Tactics

How to build a business case for content marketing

By now you should know that just because your buyer doesn’t want to progress right now, doesn’t mean they never will. Recycling is mandatory, and in order to make the most of your list and establish a successful funnel, leaked buyers must be carefully nurtured through this process. What many Sales and Marketing people don’t realise is that recycling can actually be the difference between a 2% and 20% share of the market. The reality is: if you aren’t doing it, you should be! In this blog, Hugh explains the four keys to effective recycling. He READ MORE ›

By Hugh Macfarlane|Tactics, Velocity|

Do you know how to webinar?

In today’s global market, webinars are a great marketing tool as they have the ability to erase the barriers of time and geography, making it easier for everyone to access content no matter the time or place. Webinars can we be watched live or for those that are time poor, on-demand at a time that suits them best. More importantly, they’re a great medium to directly interact with your clients and prospects on a large scale. And as the cost per head is lower than traditional face-to-face event marketing, your marketing dollar is well spent. Underpinning align.me’s READ MORE ›

By Annelies Huls|Tactics|

How to close more deals by closing less often

The harder you work on closing, the less successful you are at it. That has always been true for sales and I am going to show you why it's true for marketing, as well. In a recent blog I showed you why trying to make your funnel flow faster is folly. Apologies for the alliteration, but basically, we can't go faster or slower than the buyer wants us to go and I showed you why that was the case in a recent blog. In this blog, I am going to show you why our focus shouldn't READ MORE ›

By Hugh Macfarlane|Tactics, Velocity|

Why business must shift budget from Sales to Marketing

The simple answer to this question is because the way your customers are buying is changing. But here is the explanation. Multiple respected research firms such as Forrester, Gartner, The Corporate Executive Board and IDC are finding that today's buyer is 'self serving', finding the information they need to help move along their buying cycle without any intervention from the vendor at all. Research has shown that B2B buyers are completing between 60 - 90% of their buying journey before contacting any vendors. They are downloading content, joining in discussions on social media, such as LinkedIn, watching READ MORE ›

By Chris Fell|Strategy, Tactics, Velocity|

5 Key Indicators of a High Performing B2B Marketing Strategy

Marketing. The colouring in department or an integral function in achieving your business and revenue goals? More than ever, marketing should have a permanent seat at the board room table. Is your marketing department contributing what they should to your business growth goals? Here are 5 key indicators of a high performance marketing team. The evolution of the buyer’s journey, whereby newly empowered buyers conduct their own research before talking to a sales person, means that marketing teams are taking on an expanded scope of responsibilities. This is a real challenge for many marketing teams that are used READ MORE ›

By Chris Fell|Strategy, Tactics|

SEO for video: the ‘why’ and ‘how’ for B2B marketer Pt.2

By Yulia Edirisinghe A while ago, we blogged about how clever keyword optimisation and hosting on YouTube can help boost your video's search ranking on Google. However, given the growing importance of video as a B2B marketing tactic, and the ever-changing landscape of search optimisation, it is likely that these methods alone will not guarantee you the top spot. But luckily, there are a few other tricks that will help you get your video content to the top of the search results, and in front of your prospects. 1. Begin your promotion immediately after posting How READ MORE ›

By Yulia Edirisinghe|Tactics|

Do event invites convey Valid Business Reasons (VBR)?

By Yulia Edirisinghe In B2B marketing, events are one of the most frequently leveraged tactics, and whether it is a large event, a trade conference, or a small format event in your boardroom, the success of an event hangs on getting the right people in the room. So your event invitation is key. It has to: Successfully convey what the event is about, while being coy enough to peak the recipients’ interest to find out more; Allow for a process of self-qualification, making sure the people who attend are those you want to have a conversation READ MORE ›

By Yulia Edirisinghe|Sales, Tactics|

3 Hot Tips For Managers To Improve Your Lead Generation Process

The increasingly digital world in which we all live is a giant portal of buying information and data; a tsunami of content at the fingertips of any purchaser with an Internet connection, which lets face it - is everyone, all the time on any device. With market research reporting over 85% of B2B purchasers start their buying journey online and on average 60% of the purchasing process being completed before speaking with sales, it's critical the senior executive team adapts its lead generation process to match the buyer's new purchasing process. Many firms don't have an end-to-end READ MORE ›

By Chris Fell|Tactics|

Content marketing for lead generation: New research!

Content marketing's star continues to rise in its role as a key tactic for lead generation. B2B businesses need to address the increasing importance of content marketing according to just-released research from well respected MarketingProfs and the Content Marketing Institute. Further insight has made it increasingly clear that "random acts of content marketing" simply don't work. Firms need a planned approach to systematically drive quality leads. Some key takeaways: Content marketing usage rates are up from last year. Marketers with a documented content strategy are having the greatest success. For those firms who describe themselves as effective READ MORE ›

By Chris Fell|Tactics|

The 7 things every business leader needs to know about their website design

We are well and truly in the era of the online buyer. Every business needs to understand how buyers commence their buying journey and how to exert influence over that journey each step of the way. Your website plays a crucial role in hooking and reeling in interested buyers.This means your business needs to provide a compelling reason for buyers who are searching online to come to your site. What is it about your website that is compelling, relevant, authoritative and well, just downright helpful? What do you mean your website content is all about your world READ MORE ›

By Chris Fell|Tactics|