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All marketers can agree that a cohesive buying journey across all touch points and channels is essential. The typical buying group for a complex B2B solution involves six to ten decision makers and they are moving outside the marketing funnel by changing the way they...
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...
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...
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...
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...
I recently read a book, well, listened to a book, and something with this one really struck me. The book was about influence and principles of persuasion. In today’s information-saturated world, buyers have to unconsciously rely on the most simple of reasons to choose...
One of the things that many marketers grapple with is knowing which few key business metrics to report on to the management team. This was a hot topic in a recent BrightTalk round table discussion that I was honoured to be part of. In truth, we could have spent the...
ROI is an excellent measure of how the money invested is performing and a great way to assess what to do next with your future investment. But whilst we all get hung up on how to measure ROI, it’s worth considering what it means for your organisation. After all,...
We’ve not all got tens of thousands of pounds to invest in marketing automation software that comes with a built-in marketing dashboard. But just because you’re not using fancy software, doesn’t mean you can’t create a marketing dashboard to monitor your marketing...