Really in-the-know

Learn the latest B2B marketing industry trends, techniques and news stories on our B2B blog to stay ahead of your competition

Should B2B Marketing Be Outsourced or In-house?

Posted by John Hatton on 30-Sep-2014 17:25:00

Outsourced lead generation achieves 43% better results than in-house – Marketing Sherpa 

Topics: B2B Inbound marketing, B2B Lead Generation, B2B, B2B marketing, B2B Marketing Agency, B2B Marketers, Marketing Agency, Outsourced Marketing

B2B Marketing – 7 Steps to Inbound Marketing Integration

Posted by John Hatton on 11-Sep-2014 17:29:00

Topics: B2B Inbound marketing, B2B marketing, Inbound marketing, B2B Marketing Agency, B2B Marketers, Marketing Agency

B2B Marketing: The current issues as seen by Kirsty Dawe

Posted by Aimee Binstead on 02-Sep-2014 17:20:00

B2B marketing has always been a complex and fast-moving industry. As a marketing agency director and member of the IDM Business-to-Business Marketing Council, with 15 years’ experience on both client and agency-side, Kirsty Dawe gives us her take on the biggest challenges facing marketers today.

Topics: B2B Inbound marketing, B2B, B2B marketing, B2B Outbound Marketing, B2B Sales Funnel, B2B Marketers, Kirsty Dawe

B2B Marketing Design – Successful Communications

Posted by Kenneth Connolly on 22-Aug-2014 08:46:00

There will be a 13% increase in demand for graphic designers by 2020 Be-A-Careers

Topics: B2B Inbound marketing, B2B Content Marketing, B2B marketing, B2B Marketers, B2B Marketing Design, B2B Design

B2B Lead Scoring and Measuring Success

Posted by Kenneth Connolly on 09-Jul-2014 17:56:00

The final of the 2014 FIFA World Cup is only days away and the entire planet is waiting with baited breath to see who wins. What will the final score be? Who will the goal scorer(s) be? You see, it’s all about that score.

Topics: B2B Inbound marketing, B2B Leads, B2B Lead Nurturing, B2B Lead Scoring, Lead scoring

20 Things B2B Marketers Should Know About Infographics

Posted by Aimee Binstead on 21-May-2014 17:38:00

In B2B marketing, visual content is arguably the most effective way to engage with prospects. According to MDG Advertising, articles that contain images result in 94% more total views than those without. As a visual piece of content that turns otherwise complex or dull topics into easy to absorb and engaging information, infographics are just one great tool B2B marketers can use to make content marketing more appealing for prospects. That is, of course, when they are done well.

What is an effective infographic?

Topics: B2B Inbound marketing, B2B Content Marketing, B2B tips, B2B marketing, Infographics, B2B Marketers, B2B Infographics

Outbound & Inbound: A B2B Marketing Match Made In Heaven

Posted by Aimee Binstead on 12-Mar-2014 18:11:00

There is a vicious rumour being spread, that outbound marketing for lead generation is no longer effective. Tactics such as emails to purchased data lists and the traditional channels such as direct mail and telemarketing have been given quite a hard time. There seems to be a common theme in the advent of new marketing disciplines, that the old methods are now redundant. But is it a case of one or the other? Is it inbound versus outbound? Actually, no. It is the integration of strategic outbound and inbound marketing techniques that will prove most successful for B2B lead generation. B2B marketers that can successfully achieve this will reap the benefits.

Topics: B2B Inbound marketing, B2B Lead Generation, B2B marketing, B2B Marketing ROI, B2B ROI, B2B Outbound Marketing

Measuring B2B Marketing ROI In 2014 (Infographic)

Posted by Kenneth Connolly on 05-Feb-2014 09:33:00

To find out more about proving your worth to the board...

Topics: B2B Inbound marketing, B2B Lead Generation, B2B marketing, B2B Marketing ROI, Marketing ROI, B2B ROI

Measuring B2B marketing ROI in 2014

Posted by Kenneth Connolly on 04-Feb-2014 12:16:00

According to SiriusDecisions (among other sources), the sales cycle has become 22% longer over the past five years. An upshot of this is that in order to stay at the forefront of a prospect’s mind until they are ready to buy, you need to nurture them with multiple touches via multiple channels over a longer period. Each time you make contact with a lead you need to show thought leadership, empathy and a potential solution to their pain points.

Topics: B2B Inbound marketing, B2B marketing, B2B multi-channel marketing, B2B Marketing ROI, Marketing ROI, B2B ROI

How to measure your B2B marketing ROI

Posted by Kenneth Connolly on 05-Nov-2013 15:59:00

Topics: B2B Inbound marketing, B2B Lead Generation, B2B marketing, B2B Marketing ROI, Marketing ROI, B2B ROI, B2B Marketing Automation, B2B Sales and Marketing, B2B Lead Nurturing

Do changes in B2B marketing and the buying cycle mean the end of the sales team?

Posted by Kenneth Connolly on 30-Oct-2013 11:39:00

The role of the B2B salesperson has dramatically changed. Since the beginning of time, outbound and push selling meant the salesperson was the automatic go-to source for information. It was simple, a prospect had a problem they weren’t sure how to solve and the salesperson offered a solution. But this is no longer the case. Inbound marketing now has a large part to play as a means of communicating with prospects in the B2B world and it is digital content (such as ebooks, blogs and whitepapers) that inform and address their problems. The buying process is drastically changing and according to SiriusDecisions ‘67% of the buyer’s journey is now done digitally’. The role of sales is being pushed gradually further towards the bottom of the sales funnel, and as B2B marketers learn to measure the ROI of their activities more effectively, I wonder… is the B2B sales team on the road to becoming redundant?

Topics: B2B Inbound marketing, B2B marketing, B2B Sales, B2B Buyers, B2B Sales and Marketing, B2B Sales team, B2B Buying cycle

B2B Social Media: How frequently should you post content?

Posted by Kenneth Connolly on 13-Sep-2013 14:06:00

Topics: B2B social media marketing, B2B Inbound marketing, B2B Content Marketing, B2B Social Media, Social media frequency

B2B Lead Nurturing – Definitely Worth It

Posted by Kenneth Connolly on 20-Aug-2013 10:50:00

Topics: B2B Inbound marketing, B2B Lead Generation, B2B marketing, B2B Sales-Qualified Leads, B2B Lead Nurturing

B2B Lead Generation – Locating Prospects

Posted by Kenneth Connolly on 09-Aug-2013 15:47:00

‘Nearly one-half (46%) of decision-makers say they now maintain a profile on a social networking site and visit those sites at least once a month for business purposes’ - Forrester survey of business technology buyers.

Topics: B2B social media marketing, B2B Inbound marketing, B2B Lead Generation, b2b sales leads, B2B marketing, B2B Sales and Marketing, B2B Lead Qualification, B2B Lead Nurturing

B2B Lead Nurturing – From Prospect to Sale

Posted by Kenneth Connolly on 18-Jul-2013 14:11:00

“79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance” - MarketingSherpa

Topics: B2B Inbound marketing, B2B Lead Generation, B2B Leads, B2B marketing, B2B Sales, B2B Lead Nurturing, B2B Automation