by Sarah G at F&G | Mar 17, 2020 | B2B Marketing Case Study, B2C Marketing Case Study, Business Strategy, Buyer Personas, Funnel Design, Marketing Insight
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 resorts stand abandoned across the European Alps. Victims of climate change and changing...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, B2C Marketing Case Study, Brand Purpose & Messaging, Content Marketing, Funnel Design, Inbound Marketing, Lead Generation, Marketing Funnel Health, Marketing Insight
Trade Tools And Hardware Retailer Screwfix’s b2b marketing 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 items. It sells to the trade –...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, Buyer Personas, Content Marketing, Funnel Design, Inbound Marketing, Lead Generation, Marketing Funnel Health, Marketing Insight
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 on a ‘generic’ apple. The shape is relatively narrow at the top, it bulges...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, B2C Marketing Case Study, Business Strategy, Buyer Personas, Content Marketing, Funnel Design, Inbound Marketing, Lead Generation, Marketing Funnel Health
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 10K cars. It launched five new products. Plus a handful of limited editions costing...
by Jane at F&G | Feb 12, 2020 | B2B Marketing Case Study, Brand Purpose & Messaging, Business Strategy, Buyer Personas, Content Marketing
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 global logistics”, thereby revealing its wholesale missing of the...
by Sarah G at F&G | Oct 17, 2019 | B2B Marketing Case Study, B2C Marketing Case Study, Building our business - startup lessons, Business Strategy
We are on a mission After visiting the Technology For Marketing event at Olympia with Sarah B in London earlier this month, I came out thinking how overwhelming it all was. So many companies selling similar services and products side by side, all trying to get their...
