Darren Higham’s Post

So here we are once more – it’s Election Day in the UK and the bombardment of manifesto pledges, photo-opps, social media faux pas and political schadenfreude is finally at an end. It’s been a strange campaign across the political spectrum; it feels like Joe Public hold such contempt for the political class that apathy hasn’t just taken hold, it’s become an epidemic. Everyone I’ve spoken to about it says the same thing – it’s a foregone conclusion and therefore anything the Parties have to say is just ‘noise’. But the fact is there is still a choice to make (and not voting is, of course, also a choice) – and our decision will be driven by several factors: 1.     Do we feel that a change is needed? 2.     Are we motivated enough to help make that change? 3.     What information do we need to help us understand what kind of change we want to see? 4.     Are there any other factors that could affect our decision making (e.g. tactical voting)? Now imagine the above questions in the mind of a potential customer. As marketers we sometimes need to remind ourselves that our target audience are ‘voters’ - they need to make informed decisions based on the best information at hand. So make sure your 'info' is more compelling than your rivals (and if you've been the incumbent for the last 14 years and have made a series of monumental mistakes, don't expect to keep the customer...) Vive la revolution! #electionday #b2bmarketing

If anyone thought that AI was not (yet) big business - here's the proof: the maker of AI-based chips - Nvidia - becomes the most valuable company in the world... https://lnkd.in/ewtSS969

At Opus Vox we recently spent some time with key individuals involved in publicly funded projects to get their insights into the do's / don'ts of the process. First up was a Monitoring Officer... #publicfunding #innovateuk #dissemination

Warning: Tennis / marketing metaphor alert... Watching Carlos Alcaraz' French Open win yesterday it struck me that the very best players are able to perform at a high level regardless of the surface. They are able to adapt their game to the specific nature of hard courts, clay or grass through a combination of practice, natural talent and inherent understanding of the surface they are standing on. The same is true in marketing; the most impressive marketers I've worked with fundamentally understand the need to adapt to the environment they are focusing on and deploy best practice. It's a key reason why we as a marketing agency don't hang our hat on one particular discipline, but instead work with clients to deliver the best overarching strategy that will work best in a given channel. Bring on the grass court season! #b2bmarketing #omnichannel #bestpractice #marketingagency

The latest in our series of insights for Partner Marketers continues with some fascinating and educational views from across the technology landscape - check it out! #partnermarketing #marketinginsights #b2bmarketing #technologymarketing

Looking forward to catching up with some clients, associates & friends at this week's Infosecurity Europe - if you're there please let me know, I'm sure I can fit in yet another coffee... 😉

I was at yesterday's TechTarget ROI Summit in London #TTGTSummit and found it a fascinating and educational experience. My key takeaways: - Don't get sidelined by all of the Martech 'noise'; focus on mission-critical solutions that are easy to implement, manage and use across marketing & sales - Content continues to be king but being creative with its inception and usage will provide a point of differentiation; use webinars, video etc to repurpose & reimagine - Understand the difference between CREATING demand vs CAPTURING demand and ensure your intent data stack is up to the task - Managing Sales: Attribution models differ hugely but the most successful set ups understand the need for marketing support during high-end opportunities & even post-sale (in many orgs over 60% of revenues come from existing customers) Thank you Josh Brierley for the invite and Louise Radoor Larsen, Daisy Zhang, Meghan Weinreich, Suela Vahdat, Anna Joanes-Cox, Diego Devadas, Kiran Dhillon-Byrne for your insights and expertise...!