The Rise of AI in Marketing Research Artificial Intelligence has emerged as a game-changer in marketing research. AI algorithms are adept at processing vast volumes of data with remarkable speed and accuracy. From analysing customer sentiments on social media to predicting purchase behaviour based on browsing patterns, AI empowers marketers to extract actionable insights from complex datasets. With the AI industry expected to grow 120% year on year, around 48% of businesses are already using some form of AI to utilise big data effectively.    One of the key advantages of AI is its ab ..read more

1) Worldwide celebration for women  One of the most significant aspects of International Women’s Day is its global embrace. It isn’t just about personal experiences but also about understanding the lived realities of women across the world. Helen, our Business Development Manager, vividly captures this global spirit through her experiences working with NetWorks, a charity supporting vulnerable women and communities in Romania. One of her most striking experiences was supporting a free pamper day for women in one of Arad’s most deprived areas; this small act of care sparked smiles on the f ..read more

Why we became certified For businesses, it’s no longer ok to be ‘good enough’ and in order to make a change we must strive to do more. This means making tough decisions day in, day out. Companies that are measuring their environmental and social impacts are helping society to be a little bit nicer. We resonated with the ethos of what it meant to be a B Corp – we felt that we were already doing a good job when it came to our employees, our clients and our impact. Obtaining the certification would both reinforce those beliefs, and also guide our business decision-making to align with those core ..read more

What is a content strategy? A content strategy is the strategic planning of content that sits above all individual pieces, which ensures the overarching creation of content aligns with the broader business objectives. Great strategic planning requires data and insights. This blog provides a step-by-step guide to what you should consider when preparing to build your content strategy:   1. Business objectives As highlighted above, your business objectives should sit at the core of your plan. So be sure to know what they are! Ensure each piece of content planned has a role to play in achievi ..read more

Identifying technology to support marketing Despite a newfound agility and openness to learn, larger organisations (1,000+ employees) inherently face challenges when implementing new strategies and technologies, according to our research. The dynamic nature of the marketplace means adaptability is key, but this can sometimes conflict with long-standing organisational habits or cultural resistance.  Therefore, in order to obtain buy-in and a successful rollout, you first need to identify the right B2B martech.     Strategy first, tech second    As a starting point ..read more

We are now an accredited Demandbase partner listed in Demandbase’s directory for all of Demandbase’s current and future customers needing specialist consultancy on getting the best from the platform and implementing a full-funnel account-based strategy.   As one of just 25 consultancies globally to be included in the programme, our Strategists have undertaken Demandbase’s GTM Certification and Demandbase Solutions Certification to ensure they deliver the highest level of support to clients and are already consulting on large-scale, international projects.   As the first mover in acco ..read more

When I returned to work after maternity leave, it was a bigger shock to the system than I could’ve imagined. Wanting to impress at work, catching up from a year of being ‘MIA’ and proving I still had loads to offer, all while being present for my son, navigating sleepless nights, illnesses and the growing mental load. I knew I wasn’t alone… The guilt at needing to drop everything at 5.30pm to do the nursery run. Declining a meeting because my child was ill and I needed to take them to the doctor. Asking a colleague to move a deadline to accommodate my non-working Friday. If we’re really honest ..read more

We are now an accredited ABM partner listed in Demandbase’s directory for all of Demandbase’s current and future customers needing specialist consultancy on getting the best from the platform and implementing a full-funnel account-based strategy.   As one of just 25 consultancies globally to be included in the programme, our Strategists have undertaken Demandbase’s GTM Certification and Demandbase Solutions Certification to ensure they deliver the highest level of support to clients and are already consulting on large-scale, international projects.   As the first mover in account-bas ..read more

To aid with your own horizon scanning, here is where B2B CMOs are planning to focus their efforts as 2024 begins: Harmonising customer experience and data collection   The customer has been integral to marketing strategies in 2023 and it’s not set to change for 2024. CMOs recognise that this has been driven bidirectionally, both from the pull of organisations seeking customer centricity and the push from customers requesting a more tailored and personalised experience. Through viewing the customer as human, regardless of them representing a company, CMOs are looking to B2C experiences for ..read more

What do we mean by buyer personas? Buyer personas, sometimes referred to as customer personas or marketing personas, are detailed profiles of your ideal customers. These profiles go beyond the surface-level demographics and job titles. They delve deeper into their challenges, pain points, personality traits and motivations.  Data-driven insights In the B2B world, data is king. Start by collecting data and analysing from different sources. This can include CRM data, website analytics, social media insights and audience insights. Here are some of the main data points to consider: 1. Job tit ..read more