Zero-based budgeting is a better way to fund marketing
Budget-setting for marketing is an obscure, unscientific, and often arbitrary process. Is there a better way?
What I wish outsiders knew about marketing
When I talk to managers outside marketing, these are the most commonly recurring themes.
How to be different on LinkedIn
People struggle with creating effective LinkedIn profiles. Here are a few ideas to help make yours different in a positive way
B2B LinkedIn promotion done badly
It’s easy to ignore the basics in the rush to start promoting a company or service. But it’s always a mistake, and you will end up paying for it.
60 second read: advertising is changing, but is it for the better?
Advertising is changing fast, and not always in ways that benefit audiences, media or budget holders.
Sales figures need a lift? Try the balloon trick
When it comes to marketing your business, you could always use balloons to make it stand out and appear attractive to buyers. Then again……….
You ultimately get the reputation you deserve
They say you ultimately get the reputation you deserve. Santander UK is a case in point – and it’s not good.
Company announcements: avoid puffy drivel like this
Is the arrival of a new senior executive newsworthy? Not in this case!
Brand Journalism: big new idea or just business as usual?
Companies of all stripes are hiring writers and producing ‘content’ of varying quality. But it’s hardly something new.
How to demonstrate expertise using B2B social media
Building your reputation as an expert is easier than ever thanks to social media.
Mystery shopping in B2B: should you be using it?
Walking in your customers’ shoes is a great way to gain valuable insight. Are you doing this?
Public Relations and Human Resources must work together
Customer-facing employees in retail are the brand’s ambassadors. Does HR realise this?
Let your best customers do your B2B marketing
Stories that customers tell are way more powerful than anything you say yourself. Here’s why.
Getting paid on time is easy, if you know how
A previous post talked about how lawyers don’t market themselves very well. Here is one notable exception.
