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
Taking into account people’s natural aversion to loss and risk when formulating your B2B marketing content strategy can help put key stakeholders under your spell and influence their decisions, says Tim Lennard Commercial decisions almost always include a level of uncertainty, and while this can be reduced by providing relevant supporting analysis and insight, it
Tap into behavioural science and ABX to give your business the human edge it needs to retain customers, says Tim Lennard Two factors are working together to make it imperative for enterprise-level technology companies (ELCs) to retain more customers. The shift towards cloud-based consumption models means customers aren’t ‘locked in’ to the degree they once
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
As the popularity of account-based marketing continues to grow across B2B businesses, JPC’s David Gray asks if the results are living up to the hype Before we start, consider these two questions: How much does your business spend on marketing a year? And what’s that as a proportion of your total revenue? If it’s around
With so much coverage now, writing an article on Account Based Marketing (ABM) felt akin to asking your grandmother to suck eggs (She doesn’t? Well she should. Run an ABM programme on her…). Everyone’s ABM’ing it, we have Heads of ABM, ABM specialists, ABM Teams, ABM agencies (yup, guilty as charged). Supposedly ABM – or
Build a winning strategy with an Account-Based Marketing approach You get one shot at articulating your capabilities and convincing a prospective client that they should choose you over some tough competition. Yet, all too often, companies are coming to the RFP table cold. Why? Because, currently the average complex deal has 7 decision makers involved,
[vc_row 0=””][vc_column 0=””][vc_column_text 0=””]For a couple of years now advertisers have been gradually leaning more towards in-house services and away from agency outsourcing. A recent ISBA study has translated this trend into numbers, and put forward the main reason behind it: agencies thought to be too slow. The advertisers’ issue centres around urgency. They want
[vc_row 0=””][vc_column][vc_column_text 0=””]In light of IBM’s decision to repeal their famous ‘work-from-home’ policy, I hope you’ll forgive me for asking the question: have they completely lost the plot? According to Geoffrey James of Inc., they may well have. He writes, ‘You’d think that IBM’s executives would realise that the company’s unparalleled record of financial growth
Have a skim over any corporate Twitter feed and you’re likely to encounter a healthy dose of diversity messaging. While few are doing anything as disastrous as Pepsi’s recent faux pas, much of what appears is little more than a box-ticking exercise with no real substance behind it. For me, this represents a huge missed
Last week, while watching the video of Mary Beard’s excellent London Review of Books Winter Series lecture on Women in Power, I was struck by her focus on language – in particular on the way in which language that excludes women from power has become part of our everyday lexicon. Women, Beard points out, are
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
