The traditional marketing funnel, which envisions a linear progression from awareness to purchase, no longer captures the complexity of today’s B2B buyer journey. Modern B2B buyers navigate a dynamic and non-linear path, especially during the Consideration phase, which encompasses multiple sub-stages requiring tailored marketing strategies. The Evolving Nature of the B2B Buyer Journey Several key…
Should you rebrand in B2B? Rebranding is one of the biggest strategic decisions a company can make. When done right, it can signal transformation, attract new customers, and elevate your positioning in a competitive market. But rebrands can also be expensive distractions that risk erasing hard-earned brand equity. So, how do you know when it’s…
Introduction: The Unique Role of Product Marketing in Complex B2B In today’s B2B landscape, particularly within industries like SaaS, Fintech, and Financial Services, marketing faces a unique challenge: how to communicate the value of highly complex products to a diverse audience. As someone who has led marketing strategies for brands with intricate product offerings, I’ve…
Navigating the maze of marketing budget allocation can be a daunting task to matter which sector you work in. The pressure to demonstrate tangible returns on every £ spent and maximising marketing value is intense. there’s no single path to success but there are some strategies that can help you maximise your marketing value. What…
Increased consumer expectations, global connectivity, digitisation, and data are transforming how businesses compete and operate. Meeting these evolving needs is becoming increasingly challenging for any single business to achieve alone. However, the evolving landscape of technology and connectivity enables businesses to collaborate and tackle complex operational and market challenges together. Strategic collaboration, promoted through partner…
In my professional journey collaborating with diverse brands, particularly those operating on a smaller scale, the complexities of marketing attribution modelling have become increasingly apparent. Before we dive into the perspective of simplifying attribution, let’s establish a foundational understanding. What is Attribution Modelling? Attribution modelling is the analytical process that helps marketers understand and assign…
Introduction In the B2B marketing world where success is dependent on building long-term relationships, companies face the decision of choosing between two powerhouse strategies: Account-Based Marketing (ABM) and lead generation. The decision on which strategy to deploy is profound, influencing not only how businesses engage their audience but also the manner in which they need…
In the dynamic landscape of B2B Marketing, establishing and nurturing customer engagement serves as the linchpin for success. Gone are the days of transactional interactions; today’s B2B Marketing demands fostering deeper, more personalised connections between businesses. With the global B2B eCommerce market over 5 times that of the B2C market it’s worth exploring the evolving…
I don’t need to remind you of the current situation we are in and, as a marketer it may feel odd trying to sell to people whilst the whole world is engulfed in this pandemic. However, if your business is experiencing a downturn in sales and you’re wondering how you can help, then now is…
