by Andi Michlo | 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 Andi Michlo | Mar 22, 2019 | Audience Personas, Brand, Client Experience Mapping (CX)
This article is about the psychology of making decisions and how marketers continually try to ‘nudge’ our decisions when it comes to what we buy. Imagine this decision making scenario: You’re running late for a meeting. So, you edge the speedometer...
by Andi Michlo | Jan 14, 2019 | Audience Personas, Brand, Client Experience Mapping (CX)
This article originally appeared on Business Live. Warren Moss speaks to The Redzone team. It’s the age of post-modern marketing, when creativity and storytelling are combined with modern technology and a focus on human behaviour. At a time when it’s a race to catch...
by Andi Michlo | Dec 12, 2018 | Audience Personas, Brand, Client Experience Mapping (CX)
Words by Claire Denham-Dyson, head anthropologist As an organisation, how do you manage the effects of a hyper-productive team? How do you mediate hard work with creative play? The traditional model of brainstorming and networking within the confines of a room, and...
by Andi Michlo | Nov 29, 2018 | Brand, Cross and Upsell Strategy, Digital
Words by Claire Denham-Dyson, head anthropologist The key person in this scenario is the client-facing employee within your business, whether it’s a salesperson, an account manager or a service staff member. If your company is experiencing a period of change or going...
by Andi Michlo | Nov 26, 2018 | Account Based Marketing, Brand, CRM
Words by Warren Moss CEO and founder of Demographica The espoused and enacted theory may sound complicated and academic but it has very pertinent applications in real life and, specifically, in B2B marketing. In the context of an organisation, the espoused part of the...
