Our Blog
Some news and views from across our team of B2B marketing specialists.
Brand Storytelling is the future of marketing
Great writers know the difference between plot, story, character arcs and foundational themes. Similarly, brand storytelling needs upfront planning, an over-arching narrative and empathy.
Dear John. Going beyond the salutation.
Companies like Netflix and Amazon leverage dynamic content in their Marketing Automation campaigns in the B2C market to great success. So why has the B2B industry generally been slow to adopt this practice?
What will the Automotive sector look like in 20 years? Welcome to Legislation nation
In 20 years’ time, we’ll be a year away from the Government’s ban on the sale of internal combustion engine vehicles. What will the Automotive sector look like in 2039?
Could myths and legends of B2B marketing result be to blame for ‘me too’ identikit ads and an unfair reputation as the poor relation of B2C?
Account Based Marketing can help B2B brands connect more meaningfully with their customers
The B2B buying process much more complex and convoluted than B2C. Is it possible for B2B brands to connect meaningfully with their customers
In his book ‘Alchemy’, advertising legend, Rory Sutherland, shows how it’s possible to succeed with nonsensical ideas. He argues letting go of logic enables us to solve business problems creatively.
Graymatter + | Strategy with Colin Gray
Strategy is one of the most over-used words in marketing. So, in simple terms, what is it and how can people be more strategic?
Ecosystems, experiments and experience
Earlier this year, Microsoft briefly joined the likes of Amazon and Apple as a business with a trillion-dollar valuation. What can B2B brands learn from the tech giants about testing new things and learning from customers?
Everyone has a plan until they get punched in the mouth
Eisenhower once said 'in my experience plans are almost always useless, but planning is essential.' Upfront planning enables a more informed approach to be taken when your plan needs to change.
Planning and the race to the bottom
The story of explorers Scott & Amundsen and their race to be the first man to reach the South Pole is a tragic, cautionary tale but one that Marketers can learn from.