Why B2B Marketing Is Too Scared to Be Different
Luke Barnett (no relation) and I discuss 'the professionalisation machine' in B2B , and how to avoid all your ideas being mangled in it.
Blog
Tips to improve your B2B writing and marketing
Why B2B marketing needs to get bolder with Kristen Sesto & Heather Barnett
If you're thinking of a dipping a toe in the water of B2B influencer marketing, check out this chat I had with Kristen Sesto, Co-Founder of Custom Influence.
Happy New! New! New! Year
New ways to think about novelty for marketing content
Not Just Ads podcast: In B2B, being forgettable is costly
A chat with Marcus Sherwin about the way B2B organisational structures are set up to limit risk, which makes it hard if you're a marketer trying to do something different. About how to take a 'dry' topic (I put it in quote marks because there's no such thing, really) and make it entertaining. And about CEOs on trampolines.
Fling away those flip-flops
And write to the rhythm of your own B2B beat
Humor in B2B Marketing | Heather Barnett on Copywriting & Branding
On the Missing Half podcast, I talk to Bill Woods about humour (or humor, as this is a US podcast) and the riskiness of not taking a risk in B2B.
Hey presto!
How copywriters can help B2B buyers conjure up more time
Time to get serious about humour in B2B marketing
I spoke to Joel Harrison, on his 'Trust & Influence in B2B' podcast, about how it pays to be funny in business-to-business marketing.
Customers: read my mind
When a 'customer challenge' is really an internal product label
Ubiquitous tropes
How to get rid of dead weight in your B2B writing
Don't worry: behind every AI is a human
Reports of the death of the copywriter have been greatly exaggerated
Does your B2B content pass the tiptoe test?
How to grab your reader by the scruff of the neck every time
"What if I look like an idiot?"
…and other reasons B2B marketing plays it too safe
Lazy, lazy, lazy: the truth about B2B prospects
And how your marketing content can take more of the strain
Are you over-packing your B2B content case?
How travelling light makes your marketing comms go further.
Inga Seliverstova
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The time I chased a prospect down a corridor
Finding the truth in B2B copywriting
Are you the only non-boring business person?
How to create B2B marketing content that even you'd like to read.
5 tips for writing better award entries
A three-minute video to help you write better B2B award entries.
Marcos Luiz Photograph
![Person raising hand to ask a question]( "Person raising hand to ask a question")
Two questions to improve your B2B website copy
Why business people speak like idiots
Why is so much B2B writing stuffed with jargon?
Photo by Etienne Girardet on Unsplash
![Window with neon sign: 'What is your story?']( "Window with neon sign: 'What is your story?'")
Writing blockbuster B2B case studies
Customer stories are powerful tools in business-to-business marketing – they create credibility and help prospective clients understand how your offering could help them.
Photo by Jack Hunter on Unsplash
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Three tips to keep your B2B writing brief
“The more words I use to describe this,” you might mutter, as you try to explain what makes your strategic software solution different to someone else’s strategic software solution, “the more likely some of them will hit the mark.”
