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

18 influential B2B marketing blog feeds – stay in the know

Posted by Kenneth Connolly on 19-Sep-2017 09:20:00

The old adage tells us that knowledge is power – and that is certainly true in the world of B2B marketing.

In an industry that changes frequently, the ability to stay up to date with the latest insights can be the difference between success and wasted budget. So, where do you start? What is the best way to stay ahead of the curve? Well, few channels will provide in-depth learnings and guidance at the frequency achieved by blogs. Subscribing to around 5 blog feeds means you’re likely to be reading the latest industry news and findings multiple times each week.

Topics: B2B Blog, B2B, B2B Content, b2b content blog

Influencer marketing in B2B

Posted by Chris Manns on 17-Aug-2017 16:00:00

Think of influencer marketing and you may think of Zoella, the 11.8m follower-strong blogger and vlogger whom brands leverage to promote their fashion and beauty products. Or maybe Pepsi’s disastrous influencer marketing campaign with Kendall Jenner. (I surprised myself as a newly-crowned Xennial that I even knew who these people are!)

Topics: B2B, B2B Influencers, Influencer marketing

(Tipsheet) Account Based Marketing and Measuring ROI

Posted by Kenneth Connolly on 17-Mar-2017 15:15:00

Account based marketing (ABM) is one of those techniques which has picked up speed over the past 12 months. Many marketers are experimenting with the activity, others are investing heavily in it, and many more plan to implement it in some way during 2017. Now, the statistics and case studies which have already been published show that ABM works. So why isn’t everyone doing it? Well, it turns out this marketing approach isn’t for everyone. For one reason or another, some businesses just simply aren’t ready to jump aboard the ABM train. But, for those that are, our latest tipsheet is packed with hints and tips, including…

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

B2B Customer Retention – An Overlooked Opportunity

Posted by Kenneth Connolly on 29-Jul-2016 16:00:00

Over two-thirds of B2B customers are actively disengaged with the companies they purchase from – B2B Marketing

Life for sales and marketing teams is all about new business. It’s about generating leads and converting them to sales. Ultimately, getting the buyer’s signature on the dotted line is the objective. But what happens after this? What happens when a lead actually becomes a customer and you have to start fulfilling all the things you said you would? Based on the statistic above, it would seem that most businesses lose the enthusiasm towards leads as soon as they become customers. And as expected, the buyers become jaded and disconnected from the brand. If you’re wondering if this is really a big deal, just consider this…

Topics: B2B, B2B marketing, B2B Customer retention

What does growth hacking mean for B2B marketing?

Posted by Kenneth Connolly on 09-Oct-2015 17:00:00

‘Growth hacking’ is a phrase that many people may have heard associated with start-ups and entrepreneurs, and this is because that’s where the phrase was first coined. Growth hacking was a method by which many start-up companies could achieve rapid growth and increase their market share in a relatively short space of time. But what is growth hacking?

Topics: B2B, B2B marketing, Growth Hacking

B2B Marketing Budget – How to Secure Yours

Posted by Kenneth Connolly on 02-Oct-2015 17:20:00

Update: On average, 28% of a marketing budget is allocated toward content. Those that see the most success, however, allocate 42% - (30 September 2015)

Topics: B2B, B2B marketing, b2b budget, b2b marketing budget, Marketing Budget, B2B Marketing Plan

Dispelling the myths of the B2B marketing team

Posted by Kirsty Dawe on 21-Jul-2015 17:07:00

This blog was originally published by Kirsty Dawe, Agency Director, on LinkedIn Pulse.

We’ve all heard of the Greek mythological creatures such as the centaur, the cyclops, dragons and griffins. We’ve also been told about Medusa, whose gaze could turn you to stone. But, if you’re reading this post then you’re probably also aware of the myth that marketing departments are unaccountable brochure-manufacturers that don’t provide high-quality leads to the sales team. I say myth because in today’s modern world, these types of teams should simply be a figment of imagination. With the increase in tools, technology and specialisations, it’s more than possible for marketing teams to prove their worth and shirk these historical misconceptions.

Topics: B2B, B2B marketing, B2B Marketing Team, b2b marketing companies

[INFOGRAPHIC] How to create unique B2B content

Posted by John Hatton on 24-Apr-2015 12:10:00

Winning the vote of your prospects by closing them as customers is a number one priority for businesses. One tactic to be increasingly employed as a means of achieving this important goal is the production of B2B content. However, with so much content being pushed out, how do you ensure you stand out from the noise? The answer lies in this timely infographic, which likens this year's general election to a marketer's most prominent content marketing problem - how to create unique B2B marketing content and win your audience's votes.

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

B2B Outbound Sales – How Strong is Your Hand?

Posted by John Hatton on 26-Mar-2015 17:25:00

If you’ve ever played a game of cards then you’ll know the player with the strongest hand is the one with the best combination of cards. Therefore, each one is of equal importance.

Topics: B2B, B2B Sales, B2B Outbound Sales, Outbound Sales

Top o’ the mornin’ to ya & happy St. Patrick’s Day!

Posted by Kenneth Connolly on 17-Mar-2015 08:47:00

March 17th is the feast day of St. Patrick, or as we more commonly know it, St. Patrick’s Day. This day is traditionally reserved for the celebration of St. Patrick who brought Christianity to pagan Ireland. But let’s have it right, nowadays it’s just a great excuse for a lot of shenanigans, plenty of pints of the black stuff and good craic in most of the pubs around town. It also seems to be less of a religious festival now, and more about leprechauns, green outfits, ginger beards and lots of four-leaf clovers.

Topics: B2B Lead Generation, B2B Leads, B2B, B2B marketing, St Patricks Day

Business Superbrands 2015 Key Takeaways

Posted by John Hatton on 10-Mar-2015 16:53:00

Every year, the results of the Business Superbrands selection present interesting insights into who the top B2B brands are, as well as key takeaways for marketers to use when shaping their own campaigns.

Topics: B2B, B2B marketing, Business Superbrands 2015, B2B Brands, B2B Business

B2B Buyersphere Report - What Does it Mean For You?

Posted by Kenneth Connolly on 03-Mar-2015 17:31:00

When it comes to making sales, few things are as helpful as an overview of the behavioural patterns of the buyers. For this reason, we’ve rummaged through the latest B2B Buyersphere Report from Base One and B2B Marketing, to find all the nuggets of information that can help you make more sales, or at least inform your sales conversations.

Topics: B2B, B2B Buyers, B2B Buyersphere Report, b2b buying process, b2b reports

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.

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

The Story of B2B Marketing Manager Mary - Sound Familiar?

Posted by Kenneth Connolly on 19-Dec-2014 12:12:00

On Thursday, January 2nd 2014, a fictional marketing manager named Mary returned to her office to continue on from where she’d left off in 2013. Surrounded by her small team of enthusiastic marketers, her company was more than capable of spreading their marketing messages via email, direct mail and across multiple social media channels. But things wouldn’t be this simple for long.

Topics: B2B, B2B marketing, B2B Marketing ROI, Marketing ROI, B2B Marketers, b2b marketing budget

A B2B Marketing Christmas Poem

Posted by Kenneth Connolly on 16-Dec-2014 15:22:00

T’was the week before Christmas, and all were in bed
But B2B marketers were using their heads
The New Year approached, and all were aware
Of the changes afoot, but how to prepare?

Topics: B2B, B2B marketing, B2B Marketers, business growth