Dear Inbound Marketing, why do you take so long? From I'm Bored Now.

'Here's to waiting' is the sign off to my all time favourite ad, 'Guinness Surfers'. Turns out there is something in it. Delaying gratification is associated with greater wealth, low levels of substance abuse, a smaller waistline and for B2B tech, a steady flow of leads.

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Jodi GaylardComment
How trust converts brand advertising to sales

Brands can engender trust simply by being seen and heard. Consistent brand marketing directly affects how willing someone is to trust and shortlist your product or service. Here's how.

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Jodi GaylardComment
Getting real about marketing and motherhood

If you believe the advertising, the world is populated with yummy mummies. They drive SUVs, like baby and me yoga, smile indulgently at their messy toddler whilst wearing breton t-shirts and cute ballet flats and have a healthy and delicious meal on the table for hubby when he gets home at the end of the day. Yeah right. I'm exhausted just thinking about it.

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Nerissa AtkinsonComment
7 ways traditional marketing fails for B2B SaaS

 The marketing rules are changing, particularly for SaaS companies, and the time of spending months fine-tuning a campaign worth a quarter of your marketing budget, launching it and crossing your fingers that it will work are going. Instead, a new, more agile approach to marketing is needed.

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What the newspaper you read can teach you about the importance of brand positioning

A few years ago I made the conscious decision to stop watching the news on TV. Perhaps it was the groundhog day formula of ‘international war, opposition says the Government made a stupid mistake, sport, sport, sport, heartwarming kitten story’ or that it was increasingly easy to find news from other sources – online new sites, Twitter and opinion blogs that provided a sense of balanced perspective on the news.

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The power of niche marketing

Consider: you live in Northcote, Portland or East London. You have a fine, full manly beard, a fixie and visions of selling sushi tacos or vegan jackfruit pulled pork sandwiches. You’re looking for some advice. What message do you think is more likely to catch your eye: 'How to set up a new business' or '10 steps to crushing it with a killer food truck'?

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A marketing plan is a measured piece of string

Sitting at number 2 of my top 5 most disliked, clichéd sayings, is ‘how long is a piece of string’. If I am sitting opposite someone and they say it, I want to slide under the desk like I’ve just been given a very fast acting poison and if I’m standing I would like to fall to the ground like a narcoleptic goat.

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Jodi GaylardComment
4 reasons your viral content won't go viral (and what to do instead)

To find out how to make your carefully planned 'viral' content actually go viral, you could consult Google ( 47 million references and counting). But when it comes to getting your content to go viral, you could also probably learn a lesson or two from some of the world’s largest content producers.

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Emotional Marketing - B2B technology customers need cuddles too.

Two years ago I read The Millionaire Next Door, the revised, revised, revised edition. Why didn't they revise the title? What's one million dollars going to buy...one house! Anyway if you haven't read it let me save you $9.45 on the Kindle version and tell you in six words how to be rich - Be quite tight with your money.

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Jodi GaylardComment
6 brands proving B2B content doesn't need to be boring

In the hierarchy of marketing, there is an unofficial ranking of ‘cool’ brands to work for. Top of the list? Luxury brands and beer (nothing surprising there). Middle of the pack might be banking - big budgets, and looks good on the CV too. And way, way down the bottom of the list you’ll probably find B2B firms.

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How to spark a love match on LinkedIn

LinkedIn is billed as the social network for business, but why does it seem so hard to make a connection? I don’t know about you, but at times it kinda feels like a bar at the end of the night, with everyone talking past each other, desperate to find The One before it’s too late.

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Nerissa AtkinsonComment
Is Facebook a waste of time for B2B businesses?

I was meeting with a client this week when he asked me this very good question: is Facebook advertising really worth it for a B2B? Why not just use LinkedIn? On the face of it, I agree that it seems unlikely. After all, Facebook’s where all we check out the status updates of friends, watch the latest viral video and perhaps read a news headline or two. That's right - all of us (or almost).

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Nerissa AtkinsonComment