How framing and the fear factor can drive growth
Taking into account people’s natural aversion to loss and risk when formulating your B2B marketing content strategy can help put key stakeholders under your spell and influence their decisions, says Tim Lennard Commercial decisions almost always include a level of uncertainty, and while this can be reduced by providing relevant supporting analysis and insight, it […]
Why unconscious bias holds the key to contract renewal
Tap into behavioural science and ABX to give your business the human edge it needs to retain customers, says Tim Lennard Two factors are working together to make it imperative for enterprise-level technology companies (ELCs) to retain more customers. The shift towards cloud-based consumption models means customers aren’t ‘locked in’ to the degree they once […]
An exciting week of digital, CX and B2B marketing wins!
We’re obsessed with achieving results on behalf of our clients, so we’re really proud and excited to see not one, but two of our experiential client projects winning awards at the B2B Marketing Awards last week! Our Ricoh Arena business lounge for Vodafone Business UK was awarded second place in the ‘Best customer experience initiative’ category. And […]
JPC bids farewell to our sponsored landmark, Orfordness Lighthouse
Here at JPC we are proud of our brand work representing Orfordness Lighthouse on the Suffolk coast. However, the lighthouse, built in 1792, is making national news as it is sadly being taken apart before it is lost to the sea.
Challengers in Construction
In February 2019, in partnership with Construction Week, JPC released our White Paper ‘Challengers in Construction – what Construction marketers can learn from technology’. It now seems a paper of some prescience, with the Global pandemic being the rocket fuel to some of the paper’s then insights.
The Human Touch – Understanding the new buyer journey in 2020
How is the world of B2B buying changing? What does this mean for sales and marketing leaders and their teams? Claire Ellis sits down with Gary Sharp, Chief Revenue Officer at the Network Collective to unpick today’s buyer journey. According to a recent Gartner report, some 77% of B2B buyers say their latest purchase was ‘very complex or difficult’. How can we turn things around?
5 steps to a compelling customer experience
Some best practice tips to help ensure you create an experience that begins long before the customer arrives at your centre or event – and lasts long after they leave.
What can construction marketers learn from technology?
The construction industry has a huge potential for change right now. Take advantage of our learnings to leap ahead into a more challenging, future-facing space.
How to avoid arriving at the RFP table cold
Build a winning strategy with an Account-Based Marketing approach You get one shot at articulating your capabilities and convincing a prospective client that they should choose you over some tough competition. Yet, all too often, companies are coming to the RFP table cold. Why? Because, currently the average complex deal has 7 decision makers involved, […]
The moral dilemma of AI and what it means for customer experience marketing
A speaker at Mobile World Congress (MWC) 2017 predicted that there will be more robots than humans by 2027. It was clear from 2018’s event that it’s rapidly gaining pace, with AI more evident than ever before. The joint NTT and DOMOCO stand drew huge crowds with their fascinating 5G Robot enabled live Japanese calligraphy […]
Why Theresa needs a bid approach to Brexit
The art of negotiation is one that Theresa May has had to quickly learn over the last few months, as she plans the UK’s role post-Brexit. But when it comes to negotiating, politicians may not be best in class. As bid strategists and writers, we know all too well just how important strategy, creativity and […]
Why you can’t ignore experience marketing in 2018
The term ‘experience economy’ has gained traction in recent years, as more consumers shun material possessions in favour of unique, multisensory experiences. What is the experience economy? It was American Authors Joseph Pine and James H. Gilmore who came up with the term ‘experience economy’ when they published a book of the same name in […]
Apple’s hidden job ad and why it’s great news for the economy
A couple of months ago we spoke about why, despite more people in work, the economy is suffering due to a surplus of ‘bad jobs’. Employees are ending up in jobs they aren’t right for and don’t like, and employers are saddled with a disengaged and unmotivated workforce. While it’s probably a bit optimistic to […]
The Heineken advert and the importance of diversity of opinion
You have to hand it to the advertising team at Heineken for managing to scrape together a five-minute commercial with social and political (and, I suppose, drink-related) themes at its centre and avoiding disaster, especially when you consider the fact that it was only a month ago that Kendall Jenner and the creative types at […]
Ever heard of the ‘Sales Boiler’? How the Sales Funnel has changed in the Digital Age
In years gone by, the sales process was simple. We all learned about the so-called sales funnel: at the top, at the widest point of the ‘funnel’, was ‘awareness’. It’s at this stage where the prospect stumbles across your website or finds it through Google or an advert or a social media post or some […]
After the NHS cyber-attack, are you doing enough to protect your business?
On May 19th, one in five NHS trusts were victims of the global ‘WannaCry’ cyber-attack, freezing computers used to share patients’ test results and forcing the cancellation of operations scheduled for Monday at a number of major hospitals. The National Cyber Security Centre soon after warned that more cases were likely to be reported at the […]
Adapt or die: Why it’s time to rethink your digital transformation strategy
We should all have been surprised to read that a third of all organisations based in the UK have no digital transformation strategy whatsoever. We weren’t, of course, and not only because a further 21% of respondents said they were ‘just getting started’ with their own strategy and another 24% said their strategy was, if […]
4 reasons why diversity should be on your strategic agenda
Have a skim over any corporate Twitter feed and you’re likely to encounter a healthy dose of diversity messaging. While few are doing anything as disastrous as Pepsi’s recent faux pas, much of what appears is little more than a box-ticking exercise with no real substance behind it. For me, this represents a huge missed […]
What B2B marketers can learn from Wendy’s’ social media strategy
At the risk of disrespecting Carter Wilkerson, you probably haven’t heard of him—-assuming you have heard of him––because you’re a member of his thriving and expansive social circle. Carter Wilkerson is the proud poster of one of the most liked, retweeted and replied-to tweets since the birth of Twitter in 2006. The wording of the […]
How you can use Orwell’s rules for
writing to make your copy more readable
It would be hard to claim that marketing content is always readable. Marketing language is so riddled with jargon and unnecessary complexity that it’s been vilified in newspaper articles and online listicles (and it isn’t as if journalists aren’t liable to throwing out a little of their own ‘journalese’ now and again). We articulated the […]
Why Orwell’s rules for clear writing are the gold standard for B2B marketing content
In 1946, George Orwell––novelist, essayist, journalist and critic––extolled the virtues of simple writing in the essay ‘Politics and the English Language’ and condensed his guidance to writers into six rules: 1. Never use a metaphor, simile or other figure of speech which you are used to seeing in print. 2. Never use a long word […]