Articles Posted in the " B2B Marketing " Category

  • The Power of Emotion in B2B Marketing

    Don’t ever underestimate the power of emotion in decision making at any level: personal or business. In the B2B market the power of emotion is critical to the success of the sales pitch and the brand promise. I came across a great article from a past lecturer of mine at Monash University called Leslie de Chernatony. […]

  • The Marketing Performance Blueprint

    I know I’ve gone missing for a while but I’m back stronger than ever! In an effort to rebuild myself I have been reading a great book by Paul Roetzer titled The Marketing Performance Blueprint. This is a great B2B marketing book that examines the emergence of a significant marketing performance gap for many companies […]

  • Is Real Growth Achieved By Marketers?

    There are many qualities marketers have in common: relentless drive, creativity, and determination, to name a few. Yet there is one area where marketers fail. And that is effectively marketing an organization’s offerings to achieve real growth. So whose job is it to figure out how to create this growth? Marketers must own the charter of growing […]

  • Creating A Meaningful Marketing Story

    Every story needs a spark of something remarkable, so it can be remembered and shared. A remarkable story can inspire and provoke change. It can bring action and align people towards a common purpose. I discovered this great info-graphic from the copyblogger and just had to share and write about it… Well done Sonia Simone […]

  • Does Marketing Sell?

    Salespeople who win sell differently to those who come in second, third and last. So what can marketing do to help sales results in this volatile, uncertain, complex and ambiguous world of selling? Here are five things I’ll be working on this year with my marketing team to maximize sales results: 1. Salespeople who win […]

  • Don’t Present. Put On A Show.

    When I attend a lecture, a presentation at work, or a meeting I go to see the speaker and the attendees. I already know what they have to say and present. There’s no need for slide shows, graphs and data. I don’t remember any of these things. Words, words, words. Data, data, data. Slides, slides, […]

  • Marketing is all about Testing and Failing

    Over the years I have grasped onto the fact marketing as a discipline is all about: testing and failing. As a marketer – you will never have all the answers. However you will create and always have people judge you. Your manager, peers, employees, customers, and even your wife, partner, kids and wider family will […]

  • How To Speak So That People Want To Listen

    Ever spoken or presented to a wider audience and felt you just didn’t hit the mark. You didn’t excite and you definitely didn’t engage and make the crowd want to listen… I came across this great Ted talk from Julian Treasure – How To Speak So That People Want To Listen. Julian Treasure claims there […]

  • Eyes On The Road

    A full cinema of movie goers settle in to watch a film… Then, every person in the cinema receives a text, and checks their mobile phone. But what happens next is seriously scary and sends a very strong message. Volkswagen created “Eyes On The Road” to make one thing clear: Do Not Text And Drive. […]

  • How Does Culture Drive Performance?

    There’s something about the FIFA world cup that drives millions of fans, supporters and viewers of the game worldwide absolutely crazy! Waking up all hours of the morning to watch a sport driven by individual and team performance really made me wonder… What drives these teams and individuals to excel under such intense pressure, every […]

  • Rethinking Strategy

    According to Michael Porter (Professor of Harvard Business School and Director of the Institute for Strategy and Competitiveness), the worst error in strategy is to compete with rivals on the same dimensions. Porter claims rethinking strategy involves “understanding your industry deeply before you focus on your market position. And then focus on your positioning along […]

  • Marketing Is Dead

    I was recently told “Marketing is dead” by an influential CEO and global leader of advertising agency Saatchi & Saatchi – Kevin Roberts. At the Global Business Forum, held in in Sydney a few weeks ago; Roberts expressed “traditional marketing” governed by product, price, promotion and place is no longer effective. The role of Marketing […]

  • Moving Away From Pushing Products

    Moving away from pushing products to marketing the experience can be very powerful… Andes Beer proved this by launching a marketing campaign that enabled their customers to escape from “unbearable commitments”. The marketing campaign titled: “Teletransporter” won a Grand Prix at Cannes. Saatchi & Saatchi took a creative approach to engage with their target audience: […]

  • The Evolution Of Marketing

    The pressure for change requires marketers to adapt and evolve. Evolution can be defined as “any process of formation or growth”. The evolution of marketing requires marketing executives to have the following qualities: RESILIENCE: The ability to deal with uncertainty and bounce back from setbacks. INNOVATION: The ability to push the envelope and develop new […]