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 | Sep 9, 2020 | B2B Marketing, Content Marketing, Creative, Design, Strategy, Target Market Mapping
There’s a perception that business-to-business (B2B) marketing is quite boring – and definitely not as sexy as business-to-consumer (B2C) marketing. Some might believe there is no creativity in B2B marketing. Where are the huge television commercials (TVCs)? What...
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 | Sep 19, 2017 | Employee Engagement, Mobile, Target Market Mapping
Words by Warren Moss CEO and founder of Demographica The reason that it’s much easier to do this in B2B is simple: not only are there fewer leads but the sales ecosystems in B2B businesses are generally better defined. There’s the well-known notion that, when you’re...
