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 enable your buyers to do and why you’re better than your competitors.

It’s that simple. And The Craft is the place that helps define what that is better than anyone else and without execution bias.

We call it competitive positioning – make your business speak with clarity and be memorable from the customer perspective – from the very first moment – as that might be the only chance to you get.

And why that stacks up right now – B2B marketing must undergo a step-change and what’s driving that is complex, it’s not a single factor like a recession you work smarter through – the entire landscape is changing.

Reaching right-back, we’ve seen many businesses growth go from double-digit to single digit. A big part of this is that the strategies pursued by B2B marketing aren’t delivering results. Lead generation and Demand generation and ABM approaches have become increasingly complex, costly and time consuming with declining results. And when growth is harder you must question what was supposed to be driving it.

In equal measure people don’t want to be engaged in buyer journeys, they want control and are self-serving, researching independently – and selecting suppliers with much less engagement with marketing content and sales conversations. Add to this, the fact that known buyers and new hidden buyers are digesting information differently and from more sources than we’ve ever been used to.

We’re not making this up, look at John Miller who built Marketo and what he’s saying alongside the stats from Bain & Co, 6Sense, McKinsey and Google…each adds to the case for change.

To repeat and conclude, we believe this means you must be clear about what you offer, on the terms of the people you’re selling to, and in equal measure you must ensure that the marketing experience is seamless with the sales experience.

Getting your positioning and messaging right and consistent from the start is critical – and that’s exactly what we do and why we’re relevant – we call it Competitive Positioning.