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

Are You Risking Failure By Not Using B2B Buyer Personas?

Posted by Kenneth Connolly on 25-Nov-2015 17:00:00

Most B2B marketers know that it’s quintessentially important to invest time, resources, and energy into creating in-depth B2B buyer personas for each of the decision-makers they are intending on targeting. Or do they? A recent study found that 50% of B2B brands admitted they don't have buyer personas in place[i].

Topics: B2B marketing, B2B Buyers, B2B Personas, B2B Buyer Personas

Serve an ace with B2B marketing personalisation

Posted by John Hatton on 30-Jun-2015 17:00:00

Centre Court at Wimbledon is noisy on match day, very noisy. Even when the ball is in play and the crowds are expected to remain silent, there are plenty of goings on to distract players from the game – flash photography, coughing, glare from a spectator’s watch.

Topics: B2B Lead Generation, B2B Leads, B2B Buyers, B2B Lead Nurturing

5 Tips for Writing the Best B2B Lead Generation Emails

Posted by Libby Morgan on 25-Jun-2015 18:05:00

As a primary method of contacting prospects, email is one of the most popular marketing channels. However, lead generation emails can be a delicate matter. What should you write, what shouldn’t you write, how should you follow it up afterwards…it’s a minefield! Lead generation emails should be carefully crafted, keeping the prospect in mind at all times. The goal is to write engaging content that shows understanding of your prospects’ pain points, and positions you as an industry thought leader.

Topics: B2B Lead Generation, B2B marketing, B2B email marketing, B2B Buyers, B2B Email

6 top channels to consider for B2B lead generation

Posted by Libby Morgan on 23-Jun-2015 17:40:00

Topics: B2B Lead Generation, B2B Marketing ROI, B2B Buyers, B2B Channels, B2B Marketing Channels

Is your B2B sales team prolific enough to win the cup?

Posted by Kenneth Connolly on 28-May-2015 16:23:00

Companies that are best-in-class at aligning marketing and sales experienced an average of 20% growth in annual revenue - Oracle

Topics: B2B marketing, B2B Buyers, B2B Buyer Personas

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

B2B Business Growth: 3 Ways to Increase Staff Productivity

Posted by John Hatton on 19-Feb-2015 17:07:00

In a recent Buyersphere report, it was discovered that over 51% of B2B buyers said improving productivity was the top priority in starting the buying process. This finding perfectly illustrates the understanding that B2B senior managers have in regards to the relationship between productivity and business growth. All businesses are looking to maximise profits and grow as an organisation, but most are also struggling with the undefined roles of this post-recession period. ‘All hands on deck’ may have been the approach during the economic downturn, but nowadays key members of staff are unable to perform their expert skills at an optimum level because of other responsibilities. So, now is the time to rectify this shortcoming and prioritise productivity in every member of staff.

Topics: B2B marketing, B2B Business Growth, B2B Buyers, Growing a B2B business, business growth

[VIDEO] B2B Buyer Personas: Your 2-Minute Video Guide

Posted by Aimee Binstead on 09-Dec-2014 16:02:00

Why are B2B buyer personas so important for B2B marketing? We take a quick look in this short video discussing exactly why buyer personas are a marketer's best friend and how to create them successfully. Video not for you? You can read the full transcript below and download the how-to guide today to learn more about how to create revenue-generating buyer personas. 

Topics: B2B, B2B marketing, B2B Buyers, B2B video, Buyer Personas, B2B Buyer Personas

Can B2B buyer personas really increase ROI by over 300%?

Posted by John Hatton on 06-Nov-2014 16:51:00

You’re probably used to sitting in countless meetings with various heads of department and members of the creative team as part of the campaign planning process. You and your team come up with an idea that can’t fail to captivate your prospects’ imaginations whilst addressing their pain points. But for some reason, the campaign figures just don’t inspire as they should have done; so why?

Topics: B2B, B2B marketing, B2B Buyers, Buyer Personas, B2B Buyer Personas, B2B Marketing Strategy

B2B Buyer Personas: How to Create Your Own

Posted by John Hatton on 30-Oct-2014 15:47:00

The vast majority of B2B decision-makers have a wealth of marketing material to choose from when looking for solutions to pain points. This means that unlike in the past, purchasing power is well and truly with the customer rather than the seller.

Topics: B2B, B2B marketing, B2B Buyers, Buyer Personas, B2B Buyer Personas, B2B Marketing Strategy

B2B Buyer Personas – No More Guess Who

Posted by John Hatton on 23-Oct-2014 17:13:00

Does tailoring your marketing to a specific buyer sometimes feel like you’re playing a game of Guess Who?

Topics: B2B, B2B marketing, B2B Buyers, B2B Marketing Agency, Buyer Personas, B2B Buyer Personas

[INFOGRAPHIC] Are You Guessing Who Your B2B Buyers Are?

Posted by Kenneth Connolly on 17-Oct-2014 11:14:00

Prior to developing a B2B marketing strategy, creating and correctly using buyer personas should be number one on a marketer's list of priorities. Research shows that targeted personas boost sales leads by 124%. But what are the questions you should be asking as part of your vital research?

Topics: B2B, B2B marketing, B2B Buyers, Buyer Personas, B2B Buyer Personas, B2B Marketing Strategy

Which types of B2B marketing content influence buyers most?

Posted by Aimee Binstead on 03-Dec-2013 09:12:00

As the new year approaches and B2B marketers finalise how and where to allocate their 2014 marketing budget, Base One and B2B Marketing have revealed the ‘Buyersphere Report 2013’. It provides insight into which processes buyers follow and the motivations behind supplier choices in the B2B buying process. While this knowledge is of huge benefit to marketers thanks to the identification of preferred content channels and formats, specified by buyers themselves; the true validity of the data needs to be considered. In a long and complex B2B sales cycle, in which marketers implement numerous lead nurturing techniques, is a buyer completely aware of which content most influences their purchasing decision? Should B2B marketers be relying on industry statistics or using their own analysis to determine which forms of content work to generate leads and ROI for their business? 

Topics: B2B Content Marketing, B2B, B2B marketing, B2B Buyers, B2B Buying cycle, Buyersphere Report

Do changes in B2B marketing and the buying cycle mean the end of the sales team?

Posted by Kenneth Connolly on 30-Oct-2013 11:39:00

The role of the B2B salesperson has dramatically changed. Since the beginning of time, outbound and push selling meant the salesperson was the automatic go-to source for information. It was simple, a prospect had a problem they weren’t sure how to solve and the salesperson offered a solution. But this is no longer the case. Inbound marketing now has a large part to play as a means of communicating with prospects in the B2B world and it is digital content (such as ebooks, blogs and whitepapers) that inform and address their problems. The buying process is drastically changing and according to SiriusDecisions ‘67% of the buyer’s journey is now done digitally’. The role of sales is being pushed gradually further towards the bottom of the sales funnel, and as B2B marketers learn to measure the ROI of their activities more effectively, I wonder… is the B2B sales team on the road to becoming redundant?

Topics: B2B Inbound marketing, B2B marketing, B2B Sales, B2B Buyers, B2B Sales and Marketing, B2B Sales team, B2B Buying cycle

Defining a B2B sales-qualified lead

Posted by Kenneth Connolly on 11-Jul-2013 14:43:00

The persona documents have been created and the marketing team are ready to start drafting the targeted messaging, engaging content and lead generation communications. But first they have to ask one vital question – what does a lead ‘look’ like?

Topics: B2B Lead Generation, b2b sales leads, B2B Sales, B2B Buyers, B2B Sales-Qualified Leads, B2B Sales and Marketing