Somewhere I read that if you can make woman feel insecure enough you can sell her anything. I think that’s true of men as well, and a look at the pop up nonsense in my Facebook feed is ample evidence that grown-ups are terrified of everything from radon gas to neck wrinkles to bad breath. […]
Archives for April 2016
Four Simple Steps to Planning for Marketing Doom
Last week we considered the importance of scenario planning for marketing and PR. Just like our friends in HR and IT, marketers need to have at least a vague idea of how they would respond to really bad things that could hurt their brand. This week, we’ll turn our attention from scenario planning involving zombies, […]
Why Marketing Needs Scenario Plans
Do you know what your colleagues in the Productivity Prevention Department (IT) are doing right now? They’re probably sitting a room with too little air and too many dry erase markers planning for something dreadful like a big power failure or a space rock coming through the roof of the data centre at noon on […]
What’s Distracting Your Frequent Buyers?
This is the fourth and final of our examinations of the distractions that plague B2B buyers. Today we’ll pay another visit to Marta , a perfect example of the G-Spot buyer. “G”, in this case, refers to the people in most organizations whose job is to Get Stuff. Marta is a Frequent Buyer. She buys […]