Ian Truscott

The ART of B2B Marketing

November 11, 2018November 11, 2018Content Marketing, Content Strategy, Marketing

B2B marketing today is a fascinating business practice, we have so much data available, channels to influence the buyer with and a constant stream of best practices and advice and perhaps, sometimes we get lost in

Is Agile Marketing a ‘Thing’ or Just Business as Usual?

November 23, 2017January 23, 2020Marketing

The term agile marketing has been bandied about for a few years now. A recent article went so far as to suggest 2017 will be the year agile marketing goes mainstream.

Real Life Customer Service is the Benchmark for Digital (Or Just Don’t Piss People Off)

November 22, 2016February 11, 2019Content Marketing, Customer Experience ManagementBrand, Coffee in Seattle, digital marketer, Facebook;, Food and drink, Marketing, Social Media & Networking, software;, Starbucks, Technology_Internet

This week I enjoyed a few hours at a roundtable for marketing folks, organised by Marketing Week, the subject of the discussion was personalisation. As we went around the table, articulating our experience of personalisation,

The Minimum Valuable Sales Pitch Conundrum, The Tease and The Work

August 17, 2016August 17, 2016MusingsBusiness, Informed consumer, knowledge worker, Marketing, Sales

Selling in the knowledge economy is tricky. You are not selling a product, a thing you can see, touch, compare features and easily value against other things that are like it. With a physical product

Uh huh, the customer would ask for a faster horse

August 15, 2016February 11, 2019Content Marketing, Content Strategy, Customer Experience ManagementBusiness, Customer, Customer experience, Customer experience management, Henry Ford, Innovation, New product development, Sales, Technology_Internet, transportation, ubiquitous transportation

If you’ve ever done any sort of customer research in order to inform a user or customer experience design, or maybe to make a product development decision, I am sure you would have heard some

Marketers: Engage with the Real People – A Lesson from Brexit and Trump

July 4, 2016July 4, 2016Content Marketing, Content Strategy, Customer Experience ManagementAmerica, business to business, Economic bubble, Europe, Henry Ford, Jeremy Corbyn, Kodak, Marketing, Persona, Target audience, UK Labour party, Usability, Zoe Harris

Regardless of your politics, it seems to me that there is a common thread flowing through the momentous stories of today (Brexit, Trump or Corbyn); the turmoil of uncertainty created by surprise. What’s on the

Keeping Your Promises in The Tale of Two Brands

May 26, 2016May 26, 2016Customer Experience Management

The brand you define through your marketing is a promise. It represents who you aspire to be as an organisation, why you do what you do and how you are going to it for the

Personalization – The hard bit is the bet

February 24, 2016February 24, 2016Content Marketing, Customer Experience ManagementAmazon, artificial intelligence, Engagement marketing, Facebook;, Marketing, Personalization, Technology_Internet

Almost every day I ask myself why, after 15 years in this industry we are aiming toward the same goal with our clients that still seems unreachable – personalization. No, we don’t call it personalization

Hello MRM (and Hello Acquia)

February 19, 2016February 19, 2016UncategorizedAcquia, Adobe, Business_Finance, CEO, Content Management, Content Management Systems;, content management technologies, content marketer, digital marketers, Drupal, enterprise solution, General Motors, Interpublic Group, London;, McCann WorldGroup, MRM Meteorite, P&O, Platform as a service, SMART, technology line, Technology_Internet, Universal McCann

Last week I joined London based, customer experience marketing agency MRM Meteorite – (who are part of MRM//McCann/ McCann WorldGroup and Interpublic Group) – to help drive their technology line of business, content management specifically

Customers don’t care about your industry rules

January 29, 2016January 29, 2016Customer Experience ManagementAmazon.com, Customer experience, Customer experience management, Supply chain, technologist, Technology_Internet

I had a very pleasant lunch this week with an old chum, who’s an IT leader in a venerable publishing institution. We chatted about a number of things, but the thing that inspired this post

3 Steps to Trust not Bust Your Customer Experience Silos

January 15, 2016January 15, 2016Customer Experience ManagementBusiness, Business process, Business process management, Business_Finance, Customer experience, Customer experience management, Enterprise modelling, Information technology management, Process management, Technology_Internet, YouTube

In my last post, I talked about the importance of taking a customer-centric view of business systems. Not meaning the software applications that organisations run, but the people, policies, processes and organisations that makes up