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71% of B2B ads are a waste of money, zero attention, zero sales: Why marketers should forget voiceovers and heavy text – and get the logo in much earlier

By Brendan Coyne - Editor

22 August 2022 5 min read

By Brendan Coyne - Editor

22 August 2022 5 min read

News Plus

News Plus

News Corp goes full funnel, launches consumer product comparison site for lead generation by gaming 100 million monthly consumer finance searches; hedges for more frugal consumer spending

By Paul McIntyre - Executive Editor

1 August 2022 5 min read

By Paul McIntyre - Executive Editor

1 August 2022 5 min read

‘In a recession, you should cut your performance budget, because nobody’s buying’: B2B Institute on how brand marketers can avoid the axe by ditching fluffy metrics

By Paul McIntyre & Brendan Coyne

29 June 2022 3 min read

By Paul McIntyre & Brendan Coyne -

29 June 2022 3 min read

‘We did a marketing job on marketing, now the CFO tells CEO to back us’: How SAS chief marketer flipped from lead-gen maxi to brand disciple... and won

By Paul McIntyre & Brendan Coyne

29 June 2022 5 min read

By Paul McIntyre & Brendan Coyne -

29 June 2022 5 min read

Vanity metrics must die: Salesforce's top marketer culls content, meaningless reporting as growing pains bite

By Brendan Coyne - Editor

28 June 2022 5 min read

By Brendan Coyne - Editor

28 June 2022 5 min read

News

News

‘The most important slide I’ve built in my career’: Salesforce’s top brand marketer on ‘operationalising’ long-term investment, building memories, closing the ‘relevance gap’ – and why vanity metrics must die

By Brendan Coyne - Editor

28 June 2022 5 min read

By Brendan Coyne - Editor

28 June 2022 5 min read

News Plus

News Plus

Funnel vision: HP marketing boss backs Ehrenberg-Bass on B2B-B2C convergence, though fundamental differences remain; says profit metrics make brand building converts of sales, finance

By Paul McIntyre and Sam Buckingham-Jones

27 April 2022 5 min read

By Paul McIntyre and Sam Buckingham-Jones -

27 April 2022 5 min read

Deep Dive

Deep Dive

Mental availability, brand rejection, Binet & Field, ESOV and Ehrenberg-Bass: New B2B data shows marketers should flip the funnel sideways for business growth, B2C strategy also on the hook

By Paul McIntyre & Brendan Coyne

28 March 2022 10 min read

By Paul McIntyre & Brendan Coyne -

28 March 2022 10 min read