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Category Archives: B2B marketing tip
The hook
Without a hook it’s just words. The hook is the aha, the penny dropping. It may come to you at the oddest moment, but I think that may well be the one that makes the connection. Summarise your message and … Continue reading
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Think like a customer, act like one too.
I’ve had two instances online today, where I doubt that the customer experience team has ever actually put themselves in the position of a visitor and worked through a common journey. One was an airline, where online check-in left me … Continue reading
Posted in B2B marketing tip, Customer experience
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Stories, that’s what makes it real
http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html He’s right, of course. The story puts the facts in context, so we ‘get it’. How much easier is it to remember something around which a story is spun, rather than just being given the bare facts. It goes … Continue reading
Posted in B2B marketing tip, Customer experience
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Does ‘so what’ come before or after?
I’d put a quick round of ‘so what’ in first. Then again in public airing, most likely. But this is too true… http://www.typepad.com/services/trackback/6a00d83451b31569e2019104dbc27f970c
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Imagine. just, imagine…
Imagine how compelling marketing would be, if all campaigns had ‘imagine’ at their heart. You’d cut out the dull, dreary, unnecessary and over complicated facts and figures, and paint a picture that just might resonate with your customer. You’d share … Continue reading
Customer experience and marketing – what’s so different?
Meets the need, is easy and enjoyable. That’s what Forrester’s Harley Manning says makes for a good customer experience. All things being equal, if two companies offer an experience which meets the need, the consumer will plump for making less … Continue reading
Content or context? Or a bit of both.
So content is king. The message we share, the story we weave, the impression we leave with the reader. But this exciting new world of Content (let’s give it a capital C) is much more than the words. The impression … Continue reading
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Focus first or filter later?
So what’s better? Marcoms basics – at some point you need to find and connect with your target prospects. Personally I’d rather do it sooner rather than later. It might seem easy to spread the net wide, entrap anything with a pulse … Continue reading
We’re all people too
One of the commonly overlooked factors in B2B marketing is pretty obvious. We’re all people too. Yes we’ve all got our business heads on and we’re all busy doing the day job – but we’re all people too. We’re all consumers. … Continue reading
“People don’t want information, they want your story.”
“”Haven’t you ever heard of information overload?” we ask them. “People don’t want information, they want your story.”Most people have developed a genuine distrust of top-down messages and corporate jargon.“So, please tell us your story, authentic and personal. Humanise your … Continue reading
"so what?" marketing 