Melanie Johnstone

Recent Posts

Local versus ‘corp’ content: how Australian tech vendors can strike the right balance without a battle

October 14, 2020
Most Australian B2B technology vendors we work with have access to a steady stream of high quality ‘corp’ content—but with so much, it can be hard to know just how best to use it.

Some scenarios that may feel familiar are:
  1. We need to get something in market fast, but budgets are tight. Should we just roll out the global campaign?
  2. There’s so much great content, but what is going to be most valuable for our market?
  3. How do we leverage the ‘corp’ content, without looking like a ‘corp’ campaign? 

It goes without saying that coming from the land ‘down under’ means we see ourselves as a bit unique to the rest of the world. Although many global themes are highly topical and interesting, making them relevant for our market invariably requires a level of tailoring. Plus there’s little subtleties that we may need to consider before we just reuse ‘corp’ content and experiences such as accents, spelling, tone, imagery, and our customers’ comfort with sharing their data to get something of perceived value.

Driving profitable growth in tough market conditions

March 05, 2020

Take-outs from the latest global Challenger research

A bit of reflection heading into 2020

December 16, 2019

 

B2B tech organisations can unlock value faster by slowing down

October 15, 2019

BY MELANIE JOHNSTONE, STRATEGY DIRECTOR

There’s no question the B2B tech industry moves at a cracking pace. With rapidly changing customer needs, tech innovations and market disruptions, it’s no wonder marketers feel like every day is a sprint to a finish line that keeps moving.   

The nuances of modern B2B marketing… and what’s next?

March 27, 2019

BY MEL JOHNSTONE, STRATEGY DIRECTOR

As a staunch believer of a customer-centric approach in every circumstance, I remember the definite moment when the tech industry had that shift in mindset.