Category Archives: Marketing agility
Decide who your point of view serves
One of the most common miscalculations I see from subject matter experts is assuming that [...]
Growth, productivity and creativity in marketing – invitation to participate in our survey
As the marketing landscape continues to evolve at an unprecedented pace, professionals in the field [...]
Attribution measurement – the AppsFlyer way
Measuring attribution of marketing spend and activity has always been a challenge. A huge number [...]
From snow ploughs to showstoppers: the power of giving personality to the mundane
TL;DR – By infusing mundane elements with creativity, marketers can inject personality into their brand, [...]
Reputation management in the partnering landscape
We know that there are many factors that can affect corporate reputation. We also know [...]
How has the marketing skills portfolio evolved?
What are the most crucial skills for marketers to develop? There are many possible answers [...]
How the Marketing Society is driving excellence
The UK-based Marketing Society was founded in 1959, and has grown since then to become [...]
Ten noteworthy attributes of self-reliant buyers
A recent study by Televerde suggests that at least 80% of customers’ decision-making happens before [...]
Making the web more accessible
It is estimated that about one billion people in the world have a visual or [...]
Affiliate marketing in the audience experience continuum: the affiliate’s view
Affiliate marketing is a term for a partnership between the producer of a product or [...]
Affiliate marketing in the audience experience continuum: the merchant’s view
Affiliate marketing is a partnership arrangement involving merchants, affiliates, networks and customers. A merchant (the [...]
The importance of partner-led agile lead generation
Partner marketing is often expected to adopt storytelling strategies of the brand and/or product marketing [...]
How thought leadership adds sparkle to the tough topic of non-performing loans
Qualco is a fintech company with 20 years’ experience in over 30 countries. It supports debt [...]
Digital marketing during a crisis: the role of advisors
Konavi is a ten-year-old digital marketing consultancy in Munich, working primarily with B2B clients. We [...]
Managing full-service marketing in a digital world: Octopus Agency
In a previous article, we talked to Jon Lonsdale, MD and founder of full-service advertising [...]
Transformation in print: Old Fashioned Business With New Ways
From a sales and marketing perspective the print industry has long been associated with traditional, [...]
How Spotify, Dropbox, and Trello boost subscription revenue
In 2019 the average American spent $640 on subscription services. Subscriptions come in so many [...]
ABM, sales planning and intelligence: will adversity catalyse transformation?
We’d intended to discuss Account-Based Sales & Marketing (ABM) with Brian Allsop, MD of Fusion [...]
Doing It By the Book – Building Brand for the Digital World
Valitor is an international payment solutions company, founded as Visa Iceland in 1983 and expanded [...]
The Full-Service Agency is Dead – Long Live the Full-Service Agency
Full-service agencies are advertising agencies that cover all aspects of advertising and promotion. Their death [...]
Should collaborative marketing be in your toolkit?
Collaborative marketing represents the concept of working together with other similar companies or associations to [...]
Seven takeaways from Discover Martech 2020
This year’s Discover Martech event took place in April as an entirely virtual (and free) [...]
Five ways the Customer Data Platform Institute supports marketing professional development
The Customer Data Platform (CDP) Institute is a vendor-neutral organisation that aims to help marketers [...]
What ‘red teams’ can teach the agile community
‘War games’ are military exercises that are used to test or improve tactics and strategy [...]
The enduring strength of Net Promoter Scores
You may or may not be aware of the concept of Net Promoter Score, but [...]
Augmented reality in the experiential marketing mix
Experiential marketing is all about creating experiences involving brands and consumers. These experiences are now [...]
The maturity journey: How influencer marketing is becoming more thoughtful
Influencer marketing was—like so many other ideas in the past—billed as the next big thing [...]
To run or to pass? Speed, trust and agility in a digitally-driven world
One of the phrases often heard in management meetings is ‘run with the ball’. Sometimes [...]
Closing the divide: from follower to leader in content globalisation
Content marketing is now mainstream. Everyone is doing it, and everyone understands its importance. A [...]
What do marketing analysts do?
With the steady march of digital marketing, a number of new marketing roles have emerged. [...]
The CMO as an orchestra conductor
Orchestral conductors seldom play an instrument in the orchestra that they are conducting. There are [...]
How mature are your account based marketing practices?
Account-based marketing is, broadly speaking, marketing that is focused and targeted towards each lead or [...]
Lead nurturing should embrace changing digital experiences
Lead nurturing is the process of bringing a lead from the initial point of interest [...]
Is lead management keeping up with digital possibilities?
Lead management in B2B includes both generating sales leads, and following them up and closing [...]
Make every meeting count
A CIA manual published in 1944, and rediscovered recently, sets out simple ways to sabotage [...]
High performance transformation with Scrum
The Scrum process is more commonly known as a software development approach that is designed to [...]
B2B marketers need to up their mobile game
Mobile is one of the biggest trends in digital marketing. B2B marketing teams have been slow [...]
Why sales operations continue to rise in significance
What marketers need to understand about sales operations Sales operations has been around a while—since [...]
What established brands can learn from growth hacking
Growth hacking may just be the latest thing in marketing. As the name suggests, [...]
Infusing your go-to-market strategy with social media
When you’re thinking about your marketing strategy, you need to consider who you’re selling to, [...]
The digital hunter-gatherer
People often comment on how much the world has changed in the last ten, or [...]
Why every project needs a ‘wash-up’
As individuals, we’re quite good at learning from experience. In fact, many of us trade [...]
Social selling and the lesson from cakes
There are many myths about B2B and social media. But what is the key to [...]
Rules of Engagement
In the age of social media-dominated communication and general information overload, developing client engagement based [...]
Rethinking the sales process
The sales ‘machine’ has long seemed to have a very clear shape and role. But [...]
In conversation: NNIT’s Karsten Fogh Ho-Lanng on digital disruption
NNIT is an international IT service provider offering IT consulting and the development, implementation and [...]
In conversation: DataSift’s Tim Barker on helping enterprises to grow big ears on social networks
As social platforms proliferate and influence buyers from all walks of life, the need to [...]
In conversation: SAS Institute’s Flemming Bagger on good governance for enterprise analytics
As more businesses embrace big data and the promise of analytics-driven decisions, many practitioners are [...]
In conversation: Becoming customer-led
Faced with dramatic shifts in technologies, behaviours and expectations, Symantec has moved from an engineering-led company [...]
In conversation: A new kind of content marketing
As the global economy continues to recover from the 2008 financial crisis, it is clear [...]
Cluetrain Manifesto: the importance of being human
Here’s a question for a quiet ten minutes in the office, or when you feel [...]