Not your Dad’s software; selling software to Millennials.

They used to say that big large glass buildings don’t buy software, people do. But we would be more correct in saying that when it comes to business software these days, people aren’t buying software, large-framed glasses wearing Millennials are. And if you’re in the business of marketing or selling software, this has big implications […]

Marketing in the time of COVID-crazy? Sell less. Be human more. Pivot fast.

Maslow’s Hierarchy of needs states our physiological, safety and belonging  needs to be met to stay mentally healthy. COVID19 has threatened these basic needs. Marketing needs to pivot during the next 3-6 months to reflect a different world mindset. Here’s how and examples of who is doing it well

Trade shows are dead! Trade up to digital marketing strategy.

digital marketing strategy

My new favourite way to express a grumpy emotion is to use the word ‘cross’. If you’d told me 10 years ago I would use the word cross I would never have believed you. There’s something very mid 1970’s about ‘cross’. It brings to mind images of thick wool cardigans teamed with a neutral colour […]

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.

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.

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’?

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.

Make your marketing budget small but powerful

What’s your marketing budget? It’s probably a closely guarded secret; very likely the actual figure has never been totalled up. Whatever it is, many businesses believe that If only they had more to spend they’d be able to make a bigger impact. For instance, $10,000 might buy you attendance at one conference and net you one customer. Or you could invest that $10,000 in Facebook advertising and gain 10,000 likes – but how many of those will turn into an actual customer?