business case

25 business-tastic B2B social media case studies

I’ve been asked quite a few times over the past couple of weeks for examples of social media marketing being used in a B2B context.

This is actually more prevalent than a lot of marketers appear to realise – and is certainly something that’s not new to the marketplace. 

28 ways to convince your boss about digital

28 ways to convince your boss about digitalMost of us will have experience of meeting people who are apathetic or downright resistant to digital. This is just a fact of life, but it can be problematic when that person is your boss.

In some companies I believe that generational change will be required before they’ll properly adapt to a multichannel world that includes lots of digital, mobile and social networking activity. Worryingly, I think some of the biggest, most established companies have serious issues in this area. 

It needs to be explained that ‘digital’ does not mean ‘tech’. The internet is largely driven by people and the content they produce. That said, the detail is very important when it comes to optimising the customer experience. Digital is a key part of the overall experience and it requires investment and time. Unless the boss and all other stakeholders buy into the idea of doing it properly – and until they truly believe in it – you’re always going to be up against it. 

Earlier today I gave some thought to the things you can do to persuade a boss with a Luddite mindset to embrace digital, rather than to fear it. I also asked the question to our Twitter followers: “What can you do to make the boss more digitally savvy?” 


Below are a bunch of ideas that will help you to make the boss see the light. For it is very bright and shiny, and will not dim anytime soon.

[PS – I’m going to use the word ‘him’ rather than ‘him or her’ for ‘boss’ on general editorial principles, and not because I’m sexist]

Interview with Martin Newman on e-commerce project management

Martin Newman is an e-commerce expert who we recently commissioned to produce a step-by-step guide called Delivering Successful E-commerce Projects, which I have just published. 

Here I talk to Martin to cover some of the key challenges and issues for e-commerce project managers. These are outlined in more detail in the report, alongside lots of guidance (it contains more than 400 practical recommendations). Why not grab a copy today?