Charlie Knapp reports

Mobium Creative Group in Chicago recently released survey results that identify top problems with b-to-b communications. The survey, which was conducted in conjunction with a Starch research audit of business-to-business ads, produced the following results:

  • Contain too much product and company information and lose the key message--74%.
  • Marketing communications messages don't address the needs and concerns of the target audience--66%.
  • Ads are full of "chest pounding" by companies--39%.
  • They lack human interest and passion--28%.
  • They don't take creative risks--20%.
  • Contain stock photographs of corporate environments--19%.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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