B2B brands grow by linking their message to real buying situations called Category Entry Points (CEPs). These moments trigger a purchase (e.g. “We need new software after hiring 10 people”). Each extra CEP linked to your brand cuts churn risk. One study found that one additional CEP reduced defection by 5%. Example: If your brand […]
Memories Drive B2B Sales Read More »
Ehrenberg-Bass Institute: Narrow Targeting Hinders B2B Growth The Ehrenberg-Bass Institute’s research indicates that B2B marketers often focus narrowly on specific segments, assuming these are the most profitable. However, their analysis reveals that such narrow targeting can be counter-productive. It limits brand exposure and reduces the potential for growth, as it neglects the broader market of
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Arpan Banerjee discovered that Google is now showing this label, streamed over 2 years ago!
In B2B marketing, people often overestimate how many people actively reject a brand and underestimate how many simply don’t know it exists. The real challenge isn’t rejection. It’s obscurity. According to research from the Ehrenberg-Bass Institute, lack of brand awareness is a far greater barrier to growth than negative perceptions. That means trying to shift
Google is launching a new feature for Google Business Profiles called “What’s Happening,” designed for restaurants and bars. I t highlights timely updates like daily specials or live events at the top of the profile, increasing visibility and engagement. Eligibility: Available to single-location food and drink businesses in the US, UK, AU, CA, and NZ.
Google is facing over €12 billion ($13B) in civil lawsuits from European price comparison sites, following the EU’s 2017 antitrust ruling that fined the company €2.4B for abusing its dominance in search. With the ruling upheld, plaintiffs now only need to prove financial harm. At least 12 lawsuits are active across seven EU countries, with
Google civil lawsuits Read More »
Cookiebot Web CMP by Usercentrics is currently running a survey titled The Trust Factor: How Privacy is Reshaping Digital Advertising. This survey examines how digital marketers are adapting to the evolving privacy landscape, the challenges they face, and the strategies they employ to remain competitive in a privacy-first world. If you work in digital marketing
Arpan Banerjee discovered that the brand Merchant Center report is rolling out further.
Brand Merchant Center report Read More »
