b2b

B2B and B2C: Two nations divided by a common language

We usually think of B2B and B2C independently, and act like the rules that apply in one couldn’t possibly apply in the other. According to Binet and Field,…


Inviting the tackle

The most effective brands don’t hide from tackles. They invite them.

24. 01. 2019


Brand is no longer bullshit.

On the internet, there is no shortcut to building a brand. At least, if you’re trying to do it authentically.

14. 01. 2019


Why revenue is the wrong marketing metric

B2B marketers are always chasing revenue, ‘the mother of all metrics’. Here’s why that’s a mistake — and why it distorts your strategy.

24. 07. 2017


Virtual insanity – How we can use VR in B2B marketing

“Hey, that’s not fair! The zombies sneak up behind you!”

04. 01. 2017


How to deal with negative comments

Got some negative feedback on your work? Here are our top tips on how to deal with them.

11. 08. 2016


B2B writing: It ain’t just writing

There’s a hell of a lot more to B2B writing than meets the eye.

20. 05. 2016


The Great Convergence begins

The walls that separate the main customer-facing disciplines are falling fast. And it’s a good thing.

08. 05. 2016


Learn to code tell stories

The world needs young people to pursue careers in science, technology and engineering – but we also need a new generation of storytellers . . .

26. 04. 2016


The problem with positive

They probably taught you to keep your marketing positive. Here’s why positivity is actually a bad thing.

06. 02. 2015


My Brain Hurts: The Marketing Profs B2B Marketing Forum

I went to Marketing Profs B2B Forum and you didn’t so I got the swag and all you get is this silly write-up

11. 10. 2014


The search for meaning in B2B marketing

This piece is an attempt to try to answer the most profound (or at least most important) question in any career.