Q&A with Angela Guastella, HANDEL’s consultant creative director Maya Angelou was famously quoted as saying “You can’t use up creativity. The more you use, the more you have.” I couldn’t agree more. In our space – B2B marketing – there are still some myths when...
2016 is officially underway. With marketing strategies in place and plans and budgets (for the most part) locked down, we thought it apt to share our top six predictions for B2B marketing in the year that lies ahead. Talent: To succeed in B2B marketing, you need...
We’re currently in the midst of a recruitment drive and whilst taking a well-deserved break from reviewing applications, I thought it a good idea to pen some advice for those on the marketing job market. I’m most likely the millionth (frustrated) person to write an article...
A guidance counsellor (or therapist, not sure which) once asked me the following question: “If nothing stood in your way – not money, talent or experience – what would you do, workwise?” My immediate response, without hesitation: I would run a small bistro-style eatery. I was,...
A couple of weeks ago I tweeted at a company to clarify something about their product offering. The super-fast nature of Twitter, paired with the fact that the question was regarding one of their core value propositions, led me to assume that I’d have an...
You’ve got to start with good bread I recently posted an article on measuring the success of B2B marketing interventions – and committed to doing a follow-up piece. One of the key themes covered in the article focused on the lack of business acumen amongst B2B...
Measuring B2B marketing’s performance in 2016 – Moving from outputs to outcomes I had the privilege of speaking at the annual South African B2B Marketing Conference earlier this week. My talk focused on measurement – and attempted to provide the audience with some insights and...
Ask yourself why you don’t ask more questions I recently read a fantastic book authored by Gary Keller and Jay Papasan. The One Thing focuses on the power of asking the right questions and shares with its readers “the surprisingly simple truth behind extraordinary results.” The authors focus on...
I recently had the privilege of attending and speaking at an industry conference that looked at the trends shaping the business-to-business (B2B) marketing landscape. Over the course of two days, we heard from various industry experts – academics, practitioners and agency folk – on what...
Chad is from Cape Town. He is 33 and sells air-conditioning solutions to businesses and households. Simphiwe is from Johannesburg. He is an IT reseller based in the northern suburbs and sells PCs, printers, storage and networking solutions to a growing customer base. And Mel is a...