Blog

Our articles cover a range of topics, from business strategy to great design.

Editor’s picks

Partner Channel Strategy in 2024

In this article, Ian Tomlin explores how partner B2B marketing is changing … and has become more impactful on business success than it ever was

Marketing Your Authenticity - The Power of Being You

In this article, Ian Tomlin gives his perspectives on the importance of brand authenticity to your marketing

How A Marginal Gains Approach Can Transform Your Sales Conversations

Learn how a persistent focus on small-scale improvements over time transform your marketing success.

Why It Makes Sense To Merge Sales, Customer Service And Marketing

Is the design of your sales and marketing strategy dysfunctional? Consider making this transformational decision.

Four Ways For Tech Startups To Communicate Business Propositions That Are Difficult To Comprehend

When your audience can’t understand your offer, the rules of marketing are different.

Why B2B Marketers Should Make Time For Deep Thinking

Discover the importance of deep thinking in marketing communications, and the substantial impact it can have on your brand.

Latest articles

What is SONAR1?

What is SONAR1?

SONAR1 is a methodology to formalize inbound marketing activities to turn ‘surfers into buyers’ through the application of conversational marketing methods and conversational path principles. Learn more in this article.

SEO Framing and Why It Matters

SEO Framing and Why It Matters

Every business needs to appear in search engine results for key phrases relating to its subject. More than this, they must be an authority on their subject. Learn more here…

Why Your Business Needs Its Very Own Storybook

Why Your Business Needs Its Very Own Storybook

A Strategy Storybook is business-critical for your enterprise because it captures, gains consensus and articulates answers to the most important that tell the story of your business.  Find out more about it and how to create yours.

What is B2B marketing?

What is B2B marketing?

What CEOs should realistically expect from their B2B marketing leader (and spend) in a digital era?

What is Conversational Marketing?

What is Conversational Marketing?

A function of marketing, Conversational Marketing describes the discipline of engaging an audience in one-to-one conversations at scale to create a customer

The Podcast Boom

The Podcast Boom

Read this article to learn how audio storytelling is reshaping B2B marketing

Whisper Search

Whisper Search

In this article, I examine how websites are dying and voice search is growing.

Bossing the AI Bots

Bossing the AI Bots

Regenerative AI is empowering experienced knowledge workers and managers to serve themselves to get jobs done faster, without human teams.

Short-Form Video

Short-Form Video

Read this article to learn how short-form video is transforming the marketing industry

B2B Content Diversification

B2B Content Diversification

Podcasts, YouTube, & Short-Form Video…Which Reigns Supreme? Compare and contrast the popularity and usefulness of the next generation of marketing channels and get the facts.

What is a Gift Reward Strategy?

What is a Gift Reward Strategy?

In this article we describe what a Gift Reward Strategy is and why every marketing campaigns needs to adopt it as a tactic for success.

A Guide to Lazy Marketing

A Guide to Lazy Marketing

Learn about the importance of lazy marketing to fuel your growth, and create that mountain of leads you’re searching for.

What is word-of-mouth marketing, and why should you care?

What is word-of-mouth marketing, and why should you care?

Word-of-Mouth Marketing: What Is It?Word-of-mouth (WOM) is a marketing strategy that relies on customers' experiences with brands and the recommendations they then share with others. It’s a type of unpaid advertising triggered by the impressions, feelings, and...

Case study benefits – the importance of trust

Case study benefits – the importance of trust

Businesses rely on case studies and testimonials to build trust with their audience.  Of all the things a good case study can do for you, trust is arguably the key driver for investing time and money to build a pot of persuasive credentials.  If a customer doesn’t...

The First Steps for a Startup

The First Steps for a Startup

Knowledge and preparedness are vital for a smooth launch for your startup. Here are the key steps to complete in your first 30 days.

Top UK Tech Startup Conferences to attend in 2021

Top UK Tech Startup Conferences to attend in 2021

Almost 20,000 startups were launched in 2020 alone and, as a result, there is a lot of interest in startup conferences occurring in the UK or online. In this article, we’ve put together a roundup of exciting tech startup conferences in the UK, either in-person or...

Top 8 UK Tech Startup Accelerators

Top 8 UK Tech Startup Accelerators

Are you a tech start up? Are you looking to scale up? Educate yourself? Network? If so, an accelerator program could provide you with the tools to do just that.What are the benefits of Accelerator Programs?tartup companies that leverage accelerator...

Why does a brand need a Tone of Voice?

Why does a brand need a Tone of Voice?

Tone of voice is not about what a company says, but rather how it says it and the impression it leaves on its audience. Companies can communicate their values and ethos through the phrases they use and the level of punctuation that sentences carry. A brands’ tone of...

Why Your B2B Marketing Campaign Needs a Rush

Why Your B2B Marketing Campaign Needs a Rush

In a congested global market for products and services, any company hoping to be successful in seducing prospective customers to its door needs to be excellent—if not world-class—at multichannel marketing campaigns.  Building a high-performing marketing machine is not...

Alternative names for webinar

Alternative names for webinar

In a remote working world exhausted by webinar fatigue, how can you make your next virtual event stand out by re-branding it?

What is a beachhead strategy and why do you need one?

What is a beachhead strategy and why do you need one?

What is Beachhead Strategy?The term beachhead is derived from a military strategy that advocates that, as you are approaching an enemy territory, you should plan and focus all your resources on winning a small border area that becomes a stronghold area from which to...

Learning from Your Mistakes

Learning from Your Mistakes

Every entrepreneur has their fair share of business flops and failures. Here are mine. Hopefully you can learn something from them as I did.

What Is Your Why

What Is Your Why

Every business needs a purpose behind its brand to explain to its workforce, investors, customers, prospects and partners why it exists. Today, more than ever, buyers are influenced by the ‘WHY’ of your business—and how your business contributes to society. How...

The Webinar from Hell

The Webinar from Hell

When webinars go horribly wrong they can go badly wrong. Read our recommendations to find out how to avoid it from happening to you.

Best Video Marketing Apps for B2B Marketing and Sales Enablement

Best Video Marketing Apps for B2B Marketing and Sales Enablement

Make more use of video in your b2b marketingSynopsisAre you using video marketing apps in your B2B Marketing and B2B Sales Enablement? If you’re not, you should be. Video’s an essential ingredient these days of any sales and marketing program. If you aren’t...

Case Studies