The Blog

LinkedIn is the obvious B2B network and Facebook is obviously not, except that business people are also people, and the Facebook numbers (80% of Australians, vs LinkedIn's 27%) start telling a different story. Here's the LinkedIn-vs-Facebook comparison across B2B marketing use cases, with the demographics, targeting capabilities, and which platform wins for prospecting, retargeting, brand-building and data enrichment.

Once NPS data is flowing, the question of targets follows within weeks. Set them badly and you'll get score-begging, gaming and demotivated staff. Here's a practical approach to setting NPS targets — including the prerequisites that need to be true first, why local targets beat global ones, and the case for waiting longer than feels comfortable before setting any.

Today's the day we get serious about customer feedback, heads nodding, actions allocated, everyone leaves enthused. Eighteen months later the same people are sitting around the same table, blaming the industry, the country, the customer base. The collapse follows the same five phases almost every time. Here's how to recognise each phase, and how to break the cycle.

Once you have a customer, there are only three levers to lift their value, sales (cross-sell and upsell), loyalty (retention), and cost-to-serve. That's it. Every other tactic is a sub-case. Here's the three-strategy framework, the tactics that sit under each, and the case for picking one to attack hard rather than dabbling in all three.

Twenty-five years in lead generation, and I still hate cold calling — and most prospects hate being cold-called. The good news is that B2B lead generation works fine without it, often better. Here's the playbook: referrals, public speaking, content, LinkedIn, all the warm channels that consistently convert at higher rates than the cold list, with the practical steps to set each one running.

Collecting customer feedback is the easy part. Turning it into product changes, retention wins and cost reductions is where most programs stall. Here's the long-form guide — methods, tools, step-by-step process, plus the pitfalls that quietly waste twenty years of customer feedback investment.