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Too often, we see marketers implementing marketing automation platforms without really thinking through the marketing automation strategy and the impact on the business. In most cases, it’s simply time – there’s an urgency to get going with the set-up and...
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 path from research to purchasing in the B2B space is long and winding. On top of this, there is the added complication that a B2B buyer rarely travels this path alone. In today’s hyper-competitive environment, buyers are carrying out research up to 18 months...
In B2B marketing we are tasked with lead generation, but is quantity over quality really the best approach? Generating top of funnel leads is expensive and often uses a scattergun approach. Having to review and qualify all those leads – good and bad, is extremely time...
The paths of marketing and sales have always been entwined, no matter how much either side may deny it. The goal of marketing is to raise interest in a product or service (i.e. generate leads), and the goal of sales is to take that interest and turn it into a purchase...
Getting your boss on Twitter is a great way to promote your company and give it a human face, but there’s always a chance it can backfire. Here are some tips on how to get your CEO onto Twitter and how to manage their engagement on the platform. Why does your boss...
Like the rest of the human race, I found myself staring listlessly at the TV set over Christmas, in what can only be described as a food-induced haze. Advert after advert flickered before my eyes, all sharing one common theme: a tendency to focus on anecdotes. These...
Create a content marketing team that packs a punch Blog content, website content, social content, lead generation content… We all need content and lots of it. You spend the time working out the content marketing plan and then hand it to your content marketing team,...
Ok, so your boss has just tasked you with your next online B2B marketing campaign. Where on earth do you start? We’ve all been there, panic stations to the ready. Are you going to push it out and hope for the best, or are you going to put your strategic hat on and...
In our office, we like marketing metrics. It isn’t just about what worked and what didn’t, it’s understanding why and acting on it. If you don’t know what performed well and don't have an understanding of 'why', then how can you improve the marketing performance...