Insights

Strategy’s one of those words that gets used a lot, but not always in the right way.

As the financial year wraps up, many team leaders are asking the same question: how do we grow without adding more cost, complexity, or chaos?

In the high-stakes world of B2B, trust isn’t just a buzzword — it’s the bedrock of lasting customer relationships. Buyers aren’t just looking for products or services; they’re searching for partners who deliver on their promises. 

In B2B marketing, there's a common tendency to stick to the "safe" side—highlighting product features, focusing on rational appeals, and avoiding anything too bold or unconventional.

Meet one of our BlueOcean creatives, John Hayler. John is inspired by his experiences in punk rock and the world at large. Read his story, and how he brings B2B brands and their collateral to life.

Most founders don’t start with a polished plan. They start with a problem they’ve felt firsthand and navigate the challenges as they come.

When you're running a business in New Zealand, the idea of exporting can feel both exciting and overwhelming.

There are many factors that can impact sales, and it's important for businesses to understand them in order to optimise their sales performance. When environmental factors are optimised to create cohesion and collaboration, sales and marketing can work together to make your organisation more successful. Check out what our 4 experts have to say.

If you manage a sales and marketing team, you’ve felt the pain; those awkward sales and marketing meetings that belong more on the school playground than they do in the boardroom.

The guide and videos below will help you surface key points of resistance, and get your salespeople and marketers on the same page. 

While sales can certainly be frustrating, it's important to remember that success often hinges on understanding and incorporating various perspectives throughout the organisation. By taking the time to explore and appreciate different viewpoints from across the organisation, you can gain valuable insights that help you overcome obstacles and achieve your goals.

When internal issues prevent communications between sales and marketing, the whole organisation suffers. Getting to the bottom of the issues in your organisation and resolving them will result in increase of leads, sales and ultimately profits. But what are the most common issues? It depends on your perspective…

Ask a room full of sales, marketing, customer service and product people how to increase customer loyalty and you’ll hear a swathe of pretty predictable responses. 

The guide will help you build trust between your salespeople and your customers. 

Through this research project, we set out to understand and share “how New Zealand organisations empower their employees to deliver their business strategy", and uncover if there were areas of opportunities for leaders. We engaged with the University of Waikato Management School and conducted interviews with various business leaders.

There are some very important questions that marketing should be the ones to answer. Our experts reveal what they would ask marketing. Our Marketing expert shares the ways a marketer can gain greater impact within the business, no matter who they are talking to. 

Dive deep into a discussion about your business, the value it delivers and the value your customer wants and needs. Our experts will leave you with some challenging ideas and new topics to investigate.

A contentious topic for all that have been left out as a marketer, our experts discuss how and why a marketer deserves a seat at the boardroom table. Check out what they think is and isn’t an expectation each should have of marketing.

There is a lot of negative talk about the market at the moment and we are in the middle of a recession. Find out what our experts think and discuss on the topic

Can leadership impact how sales see marketing? What about how marketing see sales? Leadership can, as always, make or break the ship. Factors that impact this are education, leadership background and how the teams communicate with each other. Check out what our experts think.

Best efficiencies and revenues are achieved when sales and marketing are aligned. But how can we get there? What strategies can you implement today to help sales and marketing to become the dream team you want?

What is a strategy canvas and where do you sit on it? Are you delivering on where customers are wanting you to sit? Are you competing at the right place or do you have to shift your focus? Check out what our experts have to say.

Can you tell us, in 4 lines, what you do? Do you know what a statement of strategy is? Let our experts help you figure out why you need one and how to go about it.

In the fast-paced world of B2B marketing, one concept stands as the cornerstone of success: trust.

With the right approach and understanding, businesses can effectively clear the blockages and drive success in their marketing efforts.

As we continue to shape our thinking on AI and its role in our businesses, leaders on the forefront of tech innovation are busy imagining what this world could —  and should —  look like.

Product marketing expert James Igglesden reveals strategies to align sales and marketing, streamline customer journeys, and maximise conversions for driving B2B growth. 

Discover how to run effective customer interviews with practical steps and tools. Learn to gather insights that drive smarter decisions, improve customer satisfaction, and fuel B2B growth.

What does it take to launch a product that not only stands out but redefines a category? Fisher & Paykel Healthcare’s journey with the Evora Full CPAP mask is a masterclass in turning market wariness into trust.