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  1. Brand guidelines: When should you start breaking the rules?

    to resist any flexibility. Creative teams in the B2B space often talk about their disappointment at having ...

    Danny Philamond - 04/08/2022 - 09:46

  2. 'Change' and 'new' are two great words- so long as they don’t apply to you!

    ago, having often observed strong resistance to innovation and change in the corporate world. ... back to the original resistance I observed in the corporate world, when it comes to internal change ... likely resist change, for reasons we have amply seen parsed in the research cited above. We have also ...

    Sue Mizera - 10/06/2022 - 08:58

  3. Martech Awards case study: How 6sense won Gold for ‘ABM platform of the year’

    of annoying tactics has made them more resistant to efforts than ever.  Simultaneously, B2B organisations face ...

    David Rowlands - 07/07/2022 - 12:21

  4. What you missed at Ignite London

    messages, resist doing the same. Break the one-size-fits-all approach for every marketing message and sales ...

    David Rowlands - 13/07/2022 - 09:32

  5. B2B vs. B2C Marketing: Classic differences and similarities matter. But will new, B2B-specific trends matter even more? (Compendium)

    was a sort of crucible And yet, it was their pushback, their questioning, and resistance that made our ... years ago!) Pushback and resistance eventually led us to create the Brand Octagon, a platform replete ...

    Sue Mizera - 25/04/2022 - 09:55

  6. B2B vs. B2C Marketing: Classic differences and similarities matter. But will new, B2B-specific trends matter even more? (Part III)

    was a sort of crucible And yet, it was their pushback, their questioning, and resistance that made our ... years ago!) Pushback and resistance eventually led us to create the Brand Octagon, a platform replete ...

    Sue Mizera - 01/02/2022 - 15:00

  7. Greater expectations: What do customers demand online?

    criteria to satisfy customer expectations – especially when it comes to digital experiences. Resist ...

    Kieron McCann - 10/02/2022 - 08:38

  8. How B2B marketers can visualise data more effectively

    to get their heads around your message, no matter how technical and detailed it may be.  Resist the urge ...

    Tobias Sturt - 31/01/2022 - 16:41

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

    on the kind of resistance they hear from both sales and management: “What results are we getting anyway?” ...

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

  10. A primer on B2B go-to-market (GTM) strategy

    approval from a diverse group of individuals, and there is uniform resistance to being “sold”. The solution ... to this daunting challenge is to abandon the traditional product-centric framework and resist the temptation ... and there is uniform resistance to being “sold”. The solution to this daunting challenge is to abandon the traditional ...

    Adam Ortlieb - 19/10/2020 - 10:44

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