With much ado, Marketing Week have announced their nominations for 2019 Brand of the Year. There are some brilliant and well-deserved nominations in here: Greggs, Monzo, Nationwide, and Netflix among them. These businesses deserve much credit for responding to new market demand (Greggs and veganism), taking a stand against unacceptable […]
There’s a fascinating marketing discussion that has kicked off on LinkedIn over the last few days concerning a tube advert for Minor Figures that can be seen right now at Holborn Station. Minor Figures is a rather nice brand of organic cold brew coffee. It comes in cans and each […]
Two very different reports on the state of B2B marketing hit my desk this morning. The first is a new report from B2B Marketing on the contribution of the B2B industry to the UK economy based on a survey of 809 senior UK managers. The headline is that 80% of […]
I’ve been talking about how to develop a good B2B marketing plan in my last few posts. There are plenty of good business and marketing models to use to help you with your plan. Michael Porter’s 5 Forces Model is my favourite for use in your marketing audit of the […]
As I noted in my last post, it is not uncommon for the marketing audit in a plan to be used as a dumping ground for a whole series of unrelated points and loose threads. It shouldn’t be. It should be a space where marketers look analytically at their environment […]
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 […]
I attended a PR Moment event on how to understand the metrics and insights for your C-suite last night. There still seems to be a lot of angst among public and media relations experts around what metrics and insights work. It’s always worth keeping an eye on this subject buy […]
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 […]
I’ve been looking at a number of PR campaigns recently as a judge for the AMEC Awards and I’m pleased to say I’ve seen a brilliant step change in the way that our profession is now measuring the effectiveness of our PR. Any PR activity will have one of six […]
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