How do you help buyers move between each stage in the buyer’s journey?

B2B marketing and the Black Swan [video]

I've just been reading Nassim Nicholas Taleb’s book, The Black Swan. It is a fantastic book with some really important lessons for marketers. Essentially, a Black Swan is a rare, unpredictable and big impact event. Despite this, we try to retrospectively fit justification to explain why it occurred. If your forecasts are less than 100% accurate, then there are some great lessons in today's show. https://www.youtube.com/embed/qtmJMdgz7Cc What he said: Let me give you the theory of The Black Swan. Taleb makes appropriate apologies to West Australians, my fellow countrymen, about Black Swans, because over there they're READ MORE ›

By |Strategy, Tactics|
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A basket full of nurtures – our favourite tactics for recycling [VIDEO]

[av_video src='https://www.youtube.com/embed/4lwElgCZYEs' format='16-9' width='16' height='9'] How do you get those recalcitrants - the nervous nellies and those past failures - into your funnel as quickly as possible? A part of the answer is you probably don't want them there quickly. You want them there confidently. You want, for them to want, to really be in your funnel. In this week's show we're going to explore the difference between nurturing and recycling, and some of our favourite tactics for carrying that nurture message.

By |Tactics|
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Landing page experiment and 5 big lessons for B2B

Have you ever run an AB test or an experiment? We do them all the time, but in B2B marketing there’s a few little traps that can catch you because the data can tell you lies and you’ll form the wrong conclusions. I’ll show you how to avoid those wrong conclusions and to use tests to optimize all of your marketing. The first thing I want to address is why we do these tests and why we take them through to the conclusion of trying to be statistically significant.  First, we can get really big improvements READ MORE ›

By |Tactics|
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What to tell your clients when you’ve made a mistake

Hello. We all make mistakes. Hopefully not too often, but mistakes do happen. How do we decide what to tell your clients when you have made a mistake? That's what I wanted to explore today. I had a really high value conversation with a client just this morning, and I want to share with you lessons that he and I learned from that conversation. Tell the affected clients everything. Tell them the value that you hold as a business, and what that means to them as a client. That you did make a mistake, what you're READ MORE ›

By |Tactics|
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How to find contact details in 6 steps [video]

</div> How to find contact details when you can't get them from a list broker? Today I'm going to review 5 blogs with really practical tips, and then I'll trump the lot of them with a way better approach. This is how to find contact details. It's great. For B2B, we often begin with a list you can buy from a list broker. Frankly, this is almost always a good idea if it's complete enough, up to date enough, and narrow enough. The problem is that we often want a pretty niche list like people who READ MORE ›

By |Tactics|
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Cold email templates [video]

We were asked to look at cold email templates for B2B. We found 16, and unpacked what we think the essential common elements are of the recommendations. We've added one really critical missing ingredients. It's important. We've added it in, and we've created our own template that you can base your own cold email template on. Today, I'm going to start with the conclusions right up front, then I'll give you the research that led to those conclusions, and then finally I'll end with our cold email template for B2B. Here's what we learned: Provide a benefit READ MORE ›

By |Tactics|
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The importance of CRM in B2B

CRM for B2B is different. A good B2B CRM is built for the sales people first. That's despite all my strongly held beliefs about alignment. There is simply no point getting marketing and sales aligned around CRM if the sales people won't use the CRM, so start with a good B2B CRM is going to be designed for sales people first. Frankly the next time I hear somebody say, "B2B and B2C are the same", I am going to scream. The only people who ever utter such rubbish are consumer marketers who haven't got deep experience of READ MORE ›

By |Tactics|
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How to write an email for Lead Generation

  Email remains a killer lead generation tactic, despite everything that's new. And so in this episode, I've assembled five great lead generation email examples and I offer seven steps to completely nailing email lead generation. Here are my seven steps to powerful B2B lead generation, born from those five great lead generation email examples and a bit of thinking. Step one: build campaigns for each segment and divert the traffic to those campaign paths early in their cycle. Two: offer the most valuable, most personalized lead bait you can afford to build. I'll give you some READ MORE ›

By |Tactics|
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How to create a social media marketing plan for B2B

  I was asked by a listener to discuss how to build a social media marketing plan for B2B, and frankly I'm not sure you should. Social media, like any other set of tactics, should be seen in context. Firstly, it needs to be sales and marketing plan. Secondly, your sales and marketing plan can't just deal with a single set of tactics. All of the tactics connect. What's going to happen before, what's going to happen afterwards, what's going to happen alongside, in the buyer's journey. Contextually, we need to see the social media plan in READ MORE ›

By |Tactics|
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