New ideas often receive pushback. That’s because they’re new, they represent change and that can be threatening to jobs, budgets and ‘the way we work round here’. It doesn’t mean they are necessarily a bad idea. I find that frequently it takes a couple of goes to overcome the pushback and also it takes some […]
Use your experience of life, of human communication and decision making to work out times in the customer journey when personal, individual, manual actions will have greater effect. I love using letters, phone calls, SMS – all great tools for use cases when you need cut through and to effect human-to-human contact as a context […]
The inexperienced new business development marketer will disagree with that statement. Why wouldn’t you want more prospects in your pipeline? The customer doesn’t owe you their business – but they do owe you an answer. Creating marketing tactics that provoke the prospect to answer “no” is a good thing. Sales know not to pursue them […]
Sam Irvine is CEO of Copyright Licensing New Zealand – as a B2B marketer he understands the use cases for AI and marketing. There are two main ones, you can use it internally to manage processes as organisational AI and secondly for external outputs like campaigns and marketing material creation. Good and Bad AI Actors […]
It launched. The “new” rival to Twitter. And there have been many attempts to become serious players in the social media space. Read the list of Launch > Defunction > Acquisition > Milestone. Meta will be closely watching our early behaviour on the platform. What we do now may well influence the features, algorithm and […]
I am a panelist at the Academy for Women Entrepreneurs summit talking about Social Media, Marketing and communications. Three talking points and answers From your experience in B2B Marketing, what do you think our Pacific & Maori business women who target businesses as customers should focus on for their marketing activities? Understand the customer – […]
I attended the Marketing Association’s B2B meetup and here’s my write-up on the event. Key learnings Use what you have to the fullest extent – all functionality Simplify your stack NOW Check your use case matches your technology Bring the team with you – upskill them to be confident using technology Match your MarTech Stack […]
A client wanted a list of all the different interests which you can select on Facebook to refine a advertising campaign. Here’s some research I found these pages which purport to have the full list of interests for Facebook advertising. some are more recent than others. The last link suggests a layering strategy which may help https://interestexplorer.io/facebook-interests-list/ […]
Event invite copywriting – a “before” and “after” comparison. First I analyse each paragraph – what’s it about? The draft I was sent was structured like this – The Promise – Sow Doubt – Question (which will be answered) – List of Sales Points – Speakers & event details When I finished rewriting it, the […]