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As B2B marketers ourselves, we at Modern understand that initiating business-wide digital transformation is hard work. However, with the right plan in place, you can deliver. How? You ask? Understanding the task ahead B2B marketers who want to move towards digital...
There are some great ways to personalise content in Pardot using either variable tags or dynamic content – or both! If you are not using either of these then you are missing out on delivering relevant content to your prospects. And as we all know - personalised...
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...
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 was the last time you compared your social media to peers and competitors? In 2019, Buffer reported that 80% of marketing teams think they're doing social media exceptionally well. But only 8% of their customers agree - ouch! So, how are you going to assess...
This is a “tale as old as time” – a company purchases a piece of software, such as a marketing automation platform (MAP), and expects it to immediately function to its maximum potential and be the unicorn system you were promised during the demo. However, a marketing...
Over the last few years I’ve helped a number of B2B organisations devise and deliver against their account based marketing strategy. There’s no doubt ABM is a ‘hot topic,’ and ABM campaigns are a great way to drive pipeline for B2B organisations who operate on...
Our clients ask us all the time about benchmarking. They’re keen to know how they compare to their peers. It’s always the usual suspects such as website conversion or industry click through rate that gets our client wondering how they stack up. Knowing how you...
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...