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Like you, we have a relentless desire to know more. We are curious individuals–always thinking, learning and interrogating. This is a vibrant space where our team shares their different opinions, disruptive ideas, thoughts on the latest trends and fresh perspectives with the aim of creating dialogue around the current issues shaping the B2B sales and marketing industry.

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Advisory
Agency
Marketing myopia in B2B
November 26, 2018

Cardinal sin Ask the majority of companies what business they’re in and they’ll tell you what product they sell or what service they provide, rather than focusing on the solutions that those wares offer their […]

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Applying espoused & enacted theory to B2B marketing

In the context of an organisation, the espoused part of the theory refers to how an organisation says that it behaves — the promise it makes to the outside world. The enacted part is how […]

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Selling to multiple buyers

Committee B2B products and services have multiple users and the decision to make a purchase is made by a committee, each of whom has different needs for the product or service — and, therefore, a […]

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Account-based marketing — the future of B2B sales?

If you’re a B2B marketer, there’s a new favourite kid on the block when it comes to marketing tactics at your disposal: account-based marketing (ABM). So why is it becoming so popular in the industry? […]

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Recently Added

The value of taking your staff out of the office and into unique environments

The traditional model of brainstorming and networking within the confines of a room, and sparking creativity and enthusiasm among employees, is rapidly evolving. There is a growing trend where CEO’s and business owners are trading […]

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The Elusive ‘Insight’ and the Global Appetite for Meaningful Knowledge

In marketing, good insights are like Fabergé eggs – rare, fascinating and in many ways, mythical. Most strong strategy does not evolve without a powerful insight to lead it, and robust research backing it up. […]

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Anthropology – businesses’ secret weapon?

According to the Harvard Business Review, the average business spends three times more on their sales training and sales enablement than they do on their media spend or marketing efforts. This shows that companies are […]

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