Posts by EvettField

Before talking content strategy, it’s worth stepping back and discussing channel / platform reality. Not all channels or social media platforms attract the same audiences. For example, LinkedIn is primarily a white-collar channel. It disproportionately reaches: + Owners, CEOs, GMs + CFOs and finance leaders + Procurement, commercial and strategy roles + Senior technical influencers…

If you sell complex products or services into agriculture, construction, or mining, you know that buying decisions are rarely simple. Yet many manufacturing and industrial businesses still build their sales and marketing strategies around a single “buyer” — the fleet manager, operations, procurement, site manager etc. In reality, that person is often just the most…

In mid-sized B2B sales-focussed organisations, few topics cause as much confusion, or tension as the blurred line between sales and marketing. Leaders often speak of the two functions as if they were interchangeable. Budgets are set without clear distinction of roles and responsibilities, activities overlap, and accountability becomes muddied. The outcome is wasted spend, disjointed…

If you lead a mid-sized B2B manufacturing business in Australia or New Zealand, the most important thing right now is converting clear market intelligence into a focused go-to-market plan that reliably grows revenue, margin, and marketshare. Cost pressures and uncertainty are ever present, demand outlook is inconsistent, and skilled people are hard to find. Getting…

One of the most common questions we receive from businesses exploring market opportunities is: How do you accurately size a market when data is scarce or unreliable? Many businesses have a solid understanding of their customers and competitors, but market sizing remains an elusive challenge.  Recently, we had a discussion with a potential client who…