Tactics

B2B advertising [video]

Unlike in consumer marketing where advertising may will be your first choice, in B2B marketing, often advertising is the last tactic that you’ll choose, but that’s not to mean that it’s not a great tactic. It’s not to mean that we still don’t need to master it like we need to master every other tactic. Today, I’m going to take a look at some great examples of B2B ads, some papers on what works and why, and give you some conclusion for you to use B2B advertising effectively for your business. Let me start with a READ MORE ›

By Hugh Macfarlane|Tactics|

Sales and marketing blogs [video]

Indexes of thousands marketing blogs are great for SEO. Make really sticky content. Today we're going to review five of those indexes and explain how, and why, the sites have created those indexes of thousands of marketing blogs. Let's start with I've concluded and then I'll explain why I've concluded that. Number one: find the best blogs that you personally enjoy reading. There's no point creating content that you're not personally interested in. That's inauthentic. Secondly, though edit that list with your audience in mind. Third, summarize the content and link fully. Don't steal copy. You're just READ MORE ›

By Hugh Macfarlane|Sales, Skills, Strategy, Tactics|

B2B email examples and 8 actionable tips [video]

Email marketing remains one of the most effective tools in a B2B marketer's arsenal, but what really works? Today, let me share with you some great B2B email examples and eight actionable steps that you can take to improve your B2B emails. Let me start with the tips first. There are eight of them. The first tip is make it all about them, not you. Pack as much unique value into your email as you can, but invert the triangle, that is, pack the value into the beginning. Use as few words as you can, but as READ MORE ›

By Hugh Macfarlane|Tactics|

Content marketing training [Video]

Journalism isn't dead, but I wouldn't want my kids studying it at university. Consumers and brands are producing more content than journalists. Or you could say they're journaling more than journalists. But is your content any good? And how do you get good at writing great content? Today we're going to look at content marketing training. Today I'm going to show you over a hundred content marketing training options. We'll view them briefly, but let me give you first a framework for choosing what your content is supposed to be doing before you get good at READ MORE ›

By Hugh Macfarlane|Skills, Tactics|

How to get Leads from LinkedIn [video]

Hi again, LinkedIn's core value proposition remains pretty much the same. It legitimizes putting your CV online, keeping it up-to-date, and putting your best foot forward for future job prospects, for most people. That's fundamentally its core proposition. A lot of us use it for different purposes, but that's essentially it. That, therefore, means that lots of people keep their profile really up-to-date, which makes it a great source for leads. Today, I want to explore how to get leads from LinkedIn. I've explored great advice from other bloggers, including a couple of our own articles, and READ MORE ›

By Hugh Macfarlane|Sales, Tactics|

Brand identity template for B2B [video]

Brand matters. It matters to you and it matters to your customers, what you stand for, and how you stand for those things really does matter, but how do you create a brand that really stands out? That's why in today's show, I'll give you a great brand identity template for B2B. This week we're going to take a look at brand and specifically through the lens of brand identity template. We'll look at 50 brand identity templates and synthesize them, and then explain why they fundamentally, all of them collectively and individually miss the mark, completely READ MORE ›

By Hugh Macfarlane|Tactics|

Five steps to get your partner marketing plan to stick

Your ability to get traction with a partner marketing plan has almost nothing to do with the length of a document and a lot to do with how many people and who built it. We've been working quite closely with a large vendor on building partner marketing plans over the last couple of years. I want to share with you a little of what we've learned today. I've personally led the building of over 400 Go to market plans for vendors, and now in the last couple of years have led an initiative for the building of READ MORE ›

By Hugh Macfarlane|Tactics|

B2B advertising strategy in 7 steps [video]

You don't need any more leads. Seriously, you don't need any more leads. Well, at least you don't need any of the wrong kind of leads. Your B2B advertising strategy needs to be set to generate more of the right kind of prospects. There's simply no point spending any money on dealing with leads, generating or dealing with leads of the wrong sort. With digital advertising, you get so much immediate and powerful feedback that you'll very quickly get absorbed into the ideation, creation, testing, measurement, improvement cycle, and that's a good thing. It'll generate great results, READ MORE ›

By Hugh Macfarlane|Tactics|

Long tail search for B2B [video]

Hello. We're going to talk about long tail search today. Slight change of form if you're used to watching my video blogs, they're a little bit more produced than this is, and the next 3 are going to be somewhat in this format. Leanna, who normally produces my videos, is in New York, Talon who's being trained is already becoming great, but he's got a lot on his plate, so I'm going to make the format quite simple. Also I'm traveling, so I need to do them remotely anyway. So, slightly different format, but I'm going to READ MORE ›

By Hugh Macfarlane|Tactics|

6 reasons to use LinkedIn for business [video]

There are plenty of how-to blogs, videos and other web pages for LinkedIn. The bigger question is why use LinkedIn for business? There is no doubt that having your CV online is a great idea for getting recruited. Get busy. And sure we should be promoting our businesses via all channels. The problem is that every communication has a curve to learn and then another to master the channel. LinkedIn, like any medium, takes time to master. Let's agree that even the smallest business should have a basic company page, and every person - employee or READ MORE ›

By Hugh Macfarlane|Tactics|