Last time we talked about getting your inner Gordon Ramsay engaged as you target the people who both influence and, often, decide on large B2B purchases. This group, sandwiched between the relationship-driven C-Suite and the process-focused P-Cube, is the F-Word (F is for Functional Group) and it demands a different type of marketing. To win […]
Archives for August 2010
Marketing to the F-Word Part I: Your Inner Gordon
A while back we looked at the difference between the C-Suite, which likes to golf and the P-Cube, which feels lucky to get a new recycle bin. We talked about the unfortunate tendency of marketers to focus on the C-people and ignore the procurement people who are actually more helpful in getting you the business and getting […]
Marketing Dashboards & You Part II
Here is the second part of our look at the horrors of the marketing dashboard and how to drag it through the first years of its lives and afterlives. Part One is here. Make your dashboard meaningful You’re a marketer: life is at its crazy best when everyone is looking but nobody is really seeing. That’s why […]
Marketing Dashboards & You Part I
The problem with rental cars is that right about the time you figure them out, you have to give them back. It’s just not obvious how to move the seat, adjust the mirrors and open the little gas door. For reasons I have yet to understand, the rental companies don’t throw the manual into the […]
Gin & Tonic for Breakfast on Monday
When did summer get so busy? When I did B2C marketing, summer was a blur as we geared up for back-to-school and Christmas. In B2B, it’s supposed to be a slower, gentler time. Time for golf, patio lunches and sneaking out early on Fridays. But the past few summers have looked just like the past […]