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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...
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...
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...
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...
It’s no big secret that digital strategic direction can fall between the cracks in many organisations. It’s estimated that 85% of a customer’s relationship with a business will be digital by 2020. So, it’s easy to see why the priority to go digital has become such...
In B2B marketing we are tasked with lead generation, but is quantity over quality really the best approach? Generating top of funnel leads is expensive and often uses a scattergun approach. Having to review and qualify all those leads – good and bad, is extremely time...
I recently bought a Nintendo Switch for my son and it’s all about power-ups, battles and other techniques used to boost health and extend game play. The marketing equivalent of a power-up? Intent data. Many of the campaigns our clients are running are simply doing the...
These days the traditional services offered by an agency aren’t enough. Clients want more. As clients build out their capability with internal agency functions, they’re looking to external partners that are more than just service providers. They’re looking for...
Planning, delivering and measuring enterprise B2B marketing activity is no easy task. This is particularly true if you’re targeting the EMEA market and your head office is somewhere in the States. We work with marketers that are in exactly this position and they face...
It struck me the other day that we speak with a lot of marketers and no matter what size of budget they have, or size of organisation they are, they’re all struggling with similar issues. Most commonly it’s lack of resource, followed by lack of specialist skills then...