Grace MacDonald

Posts by Grace MacDonald

  • Trust, community and better information

    Trust, community and better information

    September 25, 2020

    In the decades to come, historians will be obliged to give this period of time an official name. I’m leaning towards The Years of Oh What Now. Put another way: if 2020 was written as a screenplay, Michael Bay would have turned it down for being over the top. But chaotic times very often act as a catalyst for change, or at least accelerate the changes that were...

  • A mile in your customer’s shoes

    A mile in your customer’s shoes

    August 7, 2020

    We are not thinking machines that feel, we are feeling machines that think”. Never before has neuroscientist Antonio Damasio’s famous observation been more relevant to marketers. We have already established the need for B2B campaigns to balance their activation messages with more emotional brand campaigns. But the current market landscape has made this need...

  • The rise of growth marketing

    The rise of growth marketing

    July 20, 2020

    Editorial Note: This episode of Live with Marketers was recorded back in March, before COVID-19 changed the world of work. The conversation and topics are still relevant today, so we wanted to share. In an ideal world, sales and marketing work in perfect symbiosis. But if we’re honest, the relationship is rarely as harmonious as all that. In fact, there’s...

  • Why B2B shouldn't fear emotions in marketing

    Why B2B shouldn't fear emotions in marketing

    July 1, 2020

    Editorial Note: This episode of Live with Marketers was recorded back in March, before COVID-19 changed the world of work. The...

  • How do you strike a balance between brand building and lead generation?

    How do you strike a balance between brand building and lead...

    June 17, 2020

    Editorial Note: This episode of Live with Marketers was recorded back in March, before COVID-19 changed the world of work. The...

  • Using existing video content to talk to audiences today

    Using existing video content to talk to audiences today

    May 11, 2020

    As B2B marketers, we know that our audiences are experiencing the world in a very different way to just a few weeks ago. Their...