Articles
Practical articles on marketing, choosing an agency, tenders and event planning.
The Chemistry Meeting: Questions Clients and Agencies Should Ask Before Working Together
A chemistry meeting is a short, informal check on whether two teams can work together. What it is, how to prepare, and the questions both clients and agencies s...
AI in B2B Marketing in 2026: What Really Changes and What to Watch Out For
AI now touches every stage of B2B marketing, from account research to sales support. Where it helps, where it fails, and the rules to set before your team relie...
Why People Share: The Psychology Behind Content That Spreads
You cannot order virality, but you can make content worth sharing. A practical look at emotion, social currency, practical value and stories, plus a checklist t...
How to Choose a Digital Agency: Six Checks Before You Sign
Portfolios look alike and every agency promises growth. Six practical checks, from portfolio relevance to the contract and references, help you choose a digital...
Trade Shows and B2B Events: How to Turn a Stand Into Business
A stand is expensive, and most of its value is decided before the doors open and after they close. A practical plan for the weeks before, the days at the show a...
Niche Marketing: When Going Narrow Beats Going Broad
Serving fewer customers better can be the fastest way to grow. When a niche strategy makes sense, how to choose a niche, and how to validate it with real sales...
How to Run a Fair Agency Pitch (and When Not to Run One)
A pitch costs agencies real time and money, and a badly run one costs you the best partners. How to set up a shortlist, brief, timeline, fee and scoring that ar...
Customer Journey Mapping, Step by Step: From Touchpoints to Fixes
A journey map shows where customers get stuck between first hearing about you and buying again. A step-by-step method covering stages, touchpoints, emotions, pa...
Growth Hacking Is a System, Not a Bag of Tricks
Growth hacking works when it is a disciplined loop of hypotheses, ICE scoring, fast tests and honest learning. Here is how a small team can set it up and keep i...
Brand Storytelling Without the Clichés: Structure, Sources and Where to Use It
A brand story is not a founder legend or a slogan. Here is a simple structure, where to find real material for your story, and how to use one story across many...
From Brief to Invoice: How to Fix the Way Your Agency Runs
Missed deadlines, endless revisions and late invoices are usually process problems, not people problems. A practical workflow, the templates behind it and simpl...
Six Steps to Plan an Advertising Campaign You Can Actually Measure
Most campaigns fail in planning, not in creative. Six steps, from objective, audience and message to channels, budget, execution and measurement, for a plan you...