Author: Ian Truscott

OK, maybe not that tax, but this Tuesday, I share a little bit on that oh so elusive to attribute contributor to sales: Brand.

If your house is anything like mine, the new year is time for champagne, and maybe we can find marketing inspiration from those bottles.

‘Tis the season for rubbish holiday analogues, and as this is the last Tuesday 2¢ before the holidays, I have a warning about marketing baubles.

Back on the topic of gating this week and the people that are interested in the content you have not created yet.

I’m seeing a lot of talk about Spotify over the interwebs, as they share our 2022 Wrapped playlists and people share the nights they uncover about themselves. My problem is Spotify doesn’t know what bloody day of the week it is.

Despite the Word Cup, the title is not a reference to football, but a monologue from Rosie Perez in White Man Can’t Jump, when she says: “Sometimes when you lose, you really win”, as I received a good outreach email.

Imagine if your product had no differentiation, made from a recipe mandated by federal law; why would a consumer choose it? You guessed it, this week’s topic is brand.

A Tweet by Dennis Shiao inspires this week’s thought, Dennis seemingly wanted to download something, he ran into a content gate that refused a Gmail address. In his Tweet, he asked – “Disallowing Gmail addresses for a white paper download. Your thoughts?” Why yes…

A couple of coins to drop on top of last week’s 2¢, change is maybe the bigger challenge for B2B buyers, so, what do we do?

Buyers don’t always think of who can solve their problems like you do. A quick story, quoting Seinfeld and Levitt, suggests that maybe the thing that stands in the way of your business, your enemy, is not always a competitor.

If you listen to my podcast, especially the bit in the virtual bar with Robert Rose, we often touch on content teams and how they are measured. This week some thoughts on that.