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 >

Research. If it won an Oscar, it’d probably be best-supporting actor. In a rock band, it’d most likely be on drums. Or backing vocals. And in a Michelin-star restaurant, it wouldn’t have its name over the door. The chances are it’d be a sous chef. Research is never usually centre stage. We decided to change… 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 >

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 >

ABM | The New B2B Marketing Must-Have

October 24, 2016

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Account-based marketing (ABM) is creating a lot of buzz right now. And for very good reason. It is delivering bigger deals within target accounts and proving to be a veritable lead-to-revenue marketing success story. To find out more about it, I spoke to Bev Burgess, Senior Vice President & Global ABM Council Leader at ITSMA, the pioneers of ABM. DG: Why is ABM so hot right now? It… Read on >

Image credit: Matthew Corley / Shutterstock.com   Chances are, unless you’ve been living underneath a rock for the last two weeks, you’ll know what Pokémon GO is. It’s smashed all records for app downloads during launch week. It’s also set to earn Apple around $3 billion over the next 12 – 24 months. And forgetting about… Read on >

Are You a FREE Thinker?

July 19, 2016

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Even if you ignore the now disproven (and non-existent) research by Yale Psychology department, it’s a fact that for many people, the word FREE is the most powerful word in the English language. Not convinced? Check out anything by US DM writing guru Herschell Gordon Lewis, and you’ll see things my way. The trouble is,… Read on >