Every now and again I’ll share some other people’s articles that I’ve found incredibly useful – either to help inform my B2B marketing decision making, or to help debunk some of the ridiculous claims that pervade the B2B marketing profession.Many of the articles focus on B2C marketing theory, although I believe they have general application. I hope you find some of them useful…

Branding and Advertising

• A great article in the Financial Times about brands and the excessive claims that advertising is dead >
• As will become evident the more of these posts I write, there is no-one I admire more in the ‘creative’ industries than Dave Trott. Here he provides a masterclass on the power of mnemonics >

Content Marketing

• I apply ‘content marketing’ techniques daily in my day job. I know it can work highly effectively in B2B marketing – as part of an overall promotional mix. BUT I am a little bit sick and tired of the excessive content marketing hype we’ve all hard to endure over the last 4 or so years. I think this article provides a healthy perspective on that hype >

Personalisation

• This excellent piece provides a powerful, contrarian perspective on the negative impacts of personalisation and stalking customers around the internet >

Copywriting

• Us marketers all think we know a thing or two about persuasive copywriting. But do we really? This great article from a heavyweight champion of copywriting, Andy Maslen, shines a light on whether we’re really up to the task of distinguishing good writing from bad >