Giving you the strategy to amplify your organisation’s positive impact.
The energy sector includes a broad range of organisations, from renewable energy developers and energy infrastructure providers to technology businesses, utilities and consumer-facing suppliers. Each operates in a complex market, often with multiple audiences, long buying journeys and products that can be difficult to explain. Effective energy marketing therefore requires more than promoting individual products […]
In my previous article – Become your own benchmark: why B2B marketing needs better measures of success – we looked at why B2B digital marketing benchmarks can be useful, but limiting. They help senior marketers within organisations – or B2B digital marketing agencies like exceptional™ – to understand the landscape, defend performance and create context. […]
Will AI search mean people stop visiting your website? The honest answer is… yes, in some cases. AI-generated answers are already changing how people use search. Pew Research Center found that users clicked a traditional Google result on 8% of visits where an AI summary appeared, compared with 15% of visits where there was no […]
AI browsers are going to change how people interact with websites. Google is rolling out Gemini in Chrome to Mac and Windows desktop users in the US. This means users can ask Gemini to clarify complex information on any webpage they’re reading. Google has also introduced the ability to ask questions about the current page […]
You don’t need me to tell you that AI is completely changing search. Every B2B brand wants to know how to appear in AI answers. It’s easy to see why. So there are two questions every B2B needs to answer before they start thinking about AI-driven discovery, AI SEO, GEO – whatever you want to […]
Benchmarks are useful in digital marketing. They offer reassurance: a way to make performance feel measurable, comparable and defensible. Marketing benchmarks help answer the question every marketer has heard in one form or another: “Is this good?” As marketers, we review the stats, look at whether we are above or below the industry average, and […]
There’s a strange feeling that comes with putting your own business in the spotlight – especially when, for 20 years, you’ve been far more comfortable helping other brands grow than talking about yourself. The day before our exceptional™ rebrand celebration, I genuinely wondered whether we’d made a mistake hosting something so ambitious. A full room […]
Football is the most popular sport on earth – but popularity can be a double-edged sword. The game has a huge impact on the environment, from the carbon emissions released during the construction and operation of giant stadiums, to the air miles stacked up every year by fans travelling all over the globe. Last year, […]
Let’s cut to the chase. Your organisation has a solution which is going to positively impact the world. You also have a target audience that you need to take action before you can make that impact. That audience could be potential clients, it could be investors, it could be the government – it could be […]
We see it all the time. Your company is spending money on a digital marketing campaign – Google Ads, social media, email marketing, SEO and more – but you just aren’t seeing the strong return on investment that you were promised. In this article, I will explain why the marketing model used by most businesses […]
In the early 1900s, Hollywood was making its mark as the home of moviemaking. Aspiring actors were flooding the streets, small studios were consolidating into industry giants, and the once small LA neighbourhood’s population was growing rapidly. By 1923, Los Angeles Times publisher Harry Chandler had funded the construction of a lavish residential development nearby. […]
The digital marketing flywheel is a model which will help your business win more work by leading people through distinct phases, each with their own marketing activities and audience: the See stage, the Think stage, the Do stage and the Trust stage. But the buyer journey isn’t always linear. People don’t always see your service, […]
