Did you know that someone born in the year 2000 is now 24 – old enough to have finished school, uni and a few years of their first corporate job? Insanity, I know, but given this indisputable fact, we need to accept that new generations are entering the workforce, climbing the ranks, and both influencing and making decisions in the B2B space.

So, how do they gather information to make these decisions? In theory, we KNOW that the way people consume information is evolving, but for many organisations, this knowledge hasn’t trickled down into their comms strategy. If you’re still using the same old/same old social media communication channels, you might just find that your prospects have actively stopped hearing or seeing you. Seriously, you may as well talk to the hand - because it’s likely no one else is listening.  

A note for anyone born after the year 2000, ‘talk to the hand because the face ain't listening’ was popular 90s slang.

The reality is that if you want to get through to today’s IT decision-makers (aka ITDMs), you need to rethink not only what you’re saying and who you’re saying it to, but where you’re saying it.

So, where are ITDMs getting their info these days?

According to Marketingprofs, Gen Z and Millennial B2B marketers are noticing changes in buyer behaviour. They’re calling out ITDMs' increased use of social media for everything from research to decision-making, price setting to peer reviews, and more. Also to note is that 80% of Gen Z and Millennial buyers rely on social media, compared with just 42% of Boomers.

It’s no great surprise that video continues to be popular, with 72% of ITDMs using YouTube for work-related information and 58% turning to LinkedIn. In fact, 95% of ITDMs watch tech-related videos for business purposes. While there’s a sharp drop-off for Instagram, Facebook and X (which average just under 45%), the percentages are still higher than I expected.

Another preferred medium to throw into the mix is podcasts. 61% of ITDMs say they’ve listened to a business-related podcast over the last year; this number rises to 73% when we look specifically at Gen Z.    

What does this mean for you? A single-minded reliance on either YouTube or LinkedIn isn’t going to cut the mustard. You need an integrated content strategy to get your messaging across a broader range of mediums from multiple sources.

Foundry found that older tech buyers rate research from analyst firms and third parties, followed by technology content sites, as the most helpful. However, for Gen Z and Gen X, YouTube and recommendations from peers rank higher, and what they glean from technology content sites comes in third. (I’m showing my age here because I love a good research report and detest long-form video content).

Who are today’s buyers?

While the preferred comms channel can vary widely depending on whether an ITDM is a Boomer, Gen X, Millennial or Gen Z, it’s important to remember that they are only part of a group that will influence and make the final purchasing decision. In a corporate environment, today’s buying committee averages 28 members (up from 20 in 2020), and their ages will likely span entire generations.

When looking at an average buying group size of 28, a new Foundry report says that 15 will be IT influencers, and the rest will represent line-of-business roles. And each member of the group will have their own agenda and selection criteria.

The B2B Institute recently threw a big and hungry cat amongst the pigeons in their Bain-B2B Institute study, which advocates throwing the old traditional lead gen, KPIs, and metrics in the bin. B2B Institute founder, Jann Martin Schwarz, asserts that B2B marketers are focusing on the wrong things and the wrong people. In particular, they’re missing the ‘hidden buyers’.

So, who are these mysterious hidden buyers? They’re the people who don’t show up in traditional individual-focused lead gen. These buyers (think procurement, finance, legal, IT security and C-suite decision-makers) don’t give a fig for features; they’re all about managing risk, and they’re making group decisions far earlier than you even thought. To top it off, their decisions are based on compromise and the ‘least worst’ option.

Can you bypass these hidden buyers? Not a chance. With 40-60% of B2B deals getting stalled due to vetos by hidden buyers, you’re missing a (huge) trick if you don’t adapt to their expectations and talk to them where and how they demand – and fast. 

OLS recommendation: The above information is from an excellent podcast with Jann Martin Schwarz and Mimi Turner from the B2B Institute - produced by Paul McIntyre, Executive Editor of Mi3. It’s well worth a listen to. Yes, it’s almost an hour long, but we promise you won’t regret it!

So, back to brand for B2B?

Now, the “what”. Another stunner from the B2B Institute study is that “at every stage, familiarity and trust in a brand of a vendor’s reputation was the casting vote.” I.e., brand effectively acts as ‘deal risk insurance’ and disproportionately influences these hidden buyers, which is tough to swallow if you’ve been talking about nothing but the product!

Our esteemed leader, Kristal, is fond of saying people buy from people. It’s no longer good enough to think of B2B as the be-all and end-all; instead, our customers need to adopt a B2P (business-to-person) approach. To accept that in this day and age - brand comes first.

And yes, while what she’s said hasn’t made her popular with other marketers, she’s feeling nicely vindicated by the B2B Institute study.

Foundry’s Role and Influence of the Technology Decision-Maker Study 2024 (which we’ve referenced throughout this blog) says that 48% of ITDMs would seek a new vendor when making a tech purchase and that ‘the no. 1 reason is that the product or service is more innovative or feature-rich’. But, when identifying that new vendor and getting their offering across the line, ‘68% of ITDMs say that when all stakeholders are aware of a brand, it makes the internal sell-through process easier’. (Yeah, brand is back big time, baby.)

The brand message is getting through to Gen Z and Millennial B2B marketers. They understand that the brand is an essential driver for ITDMs, with 66% prioritising authenticity when creating brand messaging (which must be worrying for anyone who thought that ChatGPT would write their copy in 2025).   

And they’re on the money. According to the Foundry report, “Credibility is the number one value criterion when assessing tech content sites, with 44% of respondents saying it is important. That’s followed by clarity of information (41%) and relevancy (39%).”

Finally - regardless of what and where ITDMs go for the information they need, having enough content for decision-making is also important. Back in 2019, just 5 pieces of content did the job, but in 2024, it takes 7, ranging from downloaded whitepapers to research studies. Today’s content must have a broader appeal than ever before, given the resurgence of brand credibility as a decision-making factor, the need to talk to the agendas of hidden buyers, and the generational spread of buyers and their information-gathering preferences.   

Talk to the hand takeaways:

• Don’t use too few channels; prioritise an integrated content strategy
• Brand isn’t old news, it rates highly for decision-makers
• Buying groups are like icebergs – you’re only seeing or interacting with the very tip (but ignore what you can’t see at your peril)

Have you recently walked through a tech conference and thought to yourself, "Wow, they all look the same."  From the booth to the swag to the faces representing the brand, nothing really stood out. In fact, you felt so lost amongst the sea of booths that you couldn’t even identify a landmark to guide you out!  You left with 20 new pens and little inspiration. This experience is dull and underwhelming - you don’t want people to include your brand in that mix.  

Even though attending a conference is the norm in B2B these days, it shouldn’t be seen as just another BAU task. Conferences are big opportunities for your brand to get out there and make an amazing impression. They are opportunities for leads, developing relationships and conversions. So, when it comes to conferences, you have to think big. Think outside the box – how will you leave a lasting impression on your booth visitors?

Go all out and be bold. If you don’t stand out from the crowd, you’ll be camouflaged amongst the dullness. You want to be seen and approached at a conference. Otherwise, what’s the point of all the hard work, time and money that goes into it?

Let’s explore five ways you can jazz up your conference opportunity and let your brand be the one that sparkles amidst the dullness:

1. Is your booth design engaging enough? Consider this: Your booth is your stage. Make it different and make it you. Your booth is an opportunity to tell your brand’s story. Let people see who you are and give them something to remember. You’ll want them talking about your booth with colleagues for days. For starters, think eye-catching graphics, lightbox counters, interactive displays – and colour! Utilise technology in creative ways to draw attendees in, whether through virtual reality experiences, live demonstrations, or interactive games. The goal here is to create a space that captivates attention and sparks curiosity. Attention goes where energy flows. If people are drawn to your booth, they will be sure to attract even more people to see what all the fuss is about.

2. Personalise your interactions: In our digital age, genuine human connections are more valuable than ever. People seek and desire human interaction. Train whoever is holding down the fort at your booth to engage with attendees authentically. Ensure they know to focus on building relationships rather than delivering sales pitches. Ditch the transactional interactions. Personalise interactions by demonstrating a genuine interest in attendees' needs and challenges, and tailor your messaging accordingly. Be a breath of fresh air instead of the overbearing sales guy next door. Remember, meaningful connections forged at conferences can lead to long-term partnerships and opportunities.

3. Show up with enthusiasm: Have you ever approached a booth with one person looking down at their phone and never looking up to greet you? Listen, some people are simply better left behind a screen – don’t ask them to staff your booth! Pick the enthusiastic ones, the ones with infectious smiles who are passionate about the brand and connecting with people. Make sure whoever you choose is prepared and briefed. It’s also crucial to turn up on time! Ensure the people representing the brand are proactive and will engage with prospects, attract y-passers and scout the room for the right target audience. Make sure the people representing your brand are just as shiny and inviting as your booth.

4. Create Memorable Swag: While branded merchandise is a conference staple, the key is to offer items that are not only useful but also memorable and aligned with your brand identity. Steer away from the stock standard (pens, USBs, coasters) and try to come up with a piece of merchandise that can act as a conversation starter or help tell a story. The swag is something that the person will want to use or keep on their desk. This isn’t just another branded pen; this is something that is a reference point to your brand. It will go on to represent you long after the conference and it should be something that keeps the conversation going. For example, One Little Seed’s recent hit merch was eye-catching, sustainable, eco-friendly and 100% on-brand. We created plantable postcards embedded with seeds instead of flyers or business cards and gave out succulents in an OLS branded pot.

5. Leverage Social Media: From pre to post event, make sure everyone knows you are there! Spark the enthusiasm before the event! Schedule a “Visit us at booth xxx” post at least twice before the event with a teaser of what attendees can expect. If you are speaking at the event or have a giveaway, promote that too! During the event, get your face on camera and share live updates, behind-the-scenes glimpses, and highlights from the event to engage with both attendees and those following remotely. People love seeing “real” content! And just because the event is over doesn’t mean that you have to stop your enthusiasm! Share photos from the event and ignite some conversation with your followers. Get the people who attended the event to comment on the post with insights or things they enjoyed about the conference to get the conversation going. If you gain enough insights from the event, consider a post-event blog!

So, there you have it. Five tips to ensure your brand stands out at the next conference. The benefits of a great conference experience will encourage you to stand taller and more confidently at the next one and the one after that. Conferences don’t have to be a boring block in your calendar. Have fun with them and watch what happens.

AI-generated images and videos are advancing in leaps and bounds. If you haven’t seen this video, comparing AI-generated videos from 12 months ago to now, it’s worth a watch. As the outputs become more sophisticated and less preschool-drawing-of-your-nightmares, you can see it’ll have a whole host of practical applications.

In the IT channel, we sometimes have quite a specific stock image or video requirement. The ROI may not be there to shoot the footage ourselves, and searching for that perfect clip takes time. Imagine if we could type a prompt into an online program and get an ideal and unique video clip that no one else is using! Looking at it like this, many people see AI generators for copy, images and videos as a no-brainer. Plus, when you play around with platforms like Midjourney, it’s clear that the potential for AI-generated images is incredible. It can create complex, customised imagery based on your prompts.

So, what's the problem?

Well, not all AI image generators are created equally. Even if they share a similar technological platform, the key differentiator is the image database used to train the AI algorithm. This database is where most of the ethical considerations come into play.

Most AI generators use copyrighted material to train their AI algorithms, without the copyright owners’ permission. Not only are the creators concerned they’ll be out of a job because of AI, but their work is being exploited by the same software that might make their role obsolete.

But what about the ethical AI platforms? Adobe Firefly is frequently referenced as the “ethical AI image generator” because it uses its stock image library for training. However, when you dig deeper, it seems that the image creators didn’t give their permission for their images to be used to train Adobe Firefly. In fact, Adobe failed to consult them at all.

They’ve also floated the idea of offering stock image contributors an “opt-out.” Sounds good in theory but given that Adobe Firefly has already been built and is in use commercially, this feels like, at best, closing the gate after the horse has bolted and, at worst, a bad PR initiative.

Both Adobe Firefly and ShutterStock came out publicly and said that they plan to reimburse the artists and photographers whose work was used to train the AI model. While there’s no method in place to calculate whose image was used to inspire a particular AI-generated image of a businessperson working at a desk, the idea is that each creator will get a payment which is based on the number of images used as a percentage of the total dataset used to train the AI image generator.

With AI-generated images essentially competing against human-generated stock images, compensation would need to be significant. Unless the AI training algorithms are open source, how can we be sure creatives are being paid appropriately?

And as a user, why would you use a stock image that other people can access rather than generating your unique image that precisely meets your needs? One strong argument to keep the creative industry alive lies in the idea of true creative advancements. After all, AI cannot currently create something entirely new – its creations are based on what has come before.

To use AI -generated imagery or not to use AI-generated imagery – that is the question.

At OLS, we pride ourselves on our values and commitment to quality. Our values include being straight up and having the good, the bad and the ugly conversations, as well as taking a good hard look at what tools we should use and the ethical implications. So, this topic sparked an interesting internal debate where we discussed these sticky questions:

1. Should we take an ethical standpoint?

There’s some discussion around whether the ethical responsibility lies with the image generation tool (i.e. with Midjourney, DALL-E, NightCafe, etc.) or with the image user. For us, it feels like a cop-out to say that, even though we know creators have major copyrighting concerns, we will proceed. We felt that, for One Little Seed, this was a decision that we needed to make ourselves.

2. Is AI trained on copyrighted material from around the web any different from humans taking inspiration from images, videos and marketing material they see in everyday life?

To me, the primary differences between feeling inspired by that song I heard on the radio or the layout I saw when reading the weekend paper are a) scale and b) intention. I am a single person using my naturally occurring lived experience to produce copy or marketing strategy. In contrast, an AI image generator is deliberately designed to harvest vast amounts of material to generate large-scale profit for an organisation.

3. Is it a case of client preference?

Currently, no legislation is available to guide businesses; only voluntary guidelines are available, making the decision somewhat an ethical and copyright black hole. One option is to let the clients decide, but as an organisation built around giving expert advice, that doesn’t align with our approach.

4. Does it matter where the images used to train the algorithm come from as long as the generated image doesn’t infringe on any copyright?

Disclaimer: this blog post is opinion and not legal advice!! However, it is worth noting that there have been multiple cases before the courts where artists allege that AI generators have breached copyright laws by using their images without permission. You can read more about some of these cases here and here. While the legal implications are still being worked through, existing copyright laws state that you need permission to use even a tiny part of someone else’s work, contrary to the myth about bypassing copyright law by changing the work by a certain percentage

5. Does taking an ethical standpoint mean being put at a commercial disadvantage?

This question is perhaps the biggest one for many organisations. If not implementing AI when your competitors are will have a negative commercial impact, will big businesses choose to take an ethical standpoint to protect photographers and artists' copyrights?

I know that I’ve asked more questions than I’ve answered, but the truth is that we don’t have a clear-cut stance. As I discussed in this previous post, we don’t use generative AI to write any of our copy. That decision was more straightforward, since as long as AI-generated copy still reads like you are talking to a robot, it doesn’t meet our requirements. But the jury is still out for us on AI-generated images. For now, I would say that we are in the "watch and see" camp. But I am curious to know how others are approaching it. Have you considered the implications? Are you embracing it wholeheartedly? Or are you, like us, monitoring closely for what comes next?

Did you know that it was Bill Gates who first said, "Content is king," way back in 1996, almost 30 years ago? Despite the clickbait-y headlines proclaiming that "Content Marketing is Dead," content is no less relevant than it was 27 years ago (anyone else feeling old??).

But with the average person receiving 121 business emails per day and the use of generative AI exploding this year, it is crucial that the content you produce, be that a social media post, a blog, or a whitepaper, is worth the reader’s time. So, what do you need to do to cut through the tsunami of words produced every day? And yes – I do realise that it is ironic that I am producing more words to tell you how to cut through all the words!!

What is good content, and why do we need it?

Kristal wrote a great article that expands on the role of ungated content and how potential buyers use it to learn more before making a purchase decision. I highly recommend that you give it a read here.

Having been around the block a few times, we find that while content production is prolific, the content is frequently, well, a bit rubbish. Most of our clients come to us not because they want fireworks and Superbowl campaigns but because they want the basics done well.

What that looks like is:

• Reliable, accurate and current info that is properly referenced back to the original source (just like a uni essay)
• Relevant and valuable to your target audience (and, of course, to what your business does)
• Written in your tone of voice
• Interesting – no point writing a 10-page document if it sends your reader to snooze-ville after the first paragraph

In a fast-paced and competitive industry like the tech space, you need to show prospective customers that you are helpful, knowledgeable, up-to-date, and understand their business. You might have the most knowledgeable sales team in the world, but they won’t get a meeting unless the prospect thinks it will be worth their time.

A word on finding reliable sources of information

We all know that you can’t believe everything you read online. As Jack Appleby said, Googling symptoms only tells you which diseases have the best SEO.

One of the advantages of working with a strategic marketing partner like One Little Seed, month in, month out, is that we are embedded in the tech industry in a way that a tactical marketing agency may not be. So, when the Australian Government released their 2023 – 2030 Cyber Security Action Plan at the end of November 2023, we knew it was coming and were watching out for the release. Not only that, but we do the hard yards of reading the entire 64-page document and slotting relevant updates into our clients’ content calendars.

Differentiation between clients

Given our specific technology-focused client base, someone asked the other day how we approach reports such as these to ensure that we share relevant information with our client’s customer base without duplication. To be honest – it isn’t something we think about much because we do it regularly and intuitively. But it is a fair question, so I thought I would give you all a sneak peek behind the curtain.

1. We consider our client’s specific focus and offering

Let’s take cybersecurity as an example. Cybersecurity is a strategic imperative for any tech company (indeed any company at all!), but every company has a different UVP, target market and area of focus. So, each of us considers what information is most relevant to each specific client and focuses on that area.

2. We collaborate

We might work remotely, but we talk a lot! When there is a piece of content that we know will be relevant to multiple clients, these conversations are crucial to ensure that we’re creating unique and relevant information for each account.

3. We always bring it back to the brand

Every client has a unique look and feel, from tone of voice to branding of the social media tile or choice of blog image. Some clients' brand voices are very factual and authoritative, while others are more lighthearted and playful. As a marketeer, your goal is to ensure that everything the brand puts out is recognisable and feels like them.

4. We always consider what value the reader will be able to take from the piece of content

We know you are busy, and the internet is full of content and people competing for your time. So, unless there is a clear value proposition to the reader or viewer, a message they can take away that will help them or brighten up their day somehow, it isn't worth publishing. But coming back to the 64-page report we were referring to earlier – pulling out relevant, digestible and actionable information that your customer can apply to their business (even though they don't have time to read 64 pages about it) is incredibly helpful.

We might be working in B2B marketing, but we are still writing content for people. Busy people who might have 133 unread emails and 67 open tabs (1000% me, at all times), but people looking for information that answers their questions, helps make a decision or understand a concept. Luckily, we are on hand to help, one word at a time.

I know every marketing agency says they are different. I don’t really think One Little Seed is an agency in its truest form. But this could also be my perception. To me, an agency is where you go for a campaign, a fixed body of work tied to deliverables within a time frame. This is where I think we are different. We’re in it for the long haul. I say to prospective clients, we sit on your org chart like an employee would.  

With the advent of fractional CMOs this brings about a different conversation. We’re not one of those either. A Fractional CMO usually is brought in for a particular period of time, with their success tied to short term objectives such as building a Go-to-market (GTM) model or defining a particular strategy. They work with you at a specific time and place. Generally, they don’t do any execution.  

When I started One Little Seed five years ago, I adopted the term Marketing Manager as a Service very early on. This is still the truest representation of who we are.  

So, how do you get the best out of your relationship with One Little Seed? I’m going to be honest here (and it won’t win me any new business). You need to be prepared to be in it for the long haul. Yes, we’ll be able to knock over some quick wins most of the time. However, if there was a magic tap to turn on quality leads, I wouldn’t be writing this blog piece or doing 2024 marketing plans for clients.  

We have customers who started with essentially nothing, and by nothing I mean either no website, or a website that hasn’t had any fresh content since it was built two years ago. After 12months of investment and commitment, they are now humming along nicely with new business continually rolling in. We’ve revamped their website, built out their brand identity, devised a content strategy, talked to vendors and accessed MDF, sponsored events and helped build a business development strategy. We’ve built them a sustainable model that delivers continuously. 

With all this work, there’s always the things that you don’t see. The planning. The meeting with vendor marketing managers to build the relationship at the partner levels and educating them on your GTM so we can access that funding. And honestly, as inappropriate as it sounds, the time we spend thinking about your business when we are in the shower, or out on the walks, or in some extreme cases, when we’re lying in bed at 2am. Put simply – the people I hire, myself included, give a shit about your business.  

However, like any employee you would hire, we can’t be successful without the right stakeholders willing to give us their time.  

Be clear on your expectations because every month is not the same in this model. Generally, we only ask for a couple of hours commitment for a WIP meeting once a fortnight, it’s important that you prioritise these two hours each month. It enables everyone to be on the same page, and ensures that things don’t get lost in email swaps.  

Use the tools available to ensure you’re aware of the details. Across the board we use Teams, Trello, Asana, Jira and Monday to fit in with our clients. This gives you a single state view of everything that’s in flight and what the priorities are.  

Involve us like an employee, yes there’s a balance of hours vs deliverables here, but if you’d have told an employee about an upcoming change, you need to tell us. Ask yourself, if this was my employee, what would my expectations be?  

Be realistic, this is also a hard balance. Generally in our model you’ll get on average 6 hours a week. That’s the equivalent of one day. We know we’re more efficient than most people, but as a benchmark, a good quality blog piece takes 4-6hours (length dependant) from ideation, through to research, actually writing it and then proofreading.  

Lean into trust. If collectively we’ve put everything above into place, you should know that we’re about delivering the best outcomes for your business. You’ve hired us for our expertise and specialisation in this industry we love so much. We know that we’ll continually work hard to deliver for you and your business. Because quite simply if we don’t, we won’t keep the contract. We’re just as invested as any employee to make this a success.  

This model has the potential to disrupt the market, and it’s hard to define where we sit. I don’t want One Little Seed to be known as a traditional marketing agency, I want us to be recognised as a technology vendor. We’re providing a specialised service to the technology industry. You provide a specialised service, whether that’s cyber security as a service, managed services, backup as a service. We simply provide marketing manager as a service. We’re your part-time one stop shop marketing employee, who creates strategy but then goes and makes it happen.  

If I had a dollar every time someone asked me whether I was using ChatGPT to write blog posts and marketing content now, I would be mortgage-free and wearing a new pair of kicks (but probably still working, cause hey, I love it). The answer is a resounding no. We are not anti-AI, per se, but it, like many other technologies, is a tool and will not put copywriters out of a job. 

I should note that while I am referencing ChatGPT throughout this article, the same limitations apply to other generative AI platforms like Google Bard AI, Microsoft Bing, ChatSonic, or similar services you have come across.  

The reasons that AI-written content isn’t the answer for OLS are extensive, but they include; 

1. Inconsistencies – around this time last year, Gabe Marzano (inspired by an MIT Technology Review) asked ChatGPT what it knew about her. The answers were worryingly inaccurate, claiming that she was a he, that he (she) had co-founded OpenAi (incorrect) and that he (she) was the CEO of Synthestra Technologies (incorrect). When asked where this information was sourced from, the answer was “various articles and interviews featuring Gabe Marzano, as well as his official LinkedIn.” 
   
   These inaccuracies likely relate to ChatGPT’s propensity to predict plausible text or information based on the user’s text. It uses statistical patterns in its training data and the context that the user has provided, but as seen in the example above, this is a long way from foolproof. 

2. Plagiarism – last month, the New York Times announced that they were considering suing the Chat GPT developer, OpenAI, over the use of copyrighted content to train ChatGPT’s system. This announcement comes in the wake of a change to their terms of service to stop AI companies from using NYT content for training in the future. 

3. Americanised speech patterns and diversity issues – just like global content doesn’t work in every market without a level of localisation, Chat GPT has specific default settings that dictate what it views as “standard” and what it views as non-normative. While yes, you can input specific instructions to generate different languages, such as Australian English, there are some problematic consequences of having one dominant norm being perpetuated at scale. For more on this topic, this article on The Conversation is definitely worth a read. 

4. The need to build an authentic brand voice - There is a reason that tools can be deployed to identify AI-generated text vs. human text – it just isn’t sophisticated yet that it can replace human storytelling and experience. I say yet because artificial intelligence is learning and improving exponentially, and who knows what the future holds? But for us to nurture and grow your brand, we need to create content that is interesting, informative and even entertaining. And that sounds like your brand, not generically generated text. 

5. In-depth industry knowledge - As industry experts in the IT channel and technology sector, we understand the nuances, politics and broader contexts surrounding the APAC market at a level that AI does not. 

ChatGPT isn’t the first time that AI has impacted marketing. We use AI frequently in different contexts. Want a quick grammar and spelling check? Grammarly is super handy. Using Google Analytics? It is AI-powered. Plus, let’s not forget the plethora of email marketing automation tools. 

But what role does generative AI (the kind that writes content) play in the future of marketing? Here are some of the advantageous areas. 

Brainstorming and ideas 

One of the core pillars of marketing is creativity. With around 334 million businesses globally, how can you ensure that you are speaking to the right people at the right time in a relevant and memorable way? There are thousands of books and theories about cultivating creativity. In my experience, much of it comes down to time, collaboration, risk and experimentation (you can read more about my take on controversial and provocative advertising in the B2B space here). 

But working in a fast-paced industry, you don’t always have as much time and opportunity for collaboration as you might like. And we all get the odd mental block where we’re not feeling creative. At times such as these, it can be super helpful to bounce ideas around. Sometimes, I jump on Teams and speak to one of the other Little Seeds, but other times it is handy to have a tool to generate different ideas. Just like Googling a topic can spark thoughts in different directions, so can ChatGPT. While the ideas it throws out are unlikely to be the ideas that end up being used (see points 4 and 5 in particular), it can be used to break down that mental block and help you consider alternative directions. 

Data-driven analytics 

There is huge potential to integrate AI further to leverage data for better decision-making. It is already being used to try to personalise marketing outreach based on each customer’s behaviour. However, this approach relies on high-quality, accurate and integrated data with any bias removed. And unfortunately, a lot of companies struggle to ensure they have a clean, up-to-date, single source of truth, so this is the first port of call before investing in fancy new AI technology. 

So, while AI technology certainly has its place in B2B marketing strategies of the future, be wary of assuming that it can write your content and make smarter decisions for you. We are a long way from Terminator or Matrix-esque super intelligence and will be tapping out our blog posts the old-fashioned way – one word at a time. 

Gartner's recent Buyers Journey study increased the buying group size up to six to ten people (up from four to nine in late 2022). And we counted 12 online touchpoints for the buyers group. 6sense talks about the 'dark funnel' and that 78% of your in-market accounts are not in your CRM. This is why content is important: the people in that buying group are generally not visible to you. As marketers, we have plenty of data that tells us what job titles we should be targeting, and with intent data tools, we can go and work out who might be in that buying group within specific organisations. Sure, you can hit them with paid media (that's a topic for another day), and give their phone number to a BDR to cold call. But how do you bring them into your funnel when everyone understands the value of their email address? It starts with (ungated) content.  

78% of your in-market accounts are not in your CRM

So, what should those 12 touchpoints look like? What type of content should you be creating? Is all content created equal? The answer to many of those questions is the brand vs. demand generation argument. Your first challenge is to get buyers to know who you are, this is brand awareness. It doesn't matter how fabulous your content and your content strategy is, if people don't know who you are, they won't read or consume it. So, some might say that's the most important piece (pretty sure the sales guy would argue that point).   

Where to start for building brand?  

• Website 
• Thought leadership content 
• Social media content 

Often, our clients have a website to tick the box when we start working with. And we regularly talk about making them look as professional on the outside as they are on the inside. And to be honest, that was the approach One Little Seed took in the first couple of years. Your website is a potential client's first impression of your business. Take a step back and ask yourself, would I engage with this company based on their website? With millennials and Gen Z now entering the decision-making process, this is now more important than ever. They're more reliant on online research than any of the buyers in the decision-making process.   

When it comes to your website, don't get caught up on your internal language and product names. Think about what your potential customers want to know or the problem they are trying to solve. Selling a cyber security solution? How does it help businesses reduce their risk? Does it improve compliance? Can it reduce the complexity of staff resourcing through automation? Make it easy for prospective clients to find what they need, don't hide it layers deep or behind a form fill.   

Thought leadership content. It is about you adding value. Giving something for nothing. Showing prospective customers that you know their industry and pain points. What is the business issue that's keeping your prospective CIO/CISO awake at night? What trends are you seeing from your customers in the same space? It's not about product, it's not about why your widget is better than someone else's widget. It's about starting to build trust and brand awareness.  

Good old social media content. This is how you amplify, continuing to add value, and consistency is the key here. The beauty of social media content is that you can promote one blog post multiple times by calling out key messages and changing the imagery. Content is not a one-hit-wonder. It also allows you to easily extend your reach, as the more people that engage by hitting that like button, the more visible your post becomes.  

You can also leverage tools with free pricing levels, such as SocialPilot, Hootsuite, Sprout or a myriad of other social media scheduling solutions, which means you can preload your content for the month, so you don't need to think about it. 

The other consideration is picking up on newsworthy content. You don't always need to be generating original content. Leveraging other great content shows that you are researching and immersed in the industry. 

Have some fun with your social media content. It doesn't always have to be business related. Elevate your people and introduce them to the online world so prospects have a sense of connection when they engage. You'll slowly start to see who the 'voyeurs' in your dark funnel are, as there is less risk of engaging with a fun post than a business-related post. For One Little Seed, our highest engagement posts have been the ones where our team features in photos or we're having fun with our love of Margaritas.  

Finally, why is brand important? It is often the hardest thing to measure for marketers. We're all now measured on direct ROI and revenue attribution. How many MQL's are we delivering to the top of the funnel? Why aren't there as many form fills on our website?  

The answer is as simple as it is complex. I ask you to put yourself in your buyer's shoes. How often do you think I'm not putting my email address in there because I know it means someone will call me? 99% of the time, we're not ready for that call. We just want some information. We all want to remain anonymous in this digitally tracked world until we're ready to engage. 

Brand and thought leadership content allows your early-stage buyers to understand who you are, what your business does, and whether it's the type of business they're going to want to engage with. We know the sales cycle for complex B2B decision-makers is around 6-9 months minimum (in a good year). So, without embracing brand and content, you're missing out on that 72% of buyers who are living in your dark funnel.   

Let's be honest, we're all just voyeurs on some buying journey every day. How do you want your buyers' journey to look like vs the experience you're giving your customer?  There’s an old saying that has merit here. To understand someone, you need to walk a mile in their shoes. Or in this case, in their dark funnel.  

While other marketing departments and agencies around the world may be quaking in their boots right now (as they are usually the first expense to go in times of recession), we know better.  

We believe that business growth and opportunity during times of recession are realities – for the smart and bold. And we can prove it.  

Hold your nerve 

In late 2022, Analytic Partners released its ROI Genome report, which focuses on the dangers of cutting marketing spend in a recession and the opportunities for marketers who maintain or increase advertising. Key report findings include the savvy advice to ‘hold your nerve: don’t cut marketing spend’.  

Here, says Analytic Partners, is why: 

• 63% of brands that increased their investment in marketing after the 2008 financial crisis saw a positive ROI 
• Those brands that increased their media investment realised a 17% growth in incremental sales 

• And 60% saw ROI growth in back-to-back years 

By comparison, marketers who cut their ad spend (when their competitors don’t) risk losing 15% of their revenue during a recession. 

The conclusions from Analytics Partners are far from unique. A 2002 report from McKinsey and Company, which encompassed results from the 1990-91 recession, found those companies who continued to invest in marketing at the time of the downturn came out on top.   

And Global consultancy Bain & Company says that those companies who tried the slash-and-burn approach to getting through a recession came out worse off than those who focussed on cost containment but looked beyond cost to spend and hire before the markets rebounded. 

Think retention and successful selling rates  

You’ve all heard that the cost of acquisition is 5x higher than retention. It’s one of the truisms of marketing that doesn’t seem to change. Or does it? 

In 1990, Harvard Business Review published an article Zero Defections: Quality Comes to Services which set off executives by the thousands to craft retention strategies. Why? They reported that increasing customer retention rates by 5% increases profits by 25% to 95%.  

However, something the 5x truism doesn’t consider is that the cost to acquire a new customer is as variable as any other metric. (Calculate it for yourself: Customer acquisition cost = the cost of sales + the cost of marketing ÷ by new customers acquired.) 

Regardless, (and rather than deep-dive down that potential rabbit hole), what is probably more important to you is the success rate of selling to a customer you already have (60-70%) compared with the success rate of selling to a new customer (at 5-20%).  

So, when times are tough, it’s more profitable to cultivate and market to those carefully retained and loyal customers. Because if you don’t, you can guarantee your competitors are.  

Where are the opportunities?  

Another truism is that business (or crime) doesn’t stop when times are tight.  

Those responsible for IT don’t stop spending - or planning to spend - just because the purse strings have been tightened. Especially when the service or solution they want is business critical.   

For example, the determination of Clare O’Neil, Minister for Cyber Security, to make Australia the most cyber-secure country in the world by 2030 through increased regulation and legislation is going to drive spending. Without fail. 

And this is remembering that a recession doesn’t slow down the threat actors. They, too, have businesses to run and families and dubious habits to feed. So, you can bet your bottom dollar they will continue to work hard to maintain their obscene ‘profit’ levels.  

CSO Online reports that, statistically, we can continue to expect upward spikes in attack levels during times of recession, staff layoffs, economic downturn and political uncertainty. Sadly, opportunity knocks equally hard on both sides of the fence. 

Our final words? It’s important to stop a looming recession or shrinking economy from being a new business opportunity for your competitors. If you are going to invest in one marketing activity to the exclusion of all others, make it retention.  

About a month ago, I attended a LinkedIn Live to listen to the latest that Jay McBain from Canalys had to say. I started taking notes for my team, and in the end, couldn't scribble fast enough and told them all to take the 29 minutes themselves to listen.

As I've percolated on this session and the insights Jay shared, it only reinforced what we've been telling our clients (and potential clients) for a while.  

Being a 'trusted advisor' isn't a unique selling proposition

Trusted advisor is a phrase our industry loves. Another one is 'single throat to choke'. And I admit, six years ago, I was guilty of totting out the line whilst in vendor land. Who wouldn't want one vendor who could do it all? These days a customer has SEVEN partners that they trust.  

We're seeing the landscape shift towards supporting this market dynamic with partners specialising in specific technologies and even subsets of technology.  

What does this mean for you if you're one of the seven? It means that your value proposition needs to be exceptionally strong. It means that you can be more easily held to account as there's likely another partner plugging into your stack for their service delivery. If you're not delivering, they're going to point it out.  

You also need to be adding more value to your relationships.  

Why a content strategy and well-designed website are key 

Recently we touched on Gartners B2B buying cycle. Canalys takes this even further when they delve into the 28 unique moments prior to vendor selection. Tellingly, 24 of these moments involve the partner. More often than not, our conversations with partners start with addressing their foundations.  

• What is your unique value proposition? 
• What is your clients' website experience? 
• Development of your content strategy 

The B2B buying cycle strongly mimics the B2C cycle now in terms of online experience. Are you adding value to your relationships through content? Are you providing information that helps them at the right time?  

Without these foundations firmly in place, there is a multitude of relationships that will not be successful. Our relationship with you as your marketing partner, your potential relationship with a new customer, and the ongoing relationship with your existing customers. 

I'm not going to sugarcoat it. To see an ROI on marketing investment when we build these foundations, it's 9-12 months. Sure, there might be some quick wins and bluebirds. But it's as everyone has heard me say, 'there's not a silver tap, and if there were, I'd be drinking pina coladas in the Bahamas'. 

The customer experience (CX) starts online these days. It's like getting dressed for that crucial meeting in the morning. First impressions count. People will race through your site, looking for that essential information. They'll move on to the next potential partner if they can't find it easily. Think about customer use cases or stories. What business issue does your solution solve? What trends do you see in the market? Tell a story succinctly.  

Quarterly MDF is not always your friend 

Vendors are now looking towards their partners more for demand generation. However, they're expecting short-term results, which, as the digital space becomes saturated (and more expensive), presents a challenge to the partner to show these results.  

Coming back to Canalys' statistic of 28 unique moments, there isn't a quality way to deliver these (and SQL) within three months.  

I'd love to see a vendor take a long-term approach to partner investment rather than looking at who's making the biggest promises every quarter. I've seen one vendor give this a good nudge and commit to a six-month plan with a few partners, and it's delivered 40% growth year on year for that vendor for two years in a row with a partner we've engaged with. 

The requirement for customer touch trackers is the default standard for measurement when it comes to vendor MDF. When you look at the stats around the gating of content – the numbers are stark 

• 47% will never give up their details or give false details 
• 23% will try to find the content elsewhere and only give up their details if they can't find it (I'm guilty of this) 
• 30% will give their details if the content is valuable enough 

So this begs the question – what's more important, 100% of people can read your content and progress through the funnel? Or capturing 30% of total names?  

This meme made its way into our internal group chat, showing which side of the fence we sit on. 

How about just measuring partner growth year on year as a metric? We've got one client whose dwell time on site is five minutes. That's amazing! But to a vendor, it doesn't tick their box for success.  

Retention is often overlooked.  

Another vendor metric is net new logos. However, it's widely known that the cost to retain is 5 – 25x LESS than acquisition. I get it. Everybody is chasing growth. Meaning your competitors are chasing your clients for their growth. You can build revenue from within your client base through cross-selling and referrals. Word of mouth is still a fantastic tool. If you look after your existing clients well, they'll share your name with their network. This is demonstrated with executive roundtables being an activity that delivers results – hearing where your peers are succeeding and learning from their lessons is invaluable.  

How do you add more value to your existing client base? As experts in our fields, we're always reading content. We're upskilling ourselves. Share that knowledge, whether that's a personal email, to a client you know would be interested in an article. Introduce like-minded leaders to each other, aka someone who has potentially addressed a problem another one is facing. Don't look at this through the lens of what will benefit you. Look at what will be valuable to your client in general terms.  

What's the single message here?  

Give something for nothing. Don't become that person that only calls when they want something.  

When most people (usually Uber drivers) ask what I do, and I answer that I write about technology, they look at me with pity. I suspect they imagine me hunched over a laptop writing endless dry proposals and user manuals, or impenetrable acronym-packed ‘how to’ articles.

Thankfully, writing about technology isn’t like that for me - or the rest of the One Little Seed team.

1. We write for people, not androids

Good writing is an essentially effortless conversation with your reader. One you could imagine having over a coffee or a cold beer. It’s an opportunity to share interesting ideas and stories, to inform and educate, challenge and intrigue, and even entertain. And open the door for a two-way exchange.

You may wonder why, if your target audience is interested in your topic (as in need-to-know-because-it’s-their-job), it’s important to put more effort into ‘humanising’ your content, not less.

This: Just because your audience is interested in technology and its impact on their business doesn’t mean they gravitate towards impenetrable and functional content. Business and technology professionals watch Netflix, laugh at dad jokes, and read trashy airport novels at the beach – just like the rest of us.

And you’re competing for their attention with a lot of other content.

According to First Site Guide’s article on Blogging Statistics 2022, around 7 million blog posts are published per day. Right now, there are approximately 500 million active blogs on the web. So, you can pretty much guarantee that what you’re writing about on any given day is also being tackled by someone else at the same time. This means that for your content to shine, your writing needs to be current, relevant, searchable, valuable, and readable.

When your audience is time-poor and bombarded by content, the more digestible it is, the more likely they are to read it from end to end. I call it the carrot-and-chip-combo approach. A bag of artisan crisps can disappear in no time (especially with a beer), whereas a bag of carrots, worthy though they may be, takes some real effort to get through.

The trick is to make your content highly palatable and nutritious.

2. We stick to plain language

Despite every intention, you can rarely limit your audience to precisely those who are guaranteed to understand it. While you could ‘gate’ every whitepaper and demand name, organisation, job title, and email address in exchange for a download link, even that doesn’t give you surety of target audience readership.

And this is a good thing. We’re after enquiring minds, people keen to expand their knowledge. The wider the readership, the greater the opportunity to attract interest – even if it’s just a straight ‘sharing because I thought this might interest you’ action from CTO to CFO.

What this does mean is that you can’t afford to use so much industry jargon that only the exceptionally technologically literate can understand what you’ve written. A quick sentence clarifying a concept never goes amiss. And there’s no shame in forgetting exactly what an acronym means in an industry which has over 1000 of them in daily use.

3. We use humour and sparkling wit to make our point

Admittedly, we’re fond of puns and wordplay. For those of us who write as a profession and appreciate a neat turn of phrase, it comes with the territory. And again, it signals that we are talking to real people who welcome an unexpected opportunity to smile.

But not only do we enjoy clever writing (where and when appropriate), we do it for a reason. The benefits of writing with humour are well documented and range from improving cut-through and engagement to making your business more relatable and authentic.

The proviso (because there’s always a catch) is that you shouldn’t shoehorn humour into your content for the sake of it. Humour is subjective and can walk a fine line between offensive and obscure, so tread with care.

4. We love what we write about (and we think it shows)

Unsurprisingly, we’re all a bit geeky at One Little Seed.

Every day, we take delight in learning something new. We talk to people who are inspired and inspiring, and truly passionate about sharing what their business has to offer the world.

We interview our clients, their subject matter experts and gurus, and often their clients. We deep dive into their technology offerings and brand, and research everything. Technology is constantly evolving, so we’re often at the coalface of new and fascinating innovations. And we can visualise and, most importantly, articulate how our clients can help other businesses evolve or reinvent themselves.

So, when that Uber driver asks me, ‘what do you do?’ and I tell them, I often suspect they wish the trip were shorter. Or that I found my job less interesting.