b2b marketing tactics

Is it worth advertising on search engines other than Google?

Google is, without a doubt, the most used search platform in the world. It sees about 7 billion searches every day, and has become such an integral part of everyday life that it’s transformed from a noun to a verb. The answer to any questions these days? “Google it”. Because Google has the monopoly on search engines, it seems like the obvious place to put an advertisement. Google search and display ads are popular tactics amongst all kinds of businesses. With 86% of the market using Google, your ads have the chance to get in front of READ MORE ›

By Nicholas Steffens|Tactics|

Finding rhythm: When’s the right time to talk to your buyer?

When a buyer is ready to talk, we need to talk with them right away. And if they’re not, we need to follow up. But what is the right cadence? How quickly should I follow up? How quickly should my next and my next and my next correspondence be? How many should there be? Landing the right cadence - That's what we're going to explore in this month’s blog. Timing is everything When you say something is just as important as what you say. Imagine you've been used to receiving emails every month notifying you about a READ MORE ›

By Hugh Macfarlane|Evergreen, Velocity|

How to Recover from a Marketing Mistake

In marketing, we all make mistakes. So much of our work is automated that it's really easy for them to happen. Nevertheless, it's not about whether you do or don’t make a mistake, but how well you recover. That's what I want to talk about today. https://www.youtube.com/watch?v=uUVgj22LGFM&t=3s Not all mistakes were created equal I think it helps to separate mistakes: There are simple mistakes, things like, “Hi Firstname.” Frankly, we’ve all done it. It’s embarrassing when it happens and awful when you do it for a customer – as we did a couple of months ago. It READ MORE ›

By Hugh Macfarlane|Evergreen, Tactics|

Why email newsletters don’t work [video]

Email newsletters don't work. That might be an unpopular opinion- but it's true! Email newsletters are poor marketing tactics, simply because your inactive buyers don't care about your new features, your recent wins, or your stellar hiring decisions. They simply don't care about your news. This isn't a recent change. Email newsletters have never been a good tactic for the reasons I explained. But email marketing can be your most powerful tactic. The difference? Well, it's the content, of course. https://www.youtube.com/embed/P7G3uTjZrT0 Why email newsletters don’t work Flip your perspective just for a moment. Become one of READ MORE ›

By Hugh Macfarlane|Tactics|

3 ways to use personalised video as a marketing tactic

With so much of our marketing automated these days, how do you become really, really personal? I'm going to show you how to get very personal with your market today using personalised video. Three ways to use personalised video as a marketing tactic: You’re talking to a prospect and you want to show that you’ve done your homework, you really understand them, things that they’re trying to deal with, and you wanted to appeal very personally to earn the right to a meeting with a high-quality target, or high-value target. A "how to" video using screen share. READ MORE ›

By Hugh Macfarlane|Evergreen, Tactics|

Never copy marketing tactics

Should you copy marketing tactics from a competitor or your own past successes? The answer is categorically "no", and I'll show you why. I'll also show you how to build a tailored campaign based on your unique market segments instead! https://www.youtube.com/watch?v=_2xVxeaWhOE We all learn from each other, and the more experience you accumulate, the more value you bring to your company. So, copying is inevitable. Today I'm going to show you two strategy examples that show why copying marketing tactics - at least copying in their entirety, is not the way to go. Who matters just as much READ MORE ›

By Hugh Macfarlane|Evergreen, Tactics|

5 Reasons Why Events are a Must-Do B2B Marketing Tactic

At align.me, we run a lot of B2B marketing events – for ourselves and for our Marketing Services clients These range from small, boardroom discussions with just a handful of prospects in a room; to larger, forum-style events with various decision makers and companies in attendance. Regardless of the size or format, the objective is always the same: to get a bunch of targeted individuals together, and have them acknowledge the problems they face in their business – problems that we, surprise surprise, happen to be well-equipped to solve. Although events require a lot of preparation READ MORE ›

By Hugh Macfarlane|Tactics|

4x engagement from good customer onboarding for SaaS

Woo hoo! A hundred new trial users signed up to your application. Do you celebrate? Not yet. I want to explain the benefits of customer onboarding for SaaS (software as a service). Signing up for a trial is obviously a long way short of the finish line. Converting these trial users to paid subscribers is a clear next focus. But even paid users aren't over the line yet, either. The moment of purchase or trial is just the start of a mini journey. We need to get the user to the next incremental value as READ MORE ›

By Hugh Macfarlane|Tactics, Velocity|

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 Hugh Macfarlane|Tactics|

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 Hugh Macfarlane|Tactics|