Marketing strategy

Positioning is a strategy for occupying and defending a desired position in the buyer’s mind. We want to quickly establish the category we act in and what makes us different…

More than 40% of B2B deals are abandoned before completion, with the abandonment rate reaching as high as 60% in some industries. This is not because buyers prefer a competitor,…

Double Jeopardy is one of the fundamental laws of growth. Very simply this law tells us that it is not possible to sustainably grow by focusing on loyalty alone, especially…

Even if you don’t plan to participate in The Bachelor or Bachelorette, there are proven rules of how you win hearts and B2B deals. One of the basic rules is…

87% of frontline people don't know their own company’s strategy. Maybe even worse – 49% of C-suite don't either… All according to a study from MIT. For me, it all…

It’s empirically proven that roughly a 50/50 split between brand building (long-term) and activation (short-term) can double the result from your investments in marketing. Still, few marketers seem to accept…

The basic idea behind segmentation is simple: If there are significant differences between customer groups that affects the decision process or make your solution more relevant, those groups should be…

Global collaboration is key for brand alignment and max effect for your marketing budget. By using the same concept and/or campaigns on multiple markets you gain a number of competitive…

During the last years, the Marketing manager’s role has eroded. Today the CMO is more often out of the management team than in. And that’s odd since marketing drives growth…

Empirical observations on marketing effectiveness proves how brands and companies can grow. They are summarized in five principles for effective B2B marketing by Les Binet and Peter Field. Use these…