by Andi Michlo | Apr 14, 2021 | Account Based Marketing, B2B Marketing, Content Marketing, Sales Enablement, Strategy
Sales enablement is a major focus for many in the business-to-business (B2B) space, with a focus on providing B2B key account sales teams with everything they need to sell. The converse is buyer enablement, which is a shift from making it easier for salespeople to...
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 | Jun 25, 2019 | Account Based Marketing, Research & Insights, Strategy
Written by By Alon Fittinghoff B2B marketing organisations adopt Account Based Marketing and Sales (ABMS) strategies as specific targeted accounts are regarded as individual markets in their own right. Any successful ABMS initiative requires both the collaboration and...
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 | Nov 30, 2018 | Audience Personas, Client Experience Mapping (CX), Strategy
Words by Claire Denham-Dyson, head anthropologist The reason, in my opinion, is that marketing is largely based on psychology anyway. Historically, academia and marketing have remained distinctly separate domains. But over time, marketing as a commercial discipline...
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...
