The Courting Game: Why Influence Is the Next Frontier in B2B Marketing
Don’t just pitch the buyer. Map their circle of trust—and become a credible voice within that circle.
KYC – Know Your Customer
Like the famous parable of the blind men appraising an elephant, where each one drew up a view based on the body part they touched, stakeholders have different perspectives that could be in conflict and removed from the complete picture. And there-in lies the opportunity for...
Brand-CX Synergy: Insights into Driving B2B Customer Loyalty and Growth
Your brand and customer experience drive each other.Today, the brand extends beyond a logo and visual identity. It is a promise of value that continues after purchase. Customer experience focuses on keeping that promise. Both are intertwined in a feedback loop. The brand creates...
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Data integrity: Chinese Whispers and Half-truths
It’s 2023, and no decisions are taken without data and evidence. Businesses are dependent on market research firms to distill the deluge of data into meaningful and actionable insights.
But insights are only as good as the data they come from. The most brilliant insights are...
The Power of Questions: How to Create a Survey That Captures the Data You Need
“If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask… for once I know the proper question, I could solve the problem in less than five minutes.”
– Albert Einstein-
Framing a...
