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
It is natural to look for the ‘silver bullet’ – the simple solution to a complex problem – but it seems that in business-to-business marketing… Read More »The ‘Silver Bullet’ Syndrome in B2B Marketing
With all the focus given to inbound marketing by companies like HubSpot, you might be forgiven in thinking that sending out email is dead. But… Read More »A Beginner’s Guide to Successful B2B Email Marketing
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?
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 Before ABM; before all of the other B2B marketing catchphrases reinvented by technology vendors – ‘customer experience’, ‘content marketing’, ‘sales enablement’ – there was… Read More »Timely Engagement with Buyers Drives Sales Funnel Conversion
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