I have just completed an international marketing campaign that involved working across several countries in four continents. The scale of the piece was particularly substantial, but, somehow surprisingly, the issues that came up were very similar to the ones that I had encountered in previous global projects of minor scope. Read more…
Who’s your ideal customer? Perhaps your business is most definitely local, and all you are after is the money your neighbours can spend on your product or service. But if your offering can in any way be shipped overseas or delivered remotely, think again. The decision to expand a business Read more…
That’s what you’re thinking, I know. As if there weren’t enough marketing blogs in this world. Well, this is a different marketing blog, run by a normal person for normal people (notice how I said people, not organisations or brands). I’ve worked in B2B marketing for longer than I care Read more…