B2B corporate branding is the process of shaping how your company is perceived by the buyers, partners, and talent who matter most to its commercial future. Done well, it reduces the cost of every sales conversation, makes pricing pressure easier to resist, and gives your go-to-market motion something solid to stand on. Done poorly, or…
Software pricing strategies determine how a product is positioned, who buys it, and whether the business model is sustainable long-term. The right approach depends on your customer segment, competitive environment, and the value your product genuinely delivers, not on what your competitors charge or what feels intuitive at launch. Most software companies get pricing wrong…
Reducing customer churn means identifying why customers leave and removing those reasons before they become decisions. The most effective churn reduction programmes do not start with marketing campaigns or win-back emails. They start with an honest look at what the product, service, or experience is actually delivering, and where it falls short of what was…
Market research for product testing is the process of gathering structured feedback from real or representative customers before a product launches, so you can identify problems, validate assumptions, and reduce the risk of a costly miss. Done well, it tells you not just whether people like your product, but whether they will pay for it,…
Dual processing theory describes how the brain runs two parallel decision-making systems simultaneously: one fast, automatic, and emotion-driven, and one slow, deliberate, and analytical. In marketing terms, most buyers have already made their decision through the first system before your rational arguments have had a chance to land. Understanding which system is doing the work,…
Measuring market size means estimating the total revenue opportunity available to your business in a defined market, using a combination of top-down industry data, bottom-up demand signals, and competitive intelligence. No single method gives you the complete picture, and anyone who tells you otherwise is selling you false precision dressed up as analysis. The goal…
B2B programmatic advertising is the automated buying of digital ad inventory to reach business audiences, using data signals to serve the right message to the right person at the right time. Done well, it extends your reach beyond the accounts already in your pipeline and puts your brand in front of buyers who have not…
Proximity advertising is a location-based marketing approach that delivers messages to consumers based on their physical distance from a specific point, typically a store, venue, or competitor location. It uses technologies like geofencing, beacon signals, and GPS targeting to reach people when they are most likely to act on a commercial message. Done well, it…
A competitive intelligence process is a structured, repeatable system for collecting, analysing, and distributing information about competitors so that marketing, product, and commercial teams can make better decisions. Done well, it is not a one-off research project. It is an ongoing operational discipline that feeds directly into planning cycles, messaging decisions, and go-to-market strategy. Most…
B2B omnichannel marketing means coordinating every channel, touchpoint, and interaction a business buyer encounters so that the experience is consistent, connected, and commercially useful. It is not about being everywhere. It is about being coherent wherever you are. Most B2B programmes fail this test before they even launch. The channels exist. The technology gets bought….
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