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...
Marketing’s role in driving digitalisation
Marketing’s role in driving digitalisation
Digitalisation is far from a new topic. The adoption of digital practices across all business channels has been happening for a while. As marketers, our focus has been to effectively leverage digital platforms for lead generation, lead nurture, brand awareness and other key initiatives....
How is the B2B buyer evolving?
How is the B2B buyer evolving?
The way budgets are spent in B2B marketing departments has evolved in the last decade, due entirely to the change in channels available to marketers, and the buyers they are trying to capture. Rewind 10 years and you’d see B2B marketing budgets being spent on events and meetings – fill the top of the...
Are you using the right messaging for your buyer journey?
Are you using the right messaging for your buyer journey?
The path from research to purchasing in the B2B space is long and winding. On top of this, there is the added complication that a B2B buyer rarely travels this path alone. In today’s hyper-competitive environment, buyers are carrying out research up to 18 months before...