Our Thinking

Perspectives on orchestration, operating models, and the future of B2B marketing.

Why AI fails without operating model redesign

AI isn't failing your team because the technology isn't good enough. It's failing because nobody fixed the operating model it was dropped into. The alternative is orchestration.

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All Articles

Data & CRM

Salesforce Tableau CRM Dashboards

How to get the most out of Salesforce's default Tableau CRM Dashboards.

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Automotive

Fleet Marketing and CRM for Volkswagen Group

Graymatter cements their status as the UK's number one automotive B2B marketing agency.

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Strategy

The Importance of Segmentation

For B2B brands to thrive, they need to carefully segment the market by understanding customer needs.

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Experience

Not all friction is bad

There's been plenty of talk about what can be learned from Amazon's obsessive focus on removing friction.

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Strategy

Beware the 'Bias for Action'

Having a 'bias for action' means not being afraid to make decisions, but it has its limits.

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Behavioural Science

Behavioural Science can help B2B brands maintain resilience

How should B2B campaigns be adjusted to reflect the post-pandemic context?

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Brand

Sustainable brand growth in a post-pandemic world

B2B brands need to shift focus from BAU promotions to genuinely helping their audience.

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Creative

Brand Storytelling needs upfront planning

Great brand storytelling requires an over-arching narrative, upfront planning, and empathy.

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Personalisation

Dear John.

Companies like Netflix and Amazon use dynamic content in automation campaigns. Why has B2B been slow to follow?

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Automotive

What will the Automotive sector look like in 20 years?

We explore the forces reshaping automotive retail, fleet, and commercial vehicles.

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