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The archive

The writers here at Upp B2B have been busy reporting, writing and educating since we began in 2016.

Millennials – The B2B Buyers of the Future and What This Means for Your Business

  • 20th May 2019
  • B2B, Strategy

Millennials are changing the b2b purchasing process The business world is undergoing a changing of the guard as the next generation climbs the corporate ladder. Millennials (a.k.a. Generation Y or Gen Y) have now become the largest demographic cohort in the West. Naturally, this poses significant economic implications on a macro scale. Millennials will eventually…

Welcome to Upp, Joe Madden

  • 14th May 2019
  • Upp News

Joe is Upp’s new senior copywriter. He started out in journalism, working for outlets such as ShortList, NME, the BBC and Cosmopolitan. He made the full-time shift over to around marketing five years ago, having watched a few episodes of Mad Men and thought, “I could do that! How hard can it be?” Turns out…

The significance of colour in branding

  • 13th May 2019
  • Brand Creation, Creative

How does colour impact how we think or feel? Apparently, our eyes can distinguish up to ten million colour variations – which is lucky, as these days our screens bombard us with an incredible spectrum of high-definition colours. This desire to replicate every hue, tint, tone and shade precisely is, however, a modern phenomenon. In…

Snap Lens is coming (to b2b brands)

  • 8th May 2019
  • Brand Growth, Content, Creative

In recent weeks, Snapchat-using Game of Thrones fans have been able to witness, first-hand, the Ice Dragon landing on New York’s iconic Flatiron Building. This startling sight was brought to life via their phone screens and a Snapchat Lens created by HBO. Snap Lenses are animated filters that activate via a mobile, tablet or desktop…

B2B website editors – time to get familiar with WordPress Gutenberg?

  • 7th May 2019
  • Brand Growth, Content, Web and Digital

There’s a lot of talk around the new Gutenberg editor in the WordPress community at the moment. Gutenberg is a block-based editor added in WordPress 5.0 and will replace the classic content editor seen on WordPress edit screens. Named after Johannes Gutenberg, who invented a printing press with movable type more than 500 years ago,…

Four things you need to know to keep up with the b2b “marketer of the future”

  • 7th May 2019
  • Brand Growth, Strategy

The word ‘traditional’ and b2b marketing no longer go hand-in-hand as a result of significant changes in the last few years. With the rise of millennials into prominent b2b buyer positions and a constantly evolving suite of technology at our fingertips, as marketers, we have an obligation to keep up with how these changes will…

How voice search is changing b2b SEO (plus tips for optimising for voice search)

  • 2nd May 2019
  • Brand Growth, Lead Generation

If you search for anything related to voice search you’ll find no shortage of predictions. Such as “50% of all searches will be voice searches by 2020” or “(insert year here) is the year of voice search”. Here at Upp we love new technology and ways to make b2b customer journeys better, and I don’t…

How to stop your b2b brand family from becoming dysfunctional…

  • 18th Apr 2019
  • Brand Creation, Branding, Strategy

A family can be a strong and united force – seamlessly joined by the gene pool to take on the world and its challenges. The same principle applies to brand families, marques brought together under a parent or ‘corporate’ brand umbrella, with each ‘family member’ focused on reaching, appealing to and fulfilling a specific product…

How to create advocates for your b2b brand

  • 21st Mar 2019
  • Brand Creation, Brand Growth, Lead Generation, Strategy

Like all good marketing agencies, we pride ourselves on producing effective strategies and delivering bottom-line results for our clients. This often generates a network effect – our client contact tells a colleague or friend in another company and the referrals generated lead to more work with new clients. By doing a good job, we convert…

Brand proof points – where to start in building yours

  • 9th Mar 2019
  • Brand Creation, Brand Growth, Branding, Strategy

Brand proof points are increasing in importance as people look for more authenticity in marketing messages. After being bombarded by hundreds of product claims day after day, we’ve become jaded. According to a 2015 study by Nielsen, we prefer to rely on our own experiences, doing business with brands we know, like, and trust.