Opinions, best practices and research into B2B marketing strategy and practices

No shortcuts in B2B marketing

Recently, while visiting one of our customers in the UK, I saw a fascinating sign on a building next door to the customer’s own offices. I was struck by the boldness of the claim – particularly given how unimpressive the sign’s visual idea and execution was. The effect, in my mind, was to create something academics call cognitive dissonance. And that’s a certain something many B2B companies do all too often.

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Honesty and your Voice of Customer messages—can you go too far?

Those who’ve read our book, The Death of Propaganda, will know that we’re staunch advocates of honesty in advertising. Specifically, we advocate a more direct delivery of the facts, albeit in a helpful way, when it comes to talking about a company’s own products or those of its competitors. But how far can that honesty thing go? Continue reading