FEATURE B2B has an empathy problem. Here’s how to solve it

So much B2B marketing is colourless and soulless. It might be factually correct, but it’s unimaginative and fails to engage. B2B marketers often make the simple mistake of assuming their target audience cease being humans between the hours of 9 & 5.

By Andy Cowles

FEATURE A trip down memory lane

Noisy smoke filled rooms, manual typewriters and revolting coffee. David Hepworth remembers his first job in publishing.

By David Hepworth

FEATURE How the film Moneyball can help publishers smash their own home runs

In the 2011 film Moneyball, the manager of the Oakland A’s baseball team faces the challenge of how to build a winning team, with a budget much smaller than its rivals. Publishers can learn much from his approach, says WoodWing CEO Ross Paterson.

By Ross Paterson

REVIEW Only journalism will save journalism

Are you charging for your content yet? If you’re not asking for money or data, warned Juan Señor at the PPA conference last week, then it’s game over.

By James Evelegh

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