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 rather than fellow physicists, and exposed how few were ready to do it.
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 actually land describe a task rather than a problem: a landing page, with the copy and wireframe already attached.
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 piece consideres as the gap between the pressure to prove ROI and the ability to actually measure what's driving…
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.
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 being good at what you do is no longer enough to be visible.
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.
Why I love AI while some of my peers remain wary
There's a strange divide I've noticed lately. While I'm finding myself increasingly drawn to the possibilities of AI, many of my fellow literature graduates view it with suspicion, if not outright hostility.
FIVE things we learned about Chinese social media from our PROI partner
From the currently trending RedNote to WeChat (with over 1.2 billion registered users) the Chinese digital landscape is fascinating, complex
Why most transformations fail - and how leaders can get them right
Business transformation has become the new normal. Driven by AI disruption, geopolitical instability, climate urgency, and shifting workforce expectations, organisations can no longer treat change as a one-off event.
Why the way we're using AI shows we're still human, after all
Beth Walters, of KISS Communications shares...
Working motherhood: embracing digital flexibility
Jane Kroese, of KISS Communications shares...
How a branded podcast can boost your digital strategy
Ben Challoner, of KISS Communications shares...
Trust: the unsung hero of great client relationships
By Jane Kroese, Head of PR and Content. With everything going on in the world at the moment I think it’s fair to say that trust is a pretty big buzzword (or rather, the lack of it is!). And certainly, in the marketing industry, trust isn't just a nice-to-have – it's the secret ingredient that transforms good work into something genuinely special.
Influence with influencers
Social media is like Times Square at rush hour: you’ve got thousands of people all in one place and multiple brands fighting for your attention.
How is your buyer’s online experience?
If I think about the way I buy anything - from dog food to clothes to a holiday rental - it’s digital of course, and I expect a very slick experience. But if you’re in B2B marketing, this question should be top of your work agenda this year because the data is clear: today’s B2B buyers are behaving far more like B2C consumers - starting with online research, expecting seamless digital experiences…
China unfiltered: thoughts on the world’s most dynamic economy from our PROI partner in Beijing
Arthur Hagopian, Senior Director, Global Strategy/Digital for SPRG in Beijing, gave us a fascinating whistle-stop 101 on China’s comms ecosystem, and here are his expert pointers for anyon
The SEO diaries: Part 3 – A year on: what’s changed in SEO?
A year can feel like a decade in the world of SEO, and sometimes it can feel like it's hard to keep up! While our first two diaries delved into core concepts and the importance of strategy, this blog focuses on the rapid evolution we’ve witnessed over the last 12 months.
Optimise your website health: 10 quick wins
Our Operations Director, Richard Copping, recently delivered some great sessions on website health for both Cambridge Network and
Are we measuring the right things?
As leaders and company owners we spend so much time measuring things like gross revenues, margins and operating costs. But are we measuring the right things? We encourage clients to think wider than this, and at KISS I think we need to try harder ourselves sometimes.