B2B digital advertising, where did it all wrong?
B2B digital advertising, where did it all go wrong?
When we look under the hood of B2B digital advertising accounts, I’m often surprised by the set-up or structure of what’s going on. You can usually tell in an instant that the person, team or agency behind the account hasn’t really given much thought to the B2B buying process and...
Social media assessment: benchmark your performance
Social media assessment: benchmark your performance
When was the last time you compared your social media to peers and competitors? In 2019, Buffer reported that 80% of marketing teams think they're doing social media exceptionally well. But only 8% of their customers agree - ouch! So, how are you...
Is your marketing automation platform letting you down?
Is your marketing automation platform letting you down?
This is a “tale as old as time” – a company purchases a piece of software, such as a marketing automation platform (MAP), and expects it to immediately function to its maximum potential and be the unicorn system you were promised during the demo. However, a marketing automation...
Account based marketing strategy: choosing accounts for B2B programmes
Account based marketing strategy: choosing accounts for B2B programmes
Over the last few years I’ve helped a number of B2B organisations devise and deliver against their account based marketing strategy. There’s no doubt ABM is a ‘hot topic,’ and ABM campaigns are a great way to drive pipeline for B2B organisations who operate on...
5 steps to planning a Pardot integrated campaign
5 steps to planning a Pardot integrated campaign
Running an integrated campaign in Pardot isn’t as difficult as you may think, but there are often elements and considerations that are overlooked. It’s these little things that help make an integrated campaign successful, easier to report on or simply more seamless. Defining an...
Content marketing and marketing automation: a match made in heaven
Content marketing and marketing automation: a match made in heaven
Most marketers these days have fully bought into content marketing. The concept of creating and distributing content to a defined audience for a strategic end has been fully embraced. For the most part, a content marketing strategy can only be...
Why Pardot folder structure matters
Why Pardot folder structure matters
It wouldn’t surprise me if you said you hadn’t given much thought to your Pardot folder structure. It’s not really seen as the “fun part” of Pardot, is it? You want to get straight in and start building email templates, landing page templates, forms and lists, don’t you? BUT, the catch is...
Why you need a marketing automation strategy
Why you need a marketing automation strategy
Too often, we see marketers implementing marketing automation platforms without really thinking through the marketing automation strategy and the impact on the business. In most cases, it’s simply time – there’s an urgency to get going with the set-up and transfer of data into the...
Marketing performance: moving the needle
Marketing performance: moving the needle
Our clients ask us all the time about benchmarking. They’re keen to know how they compare to their peers. It’s always the usual suspects such as website conversion or industry click through rate that gets our client wondering how they stack up. Knowing...