Marketing with mojo
Continue: The most chicken-hearted word in marketing
Marketers often latch on to words that soften their language. Actually, humans in general do this: think of the last time you said ‘Maybe I’m wrong but…
B2B marketing / Messaging
Why I hate the ‘Cover the Logo’ test
The ‘cover the logo’ test kills great ideas—because people don’t get how brands work.
B2B marketing / Brand
Why every marketing strategy should be a Learning Strategy
Every B2B marketing strategy should be a Learning Strategy. But most are actually based on a false sense of certainty. Let’s fix that.
B2B marketing / Positioning
Why marketing still needs soul: Jason Miller on punk over predictability
Jason Miller on Punk over Predictability
B2B marketing
Three ‘Why’ questions you need to answer fast and well
Too many B2B marketing teams fail to answer these three questions. You can fix that.
B2B marketing / Galvanizing stories
Meaning, metrics and mojo: the 3 keys to B2B marketing today
If we had to boil down the big challenges for any B2B marketer—to 3 words all starting with M—this would be that.
B2B marketing / Messaging
On Velocity’s Culture: airing out something that maybe we shouldn’t
A different kind of Values Statement. More an exploration of culture by exploring this one, we think rather special culture.
B2B marketing
Want to feel good about working in marketing in 2020? Get real.
Being in the optimism business in 2020 feels really weird.
Maybe the answer is to change the way we think about optimism.
Customer experience / Employer Branding
Galvanizing story part 5: Talking the… talk.
A clear, compelling Galvanizing Story is probably the single most powerful force in B2B marketing. Learn from Doug at Content Marketing World
B2B marketing / Galvanizing stories
Let’s steal from Google Cardboard
Why doing something small, humble, playful and quiet can be big, bold, ballsy, fun and HUGELY successful.
B2B marketing
The question you’re least likely to ask
Marketing has conventions – loads of them. So what’s the thing you’re so familiar with that it just doesn’t register anymore? And how the heck are you…
B2B marketing