Who are you trying to win over?

We all know new customers are critical to growing your business. Finding them, enticing them and converting them is the hard part. Trying to find them is a big business, in fact, the advertising market is a $2.8b market. Of course, it is much bigger than that when you...

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You need to know who is making the buying decisions

Standard marketing practice for a lot of marketers, digital agencies, and myself is to analyse and work with personas. However, most people in complex B2B sales are doing them wrong, and they don't really understand there's actually more than one persona in the sales...

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Let’s look at the PACT Model for B2B marketing success

The other day I was talking to one of my new clients. They were in the market for finding an external marketing partner. They're a big data solutions provider. They offer a great solution to complex business challenges and they are trusted with their customers' data....

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Marketing and finance don’t mix – or do they?

Imagine, three executives sitting in front of you during a job interview.   Your job interview.    They are all looking at you in disbelieve.   Sounds stressful?   Now, imagine the next question they ask is something you don’t have the answer...

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