TMP turns ten
Imagine turning up to work on a Monday morning, only to find the office had been painted purple! Well not actually painted purple, but there were enough purple decorations hanging from the rafters....
View ArticleDemand generation in 2012 – the metrics so far
I’ve just been reviewing some statistics from our demand generation programmes over the past year. We’ll take a closer look at these and include some analysis and conclusions over the next few months,...
View ArticleWhy I love B2B Marketing (and why it’s not a poor relation to B2C)
I just came across this article on Marketing Profs: How the Best B2B Marketers Think Like B2C Marketers: Five Strategies to Emulate Normally I’d just accept that I’d lost 10 minutes of my life and move...
View ArticleBrad’s ad: has Chanel come up with a stinker? Best ask the audience.
'It's not a journey...' So begins the remarkable new advertisement for Chanel No. 5. It features a man, for the first time in the perfumer's 92-year history. Not just any man; the new face of Chanel is...
View ArticleShocking new email: IBM accuses marketers of ‘embellishing’ the truth
I just received this email about IBM Smart Cloud - it's lovely that they thought of sending it to me, but I can't help being offended by the first line: "We know that you rely on expert analysis to...
View ArticleHighlights of our 10th birthday celebrations in Spain
We celebrated The Marketing Practice's 10th birthday with a company trip to Spain. Alongside some more work-related activity, everyone created games and took part in a beach OlympiX and dressed up for...
View ArticleMad men: life inside an integrated marketing agency
Mad Men may be set in an advertising agency in 1960s New York, a world away from our barn in East Hendred, but when I told my friends that I had a job in marketing, that didn’t stop them asking me,...
View ArticleO2 and The Marketing Practice shortlisted for two DMA awards
Our campaigns with O2's Enterprise marketing team have made it to the final three of the IT/Telecommunications and Best Customer Journey categories of the DMA Awards. It's a great result based on the...
View ArticleMarketing: it’s a simple game, really
Our COO, David van Schaick, has just become the proud dad of baby Magnus. He is all aglow. What David doesn't know yet is that in about eight years' time he'll be standing in a howling, drizzly gale at...
View ArticleWebcast: Driving ROI from Demand Generation
My presentation from today's Marketing Maximisation Online Summit. Find out how to cut your costs, improve your response rates and see a 350x ROI* from your demand generation programme. The webcast...
View ArticleB2B Marketing: Data Best Practice
So everyone knows data is the key ingredient in any campaign, but does everyone know how to use it properly? There’s more opportunity than ever to target and segment your messaging and collateral, but...
View ArticleVideo: Thoughts on B2B Content Marketing
I confess to having had a couple of glasses of wine before being interviewed at this event in Helsinki last year... Thanks to the team at MicroMedia for inviting me to speak at their event. In the...
View ArticleMarketing Automation: plan for failure
I spent most of this morning in a planning session mapping out a new marketing automation campaign. We got into lots of great detail on the audience, journeys, triggers, personalisation, scoring etc....
View ArticleShortlisted 5 times for Marketing Week Engage Awards
Two of our campaigns with O2's Enterprise team have been shortlisted 5 times for the Marketing Week Engage Awards on May 21st. Two very different campaigns, but what they have in common is that they're...
View ArticleMarketing Automation: babies and bathwater
I wrote briefly last month on 'Planning for Failure' in marketing automation campaigns (the idea that we should spend more time thinking about what to do with people who don't respond rather than...
View ArticleSales and Marketing alignment: a painful, drawn-out process?
Broadly speaking, I think there are 3 stages to the evolution of sales and marketing alignment around demand generation. Stage one: complete separation. Marketing hopes that no-one asks what revenue it...
View ArticleSeven Deadly Sins of Demand Generation
Our presentation from the B2B Marketing Summit, uncut and with added sins! Deadly sins of demand generation for b2b marketing: uncut from The Marketing Practice
View ArticleOne stat to rule them all…
[scroll to the end if you just want to skip my rant and get to the killer stat] "Buyers are taking control of the sales process." Backed up by the often-repeated stat from Forrester - “Technology...
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Shortlisted 5 times for Marketing Week Engage Awards
Two of our campaigns with O2′s Enterprise team have been shortlisted 5 times for the Marketing Week Engage Awards on May 21st. Two very different campaigns, but what they have in common is that they’re...
View ArticleClik here to view.
Marketing Automation: babies and bathwater
I wrote briefly last month on ‘Planning for Failure‘ in marketing automation campaigns (the idea that we should spend more time thinking about what to do with people who don’t respond rather than...
View Article
