So What? is about the most useful thing I’ve learned to say in over 15 years of B2B marketing. That short phrase can save you time, money and from looking an idiot in front of your colleagues. It can make you a hero, help you tweak the nearly oh-so-fantastic towards greatness and help you ditch the rubbish before you open your mouth and tell someone else your great idea. It can help you think from your customer or prospect’s point of view, turning tables so the third party perspective  – the recipient of your message – is at the fore when you’re developing a communications programme. It’s a useful thing to say in meetings (though you may have to find a less confrontational way of saying it as people get upset if you imply their ideas aren’t quite that great – though you’re only trying to help them achieve greatness, I know). Maybe we’ll come back to other ways to say ‘So what?”…

In this blog you will find comment and hopefully useful information to make your B2B marketing more effective and better value. Marketing is all about saying the right thing to the right people at the right time, via the right medium, after all. What could be simpler?