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]

Big or small? Marketing across the business scale

Take a look at my CV and the marketing departments of two mammoth enterprises will leap out at you, first Vodafone and then Microsoft, where I have spent a combined 11 years of my working life. For the last five months, in stark contrast, I’ve been working here at Gloo, a small B2B marketing agency that… [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]

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]

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]

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]

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]

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]

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]

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]

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]

Save time with our 'quick review labels'

Reviewing another PowerPoint deck or brochure draft? Make it easy on yourself: use Gloo's Instant Review Labels to flag up 30 of the most common writing and design mistakes for your agency or colleagues to fix. [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]

When did annoying people become a good idea?

There are a bunch of new online advertising techniques that quite frankly bother us. If you have to work that hard to get your message in front of readers — if you have to shout that loudly — you're not going to make the best impression on the poor consumer. It's the online equivalent of slashing a prospect's car tyres to stop them leaving the store: you get their attention, but they're not exactly going to be receptive to your pitch. [More]

Timing is the thing, it's true

Timing your campaigns is more important, and more complex, than most marketers think. We offer four insights into this mystical marketing discipline so you can make your campaigns more successful, and understand why you get the results you do. [More]

Small detail, big impact

Most marketers are (understandably) interested in the big picture. But as a recent Amazon advert proved to us, tiny details like the choice of font can be immensely distracting for your customers when you're trying to get a message across and build your brand. [More]

Big data: opportunity or headache?

There's never been so much information available to help guide marketing decisions. Your customers generate exabytes of data about their needs, wants and views each year. Using that data to its fullest is difficult — challenges include security and privacy, shortages of specialist skills, and pitfalls in interpreting patterns and trends. But it's the only way to get ahead. Here's our primer on the issues (and potential benefits) involved. [More]

Lead generation is a mug's game

How do you generate leads? With "lead gen": direct mail, print and online. Stuff you send out to individual people to make them click and move one step closer to buying. It's not cool, it's not cutting edge, and nobody talks about it on marketing blogs. But in both B2B and B2C, direct mail is how frontline marketing still gets done. DM budgets may be dropping in favour of advertising, but conventional wisdom still tells you to buy large lists and send out direct mail. Is it the best way? [More]