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 | Aug 25, 2020 | Account Based Marketing, B2B Marketing, Client Experience Mapping (CX), CRM, Customer Acquisition Strategy, Customer Retention Strategy, Strategy
When events are permitted in future, will large-scale ones be the best way to reach B2B audiences and generate sales? What does the future of B2B events look like? The future of B2B events – the before Pre-Covid-19, the B2B marketing world was awash with...
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 8, 2020 | Account Based Marketing, B2B Marketing, Client Experience Mapping (CX), Content Marketing, Customer Acquisition Strategy, Customer Retention Strategy, Sales Enablement, Strategy
Account Based Marketing can be best defined as a structured and strategic approach to treating individual accounts as a market in their own right. This isn’t revolutionary, but neither is Account Based Marketing itself. Companies have been practicing ABM for...
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 15, 2019 | Audience Personas, Brand, Client Experience Mapping (CX)
Account-based marketing (ABM) as a marketing concept is nothing new. B2B organisations have been practicing ABM for a long time — but never in the kind of coordinated fashion that has recently shown such powerful results. To learn more about our 8 step ABM...
