In the last few years, B2B marketing has come on leaps and bounds as the industry continues to challenge the preconception of it being the poorer cousin of consumer marketing. In fact, we think it’s a rather exciting time to work in B2B and as such, we’re thrilled to have recently joined the Business Marketing Club (BMC) - a growing association with a mission to drive the B2B marketing industry forward.

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Posted by Catriona Macleod - October 17th, 2016

Marketing Week has been taking an in-depth look at the impact of short-termism on brand building. Read More

Posted by Giles Shorthouse - September 19th, 2016

An increase in brand exposure? Reaching and engaging key decision-makers? The number of new opportunities generated?

There are many ways to define what makes a successful lead generation campaign, but it essentially comes down to three simple words: Return. On. Investment. If you can’t track your activity from end-to-end, or post to sale, you’re missing a step. Read More

Posted by Tom Jinks - August 25th, 2016

A recent study by Marketing Week has shown that social media is the most popular channel for marketers looking to drive brand engagement. This may not come as a surprise, thanks to the recent innovations in the social media sphere and the launch of new products (step forward Snapchat and Instagram). Read More

Posted by Catriona Macleod - August 19th, 2016

A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.

True differentiation in a B2B market is difficult. Differentiation means taking a different route, trying new things, being different. Read More

Posted by Octopus Group - August 18th, 2016