The Two Immutable Laws of ‘Brand’

How to take on your CEO and win


We’ve all been there, right? You know that you need to freshen up your brand and give your messaging and tone of voice a good once over, but you face an uphill battle to convince your CEO or Leadership team. “Why should we move away from a corporate style of doing stuff? We’re a business […]


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Marketing through the “Limbo of Furlough”


A lot of people have been through (and are going through) some seriously crap times right now. We all know why, so we’re not even going to mention the C word. Not that one, and definitely NOT that one. Wash your brain out, you filthy animal. Companies have been making use of the government’s furlough […]


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Solving the MDF conundrum


If you’re in or around “The Channel” marketing-wise you’ll be all too aware of the world of MDF. So, skip this first bit and head to the paragraph titled “The Awkward Reality of MDF” instead. If you’re not channel-literate, MDF in this instance isn’t medium density fibreboard (as many think). Why would we be talking […]


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7 Business Terms Marketers Need to Know (If They Want to be Taken Seriously)


We all know the episode of Friends where Phoebe tries to teach Joey to speak French, right? If you’re not up to speed, Joey needs to learn some “dialogue en francais” for an audition but can’t nail it, completely mangles the words, and ends up looking a total fool. Also, Phoebe calls him a retard. […]


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How To: Generate Leads for Your B2B Tech Business (Whilst Events Are a No-Go)


How big a part did physical events play in your lead generation strategy (before they kicked the COVID-19 bucket)? Like most B2B tech brands they probably constituted a pretty big slice of your lead gen pie. And without them I bet your sales pipeline (as well as your top of funnel brand awareness) is starting […]


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How To: Build a Lead Gen Machine


Ah, lead generation. The generation of those pesky old leads. It’s the age-old dichotomy that is both the cause of and solution to most of your problems as a B2B marketer. Some would have you believe lead gen’s easy (and they’ll tell you how easy it is to get any numpty to buy anything once […]


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How To: Build a Target Persona (that’s actually useful)


Want your marketing activity to be successful? Stupid question. Of course you do. Then you need to ensure it points in the right direction and at the right people. But if you’ve no clear idea of who these “right people” are (hint: they’re your target customer) you’re going to have a tricky time getting anything […]


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Did you know there are only 3 types of value?


In a previous blog post we talked about how you need to demonstrate your value as a marketer to get others to care about marketing (“No one care about marketing. Here’s 3 ways you change that”). We gave you some excellent examples of what that value could be. Of course we did. But it then […]


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3 ways to make people care about marketing again.


Let’s face up to something that may be hard to hear if you’re a marketer. No one outside of marketing really knows what you do. And they don’t know what you do because they don’t care enough to find out. Sad to think about, right? But do you want to know something that’s sadder still? […]


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3 Reasons NOT to do ABM


In the wonderous realms of B2B marketing, Account Based Marketing (ABM) is absolutely everywhere. You can’t attend an event, open an email or flick through a copy of the beloved B2B marketing magazine without seeing at least 1 mention of ABM – I’ve tried, it’s physically impossible. ABM has been carved out as its own […]


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