EvidenceBased

Don’t misinterpret the data: Evidence-based advertising needs experience-based context

“That sounds like a great idea, but what does the data tell us?” In recent years, the principle of evidence-based advertising has taken hold of the industry, bringing the tension between advertising as a science and an art to the foreground. For some, like Professor of Marketing Science Byron Sharp, the answer is clear: in …

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Brand positioning in the era of disruption, brand purpose and evidence-based marketing

Brand positioning in the era of disruption, brand purpose and evidence-based marketing

Reading time: 5 mins Simply put, positioning is about owning a unique position in the mind of the target consumer. It is established relative to your competition in a way that signals differentiation. While many marketers still pursue differentiation as a key branding objective, modern marketing paradigms have come to challenge this central tenet. Fundamentally, …

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Make Sure Your B2B Sales Process Follows These 5 Evidence-Based Best Practices

No matter what industry you’re in, I’m willing to bet there’s a lot of competition. As you struggle to stand out in a sea of businesses, consider that an evidence-based sales process could be the competitive advantage you’re looking for. Did you know that at a typical firm 13% of the sales staff generates 87% of …

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