In 2025 we're launching a new campaign to make B2B marketing more human. Here's a reading list of our research so far.
Your ideal customer is more than just a profile - you need to understand the broader context around their decision making
In the sixth part of our series, we look at why marketing teams are so siloed, and how measuring impact can be the thing that brings them together.
In the fifth part of our series, we tackle the most important factor in the success of a story format - workflow.
In the fourth part of our series, we explore the one thing the media industry does better than marketing - development.
In the third part of our new series, we nerd out about story formats, and why they are so essential for keeping people's attention.
In the second part of our new series, we share two simple tips for finding unique and interesting stories
In the first part of our new series, we explain why so much of B2B marketing looks and feels so flat.
We're launching a new series sharing all our years of experience in story-finding, and explaining why story-finding is not the same as story-telling
If you want to be a leading voice in an emerging sector, the key is creating the rhythm that brings it together
If your sector is diffuse and unconnected, the trick is not to go broad, but to go niche.
Your brand is not a logo, it's a social construct - if you want to change it, you need to create stories people will share.
