Video: The Role of Emotion in B2B Marketing
Why is B2B decision making emotionally charged? What role do cognitive biases play in the way we assess value and risk, and build relationships of trust with our own buying committees? In this webinar, I share my perspective on these topics.
Video: Building a B2B Brand that Matters
Webinar extract focusing on three elements of B2B brand building: Emotional Connections, Impact on Demand Generation, and the Brand Ecosystem/Experience
Article: The Brand is in Everyone’s Hands, But it’s Marketing’s Responsibility
Here we review three initiatives that grow your brand over time: Formalize customer success to raise lifetime value (LTV), establish context-aware communications and brand experiences, and build a meaningful community based on educating the market
Article: Consumer Burnout Has Been Here All Along: A Lesson on Business Foresight and Responsibility
This essay shines a light on a less apparent sign of the significant re-ordering upon us. Manipulated markets simulated prosperity, but pronounced socioeconomic stratification reveals the truth—and B2B firms are often caught by surprise.
Article: Two Drivers to Centre B2B Messaging
The B2B buying process is messy—it’s not linear, requires attention from multiple people, de-conflicting of information, manager approvals, legal reviews, proposals. My recommendation here is simple by design—it’s macro-level guidance to centre our thinking, not to prescribe specific tactics.
