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Putting the person in persona
The phrase “know your audience” is fundamental to all sales and marketing. The principle spawned a whole industry within an industry. Organisations around the world use companies like Nielsen, Kantar, and GFK to understand as much as they can about their potential...
We need to talk about B2B digital advertising
“Everyone knows that B2B digital advertising is a easy, a doddle, a piece of cake” – said no one ever. Road-mapping digital advertising strategies and selecting which platforms to invest in is challenging with the increasing amount of technology available. Especially...
Podcast: Technology, innovation and company culture at Modern
In times like these, it's so important to have the confidence to rip up the process to suit your customer. Our MD Nicola Ray talks to Kim Jones of hgkc about data protection on a global scale, platform integration and innovation through people and technology....
Understand buyer journeys and how to make them work for you
The B2B buyer journey refers to the stages your prospect passes through before making a purchase. The prospect can join any stage at any time, skip stages and move through stages fast or slow, depending on a number of factors. The journey itself, especially with high...
Pardot: 7 Engagement Studio tips & tricks
Using Pardot’s Engagement Studio to communicate with Prospects and nurture them can be very exciting – for us marketing automation geeks at least. There are so many options and possibilities! But for some it’s this expanse of options that causes trepidation and why...
Evolution of the B2B buyer: Part 2
A while ago, I wrote about the evolution of the B2B buyer. The main take out from that blog was this: the new B2B buyer is now consistently 45 and under, extremely tech-savvy, and someone who habitually researches and buys online. As a result, buying decisions are...
Landing pages that convert in 9 simple steps
Ask any marketer what they want from their digital marketing, and most of them will say "landing pages that convert". So you spend hours pouring an amazing piece of content you just know your audience will love. You set it live and not a lot happens. The weeks have...
Be prepared for Pardot’s switch to Salesforce single sign-on
Pardot login will soon require a Salesforce single sign-on If you are a Pardot customer you may have already heard that a big change is coming for Pardot. In the Spring ’21 release (February 2021) Pardot users will be required to login via a Salesforce single sign-on...
Adapt marketing strategy in a crisis
2020 has been ever changeable and a year to remember. The global pandemic has enforced businesses to adapt marketing strategy by shifting into agile mode and rethinking their operating models, service models and distribution models to stay afloat, stay lean and ensure...
It’s their B2B buying process, not yours
It’s stating the obvious, but your prospect’s B2B buying process is totally different to the sales process you’ve laid out for them. As marketers firmly focused on the sale, we think about how we think the sales process should go – from early first touches in...