Buyer personas are becoming an increasingly important element of the business-to-business marketer’s toolkit. This article outlines seven key points to bear in mind when researching, developing and activating B2B buyer personas in your organiza ...
No company has the resources to successfully satisfy every potential target market. This article, part of our series on developing a marketing strategy, aims to explore how you can build an effective customer segmentation. ...
What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer. ...
Segmenting your market is crucial for business success. Here, we outline 10 key steps you can use to carry out a market segmentation for your business. ...
The essential element of the sales manager's survival kit is good information, particularly in four areas: the company's sales, the structure of the market, detailed knowledge of buyers and the strengths and weaknesses of the company vis-a-vis the co ...
Satisfying people's needs and making a profit along the way is the purpose of marketing. However, people's needs differ and therefore satisfying them may require different approaches. Identifying needs and recognising differences between groups of cu ...
Good implementation of service excellence can create stronger customer loyalty, worthwhile differentiation and sustainable competitive advantage. It’s therefore critical to implement well and the following should help those looking for ways to do t ...
High growth depends on how you set yourself up to deliver value into the market. Colin Mason at the Hunter Centre for Entrepreneurship, University of Strathclyde and Ross Brown at Scottish Enterprise report on how fast-growth enterprises design their ...
Market researchers are dogged by nagging doubts. Can we believe what people tell us in response to questions about their behaviour? In other words, to what extent is what people say, what they actually mean and what drives their behaviour? ...
Small companies offer a huge opportunity for big companies. There are millions of them. However, in order to do business with small companies, it is necessary to understand them. This is the subject and purpose of this White Paper. ...
