Forget personalisation, it’s impossible and it doesn’t work
Jon LombardoTrue personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
The ‘Flippening’ will usher in a Golden Age of B2B marketing
Jon LombardoBrand marketing creates more financial value than short-term performance marketing – the sooner B2B marketers flip their perspective and start allocating budgets accordingly, the better it will be for everyone in B2B.
The ‘product delusion’ is holding B2B back
Jon LombardoThere’s plentiful research to show buyers don’t make purchases logically, yet B2B marketers still try to make sales largely based on product features.
Brand characters could be the most undervalued asset in B2B marketing
Jon LombardoIt’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
Use the ‘cash flow funnel’ to fight finance with finance
Jon LombardoB2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
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.