Using B2C Strategies to Build your B2B Pipeline
Written by Jon Paget. Historically labelled the less glamorous sibling (to B2C), B2B businesses have long been told that lead gen trumps brand building, buying cycles are long not short, and decision makers are less emotionally influenced and more value led. These long held views are changing and B2B is catching up. In fact it’s […]
Building Your Marketing Performance Capabilities
Written By Lisa Wood. If you’re spending money on marketing, you’re doing it because you believe it’s driving the overall success of the business – be that building a positive reputation or bringing in revenue. You need to know spend is worthwhile, measuring the impact to know that for sure. Track the data-points that shift when […]
What do business leaders really need to know about data?
Written By Jon Paget. It’s a (very) long held view that businesses should be “data-led” or “data-enabled”; buzz words that mean very different things to different people and don’t translate well between industries. Take a SaaS business and a manufacturer; both highly reliant on tech and efficiency, but both having very different data requirements, data structures, […]
Breaking the Creative Barrier with AI
Written By Bethan Vincent. At the recent Parallax Applied AI Leeds event in April 2023, I explored the exciting fusion of creativity and technology, and how generative AI and models like GPT-4 offer unprecedented opportunities for marketers to streamline their workflows and tap into new levels of creativity. This article delves into the main points of […]
Everything* I know about agency and consultancy marketing
Written By Bethan Vincent *Well, mostly everything. I stand by the statement generic marketing advice is often meaningless and great marketing is heavily context dependent. For every point in this piece there will be a business that bucks the trend. The important thing is that you understand and work with the specific nuances of YOUR […]
How to set your pricing strategy
Written by Jon Paget. As part of our monthly webinar series (subscribe in the footer to hear about future webinars), we spoke to JT Bowlin about pricing strategy. JT has spent his entire career focused on pricing and was the perfect person to talk about this topic – a subject that often comes up when […]
Why Marketing Strategy Matters
Written By Lisa Wood. Theory or practice? Experience tells me when you start talking ‘strategy’ in a business you enter a theoretical domain where people love the debate, but when you dig down, they’re cynical about the translation into the everyday. What people get really fired up about and drive passionately, is day-to-day performance, not strategy. […]
You’ve done a competitor analysis, now what?
It’s so easy for a competitor analysis to end up being a time-consuming process that doesn’t deliver any real value. Pages of detailed information can be nothing more than context in a business plan or marketing strategy presentation unless there are some steps put in place to turn it into actionable insight. To achieve this, […]
Can ChatGPT and other AI be used in marketing and if so, how?
Written By Jon Paget. Leveraging AI in marketing Inspired by a number of conversations among the team, we recently held a webinar on whether AI – and specifically ChatGPT – could, and should, be used in marketing. Jon Paget and Bethan Vincent from Open Velocity were joined by Katie Thompson of Katie Lingo to discuss just […]
What our friendships can teach us about brand building
Do we choose our friends? If you’re struggling for an answer, think back to your school days (hazy as they might be). Who we’re friends with changes constantly and loyalty to a friend or group takes time to develop. It’s rarely, if ever, 100% exclusive. Kids talk to lots of other kids, not just their […]