A B2B persona is a structured profile of the buyer types your sales and marketing teams need to understand, covering their role, priorities, decision-making authority, and the pressures that shape how they buy. Done well, a persona sharpens your messaging, tightens your targeting, and gives sales a faster route to relevance in every conversation. Done…
B2B buyers complete a significant portion of their research online before they ever speak to a salesperson. The exact percentage varies by source, industry, and deal complexity, but the directional truth has been consistent for years: by the time a prospect contacts your sales team, they have already formed views about your category, your competitors,…
A B2B buyer role classification framework is a structured way of identifying and categorising the different people involved in a purchase decision, based on the influence they hold, the function they serve, and the stage at which they enter the process. Done properly, it gives sales and marketing a shared language for understanding who they…
A B2B marketing playbook is a documented framework that aligns your marketing activity to revenue outcomes, defining who you target, how you reach them, what you say, and how you measure whether it worked. Most B2B businesses either don’t have one, or have one that sits in a shared drive and gets ignored. The ones…
B2B customer segmentation is the process of dividing your business customers into distinct groups based on shared characteristics, so you can prioritise the right accounts, tailor your messaging, and allocate resources where they will actually return something. Done well, it is the foundation of every commercial decision that follows. Done poorly, it is a spreadsheet…
B2B personas are only useful if they change how your team sells and what your marketing says. Most don’t. They get built once, presented in a slide deck, and quietly filed away while sales continues to pitch the same way it always has. The problem isn’t the concept. Knowing who you’re selling to, what they…
B2B SaaS pricing is one of the most consequential decisions a software company makes, and one of the least rigorously treated. Get it right and you accelerate revenue, reduce churn, and attract the customers most likely to expand. Get it wrong and you spend years fighting a commercial model that works against you, regardless of…
A B2B target market is the specific set of companies and buyers most likely to need what you sell, pay for it, and stay. It is not a broad demographic sketch or a wish list of logos. It is a commercially grounded definition of who you exist to serve, built from evidence rather than ambition….
B2B event sponsorship ROI is calculated by comparing the measurable value generated from a sponsorship against its total cost, including fees, production, travel, and staff time. Most B2B marketers get this wrong not because they lack data, but because they measure the wrong things and set no commercial baseline before the event begins. If you…
B2B market sizing is the process of estimating the total addressable opportunity for your product or service, then layering in realistic assumptions about what you can actually win. Done well, it tells you whether a market is worth entering, how to prioritise sales resources, and where your growth ceiling sits. Done badly, it gives you…
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