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What do sales want? Buyer insights!
If you asked your sales team what they wanted most, how do you think they’d respond? The most obvious answer is sales, and of course, commission, but then they’d think about it… and the next most common answer is ‘more insight about the buyer’. Give them insights and...
Account based marketing tactics for B2B
Getting account based marketing tactics right is essential to the success of any ABM campaign. Think of them as your strategy building blocks - without a good strategy behind it, no project can meaningfully deliver. Leveraging experience from some of the B2B ABM...
Digital transformation: For B2B marketers
As B2B marketers ourselves, we at Modern understand that initiating business-wide digital transformation is hard work. However, with the right plan in place, you can deliver. How? You ask? Understanding the task ahead B2B marketers who want to move towards digital...
Variable tags vs dynamic content in Pardot
There are some great ways to personalise content in Pardot using either variable tags or dynamic content – or both! If you are not using either of these then you are missing out on delivering relevant content to your prospects. And as we all know - personalised...
B2B digital marketing strategy: changes to make now
It’s no secret that recent events (no pun intended) have caused plenty of disruption and uncertainty for B2B marketers. However, it isn’t all doom and gloom. By making a few simple changes to your digital marketing strategy, you will both survive and better your...
Keep calm and adapt your marketing strategy
Disruption and change can often cause adversity. However, whilst adversity is destructive, it can also lead to positive changes for your marketing strategy. Remember February 2014? Tube strikes in London caused major disruption. But the disruption led to new ways of...
The importance of social media analytics
More and more, B2B marketers are using organic social media as part of their campaigns or ongoing marketing activity. The problem is, the analytics behind their social media activity is often left wanting. In order for any marketing activity to be assessed, there...
Top 14 social media optimisation tips
Social media adoption is relatively low within B2B businesses. For a marketing team, it’s much easier to garner budget for an event than a year of social posting. Senior leadership teams struggle to see social as a lead generating channel, or an ROI generator. As a...
Everyday best practice for B2B PPC accounts
Too often, B2B digital advertising and PPC accounts in particular, are set up and left to run with a limited check on how they’re doing. In most cases the ads just keep running, but in some cases the budget gets exhausted and you’re done – left underwhelmed with...
B2B digital advertising, where did it all 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...