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.Read More
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.Read More
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.Read More
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.
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 events – ifbyphone.com
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.
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.
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?
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.
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.
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.
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.