Is Your Maverick B2B Marketing Taking You Into the Danger Zone?

Posted by Kenneth Connolly on 13-May-2016 15:00:00

This weekend celebrates not only annual Top Gun Day, but also the 30th anniversary of the movie’s release. So, we thought we’d see how a maverick approach to your B2B marketing (i.e. failing to focus on ROI) can result in a less-than-happy ending. Instead of being a hero, your targets could end up more like Goose.

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Topics: B2B marketing, B2B ROI, B2B Marketers, top gun

B2B Marketing and Overcoming C-Suite Concerns

Posted by Kenneth Connolly on 04-Nov-2015 14:00:00

In a recent report by Sticky Content, it was found that a third of all respondents said senior management had the most negative impact on quality of content. The C-Suite were followed closely by technical/product managers and then legal/compliance teams. In the case of legal and product managers, their input is vitally important to ensure any content is not misleading and does not risk legal ramifications.

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Topics: B2B marketing, B2B Marketing ROI, B2B ROI

How to measure ROI and reduce growing stress levels

Posted by Kenneth Connolly on 11-Sep-2015 16:00:00

A recent study by Workfront found that the issue which marketers dread most about their role is ‘proving their value to people who don’t understand what they do’ (as chosen by 55% of respondents). With more than half of marketers seemingly concerned about this matter, it’s certainly something that must be addressed. Thankfully though, there is already a solution in place, it just needs to be adopted and implemented by marketers.

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Topics: Marketing ROI, B2B ROI

B2B Lead Generation – What Not To Do

Posted by Kenneth Connolly on 06-Mar-2015 09:46:00
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Topics: B2B Lead Generation, B2B Leads, B2B marketing, B2B ROI, B2B Personas

What should business leaders expect from a B2B content team?

Posted by John Hatton on 17-Feb-2015 17:57:00

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.

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Topics: B2B Content Marketing, B2B, B2B marketing, B2B Marketing ROI, B2B ROI, content marketing, B2B Content

B2B Marketing at Events – Generating the Most ROI

Posted by Kenneth Connolly on 16-Jul-2014 17:32:00

Just 6% of marketers claim to be converting tradeshow leads into new business extremely well, and just 8% consider their teams highly proficient in generating strong ROI at eventsifbyphone.com

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Topics: B2B, B2B marketing, B2B Marketing ROI, B2B ROI, B2B Events

B2B Marketing Skills – Reaching full strength

Posted by Kenneth Connolly on 20-May-2014 08:30:00

As we’ve mentioned previously in this blog, the rapid developments in channels, techniques and automation tools means it’s very difficult to keep up with the skills needed to succeed in the B2B marketing space. As the industry continues to change, B2B marketing leaders have two choices – either train and develop existing resources or outsource the specialist marketing needs.

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Topics: B2B marketing, B2B Marketing ROI, B2B ROI, B2B Marketing Strength

B2B Marketing Skills – Calculate your strength

Posted by Kenneth Connolly on 13-May-2014 08:34:00

With the summer approaching fast and everyone desiring the ideal beach body, there inevitably comes that moment of standing in front of the mirror and identifying your main issues such as lack of muscle, strength and overall fitness. But, before we all head down the gym and jump on the treadmill, we first do the pre-training analysis… i.e. how much do I weigh? How big is my waist? How many press-ups can I actually do? This allows us to set benchmarks from which to improve.

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Topics: B2B tips, B2B marketing, Marketing ROI, B2B ROI, B2B Marketing Strength

B2B Marketing - where are your skill gaps?

Posted by Kenneth Connolly on 07-May-2014 07:56:00

The world of B2B marketing is constantly changing – new channels, new strategies, new processes, and in some cases new legislation. So, how do modern marketing teams keep up? Are they keeping up?

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Topics: B2B marketing, B2B Marketing ROI, B2B ROI, B2B Marketing Strength, Infographics, B2B Lead Nurturing

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.

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

The metrics needed to measure B2B marketing ROI

Posted by Kenneth Connolly on 18-Feb-2014 09:07:00

Although the economy is showing signs of recovery, organisations are still cautious about investing large sums of money unless they know that they are guaranteed positive returns. This wariness to invest includes their annual budget allocation and their internal departments. If a department can’t prove its ROI, then it’s very unlikely to see its budget increase over the next twelve months.

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Topics: B2B marketing, B2B Marketing ROI, Marketing ROI, B2B ROI, B2B Marketing Automation, B2B Sales Funnel

Measuring B2B marketing ROI with an automation tool

Posted by Kenneth Connolly on 13-Feb-2014 09:17:00

As the number of B2B marketing communication channels continues to increase, there’s a growing need to effectively measure ROI in new ways. The days of simply subtracting the cost of a marketing campaign from the total revenue it generated are long gone. Nowadays, the metrics and analysis need to go much deeper and provide much more comprehensive data. The marketers who are capable of doing this, are the ones who are likely to see their budgets increase over the next twelve months. 

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Topics: B2B marketing, B2B Marketing ROI, Marketing ROI, B2B ROI, B2B Marketing Automation

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...

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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.

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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
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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

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