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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...
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...