Desk market research is the process of gathering and analysing information that already exists, using published data, industry reports, competitor websites, government statistics, and other secondary sources, rather than commissioning new fieldwork. It is faster and cheaper than primary research, and when done well, it is often sufficient to make a confident strategic decision. The…
Martech budgets have a waste problem. Most marketing teams are paying for tools they underuse, platforms that overlap, and software that was bought to solve a problem that no longer exists. Getting this under control is not about cutting spend for its own sake. It is about making sure every pound or dollar in your…
Bottom of funnel LLM conversion strategies are the tactics marketers use to optimise the moment an AI language model surfaces your brand to a high-intent buyer, and then convert that visibility into a measurable business outcome. The challenge is that LLMs are not search engines. They do not rank pages. They synthesise information and make…
A competitive intelligence professional gathers, analyses, and translates information about competitors, markets, and industry dynamics into decisions that give a business a measurable edge. The role sits at the intersection of research, commercial strategy, and communication, and it is considerably more demanding than most job descriptions suggest. Done well, it is one of the highest-leverage…
Product positioning strategy is the deliberate process of defining how your product occupies a specific, meaningful place in the mind of your target customer relative to alternatives. Done well, it shapes every downstream marketing decision, from pricing to messaging to channel selection. Done poorly, it produces a product that nobody can clearly explain and even…
B2B NPS benchmarks vary significantly by industry, but a score above 40 is generally considered strong, and anything above 60 is exceptional. The more useful question is not whether your score beats an industry average, but whether it is moving in the right direction and whether you understand why. Net Promoter Score in B2B is…
Jobs to Be Done is a theory of customer motivation developed by Clayton Christensen that reframes why people buy products. Instead of asking who the customer is, it asks what job they are hiring the product to do. That shift in question changes everything about how you position a brand. Christensen argued that customers do…
Voice of customer feedback is the structured process of collecting, analysing, and acting on what customers say about their experience with your business. Done well, it tells you where you’re losing people, what’s driving loyalty, and which problems are costing you revenue. Done poorly, it becomes a reporting exercise that nobody acts on. Most brands…
In-feed native advertising places paid content directly inside the organic content streams users are already scrolling through, matching the format, tone, and visual style of the surrounding editorial or social environment. Done well, it earns attention rather than demanding it. Done poorly, it is just a banner ad wearing a disguise. The distinction matters commercially….
SaaS churn rate is the percentage of customers or revenue lost over a given period, typically measured monthly or annually. A healthy benchmark sits somewhere between 5% and 7% annually for established B2B SaaS businesses, though the number that matters most is always relative to your growth rate, your customer acquisition cost, and how long…
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