Resources.

The ratio of in-market to out-of-market customers in the previous example translates directly to being able to identify who’s ready to buy, and who's not ready to buy, but will be.

The inability to understand the market is the number one reason why all marketing strategies fail to deliver tangible results

Focusing solely on immediate sales from in-market prospects risks disengaging future buyers and losing out to competitors that invest in brand-building and increasing their share of voice.

Just when many businesses are cutting back on marketing efforts, investing in long-term brand-building alongside ongoing marketing activities is a rare and attractive opportunity for smart businesses to gain a competitive advantage when the recovery begins.

Emotive marketing is most often associated with B2C brands. However, if you thought emotional messaging was irrelevant in the B2B sphere, you’d be wrong.