by Andi Michlo | Sep 3, 2021 | B2B Marketing
In a world of numbers and high-powered deals, it’s easy to neglect the human side of business. To thrive, we need to do more than talk. At Investec, they do more than interact — they make it their business to understand yours… That’s business made human....
by Andi Michlo | Apr 14, 2021 | Account Based Marketing, B2B Marketing, Content Marketing, Sales Enablement, Strategy
Sales enablement is a major focus for many in the business-to-business (B2B) space, with a focus on providing B2B key account sales teams with everything they need to sell. The converse is buyer enablement, which is a shift from making it easier for salespeople to...
by Sabrina Forbes | Feb 2, 2021 | B2B Marketing, Brand, Client Experience Mapping (CX), Customer Experience Mapping, Purchase Journey Mapping, Target Market Mapping
As B2B marketers, we often get caught up in controlling the B2B buying process because we treat it as a linear journey, with predefined touch points. We often try to control what content we deliver, when in the journey, as we chart the paths we’d like...
by Sabrina Forbes | Jan 20, 2021 | Account Based Marketing, B2B Marketing, Customer Experience Mapping, Purchase Journey Mapping, Sales Enablement
Creating customer value is a key driver for both business survival and business growth. If we consider that the perception of value is often made up of a lot of variables like product quality, price, customer experience and competing alternatives, to name a few, it...
by Sabrina Forbes | Jan 6, 2021 | B2B Marketing, Brand Strategy, Content Marketing, Strategy
In light of what went on in 2020, it’s no surprise that so many B2B marketers have been making safe choices. There’s been plenty of consolidation, a fair amount of contraction and a lot of maintaining the status quo. But the trend I’d really like to...
by Sabrina Forbes | Sep 9, 2020 | B2B Marketing, Content Marketing, Creative, Design, Strategy, Target Market Mapping
There’s a perception that business-to-business (B2B) marketing is quite boring – and definitely not as sexy as business-to-consumer (B2C) marketing. Some might believe there is no creativity in B2B marketing. Where are the huge television commercials (TVCs)? What...
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