Communications
Why B2B marketing leaders don't trust their own numbers
This piece asks why so many B2B marketing leaders, despite bigger teams and better tools, still don't trust their own numbers. Forrester's Marketing Survey 2024 found 64% of B2B marketing leaders don't trust their organisation's own marketing measurement for decision-making, which the p...
Intuition is cultivated, not transcribed
Beth, at KISS, makes the case that intuition isn't a mystical trait but a biological process, one that generative AI can't replicate however sophisticated it becomes. ...
You're briefing tasks when you should be briefing problems
Most client-agency relationships drift into transactional territory not because the work goes wrong, but because the briefing does. Clients often say they want an agency's thinking, not just execution, "we want your brains, not your hands" as one client put it, yet the briefs that actua...
When playing it safe is the biggest risk
This piece flips the usual assumption that caution equals safety in B2B marketing. The argument is that "safe" campaigns still carry risk, it just shows up as work nobody remembers rather than a campaign that visibly misses the mark, and that cost compounds quietly over time. ...
The quantum race has a communications problem
Sarah makes the case that the UK's quantum sector has a communications problem, not a science one. The trigger is ProQure, the government's £2 billion procurement programme launched in March 2026, which asked quantum companies to explain themselves to civil servants and commercial leads...
The gap in B2B marketing that nobody owns
Drawing on 35 years in marketing, Sarah argues there's a gap in B2B marketing that nobody quite owns. Buyers no longer work through a methodical long-list, they're increasingly handed a shortlist by an AI-generated answer, an algorithm-curated feed or a trusted peer recommendation, and ...
AI in marketing: separating hype from useful
Beth's latest piece at KISS cuts through the noise around "AI imposter syndrome," addressing that nagging feeling that everyone else has AI figured out while you're still working out which tool does what. ...
Why curiosity beats experience
After 30 years in the industry, KISS's Jane argues that experience is worth less than staying curious. The piece draws on a recent PROI Global Summit session that left her, by her own account, humbled by how much she still had to learn. ...
WaveFX launch free event planner tool
Budgeting for your next conference, AGM or company webcast? We've launched a free event production planner to take the guesswork out of it. Answer a few quick questions about your event and get instant recommendations on equipment, crew, streaming platform and estimated budget , no obli...
'United in Safeguarding' event finds new date
We are delighted to announce a new date for our inaugural 'United in Safeguarding' event. ...