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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...
I recently read a book, well, listened to a book, and something with this one really struck me. The book was about influence and principles of persuasion. In today’s information-saturated world, buyers have to unconsciously rely on the most simple of reasons to choose...
Wouldn't it be awesome if every idea for a B2B lead generation campaign we ever had was a great one? We'd all be geniuses. We'd be high-fiving constantly. My arm hurts just thinking about it. Alas, reality is real and we all live here. That means that sometimes your...
I'm going to assume we all already know and understand the value of social media in B2B marketing. This isn't about 'why should we use social media?', it's 'what are the essential ingredients to getting social media strategy right?'. The good news is that the strategy...
One of the things that many marketers grapple with is knowing which few key business metrics to report on to the management team. This was a hot topic in a recent BrightTalk round table discussion that I was honoured to be part of. In truth, we could have spent the...
There’s a growing trend in the use of marketing technology solutions, specifically marketing automation platforms which are often hailed as the magic bullet to marketing. From a technical perspective, or feature / function / integration perspective, they offer an...
ROI is an excellent measure of how the money invested is performing and a great way to assess what to do next with your future investment. But whilst we all get hung up on how to measure ROI, it’s worth considering what it means for your organisation. After all,...