Our Industry

Partner and channel marketing can sometimes suffer from ‘Second hand marketing’ - having to contend with content ‘hand-me-downs’ from corporate or product marketing. Unarguably, it makes sense to repurpose proven assets and collateral, especially when budgets are tight and partner channels are still in proof mode. But recycling doesn’t always…

The premise of focusing marketing resource and investment on target accounts makes HUGE sense. Aligning it with parallel sales motions and plays is unarguable too. But, the risks run with a 100% marketing focus on ABM initiatives are the loss of serendipity, peripheral vision and broader exploration that drives innovation. …

In business, the proverbial goalposts are always prone to move. We all know that. But, when an RFI is followed by an RFP, shortlist and award process that’s followed by a budget withdrawal or corporate U-turn, that’s something else. The investment: emotional, time, creative, client distraction can be quite considerable.…

The good-old USP is one of those ‘go to’ statements for tech sales and marketing pros – and has been for a few decades now. It’s role in convincing customers is not as singular as it used to be, but competitive difference is still key to achieving an edge. So…

Lack of ownership has (and always will) crop up in any B2B marketing environment. Perhaps it’s not too surprising when it’s for a relatively new agenda of ‘customer experience’. But when that agenda influences 100% of revenues then perhaps it’s less excusable.  Check out the meme, 'Open ownership' - which…

Commissioning analyst work is like going to the dentist. You know you need their help – and their expert opinion is (begrudgingly) right for your medium and long-term health. But the immediate costs can be a bit of a sting and sometimes feel like self-bankruptcy. Whilst their opinion has influence…

Case studies – what better way to substantiate a track record and success. They’re roundly recognised as playing an influential role in the marketing and selling process. So why are they SO hard to get mobilised and over the line? Aligning the motivations and timing of sellers, relationship owners, end-customers…

As marketers, we’re used to the art of distillation – applying the powers of verbal and visual compression to reduce, reduce, and reduce message. This is no truer than planning for display campaigns running across multiple platforms and formats. So, it’s not surprising there’s a collective ‘aggggghhh’ for tangential messages…

‘Now where are they?’ ‘They’re not fully finished or current’ ‘They were written by Product’. These are the 3 top answers to the question posed in the meme above... supposedly the most important tool to get ahead of competitive plays. The age-old battlecard can be an extremely powerful tool for agency,…

The current era for marketing needs to find the right balance of art and science. The ‘art roots’ of marketing and advertising are still crucial for creating emotional success. But they now need the counterbalance of data, analytics, and AI to prove performance and inform decision-making. Pursuing emotional engagement through…

‘Is the data compliant?’ There’s rarely a question more guaranteed to stop the client in their tracks as they head towards the campaign launch. Most marketers recognise the role of the various data protection standards in achieving the right balance of value and privacy, but responsibility for the final decision…

Lack of decisiveness? Possibly. Being too polite? Maybe. Whatever the reason, ‘over-blending' is a pet hate of agencies and creative teams. You spend all your time crafting an approach that addresses a singular message or assertion, and the client wants it all mixed together. Now that’s not to say that…

‘And another thing...’ ‘Could you just add....’ We’ve all been there, colleagues or clients trying to shoehorn far too much into a particular marketing asset – especially explainers. While content and creative pro’s do a great of job at distillation and reduction, sometimes there’s just too much crammed into that…

No, it’s not your value proposition. No, it’s not your difference, It’s not even your USP or the portfolio of what you sell. It’s the very reason that you’re in business doing what you do, and the impact you bring to those around you. So, why is it that so…

We all know about the rise of content over the last few years - and we’ve always recognised the importance of the marketing required for all stages of the funnel. But this focus on continually feeding the pipeline brings some issues. Too frequently, poorly formed, low-quality and value-misleading content is…