Insights, tutorials and product news from the team teaching marketing to feel personal.
There is a well-documented error in psychology called the Fundamental Attribution Error. It describes our instinct to explain people’s behaviour by pointing…
Read Article You are not your personality (and neither is your audience)Fujitsu’s European Tech Leaders Report surveyed 1,750 IT and technology leaders across eight markets on disruption, AI, legacy modernisation, and leadership. It…
Read Article One Report. Thirty Arguments. €83M in Pipeline.One buyer judges everything by what their team can use on Monday morning. Another needs three people aligned before anything moves. A…
Read Article Every Buyer Decides Differently. Most Pitches Don’t.You have a story that works. Now it needs to land across fifteen partner pairings, three audiences, and five markets, with each…
Read Article Your Story, Told Fifteen Different Ways, Without Losing Control of ItThe trade-off every demand gen team knows Every demand gen team knows it should be speaking to each buyer persona individually. Almost…
Read Article Stop Choosing Between Personalised and ScalableA few mornings ago, I was on the school run when my neighbour, a GP, told me about her day. She’d had…
Read Article The Diagnosis Problem: Why We Ask For Help Then Ignore The AnswerEvery profession is a personality filter. The job doesn’t just attract people who can do the work. It attracts people whose psychology…
Read Article Your Best Marketer Is Probably a Machiavellian. That’s Not the Insult You Think It Is.Over my twenty years in the marketing industry, activity has generally been constrained by budget, time and resource. In the AI era,…
Read Article Revenue per marketer: the only AI benchmark that matters?A senior seller at an enterprise tech firm told me something recently that surprised me. We were talking about AI. Not the…
Read Article Your Best Salespeople Are Trying to Slow Things DownWe’ve watched brilliant products die quiet deaths in pipeline reviews. Not because the technology was wrong. Not because the market wasn’t there.…
Read Article The Buyer’s Mind — Making Your Offer Impossible to Ignore1-10 of 50
