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 Account Based Marketing (ABM) then perhaps nothing major has changed in your approach. When you have laser focus on the handful of top accounts you want to acquire or grow, …
How to get an Account Based Marketing programme up and running Read More »
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 …
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 …
From Features to Figures: How to Change the Perception of Marketing Read More »
ABM is a hot topic and a focus for many B2B marketers today. But is it all hype or is ABM the hero that marketers have been waiting for?
6 minute read 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 …
Identifying unique value: The power of asking ‘So What?’ Read More »
Key Highlights Global comprehensive structure for consistent product launches Increased consistency of commercial outcomes Best practice sharing across geographically dispersed teams Increased speed and efficiency of launches The Challenge A client with a global presence launched products and services in different ways across regions leading to inconsistent commercial outcomes. The global ‘team’ operated independently meaning …
Improving commercial outcomes through a consistent global Go-To-Market structure Read More »
Key Highlights Over 30 per cent year on year revenue growth 10 per cent reduction in marketing spend Over achievement on lead generation targets by 150 per cent New planning process, clear priorities and defined Key Performance Indicators (KPIs) The Challenge Our client had an informal, unstructured approach to marketing. Everyone in the marketing team …
If you don’t have a plan, how will you know if your marketing is working? Read More »
Key Highlights 9 per cent increase in average order value within 3 months. Average number of products per order increased from 1.2 to 1.8 creating stickier customers. Increase in social engagement and web inquiries. Quarter on Quarter sales pipeline growth. The Challenge The client had a strong dependency on price promotions and offers to generate …
Selling the problem you solve, not the product you make. Read More »
This use case demonstrates the impact a customer-led content strategy had on our clients business.