We’re in the middle of a pandemic, and the world as we know it has changed overnight. The scale of transformation is still unthinkable, but in the meantime, as marketers, what do we do? I am sure you have already seen plenty of examples of what not to do. There have been infuriatingly unaware, self-promotional […]
Startup Life: the Art of Pivoting
It has been eight months since my post on how a trip to Boston had led my co-founder and me to rethink our startup. Much has happened since. We have challenged our preconceptions about the market, rethought our business model, built a board of superbly talented individuals, and much more. From conversations with other co-founders, […]
Startup Life: Lessons Learnt During a Pivotal Week
Last month, alongside my sister and co-founder, Anna Sort, I spent five days in Boston. We were lucky to speak to serial entrepreneurs, investors, VCs, BAs, innovation directors, MIT professors and business consultants as part of a Catalan government initiative aimed at start-ups in the digital health sector. Here are my top learnings from a […]
7 Tips for Successful Networking
Everybody understands the need to get out there and mingle. Networking events are an excellent opportunity to engage with other businesses and grow your circle of acquaintances. If more people know about you and your business, you are more likely to receive enquiries to feed the top of your marketing funnel, which may eventually turn […]
How to be More Strategic in Your Marketing (Part II)
In the previous post in this series about how to be more strategic, we talked about how you need to understand your market (including your competitors), customers (including using buyer personas and understanding the triggers behind decision making). We also looked at how you also need to conduct a thorough analysis of your organisation. Today […]
How to Be More Strategic in your Marketing (Part I)
All businesses want their marketing efforts to be more strategic. The problem is that, for many of them, the day-to-day demands take over. Taking the time to think about what they want to achieve and why is pushed to the side. At most, they do it once a year, when they write the marketing plan […]
Building a Successful SWOT / TOWS Analysis: Tips and Free Template
We have spoken about the benefits of doing a SWOT analysis to understand your strengths, weaknesses, opportunities and threats. We have also discussed how you can use the results of a SWOT analysis to build a TOWS analysis that fleshes out the strategic options available to you. Before you get started, here are some tips […]
The Value of a TOWS Analysis in Building a Strategy
A SWOT analysis is a great way to get an idea of where you stand. It gives you a good snapshot of your current situation, but it has its limitations. For example, a SWOT analysis doesn’t tell you how you should proceed. To take things further, it’s worth investing a bit more time in and […]
What a SWOT Analysis Can Do for your Business
Anybody who has ever written a business plan knows that carrying out a SWOT analysis is a standard part of the process. Whether your purpose is to build your personal brand, start a new business or take stock of where you are with your current one, a SWOT analysis looks at the strengths, weaknesses, opportunities […]
Understanding Buyer Needs and Motivations
Understanding the buyer needs and motivations is essential to build a sound marketing strategy and make your funnel as effective as it can be. And it’s not restricted to B2C: the issue is equally important in the B2B space (business buyers aren’t as rational as you think). Buyer persona questionnaires are a handy tool, but […]