---
title: Ilex Insights | Matthew Whalley
description: Insights into B2B marketing for tech and telecoms
---

[![](https://blog.ilexcontent.com/hs-fs/hubfs/Ilex%20Content%20Logo_High%20Res%20copy-1.png?width=2048&height=1229&name=Ilex%20Content%20Logo_High%20Res%20copy-1.png)](http://www.ilexcontent.com)

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# Ilex Insights

## Matthew Whalley

### Recent Posts

[![3 Quick Tips for Writing Global Carrier Awards Entries](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-20%20at%2017.06.44.png?width=700&name=Screenshot%202021-05-20%20at%2017.06.44.png)](https://blog.ilexcontent.com/blog/3-quick-tips-for-writing-global-carrier-awards-entries)

## [3 Quick Tips for Writing Global Carrier Awards Entries](https://blog.ilexcontent.com/blog/3-quick-tips-for-writing-global-carrier-awards-entries)

[B2B. Telecom](https://blog.ilexcontent.com/blog/tag/b2b-telecom), [ITW](https://blog.ilexcontent.com/blog/tag/itw), [Telecom](https://blog.ilexcontent.com/blog/tag/telecom), [Global Carriers Award](https://blog.ilexcontent.com/blog/tag/global-carriers-award), [GCAs](https://blog.ilexcontent.com/blog/tag/gcas), [Capacity media](https://blog.ilexcontent.com/blog/tag/capacity-media), [Global Carrier Awards 2020](https://blog.ilexcontent.com/blog/tag/global-carrier-awards-2020) ,  09 July, 2020 <https://blog.ilexcontent.com/blog/3-quick-tips-for-writing-global-carrier-awards-entries#comments-listing>

Our director and former GCA Judge Matthew Whalley shares three quick tips for writing winning GCA entries.

[Read More →](https://blog.ilexcontent.com/blog/3-quick-tips-for-writing-global-carrier-awards-entries)

- [B2B. Telecom](https://blog.ilexcontent.com/blog/tag/b2b-telecom)
- [ITW](https://blog.ilexcontent.com/blog/tag/itw)
- [Telecom](https://blog.ilexcontent.com/blog/tag/telecom)
- [Global Carriers Award](https://blog.ilexcontent.com/blog/tag/global-carriers-award)
- [GCAs](https://blog.ilexcontent.com/blog/tag/gcas)
- [Capacity media](https://blog.ilexcontent.com/blog/tag/capacity-media)
- [Global Carrier Awards 2020](https://blog.ilexcontent.com/blog/tag/global-carrier-awards-2020)

[![Why Technology Companies Have an Advantage in Content](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.51.49.png?width=700&name=Screenshot%202021-05-21%20at%2015.51.49.png)](https://blog.ilexcontent.com/blog/why-technology-companies-have-an-advantage-in-content)

## [Why Technology Companies Have an Advantage in Content](https://blog.ilexcontent.com/blog/why-technology-companies-have-an-advantage-in-content)

[Branded content](https://blog.ilexcontent.com/blog/tag/branded-content), [Content advantage](https://blog.ilexcontent.com/blog/tag/content-advantage), [Content strategy](https://blog.ilexcontent.com/blog/tag/content-strategy), [business](https://blog.ilexcontent.com/blog/tag/business), [Innovation](https://blog.ilexcontent.com/blog/tag/innovation), [Technology Companies](https://blog.ilexcontent.com/blog/tag/technology-companies), [Technology Companies Advantage in Content](https://blog.ilexcontent.com/blog/tag/technology-companies-advantage-in-content) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/why-technology-companies-have-an-advantage-in-content#comments-listing>

In 2012 branded content grew beyond well-produced video and into full-scale publishing businesses. Coca-Cola’s ‘Journey’ was launched, Jay-Z’s ‘Life+Times’ came into its own and Facebook Stories all...

[Read More →](https://blog.ilexcontent.com/blog/why-technology-companies-have-an-advantage-in-content)

- [Branded content](https://blog.ilexcontent.com/blog/tag/branded-content)
- [Content advantage](https://blog.ilexcontent.com/blog/tag/content-advantage)
- [Content strategy](https://blog.ilexcontent.com/blog/tag/content-strategy)
- [business](https://blog.ilexcontent.com/blog/tag/business)
- [Innovation](https://blog.ilexcontent.com/blog/tag/innovation)
- [Technology Companies](https://blog.ilexcontent.com/blog/tag/technology-companies)
- [Technology Companies Advantage in Content](https://blog.ilexcontent.com/blog/tag/technology-companies-advantage-in-content)

[![B2B Content Marketing: Generic Comment is Not Great Content](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.52.37.png?width=700&name=Screenshot%202021-05-21%20at%2015.52.37.png)](https://blog.ilexcontent.com/blog/b2b-content-marketing-generic-comment-is-not-great-content)

## [B2B Content Marketing: Generic Comment is Not Great Content](https://blog.ilexcontent.com/blog/b2b-content-marketing-generic-comment-is-not-great-content)

[B2B](https://blog.ilexcontent.com/blog/tag/b2b), [B2B Content Marketing](https://blog.ilexcontent.com/blog/tag/b2b-content-marketing), [communications](https://blog.ilexcontent.com/blog/tag/communications), [Content marketing](https://blog.ilexcontent.com/blog/tag/content-marketing), [Content value](https://blog.ilexcontent.com/blog/tag/content-value), [business](https://blog.ilexcontent.com/blog/tag/business), [Marketing](https://blog.ilexcontent.com/blog/tag/marketing) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/b2b-content-marketing-generic-comment-is-not-great-content#comments-listing>

Content marketing that targets consumers might capture the largest audiences but content for B2B businesses is where it will get the biggest returns.

[Read More →](https://blog.ilexcontent.com/blog/b2b-content-marketing-generic-comment-is-not-great-content)

- [B2B](https://blog.ilexcontent.com/blog/tag/b2b)
- [B2B Content Marketing](https://blog.ilexcontent.com/blog/tag/b2b-content-marketing)
- [communications](https://blog.ilexcontent.com/blog/tag/communications)
- [Content marketing](https://blog.ilexcontent.com/blog/tag/content-marketing)
- [Content value](https://blog.ilexcontent.com/blog/tag/content-value)
- [business](https://blog.ilexcontent.com/blog/tag/business)
- [Marketing](https://blog.ilexcontent.com/blog/tag/marketing)

[![Show Not Tell: Making Mobile Money Real for Audiences](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.53.28.png?width=700&name=Screenshot%202021-05-21%20at%2015.53.28.png)](https://blog.ilexcontent.com/blog/show-not-tell-making-mobile-money-real-for-audiences)

## [Show Not Tell: Making Mobile Money Real for Audiences](https://blog.ilexcontent.com/blog/show-not-tell-making-mobile-money-real-for-audiences)

[Consumers](https://blog.ilexcontent.com/blog/tag/consumers), [business](https://blog.ilexcontent.com/blog/tag/business), [Enterprise](https://blog.ilexcontent.com/blog/tag/enterprise), [Making Mobile Money Real for Audiences](https://blog.ilexcontent.com/blog/tag/making-mobile-money-real-for-audiences), [Mobile money](https://blog.ilexcontent.com/blog/tag/mobile-money), [Mobile wallet users](https://blog.ilexcontent.com/blog/tag/mobile-wallet-users), [New technologies](https://blog.ilexcontent.com/blog/tag/new-technologies) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/show-not-tell-making-mobile-money-real-for-audiences#comments-listing>

The challenge for driving adoption new technologies is simplifying the message. From eCommerce to undersea cables, the challenge for tech companies is explaining the benefits of what they do in 26...

[Read More →](https://blog.ilexcontent.com/blog/show-not-tell-making-mobile-money-real-for-audiences)

- [Consumers](https://blog.ilexcontent.com/blog/tag/consumers)
- [business](https://blog.ilexcontent.com/blog/tag/business)
- [Enterprise](https://blog.ilexcontent.com/blog/tag/enterprise)
- [Making Mobile Money Real for Audiences](https://blog.ilexcontent.com/blog/tag/making-mobile-money-real-for-audiences)
- [Mobile money](https://blog.ilexcontent.com/blog/tag/mobile-money)
- [Mobile wallet users](https://blog.ilexcontent.com/blog/tag/mobile-wallet-users)
- [New technologies](https://blog.ilexcontent.com/blog/tag/new-technologies)

[![Simple Execution](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.54.11.png?width=700&name=Screenshot%202021-05-21%20at%2015.54.11.png)](https://blog.ilexcontent.com/blog/simple-execution)

## [Simple Execution](https://blog.ilexcontent.com/blog/simple-execution)

[communications](https://blog.ilexcontent.com/blog/tag/communications), [Content strategy](https://blog.ilexcontent.com/blog/tag/content-strategy), [Simple Execution](https://blog.ilexcontent.com/blog/tag/simple-execution), [Marketing](https://blog.ilexcontent.com/blog/tag/marketing), [The Game](https://blog.ilexcontent.com/blog/tag/the-game) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/simple-execution#comments-listing>

At the beginning of January, I read The Game by Ken Dryden. A legend in Canada for being a great hockey goalie but over time has become more intriguing as a man that thinks deeply about his place in...

[Read More →](https://blog.ilexcontent.com/blog/simple-execution)

- [communications](https://blog.ilexcontent.com/blog/tag/communications)
- [Content strategy](https://blog.ilexcontent.com/blog/tag/content-strategy)
- [Simple Execution](https://blog.ilexcontent.com/blog/tag/simple-execution)
- [Marketing](https://blog.ilexcontent.com/blog/tag/marketing)
- [The Game](https://blog.ilexcontent.com/blog/tag/the-game)

[![Screenshot 2019-06-28 15.36.49](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202019-06-28%2015.36.49.png?width=700&name=Screenshot%202019-06-28%2015.36.49.png)](https://blog.ilexcontent.com/blog/corporate-magazines-tesco-proves-offline-is-not-dead)

## [Corporate Magazines: Tesco Proves Offline is Not Dead](https://blog.ilexcontent.com/blog/corporate-magazines-tesco-proves-offline-is-not-dead)

[B2C](https://blog.ilexcontent.com/blog/tag/b2c), [communications](https://blog.ilexcontent.com/blog/tag/communications), [Corporate magazines](https://blog.ilexcontent.com/blog/tag/corporate-magazines), [business](https://blog.ilexcontent.com/blog/tag/business), [Marketing](https://blog.ilexcontent.com/blog/tag/marketing), [Offline](https://blog.ilexcontent.com/blog/tag/offline), [Tesco](https://blog.ilexcontent.com/blog/tag/tesco) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/corporate-magazines-tesco-proves-offline-is-not-dead#comments-listing>

Corporate magazines are still one of those most effective ways for brands to effectively tell their story and capture an audience. The digital marketing revolution has overshadowed some of the basics...

[Read More →](https://blog.ilexcontent.com/blog/corporate-magazines-tesco-proves-offline-is-not-dead)

- [B2C](https://blog.ilexcontent.com/blog/tag/b2c)
- [communications](https://blog.ilexcontent.com/blog/tag/communications)
- [Corporate magazines](https://blog.ilexcontent.com/blog/tag/corporate-magazines)
- [business](https://blog.ilexcontent.com/blog/tag/business)
- [Marketing](https://blog.ilexcontent.com/blog/tag/marketing)
- [Offline](https://blog.ilexcontent.com/blog/tag/offline)
- [Tesco](https://blog.ilexcontent.com/blog/tag/tesco)

[![B2B Agency Report Card – What We Are Hearing](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.55.02.png?width=700&name=Screenshot%202021-05-21%20at%2015.55.02.png)](https://blog.ilexcontent.com/blog/b2b-agency-report-card-what-we-are-hearing)

## [B2B Agency Report Card – What We Are Hearing](https://blog.ilexcontent.com/blog/b2b-agency-report-card-what-we-are-hearing)

[B2B](https://blog.ilexcontent.com/blog/tag/b2b), [B2B Agency Report Card](https://blog.ilexcontent.com/blog/tag/b2b-agency-report-card), [Content strategy](https://blog.ilexcontent.com/blog/tag/content-strategy), [business](https://blog.ilexcontent.com/blog/tag/business), [Marketing and communications](https://blog.ilexcontent.com/blog/tag/marketing-and-communications), [Quality expectations](https://blog.ilexcontent.com/blog/tag/quality-expectations) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/b2b-agency-report-card-what-we-are-hearing#comments-listing>

Many of our clients come to us after being disappointed by traditional or conventional PR and marketing agencies. They ask us to either fix the damage done or get quick results to get them back on...

[Read More →](https://blog.ilexcontent.com/blog/b2b-agency-report-card-what-we-are-hearing)

- [B2B](https://blog.ilexcontent.com/blog/tag/b2b)
- [B2B Agency Report Card](https://blog.ilexcontent.com/blog/tag/b2b-agency-report-card)
- [Content strategy](https://blog.ilexcontent.com/blog/tag/content-strategy)
- [business](https://blog.ilexcontent.com/blog/tag/business)
- [Marketing and communications](https://blog.ilexcontent.com/blog/tag/marketing-and-communications)
- [Quality expectations](https://blog.ilexcontent.com/blog/tag/quality-expectations)

[![The Unexpected Benefits of Training](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.55.45.png?width=700&name=Screenshot%202021-05-21%20at%2015.55.45.png)](https://blog.ilexcontent.com/blog/the-unexpected-benefits-of-training)

## [The Unexpected Benefits of Training](https://blog.ilexcontent.com/blog/the-unexpected-benefits-of-training)

[Training sessions](https://blog.ilexcontent.com/blog/tag/training-sessions), [Web writing](https://blog.ilexcontent.com/blog/tag/web-writing), [Action plan](https://blog.ilexcontent.com/blog/tag/action-plan), [Benefits of Training](https://blog.ilexcontent.com/blog/tag/benefits-of-training), [Content formation](https://blog.ilexcontent.com/blog/tag/content-formation), [Marketing](https://blog.ilexcontent.com/blog/tag/marketing) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/the-unexpected-benefits-of-training#comments-listing>

Ilex has embarked on a series of seven training sessions across the UK focused on writing for the web. As we hold these sessions, we are seeing how training can not only give organisations tips and...

[Read More →](https://blog.ilexcontent.com/blog/the-unexpected-benefits-of-training)

- [Training sessions](https://blog.ilexcontent.com/blog/tag/training-sessions)
- [Web writing](https://blog.ilexcontent.com/blog/tag/web-writing)
- [Action plan](https://blog.ilexcontent.com/blog/tag/action-plan)
- [Benefits of Training](https://blog.ilexcontent.com/blog/tag/benefits-of-training)
- [Content formation](https://blog.ilexcontent.com/blog/tag/content-formation)
- [Marketing](https://blog.ilexcontent.com/blog/tag/marketing)

[![Influencer Opportunities and The Tipping Point](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.56.31.png?width=700&name=Screenshot%202021-05-21%20at%2015.56.31.png)](https://blog.ilexcontent.com/blog/influencer-opportunities-and-the-tipping-point)

## [Influencer Opportunities and The Tipping Point](https://blog.ilexcontent.com/blog/influencer-opportunities-and-the-tipping-point)

[Uncategorised](https://blog.ilexcontent.com/blog/tag/uncategorised), [Communication](https://blog.ilexcontent.com/blog/tag/communication), [Strategic content](https://blog.ilexcontent.com/blog/tag/strategic-content), [Influencer Opportunities](https://blog.ilexcontent.com/blog/tag/influencer-opportunities), [Mapping influence](https://blog.ilexcontent.com/blog/tag/mapping-influence), [Marketing](https://blog.ilexcontent.com/blog/tag/marketing), [The Tipping Point](https://blog.ilexcontent.com/blog/tag/the-tipping-point) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/influencer-opportunities-and-the-tipping-point#comments-listing>

It has been 12 years since Malcom Gladwell’s The Tipping Point was released and subsequently hit the New York Times Best Seller List. Gladwell explored the anatomy of influence breaking down how...

[Read More →](https://blog.ilexcontent.com/blog/influencer-opportunities-and-the-tipping-point)

- [Uncategorised](https://blog.ilexcontent.com/blog/tag/uncategorised)
- [Communication](https://blog.ilexcontent.com/blog/tag/communication)
- [Strategic content](https://blog.ilexcontent.com/blog/tag/strategic-content)
- [Influencer Opportunities](https://blog.ilexcontent.com/blog/tag/influencer-opportunities)
- [Mapping influence](https://blog.ilexcontent.com/blog/tag/mapping-influence)
- [Marketing](https://blog.ilexcontent.com/blog/tag/marketing)
- [The Tipping Point](https://blog.ilexcontent.com/blog/tag/the-tipping-point)

[![Digital Magazines: Content that Works Hard for a Brand](https://blog.ilexcontent.com/hs-fs/hubfs/Screenshot%202021-05-21%20at%2015.57.20.png?width=700&name=Screenshot%202021-05-21%20at%2015.57.20.png)](https://blog.ilexcontent.com/blog/digital-magazines-content-that-works-hard-for-a-brand)

## [Digital Magazines: Content that Works Hard for a Brand](https://blog.ilexcontent.com/blog/digital-magazines-content-that-works-hard-for-a-brand)

[Brand narrative](https://blog.ilexcontent.com/blog/tag/brand-narrative), [Coca Cola](https://blog.ilexcontent.com/blog/tag/coca-cola), [business](https://blog.ilexcontent.com/blog/tag/business), [Digital content](https://blog.ilexcontent.com/blog/tag/digital-content), [Digital Magazines](https://blog.ilexcontent.com/blog/tag/digital-magazines), [Magazine](https://blog.ilexcontent.com/blog/tag/magazine) ,  15 April, 2015 <https://blog.ilexcontent.com/blog/digital-magazines-content-that-works-hard-for-a-brand#comments-listing>

While journalists may not be in demand, the skills of a journalist are becoming invaluable. Magazine content is a familiar way to tell a story, engage an audience and ultimately influence them. Those...

[Read More →](https://blog.ilexcontent.com/blog/digital-magazines-content-that-works-hard-for-a-brand)

- [Brand narrative](https://blog.ilexcontent.com/blog/tag/brand-narrative)
- [Coca Cola](https://blog.ilexcontent.com/blog/tag/coca-cola)
- [business](https://blog.ilexcontent.com/blog/tag/business)
- [Digital content](https://blog.ilexcontent.com/blog/tag/digital-content)
- [Digital Magazines](https://blog.ilexcontent.com/blog/tag/digital-magazines)
- [Magazine](https://blog.ilexcontent.com/blog/tag/magazine)

Page 1 of 2 [1](https://blog.ilexcontent.com/blog/author/matthew-whalley/page/1) [2](https://blog.ilexcontent.com/blog/author/matthew-whalley/page/2) [Next ›](https://blog.ilexcontent.com/blog/author/matthew-whalley/page/2) [Last ››](https://blog.ilexcontent.com/blog/author/matthew-whalley/page/2)

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