Author: Ian Truscott

Again I am inspired by a lunch, but I’ll be honest this Tuesday 2 cents is a bit unresolved, are marketing and commercialism ruining everything, or giving us all a taste of the good stuff?

In this week’s Tuesday 2¢, inspired by walks, lunch with chums, Robert Rose and Dennis Shiao, I say it’s time we found some headspace in the hustle.

The next wave of customer engagement is not about how wonderfully personalized our websites are, it’s going to be more than that. In this Tuesday 2¢ I contend that we need to learn the lessons of personalization and truly engage our consumers on the channel of their choice…

This Tuesday 2¢, I continue to preach that the aim of B2B marketing is to create ART (Awareness, Revenue, and Trust), but you need budget, priorities and focus.

This week I read the word “trusterizing”, my eyes rolled as we hand the world another reason not to trust marketing and so in this Tuesday 2¢ I focus on the importance of trust as a marketing goal.

Until an hour ago, I did not know what a paraben is. Is this important? Well, maybe to J&J’s advertisers. In this week’s Tuesday 2 cents, I suggest that Sometimes we need to market the problem, not just the solution.

As marketers, when we are not “making shit up” as my wife describes our craft, we spend much of our time pouring over data, defining personas, deciding our metrics, yet maybe there is someone down the hall that can help, in this Tuesday 2¢, I suggest you hug your salespeople.

Arguably the first casualty of digital transformation was the secretary and the typing pool, an established business practice for decades. But to have that friction in modern business now seems absurd. In this weeks Tuesday 2 cents, I suggest marketing leaders stay current on marketing tech and data to spot the next typing pool…

In this week’s Tuesday 2 cents I contemplate brand promises and how B2B marketing needs stop faking the “me too” and differentiate by being authentic about what our companies are great at.

This week my Tuesday 2 cents is that it’s time to consider the sales deck, not just as part of the marketing messaging mix, but as the best place to start when developing your brand story.

I could be going horribly provincial with this week’s Tuesday 2¢, as my inspiration is a chain of UK restaurants and a podcast they produced. You might need to bear with me on this one…