You understand the importance of content marketing. We are creating more content and we are consuming it more carefully, so good content really matters. I scoured some great sites, looking for the best tips on content marketing and in particular, a content marketing plan template. I’ll take you through these articles and then share with you our template for creating a content marketing plan. https://www.youtube.com/embed/V-64_3dZnSA I found lots of great ideas about how to approach and create content and, some good individual element templates, that is, templates for building some of the pieces, but, not so READ MORE ›

What do you need in a B2B marketing plan template? Well, if a template is sort of part process guide, and part communication, then the process would want to be good, and the communication would want it to be clear. I did a bit of research including Marketo and Brainrider, and came up with a few examples. Let me show you what I found. https://www.youtube.com/embed/hqBZ37ur5hg In the template itself, we need a few things: Objectives; The problem that you solve; Who you solve it for, that's your target market; How you solve it, of course that's READ MORE ›

Good B2B email marketing examples are few and far in between. That's a real pity because 90% of B2B marketers use email marketing, 30% of them cite email marketing as their biggest revenue earner, and adding new subscribers to their email marketing as their highest priority. No wonder another study showed that it's a 40 to 1 return, and every dollar spent on email marketing generates $40. https://www.youtube.com/embed/JgV00HIQ8bY The B2B email marketing examples that I found suggest we need to do 5 things. Sell the value of reading the email in the subject. Use the buyer's READ MORE ›

B2B buying behaviour is changing. How is it changing? What do buyers need? What should our strategies be to take advantage of that? There are four big changes that need to be made. https://www.youtube.com/embed/dAW5vJNLfyc The four big changes are: The commoditisation of industries; The rise of procurement kind of related; The changing nature of the active selling that's changing a lot; The rising role of risk. There’s a link between point three and point four. Buyers want less content, more one on one, more insight, and they want collaboration and co-creation. Therefore, we should segment according READ MORE ›

Looking to build B2B CRM strategies? A lot of the fundamentals are really important. The devil is in the details but neither the fundamentals, nor the details are hard to get right. https://www.youtube.com/embed/7NDkvtsvXU8 I asked Dr. Google what advice he'd give someone looking for B2B CRM strategies and the essence was five points. Work out what you want your customers to do, and build your CRM to manage that progression. Segment your database according to where they are in their customer journey. With acquisition, B2C is mostly about data and segmentation and B2B needs these, plus READ MORE ›

https://www.youtube.com/embed/JPeroZL8wzQ I've done some research into marketing planning systems. Let me show you what I found. Our research suggests that marketing planning systems should: Set clear goals Describe a situation Choose a clean and unique proposition Set a differentiated strategy Choose promotional tactics Set action plan Detail the resources and financials Allow you to consider using a framework, using data, and using consultants or facilitators. These are good headings for marketing plan, but that isn't what I was looking for. I'm looking for marketing planning systems. Let me show you what I found, and then I READ MORE ›

At Christmas each year, the boys and I make our regular trip down the coast to spend a few blissful weeks soaking up the sun and surf.  We take the fishing rods and spend many hours with a line in the water, hoping to bring home dinner. But this year my son Jack cracked it!  “Dad, I want to go catching not fishing, why can’t we go on one of those boats out to sea? There are lots of fish there!” Knowing that I was never going to hear the end of it, I paid the high season rate of READ MORE ›

What's in the best marketing plan? How do you pull the best marketing plan together? https://www.youtube.com/embed/ZgXDOwYSpvY I went Googling to find that answer and here's what 5 articles told me. Ask tough questions. Describe your situation. List goals for one year. Identify why people will buy. Your target. Your competition. Your tactics and your brand positioning strategy. Set a budget. Write it in somewhere between 1 and 200 pages. Take 2 months to plan. Communicate your plan widely. Let me take you quickly to those 5 articles, because I want to explain why that's the worst READ MORE ›