Secrets to effective writing

With Sarah Mitchell, Founder of Typeset  Typeset recently launched the State of Writing report to ask: How can our business communication become more effective? Marketing’s million dollar question (on a restricted budget, of course). We chat with Sarah on how to know what your audience really want to read, balancing the scales between quality &..

Why You Need to Focus On the Middle of the Funnel Right Now

Now more than ever, as organisations large and small grapple with the repercussions of the pandemic and economic recession, the pressure is on to boost sales leads and new business activity. As a marketer, this means the bulk of your budget, time and effort goes into the top of the funnel (TOFU). While focusing on..

Building a community through content marketing

With Carolyn Hyams, Marketing Director at Aquent A common misconception of content marketing is that one piece of content = hundreds of leads. Rather, it takes time to see the impact on business outcomes. Carolyn shares her insight on the art of this long term investment – and how she grew the brand through building..

Driving customer experience in B2B marketing

With Rushenka Perera, Head of Marketing ANZ at SAP Is your sales team the key to differentiating through customer experience? Absolutely, if Rushenka Perera, Head of Marketing ANZ at SAP is to be believed. And as a veteran marketer, whose really made her mark in the tech space, we’d say her word is as good as..

Generalist v’s a specialist marketer

As marketing has exploded over the last 10 years, so have the number of specialist areas needed to support the function. This raises the question: are we losing breadth of skill as the depth of skill increases? Are marketers of the future equipped to run departments if they don’t understand how the discreet aspects of..

Connecting with a niche audience

With Nicole Papoutsis, Head of Brand & Marketing at Genea In a world where personalised content is king, every marketer is trying to connect to a niche audience. And Nicole Papoutsis, Head of Brand & Marketing at Genea knows this better than most. Nicole’s award-winning marketing focuses on understanding the motivations of her niche, by being..

Customer Journey Mapping: the most valuable investment you’ll make

Today, more brands are recognising the importance of investing in customer experience, and with good reason. There are numerous studies which link strong customer experience with increased loyalty, retention and lifetime value, as well as reduced churn, better brand equity, and a reduction in the cost of service. Whatever your marketing KPIs, these measures are all worth..