Context Is the New Segmentation
Segmentation existed because a marketer could not know an individual. That constraint is lifting, and personas describe a person rather than a moment.
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Insights
Marketing analysis, case studies and strategy from the Marketing Wins authors.
Focus Is a Strategy, Not a Constraint
The companies that survived the dot-com collapse were not the boldest. They were the narrowest, and positioning is the decision that made them so.
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What the Dot-Com Crash Teaches About Building Before the Market Exists
Elliott King was in San Francisco in 1999, inside the boom as it broke. The sequencing error behind it is one marketers still repeat in every cycle.
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The Interface Moved, and the Funnel Moved With It
A spoken question is a different unit of demand. What changes for search, for the top of the funnel, and for what a marketing team should measure.
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Demand Precedes Infrastructure: The Dot-Com Sequencing Error
The dot-com crash was a sequencing error, not a technology one. What the funnel says about building for an audience that has not arrived.
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A strong brand earns a brand tax in price-sensitive industries
How Medite Smartply justifies a premium in a commoditised market - relationships, technical leadership and a brand that pulls.
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Data-driven marketing is a value exchange, not surveillance
The Affinity Podcast conversation on first-party data, personalisation and trust, read against the book's playbook.
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Standing out in the right way: Marketing Wins on live radio
Five teaching points from the authors' Talk Radio Europe interview - word of mouth, the four Ps, and content that answers real questions.
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The Branded Video Series as a B2B Awareness Engine
Why publishing your own expertise beats advertising for a specialist B2B audience, and the integrated machinery that has to sit behind it. Chapters 8 and 9.
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International Marketing Strategy: Global Reach, Local Wins
How global brands hold one strategy across many markets: goals, measurement, glocal execution and creativity, tied to Marketing Wins chapters 3 and 9.
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A Brief History of the Internet (Part 2): The Rise of Search
When the dot-com dust settled, Google won by doing one thing better than anyone else. Part 2 of our internet history traces the rise of search, the invention of AdWords and the strategic power of focus.
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A Brief History of the Internet (Part 1)
From an Amstrad CPC in the 1980s to Silicon Valley at the height of the Dot-Com frenzy, Part 1 traces how the internet grew up. The lesson: innovation requires public readiness, and timing decides who survives the correction.
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