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 | May 11, 2020 | Account Based Marketing, Audience Personas, B2B Marketing, Client Experience Mapping (CX), Content Marketing, CRM, Customer Acquisition Strategy, Customer Experience Mapping, Customer Retention Strategy, Purchase Journey Mapping
Traditional project, campaign and brief-based marketing work needs to change – particularly in the B2B world, and even more so in a world during and post-Covid19, where the decision-makers are constantly bombarded with a deluge of messaging, plenty of which...
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 | Client Experience Mapping (CX), Customer Retention Strategy, Public Relations
Claire Denham-Dyson, head anthropologist at Demographica Historically, academia and marketing have remained distinctly separate domains. But over time, marketing as a commercial discipline has increasingly made use of human sciences such as psychology, sociology and...
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...
