"Who remembers Google Glass? What were all that about?" It’s almost a decade since Google announced that the Explorer Edition of Google Glass was going on sale at $1,500…
Category: B2B Marketing
Vorsprung Durch Branding
Once upon a time, in the days when the world wide web was just a gleam in Tim Berners-Lee’s eyes and direct mail was an actual *thing*, I started out…
Selling to a business? To be on the short list, you first have to be on the long list – here’s how
Since the dawn of B2B marketing, there seems to have been a raging debate about whether B2B buyers act more rationally than consumers. Classicists argue that the business procurement process…
How hard can it be to stand out from the crowd when everyone is identically dressed?
I was recently tasked with reviewing the thought leadership output of several hundred law firms in the US and UK for a major client desk research project. Something that struck…
Why marketers need to wrestle back control of the “other” Ps
When most people start out in a marketing career, the very first thing they learn is that the success of any marketing activity rests on the 4 P’s – the…
Beating the Billable Hours Behemoth
My heart goes out to those professional services marketing mangers who are constantly having to cajole partners in their firm to contribute something to the company blog. “I’m tasked…
Who does the boss turn to for advice when they run out of bosses?
Most of us, at most points in our careers, have a boss to turn to for advice. Whether we’re faced with a tricky client, or a challenging colleague, or…
Why gated B2B white papers can lead to fewer sales, not more
Imagine you need to buy some double glazing. Apologies if the thought brings you out in hives, but I’m guessing that the anxiety you’re feeling right now has far…
Why most brand promises are purest waffle
Our car insurance renewal arrived last week from Aviva. Like many people’s, it was slightly higher than last year’s quote - despite the fact that we’d made no changes to…
B2B marketing is a fiendishly complex puzzle: here’s how to solve it
It’s been said that if consumer marketing is a game of draughts, then by comparison B2B marketing is 3D chess. That’s because B2B marketers have to overcome a myriad of…