Blog

B2B marketing experts – success is all about business relationships

Read now

page down
Image depicting a B2B marketing business relationship
B2B marketing experts – success is all about business relationships

Prudential began to sell affordable insurance to the working classes in 1854. These so called ‘penny policies’ were sold by a ‘sizeable army of good men’, who stood out due to their precise understanding about doing business. By 1900, 10,000 Prudential agents had has sold insurance to one third of the population. The ‘Man from […]

Read more...

Posted on
A PR disaster, or a disastrous idea? The Super League

  We’ve all heard about this PR Disaster by now: the proposed plan to establish a new mid-week footballing competition governed by twelve founding clubs. This includes giants such as Real Madrid, Barcelona, Manchester United, and Manchester City. Also sneaking in on the plans were clubs like Arsenal, Tottenham and AC Milan who, despite each […]

Read more...

Posted on
How to give creativity a helping hand

‘Think left and think right and think low and think high. Oh, the thinks you can think up if only you try’ Dr Seuss. Let’s face it, after a year of staring at our own four walls working at home, many of us will admit to being stuck in a creative black hole! Without the […]

Read more...

Posted on
B2B PR agency research
Insights on research in B2B PR and marketing agencies

Jane Hales went from forecasting the weather at the Met Office to forecasting countless predictions in the B2B and B2C marketing sectors. As one of several B2B PR agencies we often utilise research to inform or support client campaigns, and Jane is a great partner to have on board. We asked her where it all […]

Read more...

Posted on
International Womens Day
International Women’s Day 2021: Skout’s inspirational women

This year’s International Women’s Day theme is ‘Choose to Challenge’. IWD explains, ‘We can all choose to challenge and call out gender bias and inequality. We can all choose to seek out and celebrate women’s achievements. Collectively, we can all help to create an inclusive world. From challenges comes change, so let’s all choose to challenge’.  With that in mind, we wanted […]

Read more...

Posted on
Do algorithms hold us back
My take on: Are algorithms stopping us from thinking outside the box?

Renowned film director (and personal favourite of mine), Martin Scorsese, recently claimed that streaming services are ‘devaluing’ cinema by reducing films to ‘content’. Scorsese commented that “If further viewing is ‘suggested’ by algorithms based on what you’ve already seen, and the suggestions are based only on subject matter or genre, then what does that do to the art of cinema?” Are […]

Read more...

Posted on
B2B marketing generalist
B2B marketing – is there room for generalists?

By his own admission, Jonathan Rose ‘fell’ into B2B marketing quite a way into his career. He had no formal training or qualifications. This, possibly coupled with the fact he entered the profession at a management level, has meant he has always been a ‘marketing generalist’. Its not something he’s ashamed of and it hasn’t […]

Read more...

Posted on
How the pandemic has accelerated the convergence of B2B and B2C

We previously shared a Skout blog exploring the convergence of B2B and B2C marketing and the need to apply a human-to-human ethos to business-to-business. As Alex quite rightly said (all the way back in 2018!), ‘As B2B marketing is about appealing to people in their professional lives, it’s easy to see why marketers might think about communicating to a business before an individual,’ but, […]

Read more...

Posted on
We need you!

Are you looking to start or further your early career in B2B PR, content and digital comms? Following a substantial number of account wins, we are looking for a bright, confident, enthusiastic self-starter who is keen to become part of the Skout journey.  Job summaryAs a key part of the PR, content and digital team, […]

Read more...

Posted on
Helping customers is key to B2B customer marketing
B2B customer marketing – now is the time to be helpful

Continuing our series of B2B marketing expert inteviews, I recently caught up with Ruth Connor, group marketing director at Kalibrate. Ruth is a strong proponent of customer base marketing which she feels is often overshadowed by new customer acquisition marketing. Ruth, tell me a little about yourself and your B2B marketing background. I’m the group […]

Read more...

Posted on
Our 2020 highlights

2020 has been an incredibly challenging year for businesses and individuals around the world, but there have been some highlights. From March onwards life as we knew it was turned on its head. We had to shut up the Skout office and working from home became the norm for the team. Little did we know […]

Read more...

Posted on
Let’s do a Zoom? How Covid-19 has replaced business jargon with…more business jargon

“Let’s jilt the jargon for 2020 and bring back plain English” our very own Mrs Whyatt declared at the start of the year…if only she knew! Instead, the ‘Covid culture’ of virtual meetings, social distancing and face masks has created a whole new book of ‘annoying phrases’ (as Fiona may put it). 2020 BC – […]

Read more...

Posted on
Is the virtual world of work here to stay?

2020 has been a strange old year for us all. With many PR pros home-based for the foreseeable, our kitchen tables have become our workstations and B2B PR pitches are regularly accompanied by sounds of squealing kids and demanding pets. We’ve seen the virtual world of work evolve into almost the only world of work, […]

Read more...

Posted on
Top five issues in facilities management sector
The top five issues in facilities management right now

As a B2B PR specialist agency, we work for clients in sectors as diverse as law, care, technology, data and food. It’s our understanding and knowledge across multiple B2B sectors that often attract clients to us in the first place. And once we’re part of their team, we continue to develop our knowledge and insights […]

Read more...

Posted on
Riding the B2B content marketing wave
What is B2B content marketing? An A-Z guide

The web is awash with brilliant B2B content, and well, some not so brilliant B2B content. And as the content universe grows each day, B2B marketers know they need to work at it. But how do they make content marketing work for them? Here is Skout’s A-Z of content marketing to guide marketing professionals through […]

Read more...

Posted on
Making the most of data and insights in B2B marketing

Rob Jones is CEO of Qbase, one of the UK’s leading providers of data services – with a particular focus on extracting value from data in a marketing environment. I asked Rob what makes data so crucial to B2B marketing success. Tell me a little about your background I studied marketing at Uni, then went […]

Read more...

Posted on
Dunelm promo
The ‘is’ vs ‘are’ debate

I was recently getting stuck into my new book The Age of Surveillance Capitalism by Shoshana Zuboff (some light lockdown reading, I know) when I noticed something interesting. The word ‘data’ was consistently written as a plural – the data are as opposed to the data is – something that I had never seen before. […]

Read more...

Posted on
B2B product launch
Launching in lockdown

How do you deliver a premium B2B product launch in the middle of the Covid-19 crisis? We asked B2B marketing expert Melissa Kershaw, of Miele. When the commercial division of appliance manufacturer Miele came to launch its newest ‘Little Giants’ laundry range, it was faced with one mighty challenge. Ambitious physical event plans had to […]

Read more...

Posted on
Skout helps Stone Group push its green message to a national broadcast audience

When you’re about to launch a new B2B product that has the potential to make businesses change their buying habits, resulting in a positive impact the environment, you need to tell as many people as possible all about it. The world currently faces a massive e-waste challenge, as we continue to buy brand new laptops, […]

Read more...

Posted on
What is B2B PR?

Mention PR to anyone outside of the industry and you’ll get lots of jokes about Ab Fab and long lunches fuelled by champagne. It really couldn’t be further from the truth. Once you mention B2B PR however, the eyes glaze over and you just get a confused nod in response. This even happens to me […]

Read more...

Posted on

Get in touch?