We decided to pretend that we can predict the future of B2B marketing. So here’s my daring prognostication for the upcoming new year. The idea of Lean Marketing will start to play a larger role in B2B marketing communications efforts … Continue reading
Posts Tagged “brand message”
My retired partner had an expression he used whenever a really strong creative concept that the agency presented and sold was methodically destroyed by the client during the actual production process.
In his Oscar-winning role as a television celebrity in the 1976 movie “Network,” actor Peter Finch played news anchor Howard Beale who was told he was being laid off due to the low ratings of his news program.
Some B2B marketers have this need to create ads that are basically spec sheets, brochures that are instruction manuals and corporate videos that run on like a biblical epic.
C’mon, NIKE, just do it. Don’t waste my time telling me that you’re announcing that you’re doing it. I’m getting fat waiting around. Continue reading
Saying something in a memorable way has monetary value. It can make a million-dollar budget work like three million.
There’s nothing better than sitting in a room with a bunch of B2B marketers and listening to them make loosey-goosey decisions
Hey there b2b marketer. Don’t be blinded by what you think you sell. You might be wrong.
Don’t expect customers and prospects to gather around the pedestal you have created to ferret out the hidden benefits of your product.
These days, the B2B purchase process is a maze-like game, full of twists and turns, stops and starts, changes in needs and budgets.