...organisation itself – become “commoditised”. The essence of a commodity is that it is readily interchangeable with other similar commodities. Therefore the logical consequence of this process is that communicating......
...in a survey is not affected to a significant degree when comparing surveys taken on smartphones and computers.11 An important difference, however, is the time taken to complete surveys: The......
...the competition is fierce and fast-moving, not to mention fragmented. It is, therefore, crucial to have a detailed picture of the entire marketplace in order to understand key competitors’ characteristics,......
...If a company is entering a new market, where common sense and observation tells us the market is huge in size, there may be little point in spending lots of......
A well thought-out pricing strategy is crucial to optimizing both sales volume and profit. It is somewhat surprising therefore, that only one in ten of all business-to-business companies has a......
...a company that was comfortable selling its products to everyone and anyone may begin to review its strategic options. Igor Ansoff had advice for such companies based on a simple......
...and ‘partnership’ are key needs, and usually they are insufficiently met. Be a storyteller In looking for outcomes, business-to-business customers require a compelling, complex and multifaceted proposition comprising features,.....
No company has the resources to successfully satisfy every potential target market. Careful and considered customer segmentation is crucial to success. Around one half of all business-to-business companies make a......
Part of our Micro-Lessons series giving you the most important lessons in B2B marketing, designed to be read in 60 seconds. Why Companies Should Keep the Branding Light......
...successfully delivering against these needs to help B2B tech brands create commercially powerful brand experiences. View infographic > View the other infographics in the industry series: Driving Commercially Powerful......
