Onboard with lead nurture

April 10, 2018

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Four home truths to face first Done well, lead nurturing can improve lead generation efforts. Done badly? You might just be spamming your most engaged followers. As marketers, we’re often so keen to generate engagement that we’re not prepared to deal with situations where it doesn’t lead to a sale. Lead nurture is the sharpest… Read on >

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 >

I’m losing count of the number of conversations I am having with organisations who claim to do sales enablement (SE). Flinging bits of content that marketing has created for demand generation purposes into a portal (that sales never visit because it takes hours to excavate what is needed) does not a sales enablement strategy make!… 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 >

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 >

It’s that time of year when the marketing bods in the know scramble to assemble their top list of predictions for the incoming year. We’re delighted to now look back and say that our predictions from last year which included “exploding marketing technology” and the “rationalisation of content, from quantity to quality” were absolutely on… Read on >

Video 101: Shooting the interview

April 30, 2015

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It occurred to me that I’d been involved so many video productions over the years that I could be in a position to impart some well-earned snippets of information. Some of it gleaned from accepted working practices and some from actually getting my hands dirty and ‘styling it out’ on the hoof. No-one’s an expert… Read on >

Everyone’s a critic

March 31, 2015

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If there’s one thing I’ve learned in my years as a video producer in this market, it’s that the ‘field of play’ for generating successful business to business video is beset with many pitfalls. Video is still relatively new for most corporates. In fact, despite the industry hailing video as the new gold rush, most… 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 >