Platforms for success in B2B marketing

Don't spread your social media marketing too thinly Choose the channels that offer the highest lead conversion rates Less really is more I touched upon the importance of social media platforms for B2B companies in our previous blog, '5 B2C…

The consumerization of B2B marketing

Digital marketing can be divided into paid, owned and earned media Earned media is the icing on the marketing cake when engaging audiences Companies should follow the trifecta rule for content marketing - Pay for it, Own it, Earn it!…

How do you solve a problem like Maria?

It seems a lot of PR companies spend their time filling out time sheets just to show how much effort they've put into making no progress for their clients. And funnily enough, it always seems to be the client's fault…

Teflon Trump’s amazing exploitation of ‘earned’ media

Is Clinton's lack of earned media prolonging her struggle with Sanders? Trump's controversial nature pulls in billions in earned media Twitter has remained Trump's most valuable tool, exploited 24x7 So who would have thought it. Hillary Clinton had just one…

The Cultivation Game

Lead generation AND cultivation: a potent marketing mix Understanding your audience is the first step to a solid communication strategy that gets you noticed Reach prospects with consistent messaging across every communication platform People have developed an ability to overlook…

B2B marketing, PR and the sales process – filtering prospects down the sales funnel

You've aligned the marketing and sales, but it doesn't stop there Three ways external communications can guide prospects toward the sales team I recently authored a blog on aligning marketing and PR with the sales department to help create a…

Getting closer to your sales team – marketing and PR is part of your sales process

Many companies are producing great content, but is it benefiting the revenue cycle? Getting buy-in from your sellers is the key Setting up an asset library helps the bottom line We've all been there when it comes to requests for…

Influencing the influencer – cementing the content relationship

You've done the legwork. You've researched the influential industry figures you want to engage. But how do you shift from acquiring background information to actively engaging and co-operating with influencers? Well, if it's any consolation, you've already surpassed many of…

Identifying the influencer – the first steps to a successful B2B influencer programme

You have a successful ongoing marketing campaign. As a successful B2B marketeer you know how important it is to build long term trust in your product or solution, because it's not like consumer marketing. In B2B many buyer's careers depend…

Balancing content creation with content curation – maximising the reach of your B2B communications

Marketing departments are busy creating content, regional teams are at it too, high level executives and even product development guys are getting in on the act. Quite simply, many are awash with content. But recent research shows that over 60%…