A blistering perspective on agile marketing

“Brands need discipline. They need strategy. They need focus. They need to deliver. What they don’t need is a bunch of mercurial horseshit about being agile, which – let’s be honest – essentially means they bin the strategy and head in whatever direction the wind happens to be blowing at that moment. Most marketers need less agility, not more. They need to stick to the fucking plan. Or, in most cases, actually spend time building a plan to stick to.”

Professor Mark Ritson, via Marketing Week

Murder, mystery and comparison – helping B2B customers to pick you

There are many factors at play when a customer picks a B2B product or service. Here (in an article that was originally published in B2B marketing magazine), I explore one of the key ones, presenting the important consequences for B2B marketers. I share some lessons that I believe are both timeless and will help us become more effective marketing communicators. But before I get to that, I thought it might be useful to start with a little bit of Hollywood… Murder, mystery and comparison – helping B2B customers to pick you