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 | 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 Andi Michlo | Aug 16, 2020 | B2B Marketing, Brand Strategy, Customer Experience Mapping, Strategy
Strong Business-2-Business (B2B) marketers are a rare breed. I’ve met many of them globally and over the years I’ve noticed a few characteristics that sets the strong, talented and effective ones apart from the rest. In order to analyse what makes them...
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 | Nov 30, 2018 | Customer Experience Mapping, Purchase Journey Mapping, Strategy
Words by Samantha du Chenne Whether a business plays in the B2B or B2C space, human insight and emotional connections are what will ensure it stands out in a crowd. Anthropology has become a way marketers can add another layer to big data in their understanding of...
by Andi Michlo | Jul 20, 2017 | Creative, Customer Experience Mapping, Design, Strategy
Words by Warren Moss CEO and founder of Demographica You usually reach these influencers by exposing them to communication that will help them make buying decisions. But, the truth is, that’s not enough. As a B2B marketing agency, you spend your time marketing...
