You need to know who is making the buying decisions

Standard marketing practice for a lot of marketers, digital agencies, and myself is to analyse and work with personas. However, most people in complex B2B sales are doing them wrong, and they don't really understand there's actually more than one persona in the sales...

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Let’s look at the PACT Model for B2B marketing success

The other day I was talking to one of my new clients. They were in the market for finding an external marketing partner. They're a big data solutions provider. They offer a great solution to complex business challenges and they are trusted with their customers' data....

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Marketing and finance don’t mix – or do they?

Imagine, three executives sitting in front of you during a job interview.   Your job interview.    They are all looking at you in disbelieve.   Sounds stressful?   Now, imagine the next question they ask is something you don’t have the answer...

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How much should I spend on marketing?

When the American dream goes awry.  Not so long ago there was a company. They attempted to disrupt the mattress industry. They were believed to be the next unicorn. Unicorn as in a privately held start-up company valued at over $1 billion, the start-up entrepreneurs...

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The secret to helping your customers is to dig deeper

One of the benefits of my business is I get to see and help a lot of great companies.   I get to see their marketing.   All of it.   The good, the bad and the ugly.   I get to see their propositions, both the good and the ones that need some work....

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