by Andi Michlo | Jul 3, 2020 | B2B Marketing, CRM, Customer Acquisition Strategy, Customer Retention Strategy
The B2B marketing landscape is a complex one in that messaging needs to influence a team of people – the Decision-Making Unit (DMU) – who are responsible for making purchase and implementation decisions for a company. B2B marketers have, for years, treated...
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 | Apr 6, 2020 | Account Based Marketing, Content Marketing, Cross and Upsell Strategy, Customer Acquisition Strategy, Research & Insights, Target Market Mapping
There are a few hard and fast rules you, as a B2B copywriter, need to keep top of mind when putting together a print ad or emailer . For those not familiar with the world of B2B copywriting, it can appear complex and confusing. Follow these simple B2B copywriting...
by Andi Michlo | Oct 31, 2018 | Audience Personas, Customer Acquisition Strategy, Strategy
Words by Warren Moss CEO and founder of Demographica One of the big differences between the B2B and the B2C business worlds is that, in the former, there’s never just one user for a product or service. So how does a B2B marketer solve for each of the different needs...
by Andi Michlo | Apr 13, 2017 | Customer Acquisition Strategy, Customer Experience Mapping, Strategy
Words by Claire Denham-Dyson, head anthropologist Anthropology uses “key informants” to unearth insights: these are people with specialised knowledge, networks or influence. While the advertising world is often dominated by psychology, some believe that there are many...
