Stop measuring all those metrics

marketing measures

“You don’t fatten a pig by weighing it” I saw this quote recently in a letter to a newspaper regarding the over-importance placed on school league tables, and thought that it can equally be applied to business. This has definitely not always been the case – it was over 100 […]

Procurement value – so much more than getting a discount

procurement

I have written before about the changing relationship between buyers and sellers that is being driven by online content and social media. Purchasers now have upper hand and typically travel a long way along the buying journey before even engaging with the selling organisation. It also means that this knowledge […]

Is there nothing new in B2B marketing?

marketing advice

I had a ‘moment’ earlier this week that both made me feel very old and at the same time comforted that I am bang up to date in my area of expertise! I was doing a bit of Social surfing and commenting on posts from various luminaries on B2B marketing. […]

7 things to do before you even start digital marketing

A business mentor acquaintance who advises Entrepreneurs recently asked me to write a simple guide to Digital Marketing for executives who have not got a detailed marketing background. As I began to plan what was intended to be a short document I soon realised that I would be writing as […]

Science reveals the secrets of buying decisions

value propositions

The wonder that is Sky+ means that I rarely watch live TV these days, unless it is an important sports fixture. For this reason, I have only just caught up with the BBC Horizon science programme documentary entitled “How you really make decisions” and I found it very fascinating for […]

5 point plan for B2B Marketing in 2014

Our Go2Markit Consulting survey of B2B Marketing issues at technology suppliers, both large and small, identified what executives say are the key challenges they are facing today. So the logical next question is “what should we do about them?”. Here are my suggestions for priority action: Carry out an open […]

Are the biggest B2B Marketing challenges for 2014 not the obvious ones?

To my simple mind there are basically 3 areas of work mostly carried out by the Marketing function in a B2B solution provider: Market Understanding and Strategy which covers all the activities around understanding your market environment, it’s needs, it’s opportunities, the competition; the defining of a strategy including target […]

Surely it’s all ‘Marketing’ now?

At ICL (those initials will stir memories for people in the UK IT industry who are ‘of a certain age’) I went through a comprehensive Sales Training programme for Business to Business selling modelled on the one employed by IBM. In this course, as Salespeople, we were taught that it […]