Things we’re thinking about.
Marketing, growth and the businesses trying to make both work.
Some of what we publish comes directly from questions we’re working through with clients. Other pieces start with something one of us can’t stop thinking about.
We write about positioning, propositions, client behaviour, growth, AI, marketing organisations and what happens when conventional marketing wisdom stops being useful.
Articles & Insights
Practical, trending and thought-provoking analysis on positioning, growth and AI.
The State of Customer Insight in B2B – What the Evidence Actually Shows
Most B2B organisations believe they understand their customers. The research suggests otherwise – and the gap between belief and reality is larger than most leadership teams would be comfortable acknowledging.
Read articleAI SEARCH: BEYOND THE HYPE – DRIVING REAL BUSINESS OUTCOMES AND GROWTH
AI-powered search is reshaping how customers discover and interact with brands. Learn how to leverage AI visibility and digital intelligence to drive meaningful growth and deliver the outcomes that matter most.
Read articleBenchmarking vs. Corporate Punk
This blog post examines how benchmarking can help improve performance but also limit innovation. It warns against settling for industry norms and encourages businesses to focus on creativity, customer needs, and forward-thinking growth.
Read articleAre B2B Marketers Ditching Brand for Fast Cash?
B2B marketers face a growing tension between short-term results and long-term brand growth. Despite understanding the value of brand building, many are held back by budgets, leadership focus, and pressure for quick wins. The blog post explores these challenges and calls for renewed investment in sustainable marketing strategies.
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Whitepapers & In-depth Reports
Comprehensive whitepapers grounded in research across B2B marketing, customer insight and product strategy.
Who Should Own Customer Insight in B2B?
Cuts through the debate with evidence from BCG, Bain, McKinsey, Gartner, Forrester, and Deloitte. Why sales-sourced insight systematically misleads and what structures work.
Download PDFContent That Counts
B2B content is everywhere — most of it sounds the same and fades fast. Shows how focus, braver ideas, and writing with purpose build long-term reputation.
Download PDFLeveraging Account-Based Marketing to Transform Client Success
Strategies, case studies, and actionable frameworks for financial and B2B firms to drive client growth and retention through tailored ABM programs.
Download PDFBreaking Through the Noise: Winning Product Marketing Strategies
Actionable insights for investment funds to differentiate, articulate value to institutional investors, and build winning product marketing approaches.
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