Pricing strategy is the set of principles a business uses to determine what to charge for its products or services. Done well, it reflects your cost structure, your competitive position, and what your customers genuinely believe your offer is worth. Done poorly, it leaves money on the table, attracts the wrong customers, or quietly erodes…
Privacy regulation updates in November 2025 have introduced new compliance obligations across the US, EU, and Asia-Pacific that directly affect how marketers collect data, run campaigns, and manage consent. The changes are not theoretical. They carry financial penalties, and several are already in enforcement. This article covers the material updates, what they mean for marketing…
PR budgets typically sit between 5% and 15% of total marketing spend, though the range widens considerably depending on sector, business model, and what the organisation is trying to achieve. Consumer brands in competitive categories often land at the higher end. B2B technology companies frequently sit lower, supplementing PR with content and demand generation. Neither…
A value proposition is a clear statement of the specific benefit a customer gets from choosing you, why that benefit matters to them, and why they should believe you can deliver it. The best examples share one quality: they are grounded in something real, something the business can actually defend under pressure. Most value propositions…
An employee value proposition is the set of reasons a person chooses to join, stay in, and commit to your organisation. Done well, it shapes employer branding, reduces recruitment costs, and improves retention. Done badly, which is most of the time, it becomes a list of company values nobody believes and office perks nobody asked…
Life science account based marketing is a targeting strategy where sales and marketing coordinate efforts around a defined set of high-value accounts, typically biopharma companies, medical device manufacturers, CROs, or health systems, rather than broadcasting to a broad market. Done well, it concentrates resources where commercial returns are highest and gives enterprise sales teams the…
The Press Ganey acquisition by Warburg Pincus in 2023, followed by its merger with Forsta, created one of the most significant data consolidation moves in healthcare experience measurement. For go-to-market teams operating in healthcare, it signals something worth paying attention to: the infrastructure that shapes how providers, payers, and health systems understand patient experience is…
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….
Enterprise customer data is the accumulated record of every interaction, transaction, and signal your customers have generated across your business. Most large organisations have more of it than they know what to do with, and that is precisely the problem. The data exists. The ability to act on it coherently, at the right moment, in…
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