By Dr. Liam Fahey, ISBM Academic FellowWhen your brand is the market leader, it may seem like the best strategy is to simply stay the course and reap the profits.  But you could be at risk of being blind-sided by forces that aren’t even on your radar now. That’s where a...

Most marketing departments assess their market position based on a standard set of their “greatest hits” reports, routinely tracking the same metrics such as market share, profit margin, and competitive position.  But by focusing on a limited set of market indicators you will certainly miss new opportunities and threats that...

The customer expectation bar is always rising. To maintain or increase your competitive advantage you need to understand how hard or easy it is for your customers to do business with you. The degree of ease greatly impacts their perception of the overall customer experience and impacts customer satisfaction, retention,...

Many B2B companies struggle to define and develop marketing capabilities, often due to a lack of resources or a focus on other areas of the business. As a result, they struggle to compete in a crowded marketplace and may fail to reach their full potential. Does this sound like your...

You’ve been running the same digital marketing processes for years, making minor tweaks in an effort to keep up your competitors. Is your growth stalled? If so, it’s time to consider a digital transformation. Your competitors, both big and small, are welcoming a new generation of digital marketing platforms and tools...

In recent years, the term “Agile marketing” has become an industry buzzword, and effectively transformed the performance of marketing teams of all shapes and sizes. Beginning in the 1990s with software development, an Agile approach to goal achievement has revolutionized the way both software developers and marketing professionals are doing...

Where does your company’s pricing strategy fall on the Pricing Maturity Model? If you’re unsure, you may be sacrificing an opportunity to maximize your business’s profits. Pricing for value is a key element of the selling process.  Along with pricing methods, your company should also focus on understanding and communicating your...

Do you remember the last time your company performed a comprehensive B2B competitive analysis? And more importantly, did you perform each step effectively to find accurate, helpful direction? If you’re unsure or not exactly proud of your answer, we’re here to help. This is your reminder that B2B competitive analysis...

Companies of all shapes and sizes are turning to influencers to earn more exposure and convert their target audiences. Even if you’re a B2B company, you can reap the benefits of influencer marketing, too. In a world so saturated with advertisements, decision makers become skeptical of company marketing tactics and...

Did you know using ChatGPT in B2B marketing can help generate leads and drive revenue to your business? As the B2B industry grows more and more competitive, companies are searching for new ways to optimize their marketing efforts and encourage customer engagement. Recently, one of the most popular choices has been...