A Product Launch Is the Start of the Commercial Work
Product launches tend to get plenty of attention. There is usually a deadline, a launch plan, internal presentations, campaigns, content, sales material and some form of announcement. Launch day arrives, everyone looks at the initial response, and before long attention starts moving towards the next priority. I’ve worked on product launches across financial services and […].
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The Message Was Automated. So Was the Mistake.
A few weeks ago I was waiting on a delivery from one of the UK’s largest electrical retailers. The item never arrived. A couple of hours after the missed delivery window, I got a text asking me to complete a customer satisfaction survey and rate the delivery experience. I gave it zero. Fair enough, I […].
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Your Customer Journey Is Bigger Than Your Org Chart
Customers have very little interest in how a company is organised internally. They do not particularly care whether the website belongs to Marketing, onboarding belongs to Operations, the product belongs to Technology and account management belongs to Sales. They experience one company. This sounds obvious, although many organisations still design customer experiences around internal ownership.
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B2B CRM Has a Life After the Lead
Most conversations about B2B CRM still seem to start with leads. How do we generate more of them? How do we score them? How do we nurture them? Which accounts should Sales focus on? All reasonable questions. The problem comes when the CRM strategy more or less ends once somebody becomes a customer. I have […].
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Why Some Construction Firms Win the Work Before the Tender Stage
Here’s the uncomfortable truth. Most construction businesses are very good.But they describe themselves very badly. Quality. Reliable. Experienced. Trusted. Those words are not wrong. They are just invisible. If everyone says them, they mean nothing. And when your marketing feels interchangeable, you become interchangeable.That is when clients compare you on price. The Real Problem Is […].
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Why Behavioural Science Should Be Your New Home-Marketing Weapon
I’m always drawn to thinkers who challenge the obvious, and Rory Sutherland has been doing exactly that again in a recent talk at the Retail Media Summit. What I like about his approach is that it’s never about chasing the latest trend. It’s about understanding what really drives people to act, and half the time, […].
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