andreweverett360 Book Review, Marketing

The Green Banana Papers: Marketing Secrets for Technology Entrepreneurs


The Green Banana Papers: Marketing Secrets for Technology Entrepreneurs
by Chris Coleman

Written primarily for CEOs of technology startups, the concepts in this book are more widely applicable in business-to-business marketing (B2B). Chris Coleman founded the technology marketing firm Folio Z in 1986 and sold it in 2000.

“Marketing is everything you do to influence a positive buying decision—both now and a hundred years from now.”

My favorite line from the book is: “Never imitate you competitors. They don’t know what they’re doing either.”

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andreweverett360 Book Review, Marketing

B2B Institute’s B2B Trends


2030 B2B Trends: Contrarian Ideas for The Next Decade
by Peter Weinberg and Jon Lombardo, The B2B Institute

The B2B Institute published a 43-page PDF on what they foresee as the three major trends in business-to-business marketing: (1) a greater emphasis on building long-term brand equity; (2) greater consistency in creative execution; and (3) a shift from hyper-targeting to broader reach within categories. Some of the ideas presented in this paper will sound familiar to anyone who has read the work of Ehrenberg-Bass Institute or the work of Les Binet and Peter Field.

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