Is Account Based Marketing (ABM) Right for You?

Posted by Kenneth Connolly on 24-Mar-2017 15:00:00

When you know who your most profitable and high-profile clients are, why wouldn’t you want to attract more organisations just like them? Well, that’s exactly what account based marketing (ABM) enables businesses to achieve. By targeting a hand-picked group of ‘dream’ prospects, companies can focus their energy and resources on creating highly targeted messaging and activity.

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Topics: B2B marketing, Account Based Marketing, B2B Account Based Marketing

How to Build Your B2B Dream Prospect List

Posted by Kenneth Connolly on 09-Feb-2017 10:18:32

Every business will have at least an idea of which companies they’d love to work with – and this is the foundation of a ‘dream’ prospect list. However, there’s more to it than this, which is why it’s so important to carry out a comprehensive review process and use criteria to determine if a prospect company really is a ‘dream’.

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Topics: B2B marketing, B2B marketing ABM, B2B dream prospects,, B2B dream prospects list

B2B Marketing – Achieving the Personal Touch with Modern Buyers

Posted by Kenneth Connolly on 20-Jan-2017 15:45:00

74% of marketers say targeted personalisation increases customer engagement[i]

Do you remember the novelty of receiving that first marketing email which included your name in the subject line or body copy? It was great right? The impact that this tactic had on engagement rates made B2C and B2B marketers alike think they’d uncovered the secret to success. However, as with all things marketing, audiences quickly got wise to it and became jaded and unimpressed. So what now? Does that mean personalisation is dead? Certainly not. In fact, thanks to today’s ever-advancing technologies and data capturing capabilities, this technique can be more valuable than ever before.

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Topics: B2B marketing, B2B Personalisation, B2B Segmentation, B2B Marketing Personalisation

3 Reasons Why B2B Marketing RFPs are Key to Success

Posted by Libby Millier on 13-Jan-2017 15:30:00

In the competitive B2B industry, companies like yours undoubtedly want to work with the very best. For this reason, when it comes to choosing an important partner like a B2B marketing agency, a request for proposal (RFP) is a tried and tested process.

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Topics: B2B marketing, B2B Marketing Agency, b2b marketing rfp

B2B Marketing In 2017 - Are You Ready For What’s Ahead?

Posted by Kenneth Connolly on 06-Jan-2017 15:30:00

Everyone involved in B2B marketing will be quick to tell you that 2016 was a busy year. With new activities, technology, and methodologies coming to the forefront, it was another great year for the industry. But now that 2017 is upon us, what’s in store? What can you and your team expect to see playing an increasingly larger role in your activity over the coming 12 months? Well, let’s see. We’ve reviewed the biggest talking points and developments from 2016 and made a few predictions for which of these will continue into 2017.

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Topics: B2B marketing, b2b marketing 2017

A B2B Marketing Letter to Santa

Posted by Kenneth Connolly on 16-Dec-2016 15:30:00

 

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Topics: B2B marketing, b2b christmas, b2b marketers wishlist, b2b marketing letter to santa

B2B Content Marketing in 2017 and the Things to Remember

Posted by Kenneth Connolly on 09-Dec-2016 15:45:00

It’s no secret that B2B marketing is likely to see a variety of changes during 2017, including new techniques, technology, and methodology. These developments are also likely to include changes to B2B content marketing, as it looks to become less static and more interactive. With the inclusion of quizzes, polls, calculators, and a variety of other tools, the ebooks and tipsheets that we know today are likely to become less of a go-to manoeuvre. However, even with the newer forms of content, there will still be aspects which marketers will need to consider, especially if they hope to succeed…

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Topics: B2B Content Marketing, B2B marketing, b2b marketing 2017, b2b content marketing 2017

Setting B2B Marketing Goals for 2017

Posted by Kenneth Connolly on 18-Nov-2016 15:45:00

With the new year approaching fast, you’re no doubt currently looking at your budgets, goals and objectives for 2017. But is it enough to simply have a rough idea of what you want to achieve over the next 12 months? Of course not. The most successful organisations are experts at setting goals, continually monitoring their status, and learning from their past experiences. And with the help of the following suggestions, you will be too. So, start by looking at your performance in 2016 so far. What worked and what didn’t? What challenges arose, and how did you overcome them? As the old saying goes, ‘those who forget the past are doomed to repeat it’.

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Topics: B2B marketing, b2b marketing goals, marketing goals 2017, marketing goal setting

Key takeaways from B2B Marketing’s CXcellence 2016

Posted by Libby Millier on 11-Nov-2016 15:30:00

"CX is the sum totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer." Harvard Business Review.

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Topics: B2B marketing, b2b marketing cxcellence, b2b marketing customer experience

Bringing Dead B2B Marketing Leads Back to Life This Halloween…

Posted by Kenneth Connolly on 28-Oct-2016 16:30:00

Taking its name from an ancient ritualistic feast called ‘All Hallows Evening’, Halloween is the one night of the year when the spirits of the dead can return to earth. So, as the streets fill with devilish ghouls, wicked witches, hideous monsters… and a lot of kids dressed as Harry Potter, ask yourself what you can do to breathe life back into your dead B2B marketing leads.

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Topics: B2B marketing, B2B marketing leads, dead b2b marketing leads, marketing leads

Is Your B2B Marketing Content Missing the Mark?

Posted by Libby Morgan on 21-Oct-2016 15:00:00

As a B2B marketer, do you feel like you’re on the same wavelength as the buyers you’re targeting? Do you think you understand exactly what their needs are, what they take away from the B2B marketing content you provide them with, and what types of content they’d like to see more of in the future?

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Topics: B2B marketing, B2B Marketing Content, B2B marketing persona creation, B2B Marketing Personas

B2B Marketing and Achieving the C-Suite’s Buy-In

Posted by Kenneth Connolly on 14-Oct-2016 15:45:00

You’re a B2B marketing manager and you’ve spotted a great opportunity to improve your results. It’s a combination of marketing automation and social media, and it’s a sure-fire way to generate more leads than ever before. However, before you can call the supplier and sign up your company, you first need to get approval from the board. Whether it’s the Chief Marketing Officer (CMO), the Chief Finance Officer (CFO), or a combination of all the top brass, these individuals can put an end to your latest idea before it's even begun. So how can you ensure you achieve buy-in from the C-Suite and get your plans off the ground? Here’s how…

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Topics: B2B marketing, B2B Marketing c-suite buy-in", B2B Marketing C-Suite

B2B Marketing Messages and Metrics – What’s More Important?

Posted by Kenneth Connolly on 30-Sep-2016 16:00:00

 

During a recent B2B marketing research project, I found myself speaking to multiple suppliers and peers about the level to which their offerings could measure prospect, lead, and customer data. More often than not, the conversations led to discussions about capturing a variety of behavioural data and insights, and then automatically feeding this back into a marketing automation platform. Now, as marketers, we experience unrivalled levels of excitement when discussing subjects such as automated data capturing, but this is what led me to question, ‘what is the most important factor here?’

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Topics: B2B marketing, B2B Marketing Messages, B2B Marketing Planning, B2B Marketing Metrics

Are you getting the best from your B2B marketing automation tool?

Posted by Kenneth Connolly on 23-Sep-2016 16:00:00

There are nearly 11 times more companies with marketing automation today than there were in early 2011[i]. And yet, 85% of B2B marketers using a marketing automation platform feel that they’re not using it to its full potential[ii].

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Topics: B2B marketing, B2B Marketing Automation, Marketing Automation, b2b marketing automation software

The changing face of B2B social media marketing

Posted by Kenneth Connolly on 16-Sep-2016 15:30:00

For quite some time now, marketers have felt confident in their use of social media as a marketing channel. LinkedIn is the network for professionals, Twitter follows closely behind, Facebook is more for personal use, and sites like Pinterest and Instagram are more for companies selling consumer products. This has been the case for quite some time, but sadly things are changing again.

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Topics: B2B social media marketing, B2B marketing, B2B Social Media

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