All posts by Harendra Kapur

What’s the point of content marketing?

Great B2B marketing takes cojones. So why the hell are we so conservative as marketers?

Marketing innovative B2B technology is hard. Marketing it when you’re also selling the incumbent tech is harder. Here’s a look at why it’s difficult and what to do about it.

In B2B tech content marketing, you spend a lot of time championing a vision. Sometimes, that’s a bad thing.

“We’re gonna go after SMBs” sounds like a clear strategy. But it masks a whole lot of ambiguity. Here’s why SMB marketing is so hard and how to get it right.

Marketing myopia is a classic business challenge. But as content marketers, have we found a satisfactory answer to the big question it raises?

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

Every year Scott Brinker’s marketing technology landscape supergraphic helps us understanding marketing a little better. Here’s what we thought of 2016’s.

Let me start this by saying there is no one formula for B2B content. Nor, I believe, should there be. But beneath the surface of every great piece of content, there’s always a clear and…

I’m getting pretty sick of ‘customer centric’ – the latest buzzword to pollute and distract good marketers.

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

It’s nice to think every creative’s different. But we usually fit into one of these two buckets.