B2B marketers shift focus to growth and CX. But how can they deliver?
Growing economic challenges are putting increasing pressure on CMOs to prioritise boosting revenue and optimising ROI. Could account-based marketing help relieve this burden, asks Claire Ellis, Managing Director at JPC?
Are robotic communications killing your sales opps?
The human touch is that little snippet of physical affection that brings a bit of comfort, support, and kindness. It doesn’t take much from the one who gives it but can make a huge difference in the one who receives it.
JPC recognised in the Parliamentary Review
We are pleased to announce that JPC has been recognised in the Parliamentary Review as a
“Best Practice Representative”. JPC was founded in 1998 as a strategical consultancy
specialising in brand communication, bids and tenders, customer experience and account-based marketing.
CX Webinar
Draw on JPC’s knowledge and experience to help align internal discussions between sales, marketing and the rest of your business, to deliver a truly human customer experience.
Your digital experience may be excellent, but are you catfishing your customers?
Are you catfishing your prospective customers? ‘Catfishing’, or, according to an informal dictionary definition ‘luring someone into a relationship by means of a fictional online persona’, is common in online dating (or so my sons tell me…) but you may not realise that it’s rapidly becoming just as prevalent in the corporate world.
ABM and the importance of engaging early in the bid process
Too many of today’s bidders are showing up late to the process. See how our ABM approach can help you engage earlier and improve your chance of winning.
ABM personas and how to get them right
Got a minute? Hear from JPC’s Managing Director, Claire Ellis on ABM personas and how to get them right.
Dove: Why ‘doing’ D&I isn’t doing enough
Just a few months ago our founder, JP, wrote about the implications of Pepsi’s controversial ad, hoping that we’d see a real shift in the workplace diversity debate and encourage a much more inclusive business mindset. Unfortunately, Dove’s latest ad disaster is proof that the world’s biggest brands aren’t engaging with what D&I really is […]
How to give your bid the impact of a creative campaign
If you find yourself wishing for the creative freedom of a campaign when you’re writing your bid, you’re not alone. The RFP process is, at best, limiting. At its worst, though, it’s stifling. Many bid teams we work with struggle to bring their value to life in a prescriptive Q&A format that seemingly offers little […]
Why brands without purpose are falling behind
Nobody would have been surprised to read that nine of every ten business executives feel brand purpose matters, according to a recent Harvard Business Review article. The fact that only 46% believe their company has one, however, is more than a little worrying. Any brand that fails to determine their motivation outside profit, and share […]
Why most value propositions don’t work and how to build one that does
Given the hard work, time and resources businesses put into developing value propositions, it’s galling to learn that only 14% of B2B buyers notice a difference between suppliers’ offerings and see that difference as worth paying for. Extracting and amplifying that difference can be a daunting challenge. But it’s one the JPC team routinely tackles […]
A guide to creds that turn heads
Maybe it isn’t what you want to hear, but business creds are often done badly. Numerous, and perhaps harsh, assessments have begun surfacing ranging from ‘They’re all as bad as each other’, by Stephen Fair of Econsultancy, to ‘Most ad agency new business presentations stink. Period’, by Mike Fromowitz, who writes for Campaign. Harsh, yes, […]
Why the Millennial workforce is disenchanted –
and what we’re doing about it
Why are so many millennials quitting the well-paid and well-regarded jobs they worked so hard through uni for? That’s the question Lucy Kellaway tried to answer in her piece in the FT last week, Don’t blame millennials if you can’t hang on to them. Kellaway blames the ‘widest gap between expectations and reality that the […]
Unfriendly Skies: How United Airlines failed at customer experience and lost $1 billion in market value
It probably hasn’t escaped your notice that a man was dragged from his seat on a United Airlines plane on Sunday evening because his flight, which was bound for Kentucky, was overbooked. An eyewitness said the man was a ‘Chinese American doctor’ who refused to leave his seat when asked because he had to be […]
Why the best agencies will reject your brief.
What does a good agency look like to you? Pretty much every agency website you visit promises to deliver simplified content, engaging designs and strategic responses. So, do you go for the disruptors, the innovators, or the safe pair of hands? The answer is: none of them. You should be on the lookout for the […]
Smart, intelligent, cognitive: 3 Mobile World Congress Trends changing the way we interact with brands
It’s always satisfying to see our work come to life – and that’s exactly what I got to do when I visited the Brightstar stand last week at the Mobile World Congress 2017 in Barcelona. It was great to see some first-hand reactions to the branding and propositions we created to help cement Brightstar’s transformation […]
The Consumer Strikes Back: When a brand takes customers for a ride
Unless you’ve been hiding under a rock for the last year (at least), you’ll know that Southern Rail customers are not happy. Nor are the guards, the drivers, the unions, or the UK Government. Last Thursday (supposedly) saw the end of strikes after a deal was struck between ASLEF and Southern, which should result in […]
Unleashing The Power Of The Positive No
When was the last time you said NO to a brief? An internal initiative? An ask of the sales team? A marketing opportunity? It isn’t easy is it? As the battle for market share intensifies, challenging a company missive or a brief – let alone saying no to any part of it – can seem like […]
Internet of everything. Or Internet of isolation?
Now, don’t get me wrong. I love digital and technology. I eat it up for breakfast. I’m lost without my iPhone – as I discovered recently when I realised I’d raced out of the house without it. Total panic set in – how would anybody reach me? How would I contact them? Of course I […]