Marketing News and Insights

There is a strange pattern in B2B marketing. The more sophisticated a business becomes, the more corporate its marketing can become. The language gets polished. The imagery gets perfect. The messaging...

How visible is the expertise behind your business? Your business may have exceptional people, decades of experience and a strong reputation. But can a potential customer see that from your marketing?...

Marketing is often treated as a battle for attention.   Get the right headline. Use the right image. Write the right CTA. Choose the right audience. Optimise the campaign.   But there is another layer...

Before They Call You: How B2B Buyers Make Up Their Minds Without You After 25 years in marketing, there’s one pattern I see again and again. A sales team does everything right in the meeting and...

When a B2B contract is worth millions, the buying decision becomes more complex. There are more stakeholders. More scrutiny. More perceived risk. More questions. And usually, more time between first...

Your customers aren’t buying from a logo. They are making decisions about the people, expertise and business behind it. For complex B2B organisations, that matters. Human-led B2B marketing...

I have been named to the Women in Leadership Top 100 2027. I want to explain why I said yes to it, because the reason is not really about the recognition itself. The number that should annoy you Women...

What I told Jordan Lally about winning $20 million B2B contracts in heavy industry I was recently interviewed on the High Ticket AI Systems Podcast, hosted by Jordan Lally. The conversation was about...

Brand vs performance marketing: why both are needed Business owners often ask us to choose sides: should we invest in brand marketing that builds long-term recognition, or performance marketing that...