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10.10.17

The Jiu-Jitsu of B2B Marketing

Tim Brogan, Account Director ANZ

At first blush it would appear that Brazilian Jiu-Jitsu and B2B marketing share very little in common. One is mostly a sporting focused endeavour that involves wrestling style pins, joint locks and suffocation techniques, all of which are intended to stop an assailing opponent. The other, B2B marketing is an operation aimed to help sell products and services to other businesses. While it’s easy to point out superficial similarities in the characteristics of the two processes (goal setting, team work, etc.), they resemble each other at much more fundamental level.

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25.07.17

Blockchain – Creating a Second Internet for Marketers

Marcus Johnson, EMEA Digital Strategist

Blockchain is a complex type of technology created by someone (or a group of people) with the pseudonym Sakatoshi Nakamoto. Originally created for the digital currency, Bitcoin, in 2008, because Blockchain allows digital information to be distributed but not copied, it has evolved into something much more. In fact, some are calling it a new type of Internet – one that could have huge implications for digital marketers.

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17.07.17

What does the £2.1bn Google penalty really mean to marketers?

Marcus Johnson, EMEA Digital Strategist

The headlines that accompanied the European Commission’s decision to fine Google €2.42bn for favouring its own shopping ads over its rivals were appropriately doom-laden.

But the Commission’s fine is small beer, amounting to just 3% of Google’s revenue base last year.

What really matters for marketers is the growing risk of an all-out assault on Google’s core business of search advertising.

The risk becomes clear when you look at what’s coming in the wake of the shopping comparison case: two more anti-trust complaints in which the stakes are much higher.

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While B2B companies have tested, deployed and/or scaled their account-based marketing (ABM) programs over the last few years, B2B marketers continue to struggle with how to build, execute and measure a dynamic ABM media strategy.

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31.03.17

Why Should B2B Marketers Integrate Their Search and Social Strategies?

Eva Johnson, Director of Marketing and Communications

Did you know that a 2017 eMarketer report found that 84.2% of B2B marketers use social media to acquire customers? No longer do B2B marketers see social media marketing as an elective tactic, but rather as a necessary conduit to influence and engage customers.

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