All Posts by John Webb

Value Proposition Storyboard

Value Proposition Storyboard Featured

Value Proposition Storyboard Too many businesses struggle to articulate what they do, let alone have a compelling answer as to why people should actually buy their products or services. To me, the Value Proposition is THE most important tool, THE most important asset that any business creates and uses over time. It gives you clarity […]

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How to Create Marketing Strategies That Drive Results

Marketing Strategies

How to Create Marketing Strategies That Drive Results Everyone wants to deliver marketing strategies that succeed, yet to many coming up with marketing strategies is either a daunting prospect, or an irrelevance as they jump straight into execution. Effective strategy development is a precursor to great marketing. Without strategic consideration, marketing activities are ill-guided, ill-conceived, […]

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How to Write a Killer Creative Brief

Creative Brief Featured Image

How to Write a Killer Creative Brief The ability to write an effective creative brief is a fundamental discipline in marketing. Great marketing only stems from a great brief. In other words, you only get out what you put in. As marketers, we need to be able to convey and express our thinking and ideas […]

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Marketing Plan Example

Starbucks Marketing Plan Example

Marketing Plan ExampleStarbucks Marketing Plan The One Page Marketing PlanSince I first created the One Page Marketing Plan template, many people have asked me to provide a marketing plan example so they can see it in action. So here it is! The One Page Marketing Plan takes the core components of an effective marketing plan […]

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London Marketing Events

LONDON MARKETING EVENTS Looking for London Marketing Events? Check out this directory covering all digital marketing, social media, search, mobile, e-commerce and general marketing meet-ups, conferences and events taking place in London. The directory is constantly refreshed with changes as they happen to help you discover what’s going on, where and when – all in […]

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The Starting Point for Corporate Innovation is to Develop a Culture of Candor

The Starting Point for Corporate Innovation is toDevelop a Culture of CandorIn his seminal book ‘​Winning’ legendary former CEO of General Electric, Jack Welch, described candor as: “the biggest dirty little secret in business.” He’s not alone in appreciating the impact that candor has on businesses and teams. Elon Musk, Ed Catmull of Pixar, Lori […]

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Why Now Is The Time To Adopt Agile Marketing

Need Agile Marketing

What do IBM, Coca-Cola, Microsoft, Santander, Hilton, HubSpot, Travelocity, Salesforce, Kraft, Dell, Adobe, Oracle, Expedia, Pepsi, Fidelity Investments, Kissmetrics, Vistaprint, Xerox, Avaya, Symantec, and Sainsbury’s (to name a few) all have in common? Answer: they’re all moving, or at least trialing, using Agile Marketing practices to plan, execute and optimise their marketing activities (1). In […]

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Account-Based Marketing Framework

In my previous post ‘How Account-Based Marketing is Changing the Face of B2B‘, I highlighted how Account-Based Marketing, or ABM, is becoming the standard practice for companies and brands when targeting business customers as they micro focus on individual accounts and the stakeholders within them. However, how do you do this? How do you create […]

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Storytelling: Actions Speak Louder Than Words

Brand storytelling has become the strategy du jour in recent times as marketers have switched-on to the fact the stories create greater connection, resonance, and impact with their audiences. However, as everyone is now jumping on this bandwagon, we’re starting to see an emerging resistance amongst audiences who are becoming more skeptical and cynical of […]

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