I believe that viewing your marketing from a single vantage point is no longer sufficient in today’s complex B2B landscape. The business environment is too multifaceted, too competitive, and evolving too rapidly to rely on narrow perspectives. That’s why we champion what we call the Dragonfly Perspective—an approach inspired by the dragonfly’s extraordinary vision, which allows it to see in almost every direction simultaneously.
This metaphor perfectly illustrates what effective marketing strategy demands today: a compound vision that embraces multiple angles, continually seeking fresh insight. When you view your marketing efforts through just one lens—whether that’s your internal view, your current positioning, or last year’s sales data—you risk missing the bigger picture and failing to spot critical opportunities or threats. The Dragonfly Perspective encourages you to look outward, inward, backwards, and forward all at once.
In practice, this means actively examining your marketing through four strategic lenses: the customer view, the competitor landscape, your internal capabilities, and the future. Each of these lenses provides vital clarity. Customer insights help you speak to what matters most. Competitive analysis reveals gaps and opportunities. Internal alignment ensures you can deliver what you promise. And a forward-looking view helps you stay ahead of change instead of reacting to it.
Companies that develop this kind of vision are not only more agile but also more resilient. They can anticipate market shifts, identify where their message is falling flat, and adapt their campaigns to suit emerging buyer needs. By avoiding the tunnel vision that plagues so many businesses, they’re able to compete more intelligently and sustainably. This isn’t about working harder or spending more—it’s about seeing smarter and responding with purpose.
One of the most common gaps we see in B2B marketing is the disconnect between internal assumptions and customer realities. Sales and leadership teams may believe their message is clear or their differentiators are strong, but when viewed from the customer’s perspective, that same message might seem vague, outdated, or indistinguishable from competitors. Adopting the Dragonfly Perspective means checking these assumptions and testing how your brand and offer land in the real world.
It also means asking better questions: Are we solving the right problems? Are we positioning ourselves where our customers are looking? Are we aligning our message with what our operations can consistently deliver? Are we thinking far enough ahead to stay relevant a year from now? These questions don’t just improve your marketing—they inform better business strategy.
Ultimately, the Dragonfly Perspective transforms the way you develop campaigns, evaluate content, set goals, and communicate your value. You start to build not just more effective marketing, but a smarter organisation. Your team becomes more attuned to external signals, your brand becomes more resonant, and your message becomes more trusted.
So instead of focusing solely on what your business wants to say, start looking at what your stakeholders need to hear. Embrace every angle. Build your strategy on truth, insight, and future-readiness. Because when you see more clearly, you compete more confidently—and convert more consistently.
Want to see your strategy from a new angle? Contact us and we’ll show you how the Dragonfly Perspective can transform your marketing.