Rationality or emotion: which is the engine of B2B marketing?
Most people believe that B2B marketing is all about making rational arguments that lead ineluctably to a sale, comp
10. 05. 2011
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‘Au revoir’ marketing scientist
After three-and-a-half years, one of our favourite B2B marketers, top clients and all-round great egg, John Watton is moving on from his job as CMO at…
03. 05. 2011
Hasta la vista Stuart Rothwell
Stuart Rothwell, stalwart designer and Liverpool FC supporter (though less die-hard than when he joined for obvious reasons) who ambled into our hallowed…
28. 04. 2011
Do the British prefer ‘muddling through’ to evidence-based B2B marketing?
I was at a meeting the other day with the CMO of a leading cloud-based software vendor. Why, he asked, was it so difficult to get the lead machine working …
06. 04. 2011
An antidote to all the hype
There’s a lot of crap talked about the power of social media and how it’s transforming marketing. Check the Ad Contrarian blog for a bracing, acerbic and…
20. 04. 2010
Why clients hate marketing agency folk
I just stumbled over a piece from Canada’s Marketing Magazine called ” Here’s to 2010: Industry experts share predictions for the year ahead” and read this,…
04. 02. 2010
EPiServer uses market momentum to go public
We just learned that our client EPiserver is preparing to go public on the Stockholm Stock Exchange. The company offers the best Micorosft .Net CMS on the…
27. 01. 2010
Lethal Generosity: a key principle of social media marketing?
According to the Harvard Business Review, 90% of tweets are generated by just 10% of Twitter users, reflecting the fact that these people are subject-matter…
05. 11. 2009
You can’t have a conversation when you use a megaphone
Most B2B marketing organisations are set up for interruption-based, broadcast style communications and this traditional approach to marketing consumes…
29. 10. 2009
How you market is almost as important as what you market
In a world where B2B companies all communicate in the same boring way, the way you market is as important as what you market. A mixture of humanity, empathy…
26. 10. 2009
Ghost in the machine: who should write your blog?
There’s a debate in the blogosphere about whether it’s right for a blog to be ghost-written, particularly one adver
27. 08. 2009
All CIOs (or CEOs) are not the same
We’re often asked s for creative ideas that target ‘the C-suite’ – CEO, COO, CFO, CIO and so on. It’s natural because these guys are usually the ones to…
13. 08. 2009
