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We’re seeing a growing trend in demand generation which is focused on offering up content and insight without asking the user for data. It’s a long-awaited debate and much needed. To be frank, there are technologies available that don’t require us to use a form, yet...
The term “Thought Leader” is nearly 30 years old. It regularly appears in lists of annoying business buzzwords. But it remains one of the most popular methods for B2B organisations to gain potential customers' attention. Why? Because when it’s done properly, it works....
70% of B2B companies are prioritising content creation in 2021 (CMI, 2020). The way B2B business is done has gone digital and content marketing is part of that change. Content marketing allows you to increase brand awareness, share your brand story and values, educate...
PR teams, especially those in large B2B companies, often sit apart from their digital marketing colleagues and work on completely separate projects. Corporate news, major product launches, nurturing relationships with the most influential industry journalists....
It’s widely assumed nowadays that direct mail (DM) is dead in the water. A waste of time. A redundant marketing technique not worth investing in. But, what would you say if I told you that Modern's last direct mail campaign delivered £1m in sales revenue and a 30:1...
LinkedIn, a global social network for business, is one of the few ways to accurately and reliably target core audiences in B2B marketing. The problem is, with 97% of B2B marketers using LinkedIn for content distribution, everyone's at the party battling to cut through...
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...
Digitalisation is far from a new topic. The adoption of digital practices across all business channels has been happening for a while As marketers, our focus has been to effectively leverage digital platforms for lead generation, lead nurture, brand awareness and...
The way budgets are spent in B2B marketing departments has evolved in the last decade, due entirely to the change in channels available to marketers, and the buyers they are trying to capture. Rewind 10 years and you’d see B2B marketing budgets being spent on events...
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...