B2B field marketing is the practice of taking marketing activity out of the office and into the physical world, through events, trade shows, roadshows, customer dinners, and in-person activations designed to build pipeline and accelerate deals already in motion. It sits at the intersection of sales and marketing, and when it works, it does something…
Apple’s marketing approach is built on a simple principle that most brands acknowledge but few actually follow: lead with the human experience, not the product specification. Apple does not sell megapixels or processor speeds. It sells what those things feel like to use, and that distinction shapes everything from its advertising to its retail stores…
In a crowded SaaS market, content is one of the few levers that can genuinely separate you from competitors who have near-identical feature sets, similar pricing, and the same G2 badge on their homepage. The SaaS companies that win on content do not do it by publishing more. They do it by being more useful,…
Sales and marketing as a percentage of revenue in SaaS typically runs between 30% and 50% for growth-stage companies, with early-stage businesses often spending above that range and mature, profitable ones sitting well below it. The number itself is less important than what it reveals about your growth model, your efficiency, and where you are…
Customer partnership is the practice of formalising the relationship between a brand and its most engaged customers, turning what is usually a passive transaction into an active, mutually beneficial commercial arrangement. Done well, it is one of the most cost-efficient acquisition and retention strategies available to a marketing team, because the trust is already there….
A channel sales strategy is a structured approach to selling through third-party partners , resellers, distributors, VARs, agents, or affiliates , rather than directly to the end customer. Done well, it extends your commercial reach without proportionally expanding your headcount. Done badly, it creates a layer of complexity that slows everything down and obscures accountability….
Qualifying leads from partner channels is harder than qualifying leads from your own campaigns, because you didn’t control the message that brought them in. A reseller, an affiliate, a technology partner, or a referral network each applies its own filter, its own framing, and its own commercial incentive before a lead ever reaches your CRM….
Product marketing managers sit at the intersection of customer insight, competitive positioning, and commercial strategy, which makes them one of the most qualified people to shape how a product is priced. Not to own the number outright, but to ensure the number reflects what the market will actually bear, what customers genuinely value, and what…
A product qualified lead is a user who has experienced meaningful value from your product before your sales team makes contact. Unlike a marketing qualified lead, which is based on behaviour signals like email opens or content downloads, a PQL is grounded in actual product usage. The user has done something inside the product that…
SaaS market segmentation is the process of dividing your total addressable market into distinct groups based on shared characteristics, so you can target the right buyers with the right message at the right price point. Done well, it is the difference between a product that grows predictably and one that churns through customers who were…
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