Tips for Facilitating Self-Care in Remote Working Environments If 2020, under Covid, has taught us anything about B2B marketing then surely it is the significant… Read More »People: the Key Ingredient in Successful B2B Marketing
So it’s that time of year again: time to justify a small increase in next year’s marketing budget – or, more likely, minimise the reduction… Read More »Why The Annual Marketing Plan & Budget Should Be More Than a Paper Exercise
As someone who has been intimate with digital and marketing operations for over 10 years, I find myself talking a lot about process, workflow, data… Read More »What is B2B Marketing Process? 5 Processes You Need to Know
When, back in 2013, I rolled-out training for the new ,Sales & Marketing SLA (service level agreement) at Basware I would sometimes liken the Sales-Marketing… Read More »Are Marketing and Sales in B2B Still Living on Different Planets?
When I engage with a new client or lead a new marketing team, I’m often struck by how the drive to ‘get things done’ in… Read More »Process and Objectives – then programs and tactics!
Enabling growth by bringing people, process, data and systems together Introduction 10 years ago, Scott Brinker, the doyenne of the marketing technology industry, wrote his… Read More »It’s a Dirty Job, But Someone’s Got To Do It – Marketing Operations!
Introduction I wrote the ,original article on performance measurement in B2B marketing back in 2010. It is as relevant today as it was then –… Read More »Performance Measurement: 5 Tips From 10 Years of Progress!
Introduction There is a famous speech in the 1992 film ‘Glengarry Glen Ross’ (warning: expletives!) given by Alec Baldwin, which reflects the ‘Hero’ Sales culture… Read More »Always Be Moving – CTAs, KPIs, Tracking & Attribution in B2B Marketing
Introduction Arguably the hardest part of B2B marketing is understanding the audience you serve. While, in FMCG (fast-moving consumer goods) marketing, companies will differentiate target… Read More »Identifying Buyers and Influencers in B2B marketing
Long time, no post…! Apologies to all (two?) of you who have been hanging on my every word and are therefore disappointed that it’s taken… Read More »Integrating Marketing with Sales to Track Results