In B2B, everyone is looking for the next differentiator. More content, more campaigns, more creativity. But behind all the noise, one theme keeps cutting through: trust. Trust is the commodity that buyers trade in. Without it, you don’t even make the list for consideration. With it, you can open doors,…
If your sales team says one thing, your marketing another, and your leadership something else entirely - your customer hears only confusion. The companies that win are the ones where every department marches to the same drumbeat: a clear, differentiated position. The Illusion of the USP For decades, leaders have…
For years, B2B marketers have clung to the idea of a buyer journey they could map, model, and measure. Neat funnels with predictable flows. Carefully designed campaigns that nudged prospects from awareness to decision. But, if you haven't noticed, that world has gone. Today’s B2B buyers are self-selecting. They say:…
Brand is often treated as the answer to everything in B2B. When growth slows or brand recognition stalls, the collective cry goes up: “We need a brand campaign to drive awareness to generate trust; or worst 'we need to evolve our brand strategy.” But without positioning, a brand strategy can…
In 2025, B2B marketing finds itself at a turning point. Not because of a sudden crash, but because of a gradual realisation: the methods we've used — and sold — no longer serve buyers the way they once did. The nature of buyer behaviour has changed dramatically. B2B customers are…
The big question - why is The Craft relevant, that’s what we’d help our own clients answer, so it’s only right we do that for ourselves. Upfront, we believe our clients, more than ever before, must position and communicate with complete clarity; what you do, what you offer, what you…
According to many we’re seeing a time where B2B marketing is broken and needs to evolve. The traditional buyer journey is broken, marketing ROI is hard to show and Lead Gen and Demand Gen that many have built their approach around is costly, complex and the returns aren’t cutting it.…
You could call this The Craft2.0. So a nod to our heritage is needed and this is it. The Craft was born from the thinking of Mark Wiseman-Smith and Nat Sones in equal measure. We worked at The Marketing Practice back in 2008 and then came back together at Marketing…