lead-generation

Why B2B case studies suck

Our clients use B2B case studies a lot. We often get asked to re-write existing ones. But if we’re really, like really, honest, we don’t ever get very…

23. 11. 2015


Crap: the single biggest threat to B2B content marketing

Why the content marketing deluge will force all B2B marketers to raise their game and build a great content brand.


Marketer Automation: meet your robot overlords

Software and automation are replacing marketers right now and the trend is growing. In short, we’re all screwed.

20. 02. 2015


Native Advertising: the apologists miss the point

The native advertising defenders miss the main point: disguise is deception and tricking customers is a bad idea.

10. 08. 2014


Hundreds trapped in MOFU hell

This is what happens when marketing automation goes wrong. A cautionary MOFU tale. In the cloud.

11. 03. 2014


Sometimes content is not the answer. A content marketing fail.

To content marketers, every problem looks like a case for content. Sometimes it just isn’t. Know when to say no.

08. 04. 2013


19 verbs that help to build your new marketing team

All about the shape and tasks of the modern B2B marketing team and the 19 verbs that tell you what you need to do.

13. 02. 2013


Experiences from High-Velocity Tech Marketing

Tech marketing can move very, very fast. Here are our own experiences from a fast-moving project.

23. 01. 2013


The editorial calendar for content marketing: a round-up

As B2B marketers get serious about content marketing, they’re starting to bring together the people, processes and technologies needed to run a…

21. 05. 2012


How to build a B2B content marketing team

Great B2B content marketing is teamwork. But it’s rare to have all the necessary talents in one person, so here are

09. 05. 2012


The problem/solution structure in B2B content marketing

When it comes to structuring a B2B marketing argument, it’s hard to beat the good old ‘Problem/Solution’ structure. It’s stood the…

26. 03. 2012


Is B2B content marketing jumping the shark?

‘Jumping the shark’ is one of my favourite expressions. Wikipedia tells us it means “the moment in the evolution of a television show when…

13. 03. 2012