After a 4 year wait, the UEFA European Championship is back to fill our TV screens and conversations for the next month. With 24 countries across Europe sending their best teams, there will be a selection of the world’s greatest players on show for the rest of the globe to watch admiringly. But, as we’ve seen in recent years, a single superstar isn’t enough to secure success for the rest of their team. The fact is, only teams which have talent throughout their squad are likely to progress to the latter stages of the event, and potentially win it. In order to achieve success in football and in B2B marketing, you can’t just rely on a single high-performing element of the team – you must ensure all elements are functioning to a high degree in unison.Read More
As many marketers have known for a while now, the business-to-business marketplace is changing. Thanks to advances in technology and the introduction of new digital channels, there’s been a significant shift in the way marketers communicate and promote themselves to their target audiences. However, it’s not just the way B2B buying decisions are made that’s changed. The people who are responsible for these decisions have also changed.Read More
It's Christmas time again, so what better way to celebrate than re-writing a classic Christmas song and changing it to be relevant to B2B Marketing. It's just what we do! We hope you enjoy it!Read More
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.
To the B2B marketers out there who have just read the title of this blog post and either fainted (like a Victorian lady clutching at her handkerchief) or started shouting profanities at their screen... let me explain.
Previously in this blog we’ve discussed how ‘boring’ B2B marketing can be. The combination of lifeless creative, dull content and endlessly exhausted communication channels (such as direct mail and telemarketing) meant B2B marketing was considered ‘mind-numbingly dreary’. But times have changed...