by Marcello Cazzaniga | May 8, 2020
We have been intercepting change signals in the B2B industry for days. In fact, at this stage, it will be decisive for the future to understand what is happening in order not to be caught unprepared. In fact, should the situation continue for a few more months,...
by Marcello Cazzaniga | Mar 16, 2020
Often, through the pages of this blog, we have analyzed and described the role of B2B Brand in the market ecosystem. Brand management or branding is a fundamental activity in the strategy of a B2B company that aims at growth. It must be the starting and arrival point...
by Marcello Cazzaniga | Oct 10, 2019
The path to purchase in the B2B world is a complicated journey, made of touchpoints that describe the beginning of the relationship between two or more companies in a more or less wide time frame. As a matter of fact, some companies need weeks to close a negotiation,...
by Marcello Cazzaniga | Sep 25, 2019
Search Intent should be a basic concept for digital marketing specialists; however, it might not be the same for sales experts. In this post, we will outline the importance of Search Intent, define a shareable modus operandi, and understand how the sales department...
by Marcello Cazzaniga | Sep 19, 2019
The choice of potential customers is the first step of an active customer acquisition strategy. In the following post, we will analyze the role of data analysis and intuition in researching and selecting commercial targets. Operational premise: conquest and...
by Marcello Cazzaniga | Jul 23, 2019
Whoever deals with sales or marketing is familiar with the concept of the sales funnel. It is a visual representation of the four phases that characterize sales negotiation: Potential clients – The first phase of the sales process includes a mapping activity of the...
