Thursday, 22 July 2021

Is B2B marketing a niche discipline?

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Is B2B marketing a niche discipline? When you consider that 80% of UK companies derive some of their income from B2B activity, then the answ...

Fundamental Attribution Error and misguided big budget B2B marketing

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 ‘Fundamental Attribution Error’ means we naturally overestimate a person’s disposition on their behaviours and underestimate the impact of ...

Why emotion and brand are more important in B2B marketing than in B2C

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Emotion and brand are more important in B2B marketing than in B2C. Why? Because the stakes are higher.  Imagine you’re choosing your morning...
Thursday, 24 June 2021

Bothism in B2B. It's all about balance.

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Like B2C, a challenge at the heart of B2B marketing is a fine balancing act between the long-term with short-term. Balancing investment in b...

The Vietnam War: a case study on the difference between strategy and tactics

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Despite their claim that they were never defeated on the battlefield, the USA lost the Vietnam War. They had superior firepower and the budg...
Wednesday, 6 January 2021

Beware the ‘Bias for Action’

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Having a ‘bias for action’ means not afraid to make decisions and take action, even when (especially when) you’re faced with uncertainty.  ...

Behavioural Science can help B2B brands maintain resilience in a post-pandemic world

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  B2B buyers in all kinds of industries are still grappling with the repercussions of COVID-19, and although there have been some encouragin...