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: by Mark Eardley
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: How to create a real blockbuster B2B strategy
by Mark Eardley. All B2B customers are united by a common demand: reduce our costs and risks.
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.
Market Research Wrap: Understanding today’s youth market
by MarkLives. Joe Public Shift’s “Generation Fluid”, Euromonitor’s “Consumer Health in SA” and HBR’s “The Event Marketing Evolution”.
Brands & Branding: Positively different vs commercially irrelevant
by Mark Eardley. B2B brands, in the words of Jack Trout, must differentiate or die.