The Age of the Customer – Optimising Content and Conversation for 21st Century Sales Success

lego men and computer

On Thursday 16th January I had the opportunity to listen to Forrester analysts Peter O’Neill and Ryan Skinner at the Forrester breakfast briefing, “Optimising Content and Conversation for 21st Century Sales success”.

The agenda focused on the changes B2B businesses must make to satisfy changing buyers.  Organisations must transform their current siloed, product-focused content and conversation approaches to a holistic, customer focused messaging strategy.

This blog post explores the following topics which were covered at the event:

  • The Age of the Customer
  • Customer reference programs in the age of consumer advocacy
  • The buyer is in control
  • What is lead-to-revenue management?
  • How to create your content marketing strategy
  • Effective content marketing examples

The Age of the Customer

Peter O’Neill spoke first and stated that we have moved from “The Age of Information” (1990) and entered “The Age of the Customer” (2010).  There are four market imperatives that companies must focus on:

  1. Transform the customer experience
  2. Embrace the mobile mind shift
  3. Become a digital disruptor
  4. Turn big data into insights

Continue reading “The Age of the Customer – Optimising Content and Conversation for 21st Century Sales Success”


eMarketer’s UK Digital Ad Spending Report – key insights

eMarketer recently released their UK Digital Ad Spending Report which looks at how investments in digital budgets have changed and are forecast to change by 2017.  The report is currently offered as a free download courtesy of Wildfire by Google (registration required).

I’ve pulled out the key insights and pertinent facts that I took from the report which contains some great graphs and charts.

Key Insights

  1. UK digital advertising spend will eclipse non-digital ad spend in 2016 due to the growth in mobile.
  2. Google will continue to dominate UK search revenues, but will also experience growth in display revenues, primarily due to YouTube.
  3. Ad agencies need to fill knowledge gaps in order to effectively sell mobile ads to clients.
  4. Internet videos offer an opportunity for brands as they provide a different experience for customers and demand is high. Continue reading “eMarketer’s UK Digital Ad Spending Report – key insights”

What can Twitter’s Vine offer B2B content marketing?

kitten gif

Twitter’s launch of video sharing service Vine offers an opportunity for B2B marketers to create visually appealing content that can be posted on Twitter and Facebook.  In a similar way that Instagram operates for photos, Vine provides a platform for creating and sharing animated GIFs.

However, for a services organisation the use of photo sharing sites can sometimes be a bit of a stretch.  Yes we’ve all heard the mantra to “show” not “tell” people about our products and services, but the truth is, this can be difficult in a services environment.  Whilst we churn out a lot of printed material, little of it is visually engaging and packaging it in such a way that it can be easily published and shared on social sites can prove difficult.

So what are the options? Continue reading “What can Twitter’s Vine offer B2B content marketing?”

SoundCloud – video may have killed the radio star but audio is far from dead

25 days into 2012 and I thought it’s about time I reinvigorated this old blog of mine.  My muse deserted me in 2011 and inspiration was hard to come by – but I’m feeling positive about 2012 and what better way to start things off than with a little music…

I downloaded the SoundCloud app for iPad over the weekend and feel like I contributed to the 10 million user milestone reached by the online audio distribution platform on Monday.

From my brief trawl through the site it’s a way for DJs, bands and artists to upload  live and recorded tracks and remixes – a way of promoting their music which will entice fans to purchase their recordings or attend their live shows and earn them money as they build a following.  Users can also record tracks using the site.

Some of the tracks are available as free downloads, or you can livestream the music on your preferred device. Continue reading “SoundCloud – video may have killed the radio star but audio is far from dead”

Online clothes shopping just got easier!

New online mannequin technology will now allow consumers to enter in their measurements and see exactly how an item of clothing will look on them, hopefully eliminating the number of returns from online shoppers.

The male version is available and the female version is still being worked on in the labs. 

Vodpod videos no longer available.


My new year’s resolution – write more!

The stats helper monkeys at mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:

Healthy blog!

The Blog-Health-o-Meter™ reads Fresher than ever.

Crunchy numbers

In 2010, there were 15 new posts, growing the total archive of this blog to 41 posts. There were 10 pictures uploaded, taking up a total of 694kb. That’s about a picture per month.

The busiest day of the year was February 17th with 59 views. The most popular post that day was Big brands and their digital plans – in the firing line!.

Where did they come from?

The top referring sites in 2010 were,,,, and

Some visitors came searching, mostly for social media marketing case studies, social media case studies 2009, digital eminence, reflexology, and wendy tarr.

Attractions in 2010

These are the posts and pages that got the most views in 2010.


Big brands and their digital plans – in the firing line! February 2010


300 Case Studies of Social Media Marketing November 2009


Digital eminence – building your personal brand online February 2010


About Wendy Tarr June 2009


Reflexology: Unlock your (Business) Chi June 2009

My new year’s resolution is to write more often and post more frequently!