Creative Agency Secrets

Timing… sometimes it’s a gift

Rebecca Caroe — Wed, 25 Mar 2026 02:14:02 +0000

Timing… sometimes it’s a gift. I interviewed Matt Brittin CBE on my #rowing podcast last year about lessons for work he learned from rowing. Suddenly I got a spike in website visits as his name got in the frame for the top job at the BBC. Only one journalist got in touch – William Turvill […]

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Approaches for testing A/B campaigns

Rebecca Caroe — Thu, 12 Mar 2026 20:45:13 +0000

Older Consumers Prefer Videos Without Subtitles We were testing two video treatments for Faster Masters Rowing, a sports brand targeting older athletes (over age 45). The A/B test difference was subtitling the dialogue. We found that people vastly preferred to watch the video without the distraction of subtitles. AND then to have a static text […]

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Is B2B advertising a vanity project

Rebecca Caroe — Tue, 15 Jul 2025 04:06:27 +0000

I don’t think it’s anything to do with AI. But everything to do with ambitious people wanting to leave their mark on an organisation. Here’s what my ‘vanity project’ would be if I ran a B2B advertising team. Scrap most of the bland clickbait adverts that most B2B brands use – and focus on excellent […]

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Email subject lines can make or break open rates

Rebecca Caroe — Tue, 08 Jul 2025 01:47:17 +0000

I like to write to deliberately appeal to a small portion of the audience. The preview and subject line are the first, top-level filter available to email marketers. I realised this after a client did an event which specified the age participants should be. It was a roaring success – because people knew immediately if […]

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#1 B2B marketing skill for 2025

Rebecca Caroe — Thu, 03 Jul 2025 00:24:06 +0000

Building your audience is THE key marketing skill which will help your marketing strategy in 2025. The “gurus” say one thing.. Let me explain. Not all online marketing ‘teachers’ are wrong. But their methods paid dividends to them because they were early adopters. – Most people teaching blogging started blogging between 2004 and 2008. – […]

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Martech and process mapping

Rebecca Caroe — Tue, 17 Jun 2025 01:27:19 +0000

Martech – it’s great as long as all the parts connect. I’m assessing a couple of new options to inject into a client’s martech stack. And I have long been a fan of reverse IP lookup services. Knowing who’s looking at your website is powerful. The way to get the most from a new component […]

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Agentic AI is a joy-killer for NBD

Rebecca Caroe — Thu, 22 May 2025 01:56:40 +0000

A “cold call battle” I love a contest as much as any athlete… but this makes my blood run cold. It’s an advert to promote agentic AI compeing alongside CSRs to book appointments. You may not know this, but I’m a demon cold caller. It’s a service I provide as part of B2B Marketing – […]

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Here be dragons

Rebecca Caroe — Tue, 06 May 2025 04:07:08 +0000

The allure of the speed-to-answer is great for early users of AI. Those of us who have been longer in this particular swimming pool Realise that critical assessment still remains the most important input of the human actor. As Neil Perkin quotes John V Willshire Where technical debt for an organisation is “the implied cost […]

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Old clothes and porridge

Rebecca Caroe — Thu, 01 May 2025 04:07:27 +0000

Old clothes and porridge I got back from holiday recently and apart from the hideous time zone dislocation I definitely know that I achieved some of my goals – rest, a change of scene and the opportunity to do some quiet thinking without interruption. Settling back into the work routine comes easily yet I find […]

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Corporate phone numbers

Rebecca Caroe — Mon, 31 Mar 2025 23:13:55 +0000

Are these a thing of the past? Or are they still a useful marketing tool. Remember when having a round number (ending in 000 or 5555) was a really important part of your business marketing positioning? We slaved to get the same 4 digits for all our regional offices back in the day. Today, I’m […]

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