The 95:5 rule is the new 60:40 rule
Jon LombardoB2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.
Account-based madness: The new craze in B2B
Jon LombardoAccount-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
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How bad incentives ruin good marketing
Jon LombardoTargeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
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Are B2B and B2C marketing really any different?
Jon LombardoMarketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
‘Mental models’ are the key to measuring the things that matter
Jon LombardoMany marketers use metrics of no relevance to brand or financial outcomes, but the following concepts can help guide you towards more effective measurement.
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Three rules for more effective B2B marketing
Jon LombardoB2B brands’ advertising is largely ineffective but needn’t be. To create more memorable ads, there are three simple rules.
Why B2B marketers need to bet big on ‘The Big Long’
Jon LombardoMost B2B marketers are focused on the bottom of the funnel. Investment in brand, however, will ultimately create far more value for your business.