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....

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Are you using the right messaging for your buyer journey?

Are you using the right messaging for your buyer journey?

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 before...

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I Want Opportunities, Not Leads

I want opportunities, not leads in B2B marketing

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 consuming all...

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Do You Suck At Lead Management?

Why does everyone suck at lead management?

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...

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How To Get Your Boss On Twitter

How To Get Your Boss On Twitter

How to get your boss on Twitter

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 want to be on Twitter? There are...

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LinkedIn Video

LinkedIn Video: Do It The Right Way

LinkedIn video: do it the right way

In case you haven’t noticed, there’s a new feature on LinkedIn… video updates in the news feed. It's just out of beta and being tried and tested by the many, but how effective is it and what’s the best way to make it work? Well, the good news is… It’s pretty effective. We ran a little...

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Human to Human (H2H) Marketing

The Personal Touch: Emotional Advertising and H2H Marketing

The personal touch: emotional advertising and H2H marketing

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 anecdotes...

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Marketing Metrics

The Best Excuses For Not Managing Marketing Metrics

The best excuses for not managing marketing metrics

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 moving forward? ...

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The Power of Influence in Marketing

The Power Of Influence In B2B Marketing

The power of influence in B2B marketing

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 and select products and...

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B2B Lead Generation Tanked

Your B2B Lead Generation Campaign Has Tanked. Now What?

Your B2B lead generation campaign has tanked. Now what?

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...

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