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

Why your current content strategy isn’t working

Posted by Harriet Terrill on 17-Dec-2020 10:07:32

Like many B2B businesses, you are probably creating and distributing content on a regular basis, but without the right strategy, you’re unlikely to realise the results you are hoping for. In this blog, we look at the key reasons your content isn’t performing well – from failing to understand your prospects, to using formats that won’t keep your prospects engaged.

Topics: Marketing ROI, B2B Content, B2B Marketing Strategy, Content Strategy

Martech, 3 challenges no one tells you about (and how to overcome them)

Posted by Daisy Truman on 02-Oct-2020 12:34:13

In January 2020, B2B Marketing's Trend Tracker found Marketing Automation was the top focus for client-side marketers, and second highest for agency side marketers. 10 months and a global pandemic later, the solutions that MA provides continues to support teams through times of stretched resource, budget cuts and uncertainty of the future of their market.

Topics: Marketing ROI, B2B Marketing Automation, B2B Marketing Strategy, Marketing Automation, martech

B2B marketing ROI – does anything else matter?

Posted by Kenneth Connolly on 22-Sep-2015 17:00:00

As the number of communication channels available to B2B marketers continues to grow, so too does the metrics which can be tracked and measured – e.g. Likes, shares, Retweets. But are any of these as important as measuring ROI? According to, ‘93% of chief marketing officers say that they are under more pressure to deliver measurable ROI’ – so apparently not.


Topics: B2B marketing, B2B Marketing ROI, Marketing 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.

Topics: Marketing ROI, B2B ROI

B2B marketing ROI – are you using specious reasoning?

Posted by Kenneth Connolly on 12-Aug-2015 15:34:00

According to the Oxford dictionary, the definition of specious is ‘superficially plausible, but actually wrong’. For those of you who are fans of the Simpsons, you may remember the episode where Lisa uses specious reasoning to sell Homer a rock which apparently keeps tigers away. Her comeback when Homer asks how the rock works is a simple one… “It doesn’t work, it’s just a stupid rock, but I don’t see any tigers around here”. And this got me thinking, are marketers using specious reasoning instead of ROI to justify their worth?

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

How to use innovative B2B marketing to become a market leader

Posted by Kenneth Connolly on 19-May-2015 17:43:00

Topics: B2B Leads, B2B marketing, B2B Marketing ROI, Marketing ROI, measurable marketing

How to Measure B2B Content ROI

Posted by John Hatton on 06-Jan-2015 16:42:00

Most of us are aware that content is great for business – it helps with SEO, generates engagement and can be used to nurture leads in a (relatively) cheap way. That’s why companies are creating more content than ever. The chances are you are one of them, or at least considering it. I know this because according to The Content Promotion Manifesto, over 2.73 million blog posts are published every day.

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

B2B - Measuring ROI From Direct Mail

Posted by John Hatton on 09-Sep-2014 16:39:00

Topics: B2B, B2B Marketing ROI, Marketing ROI, B2B Direct Marketing, Direct mail marketing, B2B direct mail, ROI, Direct Mail, Direct Marketing

B2B Lead Generation: Fouls to Avoid During the World Cup & Beyond

Posted by Aimee Binstead on 04-Jun-2014 08:21:00

With just 8 days until the start of the FIFA 2014 World Cup and billions of viewers ready to tune in worldwide, what better way to look at the topic of B2B lead generation, than in relation to one of our other favourite topics; football. Now, when it comes to football, a foul is generally defined as, 'an unfair act by a player which is deemed by the referee to contravene the game’s laws'. The rules of effective B2B lead generation are not quite so clear-cut, but the repercussions of committing a ‘foul’ are clearly shown in a lack of consistent, high-quality leads that convert to paying customers. In order to generate B2B leads that result in ROI, understanding the acts that harm a marketing campaign, as well as those that benefit it, is vital. So, what are the fouls of B2B lead generation and are you committing them? 

Topics: B2B Lead Generation, B2B Leads, B2B marketing, Marketing ROI, Generating B2B Leads, B2B New Business, ROI

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.

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

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.

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. 

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...

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.

Topics: B2B Inbound marketing, B2B marketing, B2B multi-channel marketing, B2B Marketing ROI, Marketing ROI, B2B ROI