In football, there are times when you want your opponent to slide in and try and take your legs out. You want them to commit to a tackle. In fact, you want to seduce them into it. The idea is to make yourself just open enough to seem like they can take the ball off your […]
Inviting the tackle – Velocity Partners Read More »
“I know we asked you to take out all pop culture references, rewrite sentences that start with ‘and’, use more ‘corporate’ language and use our SEO keywords in each paragraph but… it’s a bit dry. “Can we add some humour?” Ladies and gentleman, this is my in-depth, grab-a-coffee-because-we-might-be-here-a-while answer to that question. Do comedy and
4 reasons to avoid comedy in B2B marketing (and how to use it anyway) Read More »
A lot of B2B marketers are talking about authenticity now. It makes sense. Sure, the internet’s been a good way for anonymous/pseudonymous trolls to spread bullshit. But it’s also been the absolute best way for honest, authentic, well-meaning companies to get known. When I look around at the B2B brands being established online – brands
Brand is no longer bullshit. Read More »
Back in 2014, a New York Times internal strategy document leaked out into the world, called The New York Times Innovation Report. It was the result of an 8-month, deep-dive reporting project. Basically, a small strategy team studied the whole company and its blindingly-fast-changing industry, then reported back. The Innovation Report caused a big stir
Let’s steal from the New York Times Read More »
Jay Acunzo is a rare beast. In a world full of marketers addicted to quick wins, no-brainer hacks and next-big-things, he’s the oddball who pauses to consider what’s really going on here. To advocate for the slow game. Against an endless parade of ego-pumped pseudo-gurus peddling magical formulas, he’s the guy with the awkward questions,
Intuition beats best practice: An Interview with Jay Acunzo Read More »
How to create performance marketing KPIs in seven steps B2B marketing teams don’t work with KPIs nearly enough. And that’s crazy because they are – as the title suggests – key. So why do so many marketing teams skip this utterly vital stage of any marketing process? It’s a head-scratcher. And usually a result of
How to create performance marketing KPIs Read More »
So Doug, the nicest man at Velocity, recently interviewed Scott Brinker, the nicest man in Martech, about the explosive growth of the Martech landscape. Scott’s been closely documenting the Martech space for over 7 years, and he’s got some super interesting ideas about how marketing stacks are evolving. “Software keeps getting more and more granular.
Dev can help: One great example of why Martech is all about integrations Read More »
You don’t (I fervently hope) change your company name every day. And when you do need to do something radical with your brand, there aren’t a lot of places to turn to for help. That’s what this mini-series is all about: a front-line, inside-the-tent, warts-and-all, metaphor-mixing account of one company’s name change and the re-branding
Re-naming a B2B company – Part 2 Read More »
As a marketer, you could go an entire career without re-naming and re-branding the company you work for. So if you do find yourself facing this challenge, there aren’t a lot of real-life, front-line, in-depth case stories to help you. This is the first in a pair of posts that will do just that. It’s
Renaming a B2B brand 1: lessons learned Read More »
Content’s Survival of the Fittest Evolving from content production to performance The first group of content pros emerged from B2B marketing’s primordial soup with a super-hero advantage. The creative gene. They set about driving a step change from the dull, analogue land of colorless white papers into the exciting, digital world of glorious technicolour media.
What is the future of content marketing? Read More »
