The Qualtrics acquisition story is one of the more instructive deals in recent B2B history, not because of the price tag, but because of what it reveals about how enterprise software companies think about growth, data ownership, and go-to-market positioning. Silver Lake and CPP Investments taking Qualtrics private in 2023 for roughly $12.5 billion, after…
Competitive market analysis is the process of systematically evaluating your competitors’ positioning, pricing, messaging, and market behaviour to inform your own strategic decisions. Done well, it tells you where the market is contested, where it is underserved, and where your competitors are spending energy they probably shouldn’t be. Done poorly, it produces a slide deck…
B2B experience orchestration is the practice of coordinating marketing, sales, and customer success activity around the decisions buyers actually make, not the pipeline stages your CRM was built around. Done well, it replaces a fragmented sequence of touchpoints with a coherent commercial conversation that moves the right people toward a decision at the right time….
A content funnel is a structured approach to using content at each stage of the buying process, from first awareness through to conversion and retention. Done well, it creates a coherent path that matches what a prospect needs to know with where they are in their decision. Done badly, which is most of the time,…
Marketing-influenced revenue measures the contribution marketing activity makes to closed deals, not just the deals marketing directly generates. It captures every touchpoint, every piece of content, every campaign that played a role in moving a prospect toward a purchase, even when sales closed the deal and took the credit. Most companies measure this badly. They…
The psychology of advertising explains why people respond to marketing messages the way they do, drawing on how memory, emotion, and social behaviour shape purchasing decisions long before rational analysis kicks in. Understanding these mechanisms does not make you a manipulator. It makes you a better marketer, one who builds campaigns around how people actually…
B2B marketing strategies that work share one quality: they are built around how buyers actually make decisions, not how marketers wish they would. The buying process in most B2B categories is long, involves multiple stakeholders, and is rarely linear. Strategies that account for this complexity tend to outperform those built for speed and vanity metrics….
Consumer behavior and psychology is the study of how people make decisions about what to buy, who to trust, and what to ignore. It draws on cognitive science, behavioral economics, and social psychology to explain why people rarely behave the way marketers expect them to, and how brands can close that gap with more honest,…
Cash cow marketing is the discipline of managing your highest-margin, most stable products or business units to sustain profitability while you fund growth elsewhere. Done well, it is one of the most commercially intelligent things a marketing team can do. Done badly, it quietly destroys the very thing that keeps the business solvent. Most marketing…
A value proposition is a clear statement of the benefit a customer receives from choosing you over an alternative. It answers one question: why should this person buy from us instead of someone else? Done well, it shapes every commercial decision a business makes, from pricing to positioning to the language in a sales deck….
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