by Andi Michlo | Apr 6, 2020 | Account Based Marketing, Content Marketing, Cross and Upsell Strategy, Customer Acquisition Strategy, Research & Insights, Target Market Mapping
There are a few hard and fast rules you, as a B2B copywriter, need to keep top of mind when putting together a print ad or emailer . For those not familiar with the world of B2B copywriting, it can appear complex and confusing. Follow these simple B2B copywriting...
by Andi Michlo | Jun 25, 2019 | Account Based Marketing, Research & Insights, Strategy
Written by By Alon Fittinghoff B2B marketing organisations adopt Account Based Marketing and Sales (ABMS) strategies as specific targeted accounts are regarded as individual markets in their own right. Any successful ABMS initiative requires both the collaboration and...
by Andi Michlo | Nov 26, 2018 | Cross and Upsell Strategy, Purchase Journey Mapping, Research & Insights
Words by Warren Moss CEO and founder of Demographica One of the most-profound marketing insights from Theodore Levitt, the late Harvard Business School professor, was that customers buy ¼ inch holes, not ¼ inch drill bits — that the purchase decision is made based on...
by Andi Michlo | Nov 16, 2017 | Brand Strategy, Content Marketing, Research & Insights
Words by Warren Moss CEO and founder of Demographica When it comes to customer communications strategies, there are two approaches a business may take: one that is outside-in, and another that is inside-out. But what’s the difference between the two? An outside-in...
by Andi Michlo | Sep 8, 2017 | Brand, Research & Insights, Sales Enablement
Words by Catherine Black There’s another, more innovative approach to research, and it involves using a concept that’s usually only thought of in a very academic context: cultural anthropology. Business at its core, anthropology is the study of someone’s behaviour in...
by Andi Michlo | Sep 4, 2017 | Marketing Department Restructure, Research & Insights, SEO / SEM
Words by Warren Moss CEO and founder of Demographica It comes down to the fact that, in B2B communication, the emotional differentiation is stronger than the product differentiation. When crafting a B2C communications strategy, marketing agencies tend to start with...
