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How often have you lasted long enough in a senior B2B marketing role to outlive your 3-year strategy?  I’ve launched a consultancy called Choueke Creative. Last week I asked Linkedin a question it seemingly couldn’t answer. I asked if anyone had hard data on the...

ChatGPT: "I'm no copywriter..."​ OpenAI's language model reveals all in sensational interview  The emergence of a conversational language model AI capable of easy, conversational chat while rapidly generating text and inspiration for copy and headlines, has...

B2Beatles: why John, Paul, George and Ringo are perfect B2B role models  One of the themes most commonly cited by the younger marketers I interviewed for my book Boring2Brave was the poverty of role models to look up to and learn from in B2B marketing. Matthew...

Technology versus talent.  B2B marketing adores process and worships at the holy altar of measurability. We just love counting stuff. Basically, if you can measure it – it’s a go-er. As a side effect of making everything so much easier, the technologies that have...

This is the winter of our dissed content.  Nobody needs that next piece of content you’re about to produce. No one’s waiting desperately for it. There’s a Content Mountain because, as B2B marketers, we constantly overproduce. And when there’s a surplus of...

'How brave is your latest marketing campaign?’  And why that question matters.  ‘Brave’ is one of those notions you understand from the earliest memories of childhood.  I’m not referring to the way parents use the word when trying to soothe a toddler that’s...

When you think you’re Han Solo but you’re actually C-3P0  Ask any human being of a certain age who, given the choice of C-3PO and Han Solo, they relate to more. Ask which one of the pair they’d prefer to be likened to. You already know the answer, right? It’s the...

Frankenstein’s monsters in Salt Lake City: A B2B marketing story  11am, 10th March 2015 I’m standing in the bright morning sunshine outside the Salt Palace Convention Center in Salt Lake City watching 20 Frankenstein’s monsters doing the dance to Michael...