Account Cultivation and Growth

Account Cultivation and Growth / Thought Leadership / 27 May, 2020

Challengers in Construction

In February 2019, in partnership with Construction Week, JPC released our White Paper ‘Challengers in Construction – what Construction marketers can learn from technology’. It now seems a paper of some prescience, with the Global pandemic being the rocket fuel to some of the paper’s then insights.

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Account Cultivation and Growth / Podcasts / 17 Apr, 2020

The Human Touch – Understanding the new buyer journey in 2020

How is the world of B2B buying changing? What does this mean for sales and marketing leaders and their teams? Claire Ellis sits down with Gary Sharp, Chief Revenue Officer at the Network Collective to unpick today’s buyer journey. According to a recent Gartner report, some 77% of B2B buyers say their latest purchase was ‘very complex or difficult’. How can we turn things around?

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Account-Based Marketing / Account Cultivation and Growth / 30 Oct, 2018

The buyer journey has changed – has your value proposition?

Just when you thought there wasn’t anything left to disrupt, businesses are finding themselves blindsided by the fact that traditional buyer journeys have changed for good – rendering their value propositions and their sales and marketing processes obsolete.

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Account Cultivation and Growth / Business / Strategy / 21 Sep, 2017

4 things you MUST remember when repositioning your marketing strategy

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…

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Account Cultivation and Growth / Business / 14 Sep, 2017

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…

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Account Cultivation and Growth / Business / 07 Sep, 2017

Dell and Dennis – The Human Touch

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…

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Account Cultivation and Growth / Business / 18 Aug, 2017

Marketing to Millennials is bollocks. Here’s why.

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…

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Account Cultivation and Growth / Content / Design / Strategy / 07 Jul, 2017

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,…

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Account-Based Marketing / Account Cultivation and Growth / Digital / 17 May, 2017

Ever heard of the ‘Sales Boiler’? How the Sales Funnel has changed in the Digital Age

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…

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Account Cultivation and Growth / Strategy / 09 May, 2017

Adapt or die: Why it’s time to rethink your digital transformation strategy

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…

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