by Mark Eardley. I’ve been reading a lot in the B2B marketing media about “distinctiveness”. It’s all proclaiming the higher branding power of being distinctive, rather than merely different.
Tag archives: Back2Basics
Back2Basics: Are top B2B marketers thought leaders? Maybe not
by Mark Eardley. CEOs are saying “I want profitable, sustainable sales” and it’s clear that even very senior marketers aren’t getting it.
Back2Basics: B2B connection marketing — getting engaged
by Mark Eardley. “The age of the customer.” What a daft expression. In all B2B marketing’s history, when was it ever not, huh?
Back2Basics: Your B2B brand — profit-pumping heart or transplant patient?
by Mark Eardley. I’m astonished that anybody didn’t already understand the massive commercial importance of brands in B2B.
Back2Basics: B2B’s next big, big thing
by Mark Eardley. Marketing’s latest circus act is now very much in town. ABM’s already yesterday’s news and RM is the way to go today.
Back2Basics: Oh, B2C agency? There’s big money in B2B
by Mark Eardley. Why develop a B2B competency? For the money. In fact, astonishing amounts of money.
Back2Basics: Four drivers of positive professional brand perceptions
by Mark Eardley. It’s marketing’s task to shape positive brand perceptions that will trigger engagements.
Back2Basics: B2B revenue marketing — trick or treat?
by Mark Eardley. It’s a treat — a rare one. And there’s a chance to get a R7 500 report on it free.
B2B Customer Centricity: Measuring centric-approach performance
by Mark Eardley. This final Q&A looks at measuring — and proving — the contribution to producing those paramount results.
Back2Basics: True importance of value-based pricing
by Mark Eardley. Flying blind on pricing always has two ugly consequences: sales are lost to fractionally cheaper competitors or deals get done at miniscule margins.