Insights

If ever there was a time to relish the annual marketing planning cycle then surely the thought of closing the door on 2020 and looking ahead to 2021 must be right up there! There are few who would challenge that 2020 has been an Annus Horriblis but it would be unwise to think that 2021 will be smooth sailing! Anticipating a few bumps in the road next year…

What’s changed? Right now, we are all responding to fast changing market conditions. Yet if you are responsible for B2B Marketing Strategy and run 1:1  Yes, in general buyers needs have changed, budgets have changed and our lives have changed. Like many B2B Marketing leaders, you will be asking your team to review all your…

We recognise that our target customers are not necessarily where we expect them to be or behaving in a way that we’re accustomed to. Sentiment is changing by the hour and is significantly different by region. Virtual meetings and demo’s are replacing in-person contact. PPC conversion rates are fluctuating wildly. The effectiveness of outbound marketing…

Marketing has undergone a transformation in the last two decades from an art form to a science; a demand and lead generation engine. We’ve all ‘gone digital’ and can measure and optimise at the touch of a button.B2B Marketing is typically much more relationship orientated than B2C. We have a more complex buyer ecosystem and…

How do you measure the contribution of your marketing efforts to the wider business? In your weekly, monthly or quarterly business reviews do you share media plans, creative execution, traffic volumes, click-throughs and MQLs (marketing qualified leads)? Do you get disheartened when everyone decides they’re experts at marketing and dissects the visuals or messaging? Do…

Let me deal with this question straight up – is Account-Based Marketing (ABM) over-hyped? In truth, yes. 

When was the last time you checked whether your positioning really and truly stands out? If you haven’t checked your positioning or customer value proposition and USPs in a while, you must have deep pockets. Why, do I hear you ask? Because if you aren’t unique you have to either be cheaper or spend a…

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A while ago, I shared an article on LinkedIn called 

Setting up a B2B Marketing Strategy business as a marketer, is fascinating. It’s a bit like an architect building their own house – everyone expects it to be and look amazing so the pressure is on! The reality When you start a business, you aren’t just doing the thing you have trained to do (in…