Strategy & storytelling

If you’re marketing a product or service to HR professionals, standing out has never been more difficult. HR leaders are inundated with content, vendor messages, research reports and sales outreach every day. Whether you’re promoting HR technology, recruitment services, employee wellbeing solutions, learning platforms or workforce management tools, earning attention requires more than a great […]

Traditionally, B2B marketing and TV advertising are two phrases scarcely seen together, but the recent approach ServiceNow has taken to promote its digital workflow platform has made us question whether B2B mass media evolution is on the horizon.   The adverts in question are a breath of fresh air, using Willy Wonka and the Chocolate Factory to add a nostalgic touch, whilst conveying […]

She’s been in the spotlight for years, but recently Meghan, Duchess of Sussex became the one setting the media agenda. The actress-turned-Royal-Family-member guest edited Vogue’s September issue, and it didn’t take long for the magazine to fly off the shelves. Not only that, some people are selling it for up to five times the price […]

Simple steps for B2B marketers on content gating etiquette Despite reports of its demise, gated content assets are still being widely used by the industry. According to NetLine’s 2024 State of B2B Content Consumption and Demand Report demand for gated content increased 14.3% year-over-year in 2023 and is up 77% since 2019. While the stats […]

Updated: October 2026 Back in 2019, Lake Superior State University included “thought leader” on its annual list of words and phrases it thought should be banished due to overuse. At the time, it was easy to understand why. Every executive seemed to be a thought leader, every opinion post was labelled thought leadership, and the […]

Companies often underestimate the stories that they’re sitting on. Often the backstory, or the ‘why’ isn’t considered public information or of interest to those outside of the company. Yet it is these stories – the reason that the company comes into being – that can offer the most in terms of insight, interest, advice and […]