Category Content Marketing

Your Marketing 101 Guide by the Numbers…

Hello again. I’m currently writing a book on B2B marketing – adapted from my training courses. The B2B category has a lot of executives in marketing roles who have no prior marketing qualifications. They have sales, product or technical backgrounds.…

Nothing fails as badly, or regularly, as a marketing automation fail (continued)…

Continuing from my article published last week about poor old Adobe’s problems, here is another example of computers getting in the way of sales because humans aren’t involved. This time it involves SMS – plus a late addition to the…

Nothing fails as badly (or regularly) as a marketing automation fail…

As robots and “automation software” increasingly take over the tasks of humans, the number of customer service problems and technical glitches seem to be increasing. Yet ironically, in most cases, the simple reason for the failure is the lack of…

Ignore the Personalisation Paradox at your peril…

Personalised marketing messages have been around for centuries – think mail-order catalogues posted to individuals, using those individual’s name and address data. The personalised customer experience, including face-to-face customer service, is not new to the world. But now in the…

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