Strategy Articles
How good is your marketing? Find out with The High-Performance Marketing Scorecard
How good is your marketing?
Customer journey vs buyer journey vs user journey: what’s the difference?
Is a buyer journey the same as a user journey? Is a user journey simply a customer journey by another name?
How to get the best work from your marketing agency
Every time we start a new client relationship we say, ‘What is it that you think a good relationship looks like?’
How to run an effective customer evidence and case study programme
A case study is proof.
How to find a B2B marketing agency that understands your technology
Craning your neck on the lookout for a B2B content marketing agency that’s right for your business?
What is marketing automation and why do you need it?
A variant on Doc Brown’s Flux Capacitor, marketing automation doesn’t make time travel possible, it makes time.
The ‘Person in the Mirror’ problem: a.k.a. you are not your customer
Newsflash: the person in the mirror is not your customer. You are not your customer.
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What is HubSpot? Read this quick CRM guide
Batman has shark-repellent spray. Marketers have HubSpot. You don't need superpowers if you have the right tool for the job.
How to be a freelance journalist
This post contains advice for anyone considering a career as a freelance journalist. I was a freelancer for five years, writing for Wired,...
How to run a collaborative change management project
Marketing is the visible tip of the change management iceberg. With every new marketing initiative, engagement or campaign there lies -...