The Messy Middle of Marketing

A customer hears about a product or service and then purchases it. That’s the simple bit, right? But increasingly, it’s the tricky middle that causes marketers problems. The traditional path to purchase has become increasingly complex – not only are there a lot more channels, but all of them require a different approach. And each adds another branch, or offshoot, to your customer journey. This series, sponsored by Cooperate and curated by Mumbrella, will give you practical tips to navigate the messy middle and emerge in one piece. Episodes will appear below as and when they become available.

Episode 1 How to create B2B content that will impress audiences and increase sales 

In this special podcast episode, we discuss B2B content – and, more specifically, how you can use it to actually increase your sales. Over the course 40 minutes, Hexagon PPM’s Andrew Storrier and Cooperate’s Tom Spencer discuss:

  • Why your B2B content should be different your B2C content.
  • Why it’s important to consider the buyer journey in your planning.
  • Understanding how to actually measure success.
  • And discussing why and how many marketers are getting things wrong in 2019.

Andrew Storrier, left and Tom Spencer, right

Andrew Storrier

Andrew Storrier is the content marketing lead, APAC, at Hexagon PPM, which creates software that enables the design, construction, and operation of the world’s largest industrial assets.

Andrew is an expert in the creation and strategy of B2B-specific content, and how it can be used to drive sales. In particular, he’s worked with sectors including education, finance and tech and mixes his content skills with a knowledge of search engine optimisation and marketing, social media and marketing automation. He will be arguing passionately that you need to rethink your strategy if you want it to be successful.

Tom Spencer

Tom Spencer is the co-founder of Melbourne-based Cooperate, a platform brings together its clients’ customer journies, team activity and marketing performance to drive results. Tom also mentors startups on how to build and sell great tech products and companies; while also advising large organisations on how to better harness the potential of entrepreneurs and innovation to achieve their goals.

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