ABM is attracting everyone [good and bad], as a result it risks losing its value and is fast becoming diluted. It’s being relentlessly badly marketed by agencies and consultants alike; either used as a tag to sell things that aren’t ABM or over-complicated by the introduction of unnecessary levels. At this rate, even though many … Continue reading “Programmatic ABM & ABM Lite. Are they really ABM?”
Tag: B2B Marketing
Merger & acquisition. When unifying a complex story is a must.
KPMG recently reported that merger and acquisition (M&A) has reemerged as a leading growth strategy in the technology sector with deal value surpassing pre-recession levels. Anticipating that economic and market conditions will remain positive in North America, 82% of KPMG survey respondents said they were planning at least one acquisition in 2016; 19% planned … Continue reading “Merger & acquisition. When unifying a complex story is a must.”
Are B2B decision makers more rational than their consumer counterparts?
Are B2B decision makers more rational than their consumer counterparts? This is a question I have been asked many times recently and one (at face value) for which I have a simple answer. “Yes”. But, if they are more rational than their consumer counterparts the critical questions to ask are “why” and “how does this … Continue reading “Are B2B decision makers more rational than their consumer counterparts?”
Wearable technology. It’s set to change business comms forever.
The launch of the new Apple Watch will change mobile consumption and behaviour forever. This in turn will impact directly and on the way businesses must communicate with customers and the workforce, forever. Two bold statements, but if successful, the new ‘flagship’ for wearable technology will transform the way we consume and interact with information … Continue reading “Wearable technology. It’s set to change business comms forever.”
Strategic differentiation, creating a lasting and positive effect.
Steve Cook, Head of The Craft Strategic Change Consultancy, wrote this insightful and though provoking piece on Strategic Differentiation… In an increasingly competitive world, businesses need to be able to compete on something other than price. Being the cheapest is, after all, a deliberate strategy that only one business can successfully realise in any given … Continue reading “Strategic differentiation, creating a lasting and positive effect.”
