We’re curious.
In every way.

Strategy before technology

Strategy before technology

We have a mantra at Modern – ‘Strategy before technology’. But what does that mean in reality? Let me tell you a story… I once did an audit of a company’s tech stack. The person I spoke to said they had 26 pieces of tech across their business. But, when I asked them...

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Tracking UTMs from Pardot into Salesforce campaigns

Tracking UTMs from Pardot into Salesforce campaigns

For any marketing team, the ability to understand exactly where your leads came from is gold dust. While tracking UTMs in Pardot is possible with the Google Analytics connector, it will only capture first touch and only for new prospects. But what about everyone else...

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The power of intent data with marketing automation

The power of intent data with marketing automation

In recent years, the martech world has exploded. So much so, according to Gartner, martech accounts for the largest proportion of marketing budgets (26.2%) with most organisations earmarking new technologies to invest in every year. Yet only 18% of brands have...

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How to create thought leadership that works

How to create thought leadership that works

The term “Thought Leader” is nearly 30 years old. It regularly appears in lists of annoying business buzzwords. But it remains one of the most popular methods for B2B organisations to gain potential customers' attention. Why? Because when it’s done properly, it works....

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Content for every stage of the buyer journey

Content for every stage of the buyer journey

70% of B2B companies are prioritising content creation in 2021 (CMI, 2020). The way B2B business is done has gone digital and content marketing is part of that change. Content marketing allows you to increase brand awareness, share your brand story and values, educate...

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B2B acquisition costs going up? Are they really?

B2B acquisition costs going up? Are they really?

I think I must have had my head under a rock as I hadn’t heard that B2B acquisition costs had gone up until recently, and I certainly hadn’t noticed that much – yet I work in B2B acquisition and live and die by cost-per-lead campaigns. For a recent new business...

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How to power your content marketing with PR

How to power your content marketing with PR

PR teams, especially those in large B2B companies, often sit apart from their digital marketing colleagues and work on completely separate projects.  Corporate news, major product launches, nurturing relationships with the most influential industry journalists....

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