Grace MacDonald

Posts by Grace MacDonald

  • Balancing innovation and reliability to hit the tech buyer’s sweet spot

    Balancing innovation and reliability to hit the tech buyer’s sweet spot

    March 24, 2021

    Innovation makes great headlines. Whether it’s the latest SpaceX rocket launch, a new iPhone hitting the shelves, or the rapid development of Covid-19 vaccines, doing something new and different never fails to capture attention and create excitement. It’s why we all want to read about the latest technological discoveries, cool startups, and what Elon Musk has...

  • Five marketing strategies for engaging with anonymous buyers

    Five marketing strategies for engaging with anonymous buyers

    February 24, 2021

    We live in an age of personalised, anonymous marketing. On the one hand, consumers expect to receive highly tailored, timely messaging and recommendations - the kind of thing we all get when we log on to Amazon, Netflix, or Spotify. But, on the other, if a salesperson from any of our favourite brands actually picked up the phone – or worse still, physically...

  • The rise and rise of gamification – and what it means for B2B brands

    The rise and rise of gamification – and what it means for B2B brands

    December 8, 2020

    Gamification is ubiquitous in the consumer world. So much so, that sometimes it's worth being reminded of just how many ways it can touch our lives. In a single lunchtime, you could go on a 'streak' of language achievement on DuoLingo, burn wholesome calories on a Fitbit Challenge and then earn some stars from Starbucks for buying a White Chocolate Mocha...

  • The Case for Customer Value as your Lead Metric in 2021

    The Case for Customer Value as your Lead Metric in 2021

    November 27, 2020

    Marketers planning their return to growth strategies have many numbers to juggle. There are short-term KPIs that monitor progress and...

  • Six reasons why stories are more effective than statistics

    Six reasons why stories are more effective than statistics

    November 25, 2020

    Who doesn’t love a statistic? Used properly, they can influence, convince and convert. They are a powerful tool to demonstrate the...

  • Once upon a time, there was a B2B brand that wanted to be remembered

    Once upon a time, there was a B2B brand that wanted to be...

    November 12, 2020

    Think back to every advert you’ve seen for Disneyland. How many of them feature the rides? Can’t remember? Me neither. Now, what about...