Our Blog

Check out our blog on all the current topics influencing B2B funnel marketing from ABM to Pipeline Management. Select a category or simply select the recent posts at the top of the page.

People: the Key Ingredient in Successful B2B Marketing

People: the Key Ingredient in Successful B2B Marketing

Funnel Marketing Marketing Operations Marketing Strategy
Tips for Facilitating Self-Care in Remote Working Environments​ If 2020, under Covid, has taught us anything about B2B marketing then...
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Why The Annual Marketing Plan & Budget Should Be More Than a Paper Exercise

Why The Annual Marketing Plan & Budget Should Be More Than a Paper Exercise

Marketing Operations Marketing Strategy
So it’s that time of year again: time to justify a small increase in next year’s marketing budget – or,...
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The ‘Silver Bullet’ Syndrome in B2B Marketing

The ‘Silver Bullet’ Syndrome in B2B Marketing

Analytics and Attribution Data Strategy Funnel Marketing Marketing Strategy
It is natural to look for the ‘silver bullet’ – the simple solution to a complex problem – but it...
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A Beginner’s Guide to Successful B2B Email Marketing

A Beginner’s Guide to Successful B2B Email Marketing

Content Marketing Demand Generation Digital Marketing Lead Generation Marketing Strategy
With all the focus given to inbound marketing by companies like HubSpot, you might be forgiven in thinking that sending...
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10 of the Best Digital Marketing Strategies for Startups

10 of the Best Digital Marketing Strategies for Startups

Digital Marketing Web Marketing
Digital marketing can seem like a bit of a minefield for the startup business that is selling to other businesses....
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What is B2B Marketing Process? 5 Processes You Need to Know

What is B2B Marketing Process? 5 Processes You Need to Know

Analytics and Attribution Content Marketing Marketing Operations Martech
As someone who has been intimate with digital and marketing operations for over 10 years, I find myself talking a...
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Are Marketing and Sales in B2B Still Living on Different Planets?

Are Marketing and Sales in B2B Still Living on Different Planets?

ABM Funnel Marketing Marketing Operations Marketing Strategy Martech Sales Pipeline
When, back in 2013, I rolled-out training for the new ,Sales & Marketing SLA (service level agreement) at Basware I...
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Process and Objectives – then programs and tactics!

Process and Objectives – then programs and tactics!

Analytics and Attribution Marketing Operations
When I engage with a new client or lead a new marketing team, I'm often struck by how the drive...
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Social Networking: what does it offer B2B Marketing?

Social Networking: what does it offer B2B Marketing?

Digital Marketing
Like many marketing professionals, I have spent the last 18 months or so trying to get to grips with the...
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It’s a Dirty Job, But Someone’s Got To Do It – Marketing Operations!

It’s a Dirty Job, But Someone’s Got To Do It – Marketing Operations!

Data Strategy Marketing Operations Marketing Strategy Martech
Enabling growth by bringing people, process, data and systems together Introduction 10 years ago, Scott Brinker, the doyenne of the...
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Performance Measurement: 5 Tips From 10 Years of Progress!

Performance Measurement: 5 Tips From 10 Years of Progress!

Analytics and Attribution Funnel Marketing Marketing Operations Marketing Strategy Uncategorized
Introduction I wrote the ,original article on performance measurement in B2B marketing back in 2010. It is as relevant today...
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Timely Engagement with Buyers Drives Sales Funnel Conversion

Timely Engagement with Buyers Drives Sales Funnel Conversion

Content Marketing Data Strategy Digital Marketing Marketing Strategy Sales Pipeline
Introduction Before ABM; before all of the other B2B marketing catchphrases reinvented by technology vendors – ‘customer experience’, ‘content marketing’,...
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B2B Content Strategy –

B2B Content Strategy –

Brand and messaging Content Marketing Marketing Strategy Web Marketing
How Successfully Are You Engaging and Converting Your Buyers? Introduction This is the third in a series of Blogs on...
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Always Be Moving – CTAs, KPIs, Tracking & Attribution in B2B Marketing

Always Be Moving – CTAs, KPIs, Tracking & Attribution in B2B Marketing

Analytics and Attribution Demand Generation Funnel Marketing Lead Generation Marketing Operations Martech Sales Pipeline
Introduction There is a famous speech in the 1992 film ‘Glengarry Glen Ross’ (warning: expletives!) given by Alec Baldwin, which...
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Identifying Buyers and Influencers in B2B marketing

Identifying Buyers and Influencers in B2B marketing

Analytics and Attribution Data Strategy Funnel Marketing Lead Generation Marketing Operations Marketing Strategy
Introduction Arguably the hardest part of B2B marketing is understanding the audience you serve. While, in FMCG (fast-moving consumer goods)...
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Creating a B2B brand strategy that really engages

Creating a B2B brand strategy that really engages

Brand and messaging Marketing Strategy
Brand Strategy This is the second in a series on B2B marketing strategy. In our first Blog, we talked about...
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Content is King in B2B Demand Generation

Content is King in B2B Demand Generation

Content Marketing
Personalised, Relevant Content Things have moved on considerably in the last 10 years and creating 'stickiness' on your site is...
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B2B Marketing Automation Continues its Inexorable Rise

B2B Marketing Automation Continues its Inexorable Rise

Martech
Yesterday, Demand Gen reported that Marketo has signed up 700 customers in two years, grew 315% in 2010 and has...
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Is B2B Marketing Changing Fast Enough?

Is B2B Marketing Changing Fast Enough?

Marketing Strategy
'Despite the rapid, decade-long growth of Google and other digital forms of advertising, traditional channels still commanded 66% of B2B...
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So How Does Twitter Help B-To-B Marketers?

So How Does Twitter Help B-To-B Marketers?

Digital Marketing Marketing Strategy
Twitter is one of those Marketing 'Tools' which I suggested last week could provide a new way to reach out...
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Integrating Marketing with Sales to Track Results

Integrating Marketing with Sales to Track Results

Analytics and Attribution Marketing Operations Sales Pipeline
Long time, no post...! Apologies to all (two?) of you who have been hanging on my every word and are...
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Content generation for lead nurturing in a 1-to-1 world

Content generation for lead nurturing in a 1-to-1 world

Content Marketing Demand Generation Funnel Marketing Lead Generation
In this networked world it remains a challenge to take potential buyers through a truly personalized interactive experience with your...
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Performance Measurement in B-to-B Marketing

Performance Measurement in B-to-B Marketing

Analytics and Attribution Digital Marketing Funnel Marketing Marketing Operations
Marketing in technology markets has become increasingly focused on measurable outcomes. As Marketing execution becomes more and more digital, Marketers...
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What happened to B2B Marketing Strategy?

What happened to B2B Marketing Strategy?

Marketing Strategy
B2B marketing has changed B2B markets continue to see major disruption from global competition, new market entrants, new technologies, shifting...
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What’s So New About ABM?

What’s So New About ABM?

ABM Analytics and Attribution Demand Generation Funnel Marketing Marketing Strategy Sales Pipeline
Surely, B2B Sales & Marketing has always targeted accounts! Account-Based Marketing (ABM) has received a significant amount of attention from...
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Marketing Leadership in Changing Times

Marketing Leadership in Changing Times

Marketing Strategy
Marketing is experiencing unprecedented change. From Social networking to Customer Relationship Management (CRM) and Marketing Performance Management (MPM). How it...
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What can B2B Marketing Learn from Covid-19? Is this a ‘new normal’?

What can B2B Marketing Learn from Covid-19? Is this a ‘new normal’?

Marketing Operations Marketing Strategy
As we emerge, blinking in the light, from several weeks of enforced lock-down in our homes, we are already seeing...
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5 Ways to Kill Off Your B2B Marketing Automation Project – Revisited

5 Ways to Kill Off Your B2B Marketing Automation Project – Revisited

Digital Marketing Marketing Operations Martech
In ,,March 2011, I looked at some of the factors that I felt were likely to hold back the nascent...
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Focus on Marketing Metrics: should we be doing more?

Focus on Marketing Metrics: should we be doing more?

ABM Marketing Operations
I was inspired by a great Blog from Mashable to look at some of the current thinking on Marketing measurement....
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Automating Demand Generation: will we follow the SFA model?

Automating Demand Generation: will we follow the SFA model?

Demand Generation Funnel Marketing Lead Generation Martech
A History of Failure As someone who has worked in the computer software industry for 15 years, I am painfully...
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5 Ways to Kill Off Your B2B Marketing Automation Project

5 Ways to Kill Off Your B2B Marketing Automation Project

Data Strategy Digital Marketing Funnel Marketing Marketing Operations Marketing Strategy Martech
Recent experience has reminded me that, as we in B2B seek to implement enterprise-class tools to support our marketing efforts...
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Optimising Digital Channels for Conversion in B2B

Optimising Digital Channels for Conversion in B2B

Analytics and Attribution Demand Generation Digital Marketing Funnel Marketing Inbond Marketing Lead Generation Marketing Operations Web Marketing
In previous blogs in this series, I have considered the importance of clearly defining target personas and then using engagement...
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Managing and measuring performance of the B2B sales funnel

Managing and measuring performance of the B2B sales funnel

Analytics and Attribution Demand Generation Funnel Marketing Sales Pipeline
IntroductionThis is the second part of my post on what it takes to enable timely engagement with buyers in the...
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What is holding back the B2B market from adopting MAPs?

What is holding back the B2B market from adopting MAPs?

Marketing Operations Martech Uncategorized
A recent article in DemandGen report suggests that Marketing Automation Platform (MAP) vendors may suffer a dip in their revenues from a market...
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7 Steps to Effective Pipeline Management – Part 2

7 Steps to Effective Pipeline Management – Part 2

Analytics and Attribution Demand Generation Funnel Marketing Lead Generation Sales Pipeline
IntroductionThis week I’ll continue my look, started with last week’s Blog, at Marketing’s contribution to sales pipeline and how the...
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7 Steps to Effective Pipeline Management – Part 1

7 Steps to Effective Pipeline Management – Part 1

Analytics and Attribution Demand Generation Funnel Marketing Sales Pipeline
The primary driver of B2B Marketing in high-tech markets is to feed the sales pipeline and generate a quantifiable contribution...
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What Did MySpace do Wrong…. if Anything?

What Did MySpace do Wrong…. if Anything?

Digital Marketing Marketing Strategy
Time Magazine reported yesterday that MySpace is expecting to be sold off imminently by News Corp, but in the meantime...
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Thoughts on 2010 for B2B Technology Marketing

Thoughts on 2010 for B2B Technology Marketing

Marketing Strategy
It's that time of year: time to reflect on what became of 2010 and look forward (hopefully) to 2011. For...
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Thoughts on Business-to-Business High-Tech Marketing

Marketing Strategy
As a B-to-B Marketeer for over 25 years, 19 of which have been in high-tech, I have been involved at...
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