One of my favourite business writers, Geoffrey James, once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …” . Here’s the whole article. When we look at the marketing side of B2B, I’m not sure it’s any more difficult than B2C, but I suggest it is considerably more […]
Ask Customers What They Want to Say, Not What You Want to Hear
Here’s a riddle: what smells a bit like a barnyard and gobbles? Our American friends, who are still scraping gravy off the TV screen will be forgiven for guessing the obvious, but if you said a marketer with a fresh pile of data, you would also be correct. We marketers love to gobble data. We’ll gobble […]
The Revenge of the Content Monster
I think it is fair to say that marketers have unleashed some pretty horrible things on the world over the years. New Coke, plug-in air fresheners, negative option billing, scent strips, greeting cards that make noise and those little family icons on the backs of cars come immediately to mind. It’s time, I believe, we […]
P-Cube Rising: Procurement is Cool Again
It’s been a while since we checked in with our friends in the Vendor Abuse department, also known as Procurement, and it seems their lot is improving at last. According to Harvard Business Review, we’re finally spending again and external suppliers are seeing four percent more of revenue than in 2011. We have also, apparently, […]
Time to Bring Down the Curtain on Green Theatre
“Sustainability is a topic that IBM’s really passionate about. Our view is that we now live in a world that’s becoming a system of systems and that is a world of multiplicity and diversity. Given that, we believe that for effective action there’s got to be collaboration across organizations, not just within one specific organization.” English translation: At […]
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