About us

We’re a B2B marketing agency that specialises in finding creative but practical solutions to all kinds of marketing problems. We help companies develop their strategy, messaging, collateral and thought leadership to improve the performance of their salespeople, engagement with their customers and ratings with analysts. [More]

What’s our USP?

Nearly any agency will tell you that what they do is unique and that every other agency is heading in the wrong direction. We’re not that arrogant — but we do think that there’s something a bit special about how we work. [More]

What marketers should learn from cybercriminals

What do marketers have in common with cybercriminals? Not as much as they should have. We’re not saying marketers should turn to crime to get the quarterly sales figures up… but we can all learn from the sophistication and effort that today’s spearphishing scams demonstrate, and apply similar skills when creating campaigns. [More]

Has IKEA got a screw loose?

IKEA’s fun and funky reputation took a bit of a beating this week when it sent a cease and desist letter to fansite ikeahackers. What a sad way to undermine great marketing and alienate your best customers in a single step. [More]

New copywriter

Just a few brief lines to introduce myself: I’m Gareth and I’ve just joined the Gloo team. I’m a former — or should that be reformed — journalist, and have spent more than a decade writing about technology and investigating such life and death issues as whether mosquitos can fly in the rain. [More]

2014: Looking ahead

Wow, is it really 2014 already? Several new clients and hundreds of projects meant that 2013 flew by. But after quite a few turkey sandwiches — one of my favourite festive foods — I’m raring to get stuck into some new projects. I asked some of the team to share their thoughts on 2014, take a look at what they had to say below. [More]

How to get more from your subject-matter expert interviews

Everyone’s talking about content marketing and thought leadership. That will require ideas and insight from product managers, strategists, analysts and consultants that live and breathe the topics you’re covering. After many years conducting interviews on every technology topic under the sun, we’ve refined our approach to get great results. Here are some tips. [More]

How to apply for a job at Gloo

As you may know, we’re recruiting! We’ve already had dozens of applicants — some of whom look extremely promising. However, we’ve also had a lot of applications that have made us bang our heads on our desks. So we thought we’d give potential applicants some tips. [More]

Webinars: love them or hate them?

A great webinar can be incredibly powerful — a chance for your best people to engage in real time with hundreds of prospects to carry them on a rollercoaster journey that leaves them ready to buy. But they can also be incredibly stressful to deliver. [More]

Doing bid docs right

For most big B2B companies, all marketing work leads up to one final hurdle: the bid. Proposals are therefore perhaps the most important thing to get right, yet all too often their creation and delivery is left to the last minute and handled outside of the oversight of the marketing function, and as a result they can fail to live up to the standards you’ve worked so hard to build. Here are three ways to make your bids work harder. [More]

Four key ingredients for successful collateral

After years of producing documents of all shapes and sizes, we think there are basically four primary ingredients that every good piece includes. Because everyone in marketing loves a good mnemonic, we’ve called them the “4 Ss”. [More]

Let’s be honest about thought leadership

The term ‘thought leadership’ is too widely used. But what to do when you have a lead generation campaign for something that isn’t truly ground-breaking? We think there are ways you can deliver powerful messages without resorting to claims your audience will soon see through. [More]

Worth repeating: marketing is everything you do

It’s old wisdom that marketing is everything you do, from the way you invoice to the way you answer the phone. All too often the service experience you get as a customer is a big let-down from advertising’s lofty promises. But it seems that First Direct lives its USP. [More]

Time for a new taxonomy of infographics?

We’ve had quite a few people comment on how they agreed with our post on how the term white paper is misleading. The same could be said about “infographics”. The term is so broad as to be meaningless. Here’s our attempt at a three-part classification of the different types of static infographics. [More]

I’m starting to hate “infographics”

The hyper-popularity of infographics will probably wane fairly soon, but they’ll no doubt linger on for quite a while. Let’s do everybody a favour and make the infographics that we produce accurate and informative. Here are three of the most common pitfalls to look out for. [More]

How well do you know your marketing prospects?

It’s not a trick question. Even in the most niche industry, you won’t know all your prospects on a personal level. But there is a lot to be gained from spending time thinking about your target audience for B2B marketing to understand their personal needs, drivers and motivators. [More]

The Force is strong with Mission Burrito

Mission Burrito’s marketing has always been quirky and fun — think colourful lucha libre posters — but we really like a series of postcards that appeared recently. Who’d have thought that a small fast-food chain would be such a good example of how to run a survey? [More]

Cardinal sins writers should avoid

Everybody thinks they can write. Being good at writing though, takes a lot more time, effort and practice than you might at first think. But you can improve your copy immediately by avoiding some elementary mistakes. [More]

Is your content customer-safe?

We produce all kinds of content for our clients, from whitepapers and brochures to presentations and apps. Most of it is aimed at end customers, but a lot is designed for internal use only. The stuff that’s aimed at potential buyers is, naturally, called “customer facing”. But what does that make the rest? [More]

2013: Looking ahead

2012 was a fantastic year for Gloo: several new faces joined the team, and several new clients, too. Now we’re back in the office after a restful Christmas break, and the time is right to look ahead at what the new year has to hold. [More]

What on earth is marketing?

One of the questions I was asked in my interview for a copywriting job at this very agency was: “How would you define marketing?” I’m from a journalistic background — having just finished a postgrad in journalism — so I have very little knowledge about marketing, really… But, like every dependable journalist, I’d done my… [More]

The Gloo team is growing

My name is Sanjay and I’m the latest addition to the Gloo team. I’ve joined the agency as a copywriter, fresh out of university in Salford where I completed a Postgraduate Diploma in Journalism. Before you ask, no they don’t teach you how to hack a phone on the course… I promise. [More]

How to get the most out of your agency

Agencies come in all shapes and sizes, some offering a broad range of integrated services and some focusing on a particular specialism. As an in-house marketer, you may therefore find yourself working with more than one supplier to bring together all the support that you need. [More]

A new face on the team

Hello! My name is Sarah and I’ve just joined the Gloo writing team. My background is in B2B technology marketing and I’ve been working for software companies for the last few years. [More]

When is a whitepaper not a whitepaper?

Don’t get us wrong: there’s nothing wrong with brevity, and we’re always advising clients to keep their collateral as short and plain-speaking as possible. But we think that the label “whitepaper” is being stretched too far. [More]

Social network Top Trumps. Well, somebody had to do it…

I can’t necessarily speak for the rest of the folks here at Gloo, but I’m a child of the 80s and I grew up with Top Trumps. Superhero powers, supercar top speeds… there was an irresistible allure to comparing numbers. In that spirit, we’ve made our own Top Trumps — about social networks, of course… [More]

eBay Now has got us excited

Last night we read about eBay Now — and today we can’t stop talking about it in the office. We think it’s one of the most exciting pieces of marketing and commercial news we’ve read about in a long time. It brings together a lot of trends and ideas that individually seem exciting, but together are truly disruptive. [More]

Why let bad customer service undermine your marketing?

During a recent office move, we had a chance to see first-hand some pretty terrible customer service from some well-known online companies. In fact, in some cases the service was so bad that it led us to question whether they’ve focused so much on their online promotions that they’ve completely forgotten how to treat customers. Here are three lessons for how to make sure your service reinforces your marketing and generates positive word of mouth. [More]

What do job applicants and marketers have in common?

We’ve just gone through a round of recruitment. In just a couple of weeks after posting our advert on a popular job site, we received well over 100 applications. Some were good, but many of them made pretty basic errors — errors that we also see marketers make when communicating with their customers. So we’ve identified some basic lessons worth remembering next time you come to write a sales letter, draft a presentation… or indeed apply for a job. [More]

Don’t rush your product naming

Your product’s name is critically important. It’s what your customer sees first. It’s what they order. It’s what they recommend to their friends. It’s what they search for on the internet. It’s what they click on every day. Surely you want it to set a good impression? Yet product naming, in the business-to-business world, doesn’t get as much attention as it deserves. While commentators around the world wax lyrical about the hidden meaning of “the new iPad” versus “iPad 3″, few people seem to care that much what the latest consulting service or ERP package gets called. [More]

What’s a marketing agency blog for?

Like you, we’re interested in return on investment in marketing. Especially because we’re a service business, and every hour we waste is an hour we can’t get back. So as we sit down to write a new post, when we’ve got plenty of paying work to be doing instead, we find ourselves asking: is a blog the best way we can be marketing our business? What’s the value in it for our readers, and for us? [More]

Marketers: step away from the camera!

Online video is rich, creative, seemingly an irresistible opportunity for any brand to stand out and “go viral”. But it’s not always the right choice for marketers looking to communicate internally or externally. There are three problems to consider before you raise the PO. [More]

Give the gift of dignified marketing

Christmas can be tough for marketers, especially if the company is in hard times. But before you start a big price-slashing promotion or daily email to your entire customer base, think about the long-term effect on your brand. [More]

Of elephants and invisible gorillas

For many years we’ve loved the phrase “the elephant in the room”. It’s a striking metaphor that captures the idea of something important looming in the background that everyone sees, but nobody mentions. When clients bring us in on projects, we often spot an elephant or two looming in the background. We think that it’s part of our job to ask about them for the good of the project. What do you think? [More]

Don’t be afraid to ask

Reliable data can help you better target your proposition to your customers. So why do so many companies do such a bad job of it? There’s an easy way to get the information you need, without snooping around list brokers or trawling your logs. Why not just ask your customers? [More]

Increase your events’ ROI

Events of all kinds — large or small, for CIOs or developers — are a lot of work, and they can be expensive, too. But they’re undeniably still an important part of engaging with the people that matter. So, how do you get more bang for your buck? [More]

How not to do email marketing

We keep getting emails from SEO companies (maybe you do too). Unfortunately for them, they’re terrible examples of how to market and sell by email. Fortunately for us, they’re a great reminder of how to get the basics right. [More]

One year on — our tips for choosing an agency

In Gloo’s first year we’ve won and kept some brilliant clients, lost a couple, and seen plenty of other agencies at work, too. Now’s the time for us to share the inside scoop: how to tell a good agency from bad, and find one that’ll be a great partner for you for years to come. [More]