How we optimised the opportunities to make maximum impact at MWC23 for our clients AWS and JMA. This year’s Mobile World Congress, the world’s biggest connectivity solutions show, presented exciting opportunities for two of our clients to attract the attention of the thousands of visitors that perfectly fitted the profile of potential customers. On the
Win rates are down, competition is high, and most bids are lost to rival businesses that have made better submissions. No business can afford to let this situation continue, says JPC’s David Gray. The fact that businesses on average rely on winning bids to generate a third of their revenue underlines the importance of getting
“With 89% of B2B businesses using thought leadership to increase revenues, taking an account-based approach can help your brand stand out in a saturated market, increasing its impact, effectiveness and value, and successfully guiding stakeholders across the buyer journey” says JPC’s David Gray. Clearly demonstrating thought leadership is being recognised as crucial to attaining a
“A focus on the upper part of the purchase funnel could be preventing B2B marketers converting prospects to sales.” JPC’s Growth and Strategy Director James Mollard reveals a route to a more balanced approach to demand generation. Despite believing that resources should be spread equally across the four stages of the buying funnel (create, capture,
“It’s never been more important to align these crucial teams, so you can attract, win and grow more business to accelerate your way through the current economic challenges. But where do you start? A new study and ABX offer clues… ” James Mollard – Growth and Strategy Director JPC We’ve emerged from the pandemic into
“Yes, studies show how customers’ purchasing criteria are shifting and yes understanding the buyer journey is important, but accepting it and simply servicing it isn’t. It’s the job of sales to disrupt and divert it, introduce new ideas, recognise and overcome bias, and it’s the job of marketing to create the platform and tools to
[vc_row][vc_column][vc_column_text] Move from sales enablement to buyer enablement It’s no exaggeration to say that COVID-19 has triggered a B2B sales transformation. Strict social distancing restrictions and a ban on non-essential travel are vital for public health, but they also mean it’s never been harder to get close to your customer. You can’t have face-to-face conversations,
If a brand can’t adapt it won’t survive: this is and has always been the case. But it’s no longer enough to take your evolutionary cues from new circumstances as and when they crop up. Successful evolution in 2017 requires a healthy dose of contextual awareness, future-gazing and, yes, risk. Constantly assess your relevance Preempting
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
Dennis is a person, just like us. Not everyone aligns their pens perfectly on their desk or religiously wraps their bananas in clingfilm like Dennis does, but we can all relate to him on one level or another. When a brand understands this concept and, better yet, markets according to it, they can connect with
Marketing’s curiosity about millennials – “Who are they?” “What do they buy or not buy?” “How do they buy?” – has long since given way to animosity. Marketers are increasingly anxious about connecting with an audience segment they claim has no brand loyalty but nonetheless lives for the launch of the next Apple product. As
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,
In years gone by, the sales process was simple. We all learned about the so-called sales funnel: at the top, at the widest point of the ‘funnel’, was ‘awareness’. It’s at this stage where the prospect stumbles across your website or finds it through Google or an advert or a social media post or some
We should all have been surprised to read that a third of all organisations based in the UK have no digital transformation strategy whatsoever. We weren’t, of course, and not only because a further 21% of respondents said they were ‘just getting started’ with their own strategy and another 24% said their strategy was, if
At the risk of disrespecting Carter Wilkerson, you probably haven’t heard of him—-assuming you have heard of him––because you’re a member of his thriving and expansive social circle. Carter Wilkerson is the proud poster of one of the most liked, retweeted and replied-to tweets since the birth of Twitter in 2006. The wording of the
It’s not easy to avoid discussion in the press or on social media about the “Post Truth” era. Since that election, publications in all their forms have come under close scrutiny. It turns out that there are towns in Eastern Europe where the local labour force is devoted to churning out fake news, and that
In its simplest form, the Tour de France is an athletic contest: Cyclists pedal the arduous 2,200 or so miles, over 21 stages, and whoever does it in the shortest time wins. But to the millions of fans and thousands of competitors, the event is of course so much more. It’s steeped in history, tradition,
Dunkirk. The Blitz spirit. Famous examples where people displayed an extraordinary courage and pulled together in a cohesive manner not seen in calmer, safer times. Threat brings humans closer together. Focus becomes sharper, clearer, streamlined and more meaningful – whether the threat turns out to be real or imagined. Without this, we live in a
