Author Archives: Ann James
Being boring brings benefits
Good Housekeeping? It’s in the detail. We’re always pushed for time. CEO wants that product launch. SDRs need leads, now. Event deadlines close in. I get it. But that’s normal, that’s just marketing. The thing is, while we’re buzzing around … Continue reading
A conversation with AI about AI-ready marketing
This blog about making marketing content AI-ready raised more questions than it answered. So here, So What Marketing scratches the surface and goes in deeper. Grab a coffee and learn more about what we really have to do, from this … Continue reading
What AI told me about AI‑ready content (so you don’t have to ask it too)
**Your campaigns aren’t ready for GenAI (but they could be if you start now)** There’s a slightly awkward truth floating around B2B marketing right now: buyers are already miles ahead of us. Forrester says almost 95% of buyers expect to … Continue reading
The buyer’s ‘Right to Do Nothing’: the competition we forget
Tech firms, we do love a good fight, don’t we? Line up the competition, list our USPs, polish the pitch, shout about why our tech is smarter, faster, shinier. We’ve got the features, the benefits, the ROI – ok, the … Continue reading
Lies, damned lies, and meaningless marketing metrics.
Marketers are hiding behind vanity metrics. Here’s how to spot them and what to change, to make your metrics meaningful. Continue reading
Otherwise it’s just noise.
2025 was a year of reminders. Not revelations – just the kind of gentle (and occasionally snooze-disturbing) nudges that make you tilt your head and think, hmm, that again… A few themes kept resurfacing. Email doesn’t work… until it does. … Continue reading
It ain’t what you do, it’s the way that you do it.
Marketing. Everyone’s an expert. Every professional marketer has been in the meeting* where seemingly everyone else (sales, finance, customer service, product development) has an opinion – nay an unquestionable, expert view (cue eye roll) – as how the company should … Continue reading
Time to catch up with old friends?
Chasing new logos can mean overlooking your customer base – and its opportunities. The challenge of new logo account sales is so much fun! There’s the initial buzz of attraction, the warmth and getting-to-know-you of nurture, and the euphoric hit … Continue reading
Forget Numbers, Focus on Percentage Wins: Why Sales & Marketing is More Than a Volume Game
The age-old saying in sales goes that it’s a “numbers game”. But does that really hold water for modern, digital, sales and marketing; is thinking in terms of volume still the best approach? Is is filling the pipeline still about … Continue reading
Martech Isn’t Actually the Silver Bullet for B2B
But that’s ok! We live in a world obsessed with shiny new tools. In marketing, that more often than not translates to a fascination with martech. From sophisticated automation platforms to complex analytics dashboards, the promise is always the same: … Continue reading
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