inspired-thinking

Inspired Thinking: Leads to Revenue

November 14, 2016

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The marketing landscape has changed. Technology has given marketers new ways of working and more visibility of their effectiveness than ever before. And that’s a very good thing. However, over the last few years, as people have got excited about technology, such as marketing automation, I’ve seen a particular view emerge. Some marketers now see creative as almost a ‘hygiene factor’. They’re more focused on an agency’s ability… Read on >

Sales and marketing

We Need a Sales and Marketing SLA

November 7, 2016

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Like a pair of bickering siblings, sales and marketing often don’t get on, despite being on the same side. Respect can dwindle. Resentment builds. Misunderstandings proliferate. And, eventually, communication breaks down altogether and the two teams work in silos. But, let’s get something straight. Customers and prospects don’t care if they’re dealing with marketing or sales. They’re too well connected… Read on >

image: from leads to revenue

Revenue might seem like a logical way to measure the success of B2B marketing activity. But, for many tech businesses, it seems like a pipe dream. The leads-to-revenue story is one of evolution. In the past, B2B marketers struggled to translate leads into pounds and pence. That was sometimes down to poor technology. Often, it was down to the relationship between sales and marketing…. Read on >

Sorry! You Can’t Automate Marketing You Don’t Have.

It sounds trite, but it’s true. So many organisations are sold on the conceptual ideals behind marketing automation and think it will be marketing’s panacea. The reality is, marketing automation systems are just that – automation systems. They can replace a great deal of manual effort, but only if you’re currently engaging in the type… Read on >

Partner marketing: 5 key challenges

Partner marketing: 5 key challenges

March 24, 2016

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I’ve just spent the last three weeks in the presence of 40 marketing peeps from IT channel partner organisations. I’ve been talking to them about their challenges, the need for change in their marketing activities and their business models. During the conversations, we’ve covered a breadth of topics and I thought it might be useful… Read on >

awards-blog-2015

‘tis the season to be…

November 13, 2015

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I would say “merry,” but I’d get blasted for talking about Christmas too early! Award season is upon us and just as we are gearing up for a night of festivities at the B2B Marketing Awards in London, the shortlists for the Drum Network Awards have been released and we’ve been nominated for another three… Read on >

From sales support to sales enablement

August 18, 2014

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How to bring together the sales and marketing functions – and achieve a B2B Marketing Award shortlist position while you’re at it. We are delighted that our submission into the 2014 B2B Awards for a sales enablement programme we developed for Zebra Technologies achieved a shortlist position in their “Best Integration of Sales and Marketing”… Read on >

As marketers, we are guilty of using lots of marketing jargon. Not only marketing jargon, but those horrid, over-used phrases like “think outside the box” and “blue-sky thinking.” It’s not big and it’s not clever. However some terminologies we use, and sometimes ram down throats, are important and necessary. Take “value proposition” for example. We… Read on >

eoin

Marketing automation is getting lots of air-time (again) in B2B spheres of late. Many are sold on the utopia of self-running campaigns, clear analytics and greater marketing ROI with limited budgets. While these are some of the benefits of a well deployed programme, many companies fail to realise the true benefits of the tools because… Read on >