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Are bad manners, rather than bad marketing, costing you business?

Author: Mark Kusionowicz

A few days ago I was contacted by a recruitment consultant via a LinkedIn message. He wanted to discuss an opportunity with me and gave a brief outline. I am not looking for a new job, but it was interesting and in a market area that meant I might be able to refer someone from my network even if it was not suitable for myself, so I responded positively.

With a couple of further messages back and forth we agreed a time of day and the number he could call me on. He didn’t. At the end of that day I messaged him to say he obviously had had a problem or clash, so I would make myself available the next day. Silence.

Why no simple response, even if it was “something’s changed, can we cancel our discussion?” - i.e. good manners.

The benefits of 'chipping-in'

Author: Asif Khan

The opportunity to increase profits through more effective purchasing is a lone Business Dogma that has largely been overlooked

I always remember growing up buying particular products with friends because a) I couldn’t afford to purchase the product on my own and b) I would get a better deal due to multibuys/better discount. Now of course, this didn’t always apply for everything I wanted to buy, but on items such as protein powder it would…. and …. still works very well. By ‘chipping-in’ with my friends I would get the same or even, on some occasions, a better product for a lower price than if I was to have bought the product individually. Today this movement for know-how shoppers of pooling their buying power is definitely on the rise in the consumer world.

Selling is Dead

Guest Blog: Wim De Maeyer, ISB Global


Long live Self-Serve Sales!

As consumers, we follow a simple and effective process to obtain information, compare products, check their price and get a freebie test drive. We self-serve. So why aren’t we doing the same in B2B ? Not yet, but in a world of unlimited information sharing, things are changing…

Mutuality in buyer-supplier relations - more Dalai Lama, less Rambo!


Author: Mark Kusionowicz

We Brits often chuckle smugly at our American cousins, especially the politicians and business consultants, for their habit of creating new ‘gobbledegook’ words at the drop of a hat, rather than using perfectly understandable (our opinion) terms already in the dictionary. It was in this vein, therefore, that I questioned the use by INNOVO’s CMO Mark West, an American, of the word “adversarialism” to describe the traditional relationship between buyer and supplier.

5 things you must change in your marketing

Author: Mark Kusionowicz

I recently came across yet another study that served to question the way we currently go about B2B sales and marketing. According to research carried by marketing service provider Constant Contact with their client base of small to medium businesses, 90% of most business comes from current or returning customers. In itself I didn't find that surprising - but the study went on to say that up to 90% of the business that comes from new customers is the result of ‘word of mouth’ referrals, so 10% of new business, or a measly 1% of overall business, comes from brand new prospects acquired through new business sales and marketing programmes.

Challenging Bully-Boy Tactics

Author: Asif Khan

 “Alone we can do so little; together we can do so much” (Helen Keller)

According to economic growth theory when a company grows in size it should have a better chance in decreasing its costs whilst increasing its own production or what is also known as realisation of Economies of Scale.

Yet, many large organisations today are guilty of new ‘bully-boy tactics’ by demanding price reductions.  

Physics and Procurement

Author: Mark West

OK, I understand that I am mixing two wildly different topics and you might be asking yourself what could physics have to do with procurement.  Bear with me for a moment though.  As I think about procurement, as it has developed over the past 3000 years (according to many), it is a lot like nuclear energy.

Sales & Marketing: money well spent or money down the drain?

Author: Asif Khan

“Every year billions and billions of people are bombarded with sales calls, advertising etc., and every day billions and billions of pounds are wasted in failed sales and marketing costs in order to win a new customer” (Martin Kelly, CEO of INNOVO)

Each year, Marketing Departments across their respective industries receive some form of push back on their budgeting plans from their CEOs and CFOs. They dissect each section of the marketing’s construct and render the Marketing Department to justify every penny put towards their budget is money well worth spent or money down the drain. 

Don’t you use the “F” word with me!

 Author: Mark West 

It used to be that when you got something FREE, you found it a big deal. It was a reward. You were amazed at first and then proud of yourself for finding an elusive deal. But today, we as marketers have caught on to this.  Everywhere you go, you are getting something for “free”.  Sometimes it is really something good and truly “free”, but many times it is a “free” trial…this started with give us your credit card details, but you can cancel within the first 30 days, to now, just try it for “free” and we’ll simply lock you out if you don’t pay.  The result is that FREE has become the new four letter “F” word.  

A B2B on-line market place - isn't it obvious?


Author: Mike Glover

Nowadays, it is becoming increasingly common for individual consumers to buy on-line - replacing the need to physically visit a store to purchase something, and avoiding all the hassle that goes with a typical shopping experience

Surely everyone would agree that it is much more convenient to buy on-line? You can do it from your own armchair for a start; there is plenty of choice; an almost limitless range of goods; you can do it at any time that suits you; and you normally get a good deal (often better than you would get if you went to the store itself even when there is a "Sale" on).

There's no 'ROI' in 'CSR'

Author: Mark Kusionowicz

A recent issue of Catalyst, the journal of the Chartered Institute of Marketing, included an article entitled “Get What you Give”. The article proposed that philanthropy in Corporate Social Responsibility should be scrapped in favour of ‘Brand Citizenship’ - which would mean only supporting causes that could be directly and obviously linked to the business, and this connection needs to be “walk-by understandable” by the consumer.

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