B2B Marketing Blog
April 2006 Archives

Why now for the Internet

April 5, 2006 1:55 PM | By Richard Bush
It’s amazing how many B2B companies I come across that still see Marketing as being the department that produces brochures. Thankfully it’s less frequent than it was a few years ago as most have recognised the value of the brand, the impact that lead generation and prospect management campaigns can have on sales effectiveness and the contribution of customer communications to retention rates. They’re beginning to see the value of marketing. Why then do these same enlightened people restrict their use of the internet to a website and what’s more, a website that is no more than an online...
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Branding for Mergers and Acquisitions

April 5, 2006 1:52 PM | By Richard Bush
Mergers and Acquisitions, they’re all about growing your business and rapidly increasing its value. Right? It’s a sure fire way of buying market share or increasing the range of products you can sell to your existing customers. As long as you can get the price right and can arrange sufficiently attractive financing, you can’t fail. Sadly no. Many experts give M&A activity just a 50% chance of being successful. A recent Deloitte and Touche survey suggests that almost 70% of companies that undertake a merger or acquisition fail to achieve their stated goals. Another report in the US found...
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Making Media Neutral a reality

April 5, 2006 1:47 PM | By Richard Bush
It is now accepted wisdom that planning a marketing campaign across all media, in an integrated way and from a customer’s perspective is the right thing to do. But making the transition from a media-led to a media neutral approach is not as straight forward as it might sound. The Status Quo Not long a go almost all marketing departments employed the services of a range of agencies depending on their total budgets: a PR agency, an Advertising agency, a Design agency, a DM agency and when needed someone to work on events and other tactical promotions. Each were...
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