What’s the point of marketing?
I ask because I find people often have a narrow view – they see marketing just as fluffy brand stuff, building websites or generating leads. I think marketing is a broad, strategic function that’s fundamental to business success. Put simply, marketing’s goal is to get the right product in front of the right customer and…
Keep readingPartner Marketing – TO, THROUGH and WITH
Having a partner sell your product can be a cost-efficient way to reach new customers. Harnessing new skills and expertise from partners can enable access to new markets. So partnerships help scale up resources and open new channels to market. In all the partnerships I have worked with – from consumer content services with media partners & affiliates, to a supplier-partner…
Keep readingB2B Messaging On-a-Page
Is your messaging cutting through the mass of content you’re producing? Without a messaging framework, it’s easy to get blinded by a wave of great content and not notice messaging gaps or unnecessary and costly duplication. With different audiences and multiple channels of communication, it’s crucial to focus on the important messages, who they’re for…
Keep readingB2B Marketing Effectiveness KPIs
Here’s a one-pager that I think captures the top-line metrics from marketing, PR and sales activity, measured against key marketing goals. It aims to show how every part of your marketing machine contributes to business success, working hand-in-hand with the sales function. It shows results, not activity – outputs not inputs – to report actual…
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B2B MARKETING and PR 