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B2B Marketing

What we should never do is to use generic language which somehow skates over the differences between customers, and in doing so creates boring content for both of them.

It's worth investigating the idea of the "Zero Moment of Truth", or ZMOT. If "FMOT" is the "first moment of truth", the point where you buy something, then "ZMOT" is the research you do before that.

I love companies which aren't afraid to be human. Companies whose philosophy is to try to make people happy, rather than trying to avoid making any unhappy. I'd rather have 50 customers who loved me than 100 who didn't have …

A long article in B2B Marketing recently addressed a subject which is being increasingly discussed – marketing to people who influence buying decisions, rather than the ones who sign the order. You probably have your own idea of who your …

There'll always be a place in this blog for articles about wider marketing issues. And here's a classic issue: how to handle customer complaints. In Learn to love negative feedback on B2B Marketing it reminds us that if things go …