Marketing Tips

How a 100-year-old book could transform your B2B tech marketing effectiveness in 2023

Published in 1923, Scientific Advertising by Claude Hopkins marked a revolution in measuring the effectiveness of advertising. You may think it’s not relevant to you because you’re not involved in advertising, but in the broader sense, advertising encompasses all forms of communication designed to influence the decisions of others. Advertising includes the content of web […]

Industry Perspectives

Happy birthday to B2B tech content marketing: 155 years old

A common misconception amongst marketers is that content marketing is new. It’s often confused with HubSpot’s ‘inbound marketing’ terminology. But, although the two things are related, inbound marketing refers to attracting website traffic and is purely digital, so could only have been around for quite a short time. Content marketing – the idea of educating, […]