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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 go 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...
Social media assessment: benchmark your performance
When was the last time you compared your social media to peers and competitors? In 2019, Buffer reported that 80% of marketing teams think they're doing social media exceptionally well. But only 8% of their customers agree - ouch! So, how are you going to assess...
Is your marketing automation platform letting you down?
This is a “tale as old as time” – a company purchases a piece of software, such as a marketing automation platform (MAP), and expects it to immediately function to its maximum potential and be the unicorn system you were promised during the demo. However, a marketing...
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
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....
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 implemented...