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Perspectives, insights, and thought leadership from our team of industry experts.
May 17, 2023 · Uwe Hook
The Basics: What is generative AI?Generative AI is a powerful form of machine learning that can produce all sorts of new and exciting content, from music and art to entire virtual worlds. It can include
Jul 6, 2021 · Jonathan Nail
How to select the right strategic marketing platform for your business objectives.When used to its full potential, your customer relationship management (CRM) system can revolutionize the way you connect with current and prospective clients. While
Jun 10, 2021 · Susan Martindill
Find out how to hire a demand generation manager even if you don’t work in the field.Image source“It’s been three months. Why hasn’t my new demand generation manager done anything?”Time and time again, I hear
Mar 29, 2021
Marketing Procurement Best PracticesHere’s how to work with your agencies for procurement that delivers value without reducing investments.Source By definition, procurement is the act of securing goods or services required for a business to grow. We
Mar 1, 2021 · Freddie Laker
How To Use Marketing Procurement EffectivelyAs a marketing leader who has also spent time on the agency/supplier side of the equation, I have a bit of a love/hate relationship with procurement. In the early years
Oct 14, 2020 · Danny Fishman
Every day we hear more and more about the “informed” and “activist” consumer whose purchase decision making is not just influenced by traditional marketing practices, but instead by the attitudes, beliefs, politics, and social actions
Sep 30, 2020
If you are scratching your head and wonder why your competitors are getting subscriptions more than you do, it may only mean one thing. It would help if you improved your current SaaS conversion rates. Now
Sep 17, 2020
Using Marketing Procurement for Brands & AgenciesEffective marketing procurement can help optimise your longterm ROI but are you using it correctly? What are the best ways to leverage it and where should you focus your
Sep 16, 2020 · Nick Worth
The Problem with Content Marketing Miracles The miracle of miracles is the hope they engender. The joy of Santa’s extraordinary annual global journey to each and every hearth. The inspiration when a pilot lands his
Jul 22, 2020 · Vu Pham
Are you using the right metrics? Do you have the right tools? Find out why you may not be getting the best results from data analytics.Data analytics is all the rage. Everywhere you turn, you
May 8, 2020
The world is facing the worst crisis in decades. As COVID-19 cases increasingly grow all over the globe, it is not just health and safety that must be dealt with.This pandemic also forced businesses and
Apr 15, 2020
Benefits of Communicating EffectivelyAs we know, the world is involved in a global health crisis, and we are doing our individual and collective best to get through it. Companies of all sizes have been affected
Jan 9, 2020
The Internet is flooded with all sorts of B2C marketing guides, but the situation is not so bright when it comes to B2B marketing. After all, it is a totally different field of work where
Dec 9, 2019
5 Sales Triggers through Psychology Customers are human, just like you, and, as such, they often appear to be – and are – very complex creatures, with difficult wants and needs to meet. It can
Dec 3, 2019
What is a B2B Marketing Strategy?B2B, or business-to-business, refers to when a business doesn’t sell to consumers, but rather to other businesses. This often leads to lucrative bulk sales and consistent customers, so it’s a
Oct 29, 2019 · Freddie Laker
How an Interim Chief Marketing Officer can Improve Your Company Although every organisation relies on a wide range of skilled labour to be effective, key leaders will play an outsized role in your company’s overall success.
Oct 23, 2019
Ten Surefire Ways to Build Trust in Business Within Your Company's Culture“The best way to find out if you can trust somebody is to trust them.”― Ernest Hemingway In today’s world, there are many ways for
Sep 17, 2019
What is the role of a Chief Digital Officer, or CDO, in a retail organisation? The role of a Chief Digital Officer is to lead digital transformation, defining and executing a strategy for a step-change in
Sep 4, 2019 · Paul Lewis
Chief Marketing Consultant — Is it time for one?The role of the chief marketing officer today is more complicated and diverse than ever. Marketing itself has become significantly more sophisticated and typically utilizes complex technology
Jul 15, 2019 · Michael Bayler
Behind the accelerating crisis in advertising lie challenging new rules for building, growing and sustaining brandsWhile the roséflowed freely at this year’s Cannes Lions, dark and heavy clouds, that havebeen threatening on the far horizon,
Jun 10, 2019 · Ryan Hart
The Growing Importance of Marketing with Emotional Intelligence (EQ) and Why IQ is Quickly Taking a Back SeatThe World Economic Forum report predicts that Emotional Intelligence (EQ) will become one of the top ten skills
Mar 28, 2019 · Miles Williams
What you need for a successful brand strategy.Imagine this: The branding agency just left. After months of internal analysis, customer research and a not insignificant amount of money, the creative hotshots finally came back in
Mar 4, 2019 · Freddie Laker
The craft cannabis and craft beer markets have a lot in common. Here’s everything you need to know about these similarities.SourceThe craft cannabis and craft beer industries are part of a larger field of premium
Jan 16, 2019 · Radha Badani
Identify attitudes and motivations to find a common thread between your desired target customers using psychographics.IntroductionIt’s not easy picking a favoriteOne of the most poignant examples of a brand that focused its positioning on a
Nov 7, 2018 · Michelle Barry
SourceRebranding is not for the weak. Not only does it take a tremendous amount of work and require a sizeable chunk of your budget; it’s also extremely risky.Why?Because it takes years for a brand to
Oct 25, 2018 · Freddie Laker
Oh Ship! A Conversation About the Creative Process This week on Oh Ship Freddie Laker is joined by special guest and expert designer, Juan Morales, to talk about how to manage the creative process with different
Oct 29, 2010 · Freddie Laker
Creative directors are not the key to delivering amazing creative ideas. We hold them up in high regard for their creative brilliance and original thinking but they are not the white knight sent in to
Sep 2, 2010 · Freddie Laker
In an increasingly global world, it's not unreasonable to believe that some tactics used in developed markets will be successful in China. But it's also important to recognise that new trends or even new uses
Apr 7, 2010 · Freddie Laker
It's easy to get caught up in today's trends or even focus on the next six months. Some of 2009's biggest trends included an increased emphasis on real-time search and information distribution, while distribution of
Jul 22, 2009 · Freddie Laker
Every once and a while I will engage in a conversation with someone — whether in the office, on the road, at Cannes, at the local eatery, you name it — and they will say
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