Michael DeGroot

The biggest missed opportunity in B2B: Content. Monzo Bank built one of the UK’s most loved financial brands by simply doing content right. I spent the last week analysing their content strategy. I broke down: - What they do that actually works - How they’ve built a cult-like brand - And what we can steal for B2B marketing Here are the 7 most impressive things I noticed: (Steal these for your 2025 content strategy) 1/ They find clever ways to insert the brand into trending conversations — AKA “Trendjacking”. 2/ They meme-ify features and showcase them through skits and jokes. 3/ They use inside jokes to build a club feel — things only Monzo customers would get. 4/ They talk in human problems, not product features — steering clear of boring finance jargon. 5/ They put faces to the brand by leveraging in-house creators with real personality. 6/ They speak fluent internet — their content reads like a mood board made by your funniest friend. 7/ They prioritise brand identity and constantly shout about their iconic bright coral cards. See the carousel for the full breakdown ↓ What else do you love about Monzo’s content strategy? ---- Follow me for more B2B marketing Niall Ratcliffe

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£434,000 in a single month’s revenue but they lost £400!! Matt Tyson's brutal wake-up call shows what happens when you overly focus on top line revenue and lose control of your cost base.. "We had a person for everything. We had outsourced loads of things." But here's the problem - more people and more spending on fancy tools don't equal more profit. Sometimes it's the complete opposite. This was the moment that changed everything for Matt and his business Full episode drops today 🔥

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Client servicing ≠ Postman Somewhere along the way, we forgot what client servicing really means. It’s not about forwarding client emails. It’s about interpreting them. Too often, client servicing becomes a postman function. That’s where great briefs die! I’ve heard this from friends across advertising, PR, influencer, media, even brand teams and the same issue keeps coming up. A client brief is written for clarity from the client’s side. AND A creative brief is written for clarity from the idea side. AND That’s a huge difference! A good servicing person breaks down the brief, defines the problem statement, objective, key message, TG, tonality, and mandates. Then ensures the creative team actually gets it. Hitting “SEND” isn’t the job. Explaining, aligning, and simplifying is the real deal! The best work happens when servicing bridges client clarity into creative clarity. So, you decide, do you want to be a postman or a client servicing professional? #ClientServicing #AdvertisingAgency #AccountManagement #CreativeBrief #AgencyLife #MarketingInsights #AdPeople

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Most sales reps think adding generic personalisation will automatically boost reply rates. They use tools like ChatGPT and Claude to craft “relevant” opening lines at scale. But that usually looks something like this: “Saw you’ve been CRO for 2 years at {company name} and you’re based in London. We’re helping other SaaS companies in London book more demos.” Using their job role? Not personal. Dropping the company name? Still not personal. Knowing their city? Not relevant. Real personalisation? When your first line makes them think: “They actually know what we do, what we’re struggling with, and what matters most.” What works: “Saw your new £99 SMB plan just launched - as CRO, I’m guessing your team have new targets to hit, and outbound will be a core GTM strategy.” One is generic. The other? Real. Relevant. Hard to ignore. That opening line earns their time - they’ll keep reading. That’s when you deliver impact, share results, and add a clear CTA. The first example? Not even worth finishing. At Perlon AI, our custom AI models craft these first lines - at scale. Trained on your ICP, product, and tone. Analysing 100k+ outbound messages monthly to sharpen your outreach in real time. Forget generic AI openers. Think: “Here’s why I’m reaching out - and why it matters to you.”

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The best way to avoid getting your outbound email flagged as spam is to avoid it being spam in the first place. It should be something people want to reply to because it's genuinely useful for them. It's easy to get lost in the technical details of outbound but there are some simple things you can do to avoid triggering spam filters. In this video I've outlined why you shouldn't use HTML, link tracking and open tracking (with a very rare exception) and what language to hastily avoid. #outboundmarketing

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We all know that communication is key in the Affiliate space... so why can it sometimes be so difficult to start that communication and not get lost in all the noise? Since moving to the publisher side over the past few months, I've seen first-hand how streamlined communication unlocks growth opportunities—not just for brands but also for account managers in network-managed programs. Whilst I understand there's perhaps a reluctance to be too easily accessible thanks to low quality publishers spamming inboxes, if you're a PoC for a brand in the Affiliate space, being accessible is key to hearing about new opportunities, and not leaving money on the table... Here’s what I’ve seen—and how you can apply these practices to your own strategy: ✨ Active Points of Contact • Every account profile should have a clearly designated, active point of contact. • This contact ideally would have the authority to make decisions and be kept up-to-date. • A clear PoC ensures messages don’t get lost and delays are minimised. 🚀 Direct Access • Quick access drives better outcomes. I’ve seen agencies empower account managers to connect publishers directly with decision-makers. • Establish clear paths for escalating important opportunities and set consistent response time expectations. • This direct access is key to moving conversations—and opportunities—forward. 💡 Streamlined Communications • Use dedicated channels like Teams or Slack for real-time conversations with key partners. I think I speak to Kirsten Jayne Black daily via Teams on opportunities... • A streamlined channel means you’re not bogged down by bureaucracy and can act on opportunities immediately. In my experience, these aren’t complex changes—they’re simple tweaks that make a significant impact. When you adopt these agency communication practices, you set yourself up for stronger performance and better results. #Affiliate #Growth

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