know ... implications they hold for your marketing programs going forward and what recommendations you propose to make ... is rarely supportive of interviewing their customers and routinely push back that they know all ...

    Sue Mizera - 26/10/2020 - 10:45

  8. Just what is a fronted adverbial – and what can it do for your B2B copy?

    adverbials might include: “Suddenly, Ali’s daily routine changed.” “ Before he became a makeshift teacher, ... examples of fronted adverbials might include: “Suddenly, Ali’s daily routine changed.” “ Before he became ... might include: “Suddenly, Ali’s daily routine changed.” “ Before he became a makeshift teacher, Gary had ...

    David McGuire - 23/02/2021 - 10:41

  9. ABM expert Robert Norum on how to run your ABM pilot

    this as a starting point. That being said, for one to one pilots, Robert recommends having a minimum of two, ... is hefty when it comes to one to one accounts. Robert recommends dedicating roughly 20-50k, a figure which ...

    Lucy Gillman - 26/10/2021 - 16:39 - 1 comment

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

    call cycling 'my life' and they routinely juggle work and family and weather extremes to ... and Peter Field recommend a 60/40 balance (50/50 for B2B) of long-term brand building and short-term sales ... and confidence, leaving guess-work behind.  Our recommendations We have previously argued that branding ...

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


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