Content marketing and marketing automation: a match made in heaven
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...
Marketing’s role in driving digitalisation
Marketing’s role in driving digitalisation
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 other key initiatives....
How is the B2B buyer evolving?
How is the B2B buyer evolving?
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 and meetings – fill the top of the...
The 3 biggest challenges in enterprise B2B marketing
The 3 biggest challenges in enterprise B2B marketing
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...
The cracks within marketing leadership
The cracks within marketing leadership
It’s no big secret that digital transformation is a big consideration for many marketing functions and those in marketing leadership positions. The pace of change and technology available to shape digital strategy within an organisation is pushing firmly at the heels of those leading the business....
16 pillars of B2B marketing
I started this process on the basis that a strategy that aligns with the business is already on the cards. From there, what would the pillars that support that overarching strategy be?
Curated content: how to guide
Curated content: the how to guide
What is curated content? Curated content is a cornerstone of most social media marketing strategies. But what is it, and how is it beneficial? To understand this, let’s go back to its origins. Curation was first used to preserve meats back in ancient times and is still used today. Only...
How much does behavioural style matter in marketing?
How much does behavioural style matter in marketing?
I’m sat on a train eavesdropping on nearby conversations. I’ve been listening to a young woman opposite me talking on her phone about finishing up her sociology and psychology degree. When she’s finished, the stranger next to her says “are you going to analyse us all now?” My...
The tide of persona-based marketing (in B2B)
The tide of persona-based marketing
There’s been talk for a while now in B2B marketing about personas and the drive to engage the customer. The magazines, blogs and experts talk about persona based marketing, but it can take time to adapt the marketing machine to this kind of change. As an agency marketer, I’ve always had a...