The importance of customer journey mapping Whilst logic might tell us that happy and engaged customers should be a top priority for b2b brands, our research tells us that only 2 in 10 companies would consider themselves ‘CX Leaders’ – namely, t...
The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusiv...
What is Kotler’s Five Product Levels Model? Kotler’s 5 Product Levels model is used to develop new products or services or improve existing products or services and ensure they not only meet but exceed customers’ expectations. The model ...
The push-pull model is a framework that is best used when organizations are looking to introduce a new product or solution to the market but are unsure of the enablers and barriers that customers see when thinking about switching solutions. The frame...
The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusiv...
The Directional Policy Matrix (DPM) is a business tool that can be used to highlight products, services or segments which are attractive to a company (market attractiveness), where the company has a strong competitive position, and also the market si...
When measuring brand performance or assessing brand health, it’s very easy to quickly be surrounded by a range of questions, metrics and performance indicators which can make it difficult to confidently answer the question “how is my brand perfor...
B2B Decision-Makers and Emotion B2B decision-makers have complex needs for two main reasons. Firstly, there is usually a decision-making unit (DMU) involved in the process. The DMU is made up of several individuals, each with their own business exper...
Porter’s Five Forces is a framework that we often use to assess the competitive landscape in which our clients currently operate or intend to enter. This framework was designed by Michael Porter of Harvard University, who felt that a more tradition...
Developing a winning value proposition and brand positioning strategy are two of the biggest challenges that companies face and they can often end in failure because companies may talk about things the market doesn’t care about, they might talk abo...
