Customer needs analysis is the process of identifying what your customers actually want, what problems they’re trying to solve, and where your product or service fits into that picture. Done well, it shapes everything from positioning to product development to channel strategy. Done poorly, it produces a deck full of personas that nobody uses and…
A customer advisory board is a structured group of customers, typically 8 to 15 people, convened to give a company direct strategic input on product direction, go-to-market decisions, and market positioning. Done well, it is one of the most cost-effective intelligence mechanisms available to a marketing or product team. Done poorly, it is an expensive…
B2B growth strategy consulting is changing in 2025, and not in the ways most consultants want you to believe. The firms and in-house teams seeing real commercial traction are the ones rethinking how they reach new buyers, not just how they optimise the pipeline they already have. The core shift is structural. B2B buying groups…
Gross Rating Points (GRPs) measure the total weight of a media campaign by multiplying reach by frequency. A campaign that reaches 40% of a target audience an average of three times delivers 120 GRPs. The metric was built for broadcast media planning and it still does that job well, but it tells you nothing about…
AI search optimization is the practice of structuring your content, brand signals, and digital presence so that AI-powered search engines and answer engines surface your brand in response to relevant queries. Where traditional SEO focused on ranking in a list of blue links, AI search optimization focuses on becoming the answer, the cited source, or…
Selling ad space is the process of offering paid placement on a media property, whether a website, newsletter, podcast, or app, to brands that want access to your audience. Done well, it turns audience attention into a sustainable revenue stream. Done poorly, it erodes trust, underprices your inventory, and attracts advertisers who are wrong for…
Competitive evaluation is the process of systematically assessing your competitors’ strategies, positioning, capabilities, and market behaviour to inform your own commercial decisions. Done well, it tells you not just what your competitors are doing, but why they are doing it, and whether you should care. Most marketing teams do a version of it. Very few…
Building hype for a brand is not about noise. The brands that generate genuine anticipation do so by making people feel like they are about to miss something real, not by shouting louder than everyone else. The most reliable ways to build brand hype combine scarcity, social proof, community, and consistency, deployed in a sequence…
Internet advertising strategies are the frameworks that determine how, where, and why a brand spends money to reach audiences online, from paid search and programmatic display to video, social, and connected TV. Done well, they create demand and capture it. Done poorly, they just recycle the same intent that was already there. Most brands are…
OKRs and KPIs are not the same thing, and using them interchangeably is one of the more common ways marketing teams end up measuring the wrong things with the wrong tools. OKRs (Objectives and Key Results) define where you are trying to go and how you will know you got there. KPIs (Key Performance Indicators)…
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