Ask three B2B marketers for a marketing plan and you’ll get three different documents doing three different things. You will want to debate what the plan suggests but instead you frequently find yourself debating what the plan looks like. So as to help things along, here’s my view of just […]
Marketing is a young profession and it’s worth taking a moment to reflect on how it has changed. It originated in the 1960s as a response to the “product management” drive, which focused on the quality of a product assuming that if the product was of a high enough standard […]
One of the key challenges that any B2B marketer has is to ensure that the customer is considered and put at the heart of a business’s plans. Marketers try to think of the customer first – “outside-in” and using the customer’s words. That means aligning a company’s products and services […]
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