There are more ways than ever to get marketing support, from freelancers and specialist agencies to consultants and part-time execs. For most companies, the challenge isn't finding help. It's working out what kind of help they need most…

The problem with a product-led strategy isn’t usually getting people to sign up for the free trial. It’s convincing them to buy off the shelf completely independently. How do you convert a curious user into a loyal customer without a sales team nudging them along and pitching the stardust? What does nurturing look like when the product is supposed to speak for itself?

Most B2B SaaS messaging plays it safe, focused on saving time or money while ignoring a powerful emotional driver: joy. Unlike in B2C, where joy is central, B2B rarely taps into how a product can feel good to use. But joy is memorable, relatable, and can drive action. So, where do you start? Find out…

Why that 17-minute homepage demo is hurting you, not helping you. Here’s why a short, sharp marketing video works better — and how to rethink where long demos actually belong.

LinkedIn outreach doesn’t need to be awkward or overthought. This guide breaks down how to approach it like a human — from making your profile work for you, to sending natural messages, to showing up consistently in a way that builds real connections over time.

Of all the questions clients ask me, and they’re not always startups either, this one is easily in the top three: How much should I be putting into my marketing budget? I used to reply with, "How long’s that piece of string?" But when I thought about it more and considered the variables behind what I recommend, I came up with some actual answers that were fairly consistent.

We didn't expect this at the start of 2025, but here we are: not having AI in a product has become a unique selling point. We even tested it ourselves with ick. It’s not that we think the world doesn’t need more AI. It’s just that we didn’t want to be the ones to make it for you. 

Is AI ruining words? It’s a big question, and maybe an uncomfortable one. It might even feel a bit dramatic. But language is always changing – with culture, technology, and time. That’s nothing new. What’s new about it is the role AI is starting to play. Machines are now producing writing at scale, affecting how we communicate every day. And that is making many of us wonder: is AI changing words in a helpful way, or is it ruining their meaning altogether?

When we started building ick, we knew we wanted it to be a genuinely enjoyable place to read, write, and edit. That meant designing an experience that feels comfortable and accessible for anyone using it.

Many B2B copywriters will recall their first role in marketing. I certainly do. My early career was entirely in B2C, where I focused on writing copy to win the hearts and minds of people buying ‘stuff.’ Then came a move to London and my first B2B marketing role. It was terrifying. I’ll never forget the look on my boss’s face when I asked him what a ‘vertical’ was. But, like a child dropped into a foreign school, I learned the language through immersion.

In this article, I cover the quick wins of a ‘big platform’ partnership and how to make a more in-depth pilot fish partnership work for you, regardless of your ARR or headcount.

Focus on your product, what it does, how it helps, the new updates, the design changes you’re excited about, or even the recent demo you put together. These are the things that matter and, more importantly, the things you know best. When you talk about them, your content is authentic, thoughtful, and accurate…

A competitor comparison is not a validation exercise. It’s not about who wears a feature better. It’s about how you solve a problem in a way that might be interesting and helpful to a prospect. In this article, we cover the three most common formats for publicly documenting competition and share our recommendations on the best approach.