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 Real Impact of AI on Workload
AI is transforming marketing work but not necessarily lightening the load. While it boosts efficiency and personalization, it also demands new skills, continuous adaptation, and a stronger focus on quality and strategy.
Read articleUnleashing Marketers’ Agility: The Power of Collaborative Solutions!
Marketing teams face mounting pressure amid shrinking budgets and growing demands. By combining AI technology with smart external collaboration, they can boost efficiency, creativity, and focus. This article explores how balance and collaboration are key to thriving in today’s complex marketing landscape.
Read articleAre Your Clients Changing Faster Than You?
B2B decision-makers are evolving fast, with younger, tech-savvy generations demanding more engaging, authentic, and mobile-friendly content. As digital channels saturate, differentiation now depends on emotional storytelling and relevance. This article explores how marketers can adapt to stay ahead of their changing clients.
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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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