"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…
Why the Metaverse may never be universal
Category: B2B strategy
Why we B2B marketers need to sharpen our propositions (and how to do it).
A proposition is a very simple thing. It’s the response to the request: “Give me one good reason why I should buy your product”. Yet too often in 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…
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…
Sometimes less is more
I missed a message from a client a few days back.Thankfully it wasn’t urgent, but it led me to question whether we are benefiting or being besieged by the multiplicity…
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…
How creating an emotional reason to purchase can trump a rational one
Insurance is dull, no matter how marketers try to dress it up. Renewing your annual insurance policy is a grind akin to queuing at the bank, or filling the car…
How to get better, faster, cheaper work from your creative agency
Imagine a client that wants to launch a new product that helps cats sit on mats. The Marcomms Manager at the client briefs their agency. After two weeks of locking…