Beyond attention-grabbing statistics: How to find real value in research-led content marketing

Journalists have a saying that company research reports are often a last ditch, ‘Hail Mary’ attempt by companies to grab headlines when all other ideas have run dry – but is this always the case?

The three essential elements of account-based marketing: generating revenues rather than leads

Today’s B2B buying personas have changed – they are millennials Gen X, Y and even Z! What worked today, may not work tomorrow – and the traditional marketing approach of appealing to broad groups has come under increasing scrutiny from…

‘The Death of Third-party Cookies’

Google is one of the last but the largest search platforms to still rely on third-party cookies, so an end to this usage could spark major disruption for marketing strategies.

Throwback Friday: The clock is TikTok-ing down for B2B marketing

New research on video usage for social media marketing underlines the growing influence of TikTok in this Throwback post.

Throwback Friday: Playing the long game – How brands can come off better through tough times

As businesses look to manage costs during this disruptive period, marketing and PR budgets come under review. But as our own research during the pandemic found out, in the B2B world this is an opportunity to show your business value…

The metaverse is coming. B2B marketers should start taking notes…

As soon as Mark Zuckerberg renamed his Facebook empire Meta, we all knew instinctively that the Metaverse was going to become part of our lives, with expansion forecasted at a compound annual growth rate of nearly 48%...

The search is on for content-driven SEO – what’s changed in the past two years?

Last week my colleague Elizabeth Quinlan took a step outside the box of SEO into Brain Engine Optimization – this week we focus on SEO and its relationship to content marketing.

It’s SEO but not as we know it! How PR and marketing pros should leverage the oldest search engine in the world – the human brain – in a digitally distracted world

With all the latest digital advancements in the world of PR and marketing, it can be easy to lose sight of what really drives B2B sales – people! In this time of digital overload, PR and marketing pros are competing…

July Hots Up – Heatwaves, Thought Leadership and Prime Placements

July kicked off with a new arrival to the team. My name’s Caitlin, I’m IBA’s new Graduate PR Executive, and I’ve spent the past month learning the IBA PR and Marketing ropes!

Throwback Friday: How ‘Brand Stretch’ will always Give Savvy Businesses New Market Opportunities

If you’re unaware of brand stretch as a strategy, this involves taking existing products or services and extending them into new markets, regions or forging a new path for them entirely.