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 customers using demographic, psychographic (behavioural… Like finding a needle in a haystack? Identifying Buyers and Influencers in B2B

Account-based marketing does not remove the need for a strong brand. It increases the importance of a consistent explanation of why the business is relevant. A bespoke programme cannot indefinitely… Your brand strategy should make the buying decision clearer

As B2B markets continue to see major disruption from global competition, new market entrants, new technologies, shifting supply chains and price erosion, the job of the B2B marketing professional is… B2B Technology Marketing

Introduction Most teams agree alignment matters. The difficulty is turning agreement into specific decisions and daily working practices. Account-based growth provides a useful focus: shared accounts, buying groups and objectives.… Sales and marketing alignment needs an operating agreement

Introduction As we emerge, blinking in the light, from several weeks of enforced lockdown in our homes, we are already seeing a number of claims for how the ‘new normal’… What can B2B Marketing Learn from Covid-19?

Digital marketing can seem like a bit of a minefield for the startup business that is selling to other businesses. Startup businesses selling to consumers are increasingly ‘digital first’ since… 10 of the Best Digital Marketing Strategies for Startups

The primary driver of B2B Marketing in high-tech markets is to feed the sales pipeline and generate a quantifiable contribution to revenue targets. Marketing is primarily thought of in the… 7 Steps to Effective Pipeline Management – Part 1

I recently came across the findings of a survey conducted by Patricia Seybold Group and the Information Technology Services Marketing Association (ITSMA) into data-driven marketing. It may not come as a surprise to… ‘You can’t manage what you don’t measure’ – but Marketing will try anyway..

I’ve been experimenting with Soapbox a lot over the past few months with the goal of making the best video possible. As with any kind of software, there’s always going to be… How to Make a Great Presentation Video with Soapbox

A recent article in DemandGen report suggests that Marketing Automation Platform (MAP) vendors may suffer a dip in their revenues from a market valued at $325m in a recent analyst reportin 2011 because the 50% growth… What is holding back the B2B market from adopting MAPs?