Sometimes, the most unexpected pairings wind up being classics. An easy one is the classic mashup of chocolate and peanut butter. (Although apparently some people are more fond of peanut butter and ...

I had a really interesting conversation with a founder this morning who said that around 70% of their sales were to consumers and that the remaining was to businesses. In the context of a pitch, they ...

Businesses that sell to other businesses typically take a different approach to marketing than B2C businesses do—one that doesn’t involve the standard campaigns marketers in the B2C world use to reach ...

Marketing influences customer decision-making. A person’s decision-making process for purchasing a car, holiday or a new Ice Cream brand will differ from how they make a business decision such as what ...

Most small businesses sell to other businesses or to consumers, and the acronyms B2B and B2C represent these relationships in abbreviated form. There are exceptions, as a cleaning service could clean ...

It remains one of the few disciplines capable of blending emotion, storytelling, and commercial intent in a way that feels ...

The factions do not yet need to pick a red or white rose, but the marketing industry has broken down into two completely separate groups of people who have adopted and now evangelise two very ...

Content marketing is probably one of the most effective strategies for marketers today. Some 88% of B2B marketers use content marketing for their marketing efforts, as do 76% of B2C marketers, ...

This blog is the second instalment in a series of three on B2B vs. B2C marketing. You can read the first blog here and the final here. In the previous blog, I covered the background to B2B’s evolution ...

The influencer marketing playbook has long been written for consumer brands. Beauty tutorials on YouTube, unboxing videos on ...