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As a B2B marketer, it can be frustrating waiting for the results of performance campaigns in order to analyse, optimise and push campaigns forward. You’ve probably also looked enviously over at the B2C world, where it’s totally different. In B2C you put data in, get...
As years go, 2020 felt longer and more challenging than ever, where the resilience of marketers seeking to deliver their ambitions in B2B digital marketing strategies was been tested in new ways, expected and unexpected. The year started with a great deal of...
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...
Over the last few years there’s been a significant push to embark on Account Based Marketing (ABM) programmes, whether one-to-one focused programmes, one-to-few or one-to-many, and organisations are clearly generating success and seeing the benefits. I’m going to put...
Want the good news? B2B digital advertising spend is growing. According to eMarketer this year, UK digital ad spend was the only medium that experienced positive growth, with more traditional media such as TV & radio taking a significant hit. And there’s even...
Account Based Marketing (ABM) has become an integral part of many organisations’ sales and marketing strategy. Recognising its ability to engage enterprise brands and deliver significant return on investment, it’s easy to understand why. However... successful ABM...
The phrase “know your audience” is fundamental to all sales and marketing. The principle spawned a whole industry within an industry. Organisations around the world use companies like Nielsen, Kantar, and GFK to understand as much as they can about their potential...
“Everyone knows that B2B digital advertising is a easy, a doddle, a piece of cake” – said no one ever. Road-mapping digital advertising strategies and selecting which platforms to invest in is challenging with the increasing amount of technology available. Especially...
In times like these, it's so important to have the confidence to rip up the process to suit your customer. Our MD Nicola Ray talks to Kim Jones of hgkc about data protection on a global scale, platform integration and innovation through people and technology....
The B2B buyer journey refers to the stages your prospect passes through before making a purchase. The prospect can join any stage at any time, skip stages and move through stages fast or slow, depending on a number of factors. The journey itself, especially with high...