Recent thoughts.
Strike a balance for success: brand and performance campaigns have the same goal..
Lately, the ‘brand vs performance’ question has been rearing its head again. Clients have been asking us: Is this brand marketing? Is this…
3 minutes read
In B2B, the idea of ‘brand’ needs a rebrand.
If you’re a B2B marketer, open up your brand guidelines and turn to the photography section. I’ll bet it says something like: “We use real…
3 minutes read
We need to talk about the funnel: a reality check for B2B..
Imagine if we always knew how B2B buyers would act. If their decision-making always followed a predictable sequence. Like some fundamental law of the…
3 minutes read
The ‘forever customer’: expand your thinking about the post-sale customer journey.
Anna Harris argues that B2B and B2C marketing alike need to reframe the customer journey around a long-term post-sale view of the ‘forever…
2 minutes read
Let’s not jump the gun with Threads.
Anytime a bright and shiny new platform gets released, us marketers want to test it and talk about it. But if you’ve heard someone boasting about…
4 minutes read
Winning ‘Forever Customers’: it’s time for a new approach to B2B creative..
What’s the ultimate goal of B2B marketing? Typically, it’s to help brands attract customers and get them to buy. And in pursuit of that goal,…
2 minutes read
Connected Thought: How client services help unlock customer lifetime value.
The old siloes of marketing, product and customer success are coming together. To put the customer at the center, they need to be a cohesive digital…
2 minutes read
A Digital Revenue Team: The secret to unstoppable growth?.
If you’re looking to maximize customer lifetime value (who isn’t?)… And if you’re trying to unlock recurring revenue in the most efficient…
2 minutes read