Last week we explored the tenuous link between self-worth and LinkedIn. In case clicking the link is too much work, my thesis was that your network is something to be guarded, nurtured and managed as the basis for legitimacy in the eyes of other people. It’s not some after-hours-rave-flash-mob thing where anyone with an IP address […]
All This and Fibre Too!
I think we can agree that I’m not a big fan of ad agencies, so imagine how much I was looking forward to skewering this book by two of the Fallon Agency’s founding partners. Bastards. They’ve torn even that small joy from my hands by writing a book that is useful, insightful and really very readable. If […]
Marketing to the F-Word Part II: Feel the Burn
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 […]
Value Propositions are for Your Inside Voice
Got a value proposition? Good for you. Now shut up.
Why Do Small Business Buyers Act Like Consumers?
In any gathering of B2B marketers, the topic of small business inevitably comes up. After all, those of us who work for large companies collectively discovered them just a few years ago. I’m pretty sure they didn’t exist until we found them. Or if they existed, they certainly didn’t buy complicated things like computers and […]
