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Making the case for responsible marketing
Earlier this year, we interviewed CEO of Tapmydata, Gilbert Hill for our #LightbulbMoments series. For us, lightbulb moments are the output of a mix of experience, knowledge, creativity, individual and collaborative application. That stuff takes… Read more
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Back to Basics
It is now time to get back to basics with your business and your marketing fundamentals; F&G are here to help with some ideas and free content planning resources.
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New marketing “p”s?
We’ve reinvented marketing theory. Well at least marketing during a pandemic. Hands up if you agree the new 3 Ps of marketing are panic, pivot and pirouette? Panic! Often rears its ugly head. Multiple times… Read more
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It’s now all about hygiene – theoretically and literally
Why are we talking about Maslow at the moment? During the current Covid crisis, many are revisiting Maslow’s much debated Hierarchy of Needs. A classic business, marketing, sociology and psychology framework – here’s our F&G’ed… Read more
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3 practical steps for our businesses to weather the Covid-19 storm
We were due to send out the next taster of our latest whitepaper today, but we want instead to acknowledge the current unprecedented situation. Our clients are beginning to feel the impact of the Covid-19… Read more
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What B2B can learn from the ski industry
It’s a tricky time for the ski industry. It would be easy to point the finger at climate change and right now the COVID 19 Virus that is sweeping the land as hundreds of ski… Read more
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Join us in Southampton this March
We are excited to hold our first workshop for Hampshire businesses in conjunction with the FSB with co speakers Yuno Media and Exceptional CX . Join us for a fun, practical and interactive session that’s… Read more
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Where to meet F&G in March 2020
We are super excited to be hosted by startup scene and open innovation champion Geovation for our latest workshop on Thursday 5th March. ‘Funnel mechanics, or how to find and attract the right customers to… Read more
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What Shape is the Screwfix funnel? A B2B and B2C Marketing Funnel Case Study
Trade Tools And Hardware Retailer Screwfix’s funnel is wide and shallow. It makes its money by transactional sales at volume. In 2016 it was selling more than 24,000 products, many of them relatively low cost… Read more
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What Shape Is The Zuora Funnel? A B2B Marketing Funnel Case Study
Most B2B technology and innovation driven brands have an apple shaped funnel. It’s by far the most common funnel shape and in fact there are many subsets of the apple. But for now let’s focus… Read more
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What Shape Is Ferrari’s Funnel? A B2C Marketing Funnel Case Study
Iconic Italian supercar brand Ferrari has wide appeal at the top, but it’s a long and narrow funnel and very few convert. 2019 was a record year for Ferrari. It had a target to ship… Read more
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How Maersk Uses Buyer Personas And Emotion For Effective Brand Awareness – An Emotion in B2B Marketing Case Study
In August 2019 the FT summed up its analysis of integrated container logistics company Maersk’s latest TV ad with the line: “we are not enlightened enough to understand what this all has to do with… Read more
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From Marketing Funnels To Customer Experience Cycles – a Coconut Shaped Funnel!
A word here about the coconut. You’ll have noticed it’s not really a funnel at all. OK, you’ve got me. This is where the analogy breaks down. One of the problems with the funnel model… Read more
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Where to meet F&G in February 2020
We are back in Bristol for our second public workshop on Thursday 13th February at Runway East, Bristol. After the success of our launch event at the Bristol Tech Fest, we are bringing our talented… Read more
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Where to meet F&G in January 2020
We are off to a flying start for 2020. We have been very busy planning our events and we are off to a flying start for 2020 with our first public workshop on Thursday 30th… Read more
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Engineering inspiration for your marketing in 2020
It’s tempting to see the ‘Lightbulb Moment’ – a burst of unexpected clarity or insight into a problem we previously couldn’t solve – as a magical revelation that is visited upon us. Beyond our control,… Read more
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Funnel Design: what is the decision making stage in marketing?
How do you get your customer to press the buy button? This post explores the decision stage in the marketing funnel and how to get it right.
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Funnel Design: what is the Consider stage in marketing?
Awareness – Consideration – Decision – Action What do we mean by ‘consideration’ in funnel design? This is the third piece in a series of posts deconstructing the elements of marketing funnel design“ Working on… Read more
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Funnel Design: what is the awareness stage in marketing?
Awareness – Consideration – Decision – Action What do we mean by the awareness stage in funnel design? In this second piece in a series of posts deconstructing the elements of marketing funnel design we… Read more
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