Thinking B2B: Applying espoused & enacted theory to B2B marketing

by Warren Moss. While it may sound complicated and academic, this theory has very pertinent applications in real life and, specifically, in B2B marketing.

Thinking B2B: B2B marcomms — inside-out vs outside-in strategy

by Warren Moss. 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.

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