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 >

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 >

Worldwide Partners

The World Is Ours

September 6, 2017

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Global marketing just sounds so glamorous, doesn’t it? On paper, the idea of leveraging a strong strategic and creative thought across multiple geographies is undoubtedly a great concept, saving time, effort and cost and ensuring a high degree of consistency. The reality, as we all know however, can be very different. As more and more… 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 >

If I could bottle it, I would…

January 12, 2016

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If I could have bottled the team spirit and positive atmosphere at our recent Christmas party, I have no doubt that I could make millions. The party in question was undoubtedly fuelled by alcohol and Christmas spirit; it was also a celebration of a team that enjoys not only working (hard) together, but playing (hard)… Read on >

Marketing for tech, tech for marketing

November 17, 2015

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Marketing has not just embraced technology; it has become dependent on it in the pursuit of the new Holy Grail of the marketing mix; what Marketo call ‘Engagement Marketing’. As people spend more time on tablets, mobiles and laptops, marketing has had to adopt technology and digital in a big way. It’s done this to… Read on >

New brand, same DNA

March 19, 2015

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Today marks a very special milestone for DirectionGroup as we proudly unveil our new brand identity to the market at large. Yes, it’s in response to an ever changing marketplace and the need for us to evolve. Yes, it reflects our progressive and adaptive approach as a company. And yes, as we celebrate thirty five… Read on >

A recent edition of B2B Marketing magazine boldly sported the headline ‘Death of a Salesman’ on their front cover posing the question ‘Have empowered buyers and marketing tech killed sales?’ Although a contentious question to pose, undoubtedly the role of sales is a subject under discussion in most organisations as digitisation and buyer empowerment continue… Read on >

We are very pleased and proud that a Social Media campaign we worked on for our client Avaya has earned a prestigious slot in the soon-to-be-published ‘The Best Digital Marketing Campaigns in the World II.’ Full of behind-the-scenes insights into campaign strategy, implementation and results, the book explores how businesses and agencies large and small… Read on >

With the shift from ‘push’ to ‘pull’ marketing putting prospects in the driving seat, one of the key challenges for B2B marketers is how to connect with senior level management and how to create communications that resonate with this audience. Contrary to the idea of being insular entities that pay little heed to marketing, the… Read on >