Beyond tone of voice: what’s your stance?

Tone of voice is hugely important in B2B. But there’s something just as important and far less understood: stance. What your brand actually does that’s…


Why most brands shouldn’t “start with why”

Simon Sinek’s “Start with why” mantra works for inspiring leaders. But your average brand? Not so much. Here’s why you shouldn’t start with why unless…

28. 02. 2019


Why SaaS providers need to get braver about proprietary data

Most SaaS providers are missing a huge opportunity to create unique, authoritative, insightful marketing using their proprietary data – here’s why they…


What marketers should learn from Stripe Atlas

Here’s how high B2B marketers need to aim – and why Stripe Atlas is the best example of the new bar.


Is marketing the press secretary or attorney general?

Does marketing represent the business? Or does it represent the market AND the business?

12. 02. 2019


Let’s steal from Icelandair

Back in 2016, I flew to the US on an Icelandair flight. It was one of the smartest, most charming 360-degree marketing experiences I’ve ever come across.…

05. 02. 2019


Tool Choice: How to pick a marketing automation tool

Choosing the right marketing automation tool is like picking a needle in a needlestack. That’s why we came up with a model for picking the right tool for…

28. 01. 2019


Inviting the tackle

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

24. 01. 2019


Four reasons to avoid comedy in B2B marketing (and how to use it anyway)

There are four pretty big reasons not to use comedy in your marketing. But there’s one very big reason why you should – and it’s big enough to outweigh…

21. 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