Jason Ball

The real opportunity around thought leadership isn’t to improve rankings, gain short-lived coverage in the media or give your CEO bragging rights.

The real opportunity is to build specific awareness among good-fit customers/clients when they think about a key problem that you can help solve.

The ability to get a compelling message across in not many words is a valuable skill. Unfortunately, with the perception that “AI does it for free,” it’s losing its value for many marketers.

We’re in this strange space where we’re prioritising reach to robots with copy that no one wants to read.

And the advertiser gets to support astronomical levels of fraud into his the bargain.

I guess everyone can put those mothballed nuclear power stations back on ice.

Given everything that’s going on, if you’re in marketing and not planning for a range of scenarios over the coming year (or 4), now is the time to start.

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If only there were, say, books on this stuff that explained the basics.

So true.

Many firms struggle with even the basics of data hygiene.

A study from MIT and Melbourne Business School found that something as basic as gender targeting is only accurate 42.3% of the time.

The accuracy for something specific such as senior IT decision makers? Just 7.5%.

The biggest mistake most B2B marketers make is assuming customers care about their businesses and brands.

They don’t.

They care about their own careers, businesses and customers (in that order).

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When it comes to B2B marketing, there’s a difference between efficiency and effectiveness. This should be obvious. Shame more marketers don’t take this on board when they do marketing.

Top-performing tech marketers are *far* more likely to have a written strategy than the also-rans:

— 91% of top-performing lead gen marketers have a strategy vs 67% of average performers
— For demand gen it’s 90% vs 69%
— And for brand building it’s 88% vs 72%

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The problem with personalisation tends to be more an issue of data accuracy.

An MIT and Melbourne Business School study found that something as basic as gender targeting is only accurate 42.3% of the time. The accuracy for something more specific such as senior IT decision makers? Just 7.5%.

It’s always interesting when B2B marketing is judged solely on quarterly targets on sales cycles that are often 9 to 12 months long. What you do today will likely only pay off in a year.

I try to subvert the norm — eg, a party of orcs on a mission to reclaim the treasure an adventuring party stole from them.

I look at great fantasy art and think around what may have led to that scene.

I focus on the kind of experience I want the players to have and worry about the details later

Despite the ‘compliment’, I think too many people really mean they are stealing it (or if they’re an AI company, using it to train their LLM).

Absolutely. It’s a shame that so much of the richness of Stoicism has been reduced to the dichotomy of control.

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