AMA: How to Use Differentiation to Avoid a Price War

Non-differentiated products are famously difficult to market, and many businesses, particularly in B2B, struggle to communicate the key benefits that set them apart from rivals. Therefore, businesses often attempt to increase sales by competing on pr ...

MarketingProfs: Five Ways to Profile Your Competitors

Only 27% of US B2B companies carry out competitor research, despite almost half of them cite “countering the competition” as one of their top five business challenges. If US B2B firms want to successfully counter the competition, a more i ...

Raconteur: Why Qualitative Research Is as Important as Ever

Despite the rise in popularity of big data, qualitative research remains a much-needed and highly valued tool in marketing. In this article for Raconteur published in The Times, Paul Hague adds his thoughts on this fascinating topic. To read the full ...

AMA: Creating a Strong USP

A unique selling proposition (USP) is crucial in that it signifies your offer, differentiates you from the competition, and forms the foundation of a strong brand. In this article by Julia Cupman are 5 key steps a b2b company can take to help develop ...

AMA: Understanding Brand Valuation

A strong brand is one of a company’s biggest assets, providing credibility, helping to differentiate, and adding value to products and services. A strong brand not only commands premium prices, but also drives customer loyalty and advocacy. Brand v ...

AMA: Will LinkedIn’s New Tool Be a B2B Success?

LinkedIn is launching a new tool aimed at turning employees into brand advocates. Experts say it could become the next big thing in social media management tool for B2B marketers. Our very own Julia Cupman was contacted by the AMA to provide feedback ...

B2B Marketing: Getting Customer Segmentation Right

UK B2B brands are not making the most of customer segmentation. At B2B International, we believe the best B2B customer segmentation research gets as close as possible to the customer, enabling companies to meet their needs far more effectively. In th ...

Research Live: Appointment of Iris Morgenstern

Iris Morgenstern has recently joined B2B International‘s office in Düsseldorf. Iris previously worked in the specialist agribusiness department at Produkt + Markt. “We have operated widely in agrichemicals and packaging for a number of years ...

AMA: Has Gamification Been a Success?

Gamification has been talked about as the next big thing in marketing since the start of the decade. Has it lived up to the hype? In a recent article published by the AMA, our very own Julia Cupman discusses the impact of gamification on B2B marketin ...