B2B marketing: Are we outsourcing creativity?

“You need to have not only a strong understanding of digital but also an inherently analytical approach and passion for data and numbers. Combine these attributes and you have a well-rounded marketer.” I read this quote in B2B Magazine. It was from a senior executive with experience spanning Microsoft, Google and GoDaddy. As his “Top Tip” it seems innocuous enough; but read it again. What’s missing? It’s something that’s been bugging me for some time. Creativity. It used to be at the core of any good marketer. It’s what attracted me to the industry in the first place. Today, the … Continue reading B2B marketing: Are we outsourcing creativity?

We’ve forgotten the value of long form content in B2B marketing

Those who have been in the marketing industry for more than ten years will remember that once upon a time, the majority of content produced was long form. Lengthy whitepapers, detailed case studies and 2500 word by lined articles. These were the norm. However, over the last few years, as the idea of “content marketing” began to explode (we’ll ignore the fact that we were doing this 15 years ago, we  just didn’t have a name for it), the art of long form content started to be lost. Gone were the in-depth pieces that conveyed deep domain expertise, making way … Continue reading We’ve forgotten the value of long form content in B2B marketing

Churn & Customer Value Management in Telecoms

I’ll be speaking this month in Prague, chairing the Churn & Customer Value Management in Telecoms conference. Some great speakers have been lined up (O2 UK, Tele2, 3UK, TTNET, Vodafone etc). I’ll be keeping a live blog / Twitter stream throughout the event. If you are planning to attend, feel free to connect with me in advance. More information at http://www.churnandcvmintelecoms.com Continue reading Churn & Customer Value Management in Telecoms

This guy was mediocre, what he did to increase his popularity will blow your mind!

You clicked. I knew you would. But is it fair? Have you clicked because you value my commentary or because the headline delivered an emotional promise? Do you consider this click-bait or will this post actually deliver something? If you are a B2B marketer I hope this will be of interest, because I want to understand whether the “Upworthy-Style” of headline writing has any place in B2B marketing. The Upworthy headline has infiltrated almost every corner of the internet and anyone who’s spent time on Facebook will recognise the style. There is no room for debate in the proposition they present. … Continue reading This guy was mediocre, what he did to increase his popularity will blow your mind!

Customer Journey Mapping

Customer Journey Mapping has become an important exercise for mobile operators looking to improve the customer experience. Here are some best practice guidelines for anyone thinking of running a journey mapping project. The customer journey (how your customer progress through your business from acquisition and beyond) is typically “owned” by several functional groups within a business. This makes customer journey mapping is a worthwhile exercise. It focuses the organization around a common goal where the outcome is improved Customer Lifetime Value (profitability & retention) and not just P&L improvements within individual functional areas of a business. However, conducting a customer … Continue reading Customer Journey Mapping

Amazon can be a real tease

Amazon can be a right tease sometimes. I signed up for a free 30-day Prime membership over Christmas and decided to keep it. Free next day delivery (I concluded) was absolutely worth paying for so long as I used Amazon for more of my shopping. However, it can be rather a tease. Have a look at these screengrabs I took. I’ve just purchased a CD. It’s a gift and I really need it for tomorrow. Amazon [Prime] tells me that if I order in the next hour I’ll have it by tomorrow. Perfect. I use one-click buy and am immediately … Continue reading Amazon can be a real tease

When content integrity fails at the hand of SEO

I’ve always been rather uneasy about the relationship between SEO practices and journalistic integrity. Given the importance of both, they remain rather uncomfortable bed-fellows. I’ve seen it happen too many times; an author hands over the promotion of a carefully crafted and researched piece of content to the web team and suddenly the headline and extract has been edited; crafted for SEO at the expense of journalistic integrity. SEO has its place, but the clue is in the name “Optimization”. When optimization becomes blatant link-baiting we’ve failed our readers / followers, content authors and our brands. Here’s a great example … Continue reading When content integrity fails at the hand of SEO

Retailer tactics to make online price comparisons harder

Maybe it’s slightly conspiritorial of me, but it appears that in an attempt to make online price comparison as difficult as possible some online electrical retailers are using web/java script to disable the “highlight / copy” function on parts of their website. I’m sure I’m not the only one who has browsed through a retailer’s website, looked at a product and then copy and pasted the [typically superfluous] product name to perform a price-comparison elsewhere. Far easier than retyping AcmeTech F657xc7A-UK, for example. Well, go to pcworld.co.uk or currys.co.uk (two of the UK’s biggest electrical retailers and both owned by … Continue reading Retailer tactics to make online price comparisons harder

What Storm St. Jude tells us about the state of news coverage

According to the office, we don’t name storms in the UK. So the minute news broadcasters started calling this week’s storm St. Jude, you knew the hyperbole machine was in top gear. Of course there were some tragedies as a result of high winds, and I’m not belittling the storm (which hit Denmark and Germany the hardest), but in retrospect I think we can safely can agree that the most damaging force this week was the relentless coverage from rolling UK news stations. The advent of 24-hour news has redefined the meaning of hyperbole. With broadcast hours to fill, viewers … Continue reading What Storm St. Jude tells us about the state of news coverage