Categories
blog

Building a B2B Customer Community.

A client mentioned to me recently the pressing need to deliver, “strong results, quickly,” from the community engagement programme I was being asked to deliver. I’ve been asked for that before of course. Almost every time a client or prospect sticks their hand in the air for community engagement it’s to ask for the required […]

Categories
blog

The Definition of Social ROI.

I’m becoming a little tired of knobs using ‘socialisms’ – words and phrases about ROI that sound like English, but aren’t. They’re intended to make the user appear desperately clever and the recipient stupid. ‘Monetizatory ROI’. ‘Accessibilitization’. ‘Engagementized’. And the rest. Knobs, the lot of them. Social media requires a degree of initiative and a […]

Categories
blog

B2B Branding – MBA Notes from a Hardass Motherfu*ker.

I’ve always been impressed by those who study beyond the point of parental coercion. So when I was invited to guest-lecture to university MBA students, the irony wasn’t lost on me. A lifetime ago I spent my time at the back of the class, stoned. Now I was at the front with 100 MBA students […]

Categories
blog

Social Influence in B2B Marketing.

There seem to be two notable benefits to growing social influence. People pay you to talk, and they give you free shit. I seem to have done a lot of talking in the last few years. Talking, writing books, talking about the writing and then talking some more. Maybe creating influence. I’ve talked about Waterloo […]

Categories
blog

Turdy Brown Trousers – B2B Marketing Conference Keynote.

I ponced around on stage giving a keynote presentation at the annual B2B Marketing conference recently. I swung my arms around and splattered the front row with spittle and grew increasingly red in the face as I tried to convince congregated worthies of the need to accelerate adoption of digital brand strategies. I can’t be […]

Categories
blog

Adoption of B2B Digital Strategy.

I was speaking to a colleague at an agency in Chicago about digital strategy because, well, because I’m just so cool and transatlantic and stuff. I said, “Dude!” a lot. He called me, “Buddy” (even though my name is Scot…) and we generally pretended we were speaking the same language for a while. We were […]

Categories
blog

Risk Averse B2B Brands.

I met an old school friend for frothy coffee the other day. He’d been promoted to ‘Global Director of Risk for Bleedin’ Everything.’ I asked him what, for the feeble minded, that actually meant. He said he was, “Tasked with assessing and reporting on the actual and perceived risk to the business of internal and […]

Categories
blog

Shifting Sands of Digital B2B Marketing.

I confess to a moment of B2B marketing doubt. The stupid people are clearly getting to me. I think anyone with any degree of B2B marketing responsibility will have their moments of doubt. “Am I doing this right? Will it work? Is it worth it? Does my bum look big in this?” etc. Well, Ok, […]

Categories
blog

Business Social.

I presented the opening address at the recent B2B Marketing Forum for technology in London. Essentially, I was addressing a technology audience about the use of digital technology. It struck me that I may well end up teaching my grandmother to suck eggs. If anyone should be fully aware of the potential benefits of using […]

Categories
blog

Free Wi-Fi For Business.

As a ‘civilised’ wi-fi society, there are certain measures that we put in place to represent our civilisation. We pursue a work ethic that entails the pain of endless meetings. We pursue the suffering of corporate politics and we pursue the general indignity of the daily commute. And throughout the grind of our civilised existence, […]