Series B go-to-market messaging is where a lot of well-funded companies quietly lose their footing. The product works, the early customers are happy, the numbers are good enough to raise, but the messaging that got you to Series B is almost never the messaging that will take you beyond it. The market is bigger, the…
Subscription churn rate is the percentage of subscribers who cancel or fail to renew within a given period. It is calculated by dividing the number of customers lost during a period by the total number of customers at the start of that period, then multiplying by 100. A 5% monthly churn rate, for example, means…
A competitive analysis framework is a structured process for gathering, organising, and acting on intelligence about your competitors. The best ones don’t just tell you what competitors are doing, they tell you what it means for your own strategy and where the gaps worth exploiting actually are. Most marketing teams have some version of this….
Cost per user acquisition, often shortened to CUA or conflated with CPA, measures what you spend to bring one new user into your product, platform, or service. It is calculated by dividing total acquisition spend by the number of new users gained in the same period. Simple in theory, genuinely complicated in practice, and widely…
The 3 Cs of marketing, customer, company, and competitor, form a strategic analysis framework that helps marketers identify where genuine competitive advantage exists before committing budget or direction. Originally developed by Kenichi Ohmae, the model asks a simple question: where do your customers’ needs, your company’s strengths, and your competitors’ weaknesses intersect? That intersection is…
Loss aversion is the psychological tendency for people to feel the pain of losing something more intensely than the pleasure of gaining something equivalent. In practical terms, the fear of losing £100 is a stronger motivator than the prospect of winning £100. For marketers, this is one of the most consistently reliable levers in buyer…
Digital marketing competitive analysis is the process of systematically examining how competitors position themselves, spend their budgets, and acquire customers across paid, organic, social, and content channels. Done well, it surfaces gaps you can exploit and traps you can avoid. Done poorly, it produces a slide deck full of screenshots that nobody acts on. This…
ABM and demand generation are not competing philosophies. They are different tools for different commercial situations, and the companies that treat them as interchangeable tend to get poor results from both. ABM concentrates resources on a defined set of accounts with the expectation of high conversion and high deal value. Demand generation builds broad market…
Inbound marketing attracts customers through content, search, and earned attention. Outbound marketing reaches out to potential customers through paid media, cold outreach, and direct channels. Both work. Neither is inherently superior. The right balance depends on your market, your stage of growth, and what your business actually needs, not what the current industry narrative says…
Competitive analysis examples are most useful not as templates to copy, but as proof that the same market can look completely different depending on what you choose to measure. The best analyses don’t just map who the competitors are. They reveal where the gaps are, where the assumptions are wrong, and where the real commercial…
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