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

3 reasons you should stop depending on your ‘big fish’ customers

Posted by Kenneth Connolly on 22-Dec-2020 09:18:47

Many businesses find themselves relying on their top two or three customers for the majority of their revenue. Whilst it will always be the case that some of your customers will generate more revenue than others, depending on just a few big fish customers is not the way to go. Here’s why…

Topics: B2B Marketing Strategy, B2B Marketing Planning, Innovation, Big-fish Customers

Now is the time to futureproof your B2B marketing strategy

Posted by Harriet Terrill on 21-Dec-2020 10:12:12

We’re right on the cusp of a new year and if 2020 is anything to go by, futureproofing your 2021 B2B marketing strategy should be high on your agenda. This means creating a plan that is risk-averse (pandemic-proof), but does not hinder creativity and innovation. So, how can you build this elusive future-proof strategy? Here’s what the experts recommend…

Topics: B2B Marketing Strategy, B2B Marketing Planning, B2B Creative Strategy, Innovation

Discover what’s missing from your 2021 plan

Posted by Kenneth Connolly on 27-Nov-2020 16:33:52

With the new year nearly upon us, now is the time to ensure your 2021 plan is in tip top shape. This means you need to know what’s missing. From creating outstanding ABM campaigns, to ensuring your database is up to scratch, in this blog, we will explore the key tools, techniques and strategies that may be missing from your 2021 strategy…

Topics: B2B Database, B2B insights, Account Based Marketing, B2B Account Based Marketing, B2B Marketing Planning, B2B marketing ABM

B2B account-based marketing: Choosing the right accounts

Posted by Kenneth Connolly on 30-Oct-2020 14:47:05

80% of marketers say ABM improves customer lifetime values, while 86% say it improves win rates.[1]

 

Topics: B2B Marketing Strategy, Account Based Marketing, B2B Account Based Marketing, B2B Marketing Planning, Key Account Selection

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?’

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