30/01/2016
Last week in Shanghai I had the opportunity to share my thoughts with crowd of experienced and enthusiast marketers. Here is the storyline. Every time we […]
22/11/2015
Three years ago, on November the 8th, 2012, I published my first blog post on betterness.it. At that time, I had just moved from Milan to Shanghai, […]
25/10/2015
There is an old (and odd) debate about the art and science of marketing: every now and then it’s a key theme in highly regarded conferences and […]
07/06/2015
“Curiosity killed the cat” is an old proverb used to warn of the dangers of unnecessary investigation or experimentation. Should we, marketers, follow the old advice or actually just […]
24/05/2015
Dear Aussie Friends, as much as I love your beautiful Country, as much as I agree with all the rankings that are positioning Melbourne and Sydney […]
25/04/2015
Personas and cohorts are emerging as key elements in the B2B marketing puzzle, aiming at driving more relevant content and offers to the right customers, in […]
01/02/2015
Last week I was invited at the B2B CMO Forum in Shanghai. It was a great opportunity to connect with CMO from all around the world […]
24/12/2014
In the cluttered space of marketing buzzwords, there is one that is driving me nut: “better”. Did you notice that the big advertising agencies, the same […]
03/10/2014
The common perception is that B2B it’s all about rational buyers and the ability to deliver a compelling value proposition supported by thought leadership, that the […]