Some news and views from across our team of B2B marketing specialists.
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.
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?
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?
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.
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?
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?
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.
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.