Opinion

I have just watched one the cleverest takes on the Christmas advert from a B2B company. Yes, you heard right, a B2B company. Biffa has pushed the boat out this year and crafted an AI generated take on the Coca Cola classic, complete with catchy Christmas music and an animated truck decal. Well done Biffa […]

B2B communications is going through an exciting transition thanks to the explosion of AI. Content is becoming easier and less expensive to create, meaning brands can get their stories out in the world faster than ever. With a touch of a button, generative AI can produce blog articles, social media posts, video concepts and more. […]

Every global marketing director knows the question is coming: “What did we get for that budget?” And in today’s climate, the answer can’t be a vague reference to awareness or engagement. According to LinkedIn’s B2B Benchmark Report, 76% of B2B marketers feel under pressure to demonstrate ROI in the short term, while nearly half cite […]

As a B2B marketing leader, you’ve likely seen competitors steal the spotlight while your industry-leading services and solutions remain invisible. Despite deeper expertise and better results, your content just isn’t cutting through. You’ve tried different tactics, but nothing sticks; it’s causing lots of headaches for you and your team. Our latest blog explores why it’s time […]

B2B marketers are producing more content than ever – but is it working? According to research from the LinkedIn B2B Institute, only 5% of potential buyers are actively in-market at any given time. That means the vast majority of content is reaching people who aren’t ready to buy and often, it’s not making much of […]

When choosing what to eat, most of us think of calories, nutrients and the overall taste. But, did you know that your diet not only affects your physical health but also plays a major role in your mood, mental clarity and overall well-being. More and more studies display that food can directly impact mental health. […]

What started as a simple lunchtime read today ended up down a rabbit hole. It all started with Millie Bobby Brown. Like many women, I applaud her for calling out the media on their response to her appearance. I’m not going to go over it as it’s a tale as old as time, and it […]

Things change quickly in the world of B2B marketing. With every ‘eureka!’ moment for new and disruptive technologies that herald to change the game, staying ahead of the curve is vitally important. Although artificial intelligence (AI) has been used by businesses for decades, today the technology is plastered across the news agenda. There’s also a […]

Building a premium brand doesn’t require a limitless marketing budget. In fact, some of the world’s most respected B2B brands have built their reputations through strategic, cost-effective marketing and PR, rather than block busting spend.   What do I mean by quality brand? I’m referring to brands that position themselves as delivering a high quality product […]