Account based marketing (ABM) is one of those techniques which has picked up speed over the past 12 months. Many marketers are experimenting with the activity, others are investing heavily in it, and many more plan to implement it in some way during 2017. Now, the statistics and case studies which have already been published show that ABM works. So why isn’t everyone doing it? Well, it turns out this marketing approach isn’t for everyone. For one reason or another, some businesses just simply aren’t ready to jump aboard the ABM train. But, for those that are, our latest tipsheet is packed with hints and tips, including…Read More
Over two-thirds of B2B customers are actively disengaged with the companies they purchase from – B2B Marketing
Life for sales and marketing teams is all about new business. It’s about generating leads and converting them to sales. Ultimately, getting the buyer’s signature on the dotted line is the objective. But what happens after this? What happens when a lead actually becomes a customer and you have to start fulfilling all the things you said you would? Based on the statistic above, it would seem that most businesses lose the enthusiasm towards leads as soon as they become customers. And as expected, the buyers become jaded and disconnected from the brand. If you’re wondering if this is really a big deal, just consider this…Read More
‘Growth hacking’ is a phrase that many people may have heard associated with start-ups and entrepreneurs, and this is because that’s where the phrase was first coined. Growth hacking was a method by which many start-up companies could achieve rapid growth and increase their market share in a relatively short space of time. But what is growth hacking?Read More
Update: On average, 28% of a marketing budget is allocated toward content. Those that see the most success, however, allocate 42% - contentmarketinginstitute.com (30 September 2015)
This blog was originally published by Kirsty Dawe, Agency Director, on LinkedIn Pulse.
We’ve all heard of the Greek mythological creatures such as the centaur, the cyclops, dragons and griffins. We’ve also been told about Medusa, whose gaze could turn you to stone. But, if you’re reading this post then you’re probably also aware of the myth that marketing departments are unaccountable brochure-manufacturers that don’t provide high-quality leads to the sales team. I say myth because in today’s modern world, these types of teams should simply be a figment of imagination. With the increase in tools, technology and specialisations, it’s more than possible for marketing teams to prove their worth and shirk these historical misconceptions.
Winning the vote of your prospects by closing them as customers is a number one priority for businesses. One tactic to be increasingly employed as a means of achieving this important goal is the production of B2B content. However, with so much content being pushed out, how do you ensure you stand out from the noise? The answer lies in this timely infographic, which likens this year's general election to a marketer's most prominent content marketing problem - how to create unique B2B marketing content and win your audience's votes.
If you’ve ever played a game of cards then you’ll know the player with the strongest hand is the one with the best combination of cards. Therefore, each one is of equal importance.
March 17th is the feast day of St. Patrick, or as we more commonly know it, St. Patrick’s Day. This day is traditionally reserved for the celebration of St. Patrick who brought Christianity to pagan Ireland. But let’s have it right, nowadays it’s just a great excuse for a lot of shenanigans, plenty of pints of the black stuff and good craic in most of the pubs around town. It also seems to be less of a religious festival now, and more about leprechauns, green outfits, ginger beards and lots of four-leaf clovers.
Every year, the results of the Business Superbrands selection present interesting insights into who the top B2B brands are, as well as key takeaways for marketers to use when shaping their own campaigns.
When it comes to making sales, few things are as helpful as an overview of the behavioural patterns of the buyers. For this reason, we’ve rummaged through the latest B2B Buyersphere Report from Base One and B2B Marketing, to find all the nuggets of information that can help you make more sales, or at least inform your sales conversations.
A lot is written for marketers about how to align a content strategy with business objectives. But not a lot for the actual business leaders.
On Thursday, January 2nd 2014, a fictional marketing manager named Mary returned to her office to continue on from where she’d left off in 2013. Surrounded by her small team of enthusiastic marketers, her company was more than capable of spreading their marketing messages via email, direct mail and across multiple social media channels. But things wouldn’t be this simple for long.
T’was the week before Christmas, and all were in bed
But B2B marketers were using their heads
The New Year approached, and all were aware
Of the changes afoot, but how to prepare?
Why are B2B buyer personas so important for B2B marketing? We take a quick look in this short video discussing exactly why buyer personas are a marketer's best friend and how to create them successfully. Video not for you? You can read the full transcript below and download the how-to guide today to learn more about how to create revenue-generating buyer personas.