Account-Based Marketing / Business / 14 Mar, 2018

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…

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Brand and Customer Experience / Business / Strategy / 08 Mar, 2018

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…

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Business / 30 Aug, 2017

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…

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Business / Diversity & Inclusion / 23 May, 2017

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…

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Account-Based Marketing / Account Cultivation and Growth / Digital / 17 May, 2017

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…

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Business /

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…

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Account Cultivation and Growth / Strategy / 09 May, 2017

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…

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Business / Diversity & Inclusion / Strategy / 08 May, 2017

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…

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Account Cultivation and Growth / Content / Strategy / 25 Apr, 2017

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…

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Content / 20 Apr, 2017

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…

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