Its been a year since I started my first job as a graphic designer after leaving university. I uprooted my life to move to Reading and although Gloo's specialism in B2B content marketing was not something I knew much about, I enjoy a challenge. Marketing for a B2B audience is different to B2C on many levels and so is t

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Take a look at my CV and the marketing departments of two mammoth enterprises will leap out at you, first Vodafone and then Microsoft, where I have spent a combined 11 years of my working life. For the last five months, in stark contrast, I’ve been working here at Gloo, a small B2B marketing agency that is growing a

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According to an article on Marketing Magazine this morning, IKEA have succeeded in forcing fan site ikeahackers.net to remove all advertising. This was a compromise, originally they'd sent a cease and desist order and demanded that the site handover the domain. Seriously? What retailer wouldn't love to have a fan si

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It’s not a trick question. Even in the most niche industry, you won’t know all your prospects on a personal level. But there is a lot to be gained from spending time thinking about your target audience for B2B marketing to understand their personal needs, drivers and motivators. By creating an in-depth profile of y

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What on earth is marketing?

One of the questions I was asked in my interview for a copywriting job at this very agency was: "How would you define marketing?". I'm from a journalistic background — having just finished a postgrad in journalism — so I have very little knowledge about marketing, really… But, like every dependable journalist, I'

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It's every marketer's duty to question ROI Like you, we’re interested in return on investment in marketing. Especially because we’re a service business, and every hour we waste is an hour we can’t get back. So as we sit down to write a new post, when we’ve got plenty of paying work to be doing instead, we find

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