Marketing budget allocation is the process of deciding how much money to assign to each channel, campaign, and function, in a way that maximises commercial return. Done well, it connects spending decisions to business objectives rather than habit, convention, or whoever argued loudest in the last planning meeting. Most organisations get this wrong, not because…
Customer behavior research is the practice of systematically studying how people make decisions, what drives their choices, and why they buy, leave, or stay. Done well, it is the foundation that separates marketing built on evidence from marketing built on assumption. Most teams think they are doing it. Most teams are not. They are collecting…
B2B software sales breaks down long before the demo. Most teams lose deals not because their product is weak or their pricing is off, but because they’re selling to the wrong people, at the wrong stage, with a go-to-market motion that was built around capturing existing demand rather than creating new ones. The pipeline looks…
Persuasion theory is the study of how beliefs, attitudes, and behaviours change in response to communication. At its most practical, it explains why some marketing moves people to act and some does not, regardless of how well-produced it is. Most marketers work with persuasion every day without ever examining the mechanics underneath it. That gap…
The bandwagon fallacy in advertising is the practice of persuading consumers to buy, believe, or behave a certain way because others are already doing so. It substitutes social proof for genuine reason, implying that popularity equals quality. And it’s far more common in marketing strategy than most practitioners would like to admit. Used occasionally and…
Market feasibility analysis is the process of evaluating whether a market opportunity is real, accessible, and commercially viable before you commit significant resources to it. Done properly, it tells you not just whether demand exists, but whether you can reach that demand profitably, at scale, and ahead of the competition. Most teams skip it, rush…
Integrated marketing planning is the process of aligning every marketing channel, message, and team behind a shared commercial objective, so that each activity reinforces the others rather than competing with them. Done well, it turns a collection of disconnected campaigns into something that compounds over time. Most organisations say they do it. Very few actually…
Personal brand and business brand serve different commercial purposes, and conflating them is one of the more expensive strategic mistakes I see founders and senior marketers make. A personal brand is built around an individual’s credibility, perspective, and track record. A business brand is built around a company’s positioning, promise, and proof. Both can drive…
B2B marketing ROI is poorly measured in most organisations, not because the tools are inadequate, but because the framing is wrong from the start. Most B2B teams measure what is easy to attribute, not what is actually driving growth. That distinction matters more than any dashboard upgrade. The result is a measurement culture that rewards…
Marketing a new product well starts before anyone writes a brief or books a media slot. It starts with a clear commercial hypothesis: who is most likely to buy this, why would they choose it over what they already use, and what does success actually look like in the first 90 days? Get those three…
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