Insights
Ideas, perspectives and frameworks on customer insight, positioning, messaging and customer-driven marketing.
Content is the output. Insight is the asset.
Customer research can improve websites. But what happens to everything else you learn along the way?
Customers have bigger priorities
Understand what matters to B2B buyers and make your marketing more relevant
New market, same GTM?
Entering a new B2B market? Test what still works, what needs validating and what needs to change.
Effective content starts with better inputs
Good B2B content needs clear strategy and ongoing insight from customers, markets and the business.
Everyone can be right and still miss the customer
Different teams can understand the customer well and still make decisions that fail to connect.
Why your b2b offering is hard to explain
A complex B2B offering may be difficult to explain because the challenge isn't always the messaging.
Your sales pipeline cannot see customer progress
A stalled B2B deal may still be moving. See what your CRM cannot show about customer progress.
Why good marketing and sales can still fall short
Even when marketing and sales work well, the overall B2B buying experience can still be difficult.
Positioning vs value proposition vs messaging
Positioning, value proposition and messaging answer different questions. See how they work together.
Is your b2b positioning evidence-based?
How much of your B2B positioning is based on evidence, and how much on assumptions?
Clearer marketing starts by understanding reality
Clearer B2B marketing starts by connecting customer, market, offering and business realities.