Author: Ian Truscott

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…

Not a rant this week, more of a ramble about productivity, open offices and finding time for your most productive time; when you are in flow.

As B2B marketers we need to move away from starting our segment definitions with a job title. In this week’s Tuesday 2 cents, I return to the topic of understanding our audience.

Some leadership teams think that marketing is what happens after the grown-ups have done talking. I disagree…