The Bud Light marketing disaster of 2023 is one of the most studied brand collapses in recent memory, but most of the analysis misses the point. This was not primarily a story about a controversial influencer partnership. It was a story about a brand that had no coherent strategy, no clear sense of who it…
Advocacy marketing for B2B is the practice of turning satisfied customers into active promoters of your business, through case studies, referrals, peer reviews, speaking opportunities, and direct sales support. Done well, it is one of the highest-return activities in B2B marketing, because it operates at the point where buyer trust is highest and your sales…
A marketing sales funnel maps the path a prospect takes from first awareness of your brand through to becoming a paying customer. Most businesses understand the concept. Far fewer build one that actually reflects how their customers buy, or how their revenue is really generated. The funnel is not a metaphor. It is an operational…
The B2B buying process is the sequence of steps an organisation goes through before committing to a purchase, from recognising a problem to signing a contract. It typically involves multiple stakeholders, extended timescales, and a significant amount of internal deliberation that happens well outside your visibility as a vendor. Most sales teams treat it as…
A B2B marketing plan is a documented framework that connects marketing activity to commercial outcomes: which markets you are targeting, how you will reach buyers at different stages of the decision process, what resources you are committing, and how you will measure whether it is working. Most plans fail not because the strategy is wrong,…
Forrester’s 2025 predictions for B2B high tech companies point toward a market where growth is harder to manufacture and easier to lose. Buying committees are larger, sales cycles are longer, and the tolerance for generic outreach has dropped to near zero. The companies that will pull ahead are the ones that align their commercial teams…
A positioning formula is a structured statement that defines who you serve, what you offer, why it matters, and what makes you different from every alternative your buyer could choose. Done well, it becomes the anchor for every sales conversation, every campaign brief, and every piece of copy your team produces. Done badly, it becomes…
Sales and marketing are different functions with different purposes, different timeframes, and different success metrics. Marketing builds the conditions for demand. Sales converts that demand into revenue. Conflating the two, or subordinating one to the other, is one of the most reliable ways to underperform in both. The confusion is understandable. Both functions touch the…
Revenue enablement strategy is the operational framework that aligns marketing, sales, and customer success around a shared commercial goal: converting pipeline into revenue, consistently and at scale. It goes beyond sales enablement by treating every customer-facing function as part of a connected revenue system, not a series of handoffs. Done well, it closes the gap…
Marketing account intelligence is the practice of collecting, analysing, and acting on data about target accounts to inform go-to-market decisions, from which companies to prioritise to what messages to put in front of them and when. Done well, it closes the gap between marketing activity and revenue outcomes. Done poorly, it produces impressive-looking dashboards that…
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