As a former hockey player and salesperson, I know a lot about goals – whether in the context of a hockey game or in a sales environment. If you can’t get goals in hockey, your team will never win. In sales, if you don’t achieve your sales goal/s you’ll soon find yourself on the outside …

In the age of digital transformation, brands are fighting hard to remain relevant. Key modelers, like Netflix, Hulu and HBO, continue to challenge the way their customers consume media, while some other companies fall short of retaining interest. What key imperatives, then, will drive the media brands of the future? Let’s breakdown the five best …

Digital subscriptions have successfully cracked the retail code. Pioneering a new merchandising format that makes people spend compulsively, media services are fostering consumption habits and out-doing traditional retail with classic upselling tactics. Retail may have slowed down, but more and more iTunes carts are filled every minute. Digital media services – for online access to …

Customers today have access to a seemingly infinite stream of media content. Now that the floodgates have been flung open, companies are realising that offering highly relevant and curated content is more meaningful than having access to this all-you-can-eat buffet. Companies like Amazon, Netflix and Spotify are leading the pack in the world of relevance-driven AI. Take Amazon’s recommendation algorithm as …

B2B organizations that excel at lead nurturing generate 50% more leads that are sales-ready, at 33% lower cost, and nurtured leads make purchases that are 47% larger than purchases made by non-nurtured leads. Nurturing matters, in other words. Why Specific Content Matters The B2B customer lifecycle is constantly changing. Today, we have more marketing channels …

Something we’ve focused on from day one at our technology startup is content marketing. Granted, it’s become a bit of a buzzword subject over the past year or so. With everyone jumping on the bandwagon it can feel well, a little meaningless. Here’s why it’s not. When Content Marketing Works The thing about content marketing, …

Once upon a time, there was no internet. We lived with getting our stories from the television, the wireless (the radio to you), newspapers and from the bloke in the pub. Life was simpler in some ways. I remember the exciting talk around the office in 1993, when some bright spark had managed to get …

Most marketing professionals have heard the CEB statistic that 57% of the buying process is complete before a ‘customer’ even contacts the supplier, and that marketing-sales consistency will come in handy during the last third of the journey. However, in the B2B market, this journey is notoriously longer than in B2C. Ensuring this drawn-out journey …

Every business needs to have a strong brand voice from the outset. It helps to form a concrete vision moving forwards, and keeps all marketing communications – both internally and externally – as consistent as possible. But when we think about the concept of a brand voice, it is typically in a metaphorical, content marketing …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …