For every marketing team, experimentation is essential to understanding the efficacy of our marketing. The concept of ‘test and learn’—the process of conducting various experiments you can monitor, measure, and evaluate—helps create the data insights necessary to make decisions about where and how we spend our marketing dollars. Sometimes, there’s a misconception that test and…
One of the areas in B2B Marketing I don’t think we speak enough about is time to market and setting expectations around Marketing ROI impact. I find this topic particularly relevant for startups who’ve received a substantial funding round and are making their first meaningful investment in Marketing. But it’s equally important within larger organizations,…
Without question, I’m privileged to have a job where I get the opportunity to meet some amazingly talented people, while having novel experiences in far-flung corners of the world. Case in point, last month I wrapped up a 3-country road trip across Nigeria, Ghana and Kenya, where I had the opportunity to talk to diverse…
As we stride into February, we’re starting to see which of the big hospitality marketing trends predicted for 2017 are beginning to stick. We’ve debated the effectiveness of interacting with guests via mobile-based chat bots, whether we should be increasing marketing spend with digital influencers and have been excited about the potential of VR experiences….
For companies operating in service-oriented industries, surveys can provide the means to better understand traveller needs, help improve service levels and gain insight into how to refine the guest experience. The usefulness of the data collected is usually determined by two factors: how seriously the survey’s results are taken within the organization, and how committed…
Earlier this month, World Travel Market (WTM) London 2016 wrapped up to much fanfare. Billed as the most successful WTM to date, over 51,000 attendees packed into the London Excel, to meet with the largest number of exhibitors and buyers ever recorded throughout the show’s 37-year history. I attended multiple days of the show to…
An aspect of Marketing hugely underrepresented across the content knowledgescape, is material on how to do developer marketing effectively. Despite being the kingmakers of our times, anyone who’s worked in technology designed for this audience, will attest to the fact that Developers are notoriously well known for having an aversion to all things marketing-related. We…
A remarkable thing happened in the office last week. We got a handwritten postcard from one of our new software vendors. I know – a handwritten postcard! So momentous was the occasion that it even managed to get a reaction out of engineering – a team notorious for having an aversion to any sort of…
Whether you label it as healthy tension, territorial friction or a downright conflict of personalities, anyone who’s spent time working in B2B marketing will be familiar with the terse, often challenging and almost always character-building relationship with Sales. It would be naïve to assume that this friction can ever entirely be eliminated. Even in organizations…