A marketing strategy is a set of deliberate decisions about who you’re targeting, what you’re offering them, how you’ll reach them, and how you’ll measure whether it’s working. Strip away the frameworks and the slide decks, and that’s what you’re left with: a small number of high-stakes choices that determine whether your marketing budget creates…
The Gartner Magic Quadrant for Content Services Platforms maps the vendors competing to manage, organise, and distribute enterprise content at scale. It evaluates platforms across two axes: completeness of vision and ability to execute, placing vendors into four quadrants: Leaders, Challengers, Visionaries, and Niche Players. What it does not tell you is which platform is…
A persuasive definition is a rhetorical technique that embeds a value judgment inside an apparently neutral definition. Instead of simply describing what a word means, it reframes the concept to steer how the audience feels about it, often without them noticing the move has been made. In marketing, persuasive definitions appear constantly: in how brands…
The Gartner Magic Quadrant is one of the most referenced frameworks in B2B technology buying, and one of the most misread. Being named a Leader tells you that a vendor has strong execution ability and a compelling vision, as assessed by Gartner analysts at a specific point in time, using a specific methodology, for a…
The Gartner Magic Quadrant for account-based marketing platforms maps the vendor landscape across two dimensions: completeness of vision and ability to execute. It is a useful starting point for shortlisting technology, but it is not a buying decision, and treating it like one is where most ABM programmes go wrong before they have even started….
Client churn rate measures the percentage of clients who stop doing business with you over a given period. It is calculated by dividing the number of clients lost during a period by the number of clients you had at the start of that period, then multiplying by 100. Simple enough in theory. In practice, most…
The Gartner Marketing Symposium Xpo is one of the few industry conferences genuinely worth the travel budget. It brings together CMOs and senior marketing leaders for two days of research-led sessions, peer benchmarking, and the kind of frank conversations that rarely happen in public forums. If you are deciding whether to attend, or trying to…
A customer experience map is a structured visual representation of every interaction a customer has with your business, from the moment they first become aware of you to the point they either stay, leave, or refer someone else. It documents what customers are doing, thinking, and feeling at each stage, and where the gaps between…
A competitive analysis is a structured review of the companies competing for the same customers, budgets, or search positions as you. Done well, it tells you where competitors are strong, where they are exposed, and where the market has room for a better offer or a smarter approach. Done poorly, it produces a slide deck…
Behavioral economics examples are most useful not as curiosities but as a practical lens on why buyers do what they do, often in ways that contradict what they say they will do. The field sits at the intersection of psychology and economics, and its core insight is straightforward: people are not rational actors optimizing for…
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