Author Archives: Kim McNeil

This blog was originally posted on the 8th of April 2016 and has been updated for 2023, incorporating tools & techniques to aid in using competitors’ knowledge to your advantage! In every arena, be it sports, politics, or any domain, securing a competitive edge and achieving success necessitates a profound understanding of your competitors’ knowledge. […]

This blog was originally posted on the 11th of September 2015 and has been updated for 2023, incorporating practice questions to ask yourself with regard to the B2B marketing mix, and an 8th P to consider! The term “Marketing Mix” is synonymous with “the four Ps”: Product Price Promotion Place However, what many people don’t […]

While GA4 promises to deliver more robust insights and advanced features compared to its predecessor, it has also introduced a new level of complexity that can leave even seasoned marketers feeling overwhelmed and puzzled. Mastering this intricate tool can be a daunting task, as users must navigate its labyrinthine structure to unlock its full potential. […]

According to Google, 92% of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth. Data is a powerful tool that can provide marketers with valuable insights into customer behaviour, preferences, and trends. Internal business data can help make better marketing decisions, build stronger connections with […]

Consumer behaviour in the B2B space has undergone significant changes in the past year. Businesses will have to update their go-to-market strategies to match these evolving buyer preferences. Primarily, this is due to the fact that a significant portion of the workforce is now made up of millennials and Gen-Z. This is a generation of […]

The COVID-19 pandemic that has dominated our lives for the last 18 months has changed how we live both professionally and personally, and the B2B landscape is no different. The way companies buy from and sell to each other is very different than it used to be just a couple of years ago and is […]

In order to optimise the performance of any marketing campaign, it is essential to know your target audience. This means going further than demographics to get a real sense of who your buyer is and what drives them. This can be done by building buyer personas. A buyer persona is a research-based profile that depicts […]

When we think of customer loyalty, we will typically think of B2C tactics such as points systems, promotions, stamp cards and exclusive offers. While the tactics may differ for B2B, we know how important it is to generate customer loyalty. Acquiring a new customer can cost up to 5 times more than retaining an existing […]

Guest blogging is a digital marketing tactic that can position a business as a thought leader by increasing brand credibility and awareness. It can also boost a website’s SEO. Guest blogging attracts traffic to a website and boosts domain authority as it generates external links from high-authority domains. Like other digital marketing strategies, guest blogging […]