Marketing strategy Posts

Sept. 12, 2024

Optimising Resources through 'Doing Different with Less'

As marketers, we're constantly being harangued, nay insulted, to "do more with less". Insulted? Yes. It's as stupid and inane a saying as less is more and it's generally used by those who use budgets to rule. You can't 'do more with less' any more t…

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Sept. 5, 2024

Mastering Chaotic Markets with Advanced Management Techniques

Right now, if you're in B2B, your market probably reminds you of a raging sea. Together, we have to ride out the storm, but it's never been harder. We've suffered wave after wave of cuts, uncertainty and delays. The budget is released, not it's not.…

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Sept. 2, 2024

Purposeful Growth: The Key to Scaling with Impact

Growth isn't just about getting bigger, it's also about getting better. According to Dominic Rodgers, Head of Marketing at Frog Capital, if you want your business to thrive, you need more than just profit. You need purpose. Enter purposeful growth,…

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Feb. 14, 2024

Forget KPIs, find your formula: What marketing agencies can learn from start-ups

Unlike many marketers, Emma Kriskinans, VP Global Marketing for Tyk, has done it all: start-ups, large organisations, agencies, you name it. This makes her perfectly positioned to explain what one type of business can learn from the others — o…

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Jan. 23, 2024

‘Agencies have to be making those first moves’: How marketers can stay relevant in 2024

After so much talk of transformation during a turbulent time, it felt like agencies would come out on the other side of the pandemic renewed and aligned with changing client expectations — so why do so many feel like they’re still franti…

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Oct. 11, 2023

The JetBlue guide to disrupting an industry: Part 2 - Promotion and Place

In part one, we introduced the JetBlue proposition and the process behind their product and pricing strategy. It was a story of value innovation — but how do they discover where the opportunities to innovate lie?  In line with the teachi…

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Oct. 3, 2023

How JetBlue disrupted an industry: Part 1 - Product and Price

Passengers in starched suits. Stewardesses in hats and heels. On-board piano bars. Everyone knows air travel used to be glamorous. But decades later, leading airlines seem to be more concerned with who can offer the most stripped back service for t…

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April 6, 2023

Whole Product Marketing at Endava

Operating in complex markets often requires collaboration with other businesses to satisfy a customer’s whole need. This is nothing new. Geoffrey Moore wrote about the importance of whole product marketing in his seminal book Crossing the Chas…

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