Marketing plan goals are the targets that define what your marketing function is trying to achieve, and how success will be measured. Done well, they connect marketing activity directly to commercial outcomes. Done poorly, they become a list of metrics that look busy but tell you nothing about whether the business is winning. Most marketing…
A double funnel is a marketing framework that runs two distinct conversion funnels simultaneously: one focused on acquiring new customers through awareness and consideration, and one focused on retaining and expanding existing customers through loyalty and repeat purchase. Where a single funnel treats all prospects as if they are on the same path, the double…
A competitor analysis table is a structured comparison framework that maps your competitors across a defined set of dimensions, typically covering positioning, pricing, product, channels, and messaging, so you can identify gaps, spot patterns, and make sharper strategic decisions. Done well, it turns scattered intelligence into a single reference point your whole team can work…
International market entry is the process of expanding a business into a new country or region, typically involving decisions about product fit, channel strategy, pricing, and local execution. Most brands treat it as a logistics problem. The ones that fail almost always treat it as a marketing problem. The ones that succeed treat it as…
Differentiation is not something you find after enough workshops. It is something you choose, defend, and build around. The brands that get this right do not stumble onto a positioning that works. They make a deliberate decision about what they will stand for, and then they have the discipline to hold that line when the…
A double funnel marketing strategy runs two parallel funnels simultaneously: one focused on capturing existing demand from buyers already in-market, and a second focused on creating future demand among buyers who are not yet looking. Most B2B companies run only the first and call it a full-funnel strategy. It is not. The distinction matters because…
Persuasive writing works when it aligns what you say with how your reader already thinks, feels, and decides. The elements that make writing persuasive are not stylistic tricks. They are structural choices: clarity of argument, specificity of claim, emotional resonance, credibility signals, and a clear path to action. Get those right and the writing does…
A customer review strategy is a structured approach to generating, managing, and activating customer feedback as a commercial asset. Done well, it reduces acquisition cost, improves conversion, and surfaces product and service intelligence that most brands are otherwise paying consultants to guess at. Most businesses treat reviews as something that happens to them. The ones…
Central and peripheral routes to persuasion describe two distinct mental pathways people use when processing messages and making decisions. The central route involves careful, active evaluation of arguments, while the peripheral route relies on mental shortcuts, cues, and surface signals. Understanding which route your audience is using at any given moment is one of the…
A B2B buying committee is the group of people inside an organisation who collectively evaluate, influence, and approve a purchase decision. In most mid-market and enterprise deals, this group is larger than sellers expect, more fragmented than buyers admit, and almost never aligned in the way your sales deck assumes. Understanding how buying committees actually…
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