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 […]
Why Some of Your Revenue is Having an Out-of-Funnel Experience
Meet my friend Marta. Marta is a busy Executive Assistant in a big company. She supports two senior people, runs the lottery pool on her floor and leaves pissy notes in the kitchen when someone doesn’t do their dishes. Marta also happens to decide how to spend almost half a million dollars a year. She […]
B2B Marketers Need to Pay More Attention to HR Trends
I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time. Until recently, I had never read a human resources book, on the general assumption that it would have to do with team-building exercises, being nice to the […]
Common Sense and Pixie Dust: Reviewing Enchantment by Guy Kawasaki
Maybe it’s just me but I don’t quite understand enchantment in the context of marketing. Enchantment is more connected, in my mind, with gingerbread houses, helpful teapots, and cheerful birds who hang out the washing. The real world just doesn’t have enough unicorns to make this work for me. On the other hand, what do […]
Two Honourable Direct Campaigns
Just for the record, I’m not opposed to direct mail or paper or cleverness. I happen to think physical direct mail has more impact than its electronic cousins, and that good direct marketing is a prudent use of resources to drive a desired end. Done poorly it’s just junk. If it’s clever but wasteful, pointless or […]
