Grace MacDonald

Posts by Grace MacDonald

  • 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 impact of your product or service. But that does not mean we should use them everywhere. Storytelling is everywhere in the consumer world because it does what statistics can very rarely achieve: It makes people feel (Disney's 2020...

  • 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 remembered

    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 that one with the children? You know, the journey from being told that they’re going to the moment they hug Mickey and Minnie? Their anticipation? The excitement? The joy? Emotion is an intrinsic part of storytelling and multiple...

  • Streamlining sales and marketing metrics to increase customer value

    Streamlining sales and marketing metrics to increase customer value

    November 5, 2020

    Measuring impact lies at the heart of the alignment challenges facing sales and marketing. Where marketing has historically focused on engagement - whether that’s views, hits, or footfall – sales teams are, understandably, fixated on the end product, in terms of leads, deals, and revenue. It’s only natural that each side wants to prove its value in the most...

  • Your pilot approach for sales and marketing alignment

    Your pilot approach for sales and marketing alignment

    October 22, 2020

    It’s no secret that sales and marketing teams need to align their activities and ways of thinking more closely. Research by Forrester...

  • What’s the most cost-effective way of getting more eyes on your content?

    What’s the most cost-effective way of getting more eyes on ...

    October 21, 2020

    Content marketing is all about getting the right content in front of prospects at different stages of your funnel. And you need to...

  • Introducing: LinkedIn Ad Vantage

    Introducing: LinkedIn Ad Vantage

    October 7, 2020

    ‘Choose-your-own-adventure’ stories have been a staple part of our culture since the 80s. If you are aged anywhere between 25-40,...