Guiding Marketing Conversation
You’re about to have one of those meetings during which “we’ll talk about Marketing.” Great. Try to go in with a framework to help guide the discussion. Today, for example, […]
You’re about to have one of those meetings during which “we’ll talk about Marketing.” Great. Try to go in with a framework to help guide the discussion. Today, for example, […]
… will anyone listen? Reviving the E.F. Hutton brand is not a bad idea, especially if E.F. Hutton’s new marketers resist the temptation to change the brand’s “when E. F. […]
Let’s imagine for a moment that corporate structure (P&Ls, silos, arguments over who “owns” the customer relationship, etc. etc.) doesn’t get in the way of a cross-sell … yeah, ok, […]
B2B services brands are built on evidence of a core resource or capability, an “asset” you bring to the table that your competitors do not. IBM, for example, is going […]
Most b2b marketers know that to sell a customer on a service they have to make the service experience real in some way. Despite this knowledge, a lot of services […]