More change in marketing B2B marketing, as always, is under increasing pressure to change. More than 80% of marketing execs say they need to restructure marketing to better support the business.* But this change has created the perfect storm: Customers are buying at arm’s length. Marketing is reaching buyers earlier and staying involved after sales… Read on >

The B2B marketing press is awash with talk of the ever-evolving buyer. We know they’re doing it on their terms: self-educating through their buyer journey. In fact, they’re spending more time, more resources and taking longer than ever to come to their own decisions. The age of the customer We’re witnessing a shift in power…. Read on >

Our content marketing efforts aren’t working. Not for us and not for our audiences: Only 30% of B2B marketers rate their organisations as “effective” at content marketing.1 86% of buyers say content is neither useful, relevant, nor aligned with needs of people in the buying decision.2 Almost four out of five IT pros don’t complete… Read on >

Sales enablement: the time is now

February 21, 2018

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Sales leaders are looking for help. They want you to drive demand, obviously. But they also want you to help their teams sell. That’s right: sales enablement is back on the menu. Recently, Sirius Decisions found that “enablement” is what sales wants most from marketing. Demand creation came second – even though many people see… Read on >

GDPR questions

6 lesser-known facts about the GDPR

November 20, 2017

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With all the bluster about GDPR going around: the copious marketing emails, events, seminars and eBooks floating around, there still seems to be some basic misunderstandings about what’s happening in May 2018. As we approach the New Year, I thought I might weigh-in to dispel a few misconceptions we discussed at a recent DirectionGroup GDPR… Read on >

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 >

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

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 >