Bobby Hare

Co-Founder · Invera Group

Fifteen years across client and agency roles, building the relationships that actually move revenue. Bobby has worked across technology, logistics, transport, and energy, which means adapting quickly, earning trust fast, and operating in rooms where the stakes are real. Outside work, he's trying to keep pace with his two daughters.

Field notes

Writing by Bobby.

Newest first

AI 02 Oct 2026

Is your brand ready for the robots to recommend it? We'd really like to know

If you ask a B2B buyer how they start researching a vendor these days, there's a decent chance they’ll mention a chatbot before a search engine.

ABM 28 Sep 2026

Don't let your biggest B2B account pursuits end with furiously pointing fingers

I recently sat down with Vikram Kalsi, a senior ABM leader who helped land the biggest customer win in a global creative software company’s history. We talked about what ABM looks like when it's done right and what happens when too many people go rogue.

Opinion 14 Sep 2026

What is it really like to work with Invera?

Every single B2B marketing provider talks about having good people who are smart, inquisitive and care about client outcomes. We think this is a bit like saying we breathe oxygen. It's all obvious and should be a given in any type of service-related industry.

Strategy 08 Sep 2026

Confessions of an IT Director

We love a good persona in B2B marketing. Map the buying committee, segment it into different functions, list the job titles, bung in a bunch of priorities and pain points, and then fling in some stock photos of people looking as though they’re being held captive but treated reasonably well.

Opinion 27 Aug 2026

We don't run, it's embarrassing

Let me take you back a few weeks. There were five kids reenacting Lord of the Flies in the garden, while two dads were timidly hunkering down in the dining room. Our respective partners were away, so we’d sought solace in one another’s company. Only four hours left to survive.

Opinion 14 Aug 2026

AI usage is only a dirty little secret if we treat it like one

It’s been another epic week on LinkedIn, with excitement and head losses about the UK heatwave, the solar eclipse, Instagram changing its logo and the revelation that Claude has switched on watermarks.

ABM 03 Aug 2026

ABM – are we afraid of putting in the hard yards?

A classic Peep Show episode once saw Mark Corrigan tasked with delivering Project Zeus – a merging of marketing and sales. He initially took this task on with zeal, but ended up making a panic-stricken escape from the boardroom through a nearby window, following which he hid in the car park bushes.

Strategy 29 Jul 2026

Why is measurement and attribution in B2B marketing so painful?

A topic that can strike fear into many B2B marketers, myself included, despite (or perhaps because of) years spent in the trenches attempting to nail it. The best TV show of all time was famous for the line "juking the stats" and that's a theme that feels apt here.

Opinion 23 Jul 2026