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 |Tactics, Velocity|
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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 |Tactics|
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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 |Tactics|
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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 |Tactics|
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Refresh your marketing with a website lead gen engine

Is your business trying to make sense of all this new fangled {insert your chosen word - inbound/digital/online/website/internet} marketing? Are you unclear exactly how spending your precious time and money on social media, blogging, search engine optimisation, landing pages and so on, is actually going to generate any new leads - let alone new business? Don't worry you are not alone! Many medium and small businesses are in the same boat. But the evidence is now very strong that the inbound marketing (our preferred phrase) tail is wagging the marketing dog! It's time for a fundamental refresh for your approach READ MORE ›

By |Tactics|
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How to generate B2B marketing content

What is the best way to gather and generate new content for white papers, blogs, videos, presentations or other marketing collateral and tactics? We got inside the heads of two leading content generators – Hugh Macfarlane, Founder and CEO of align.me and author of The Leaky Funnel and Adam Posner, Founder and CEO of Directivity – to find out how they come up with new, exciting, and relevant content. If you’ve ever attempted to start a blog, prepare collateral, or build a presentation, you’d know that generating content is not always easy. There are obstacles and READ MORE ›

By |Tactics|
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Linking Buyer’s Journey, Your Pipeline & Revenue Goals

The changing shape of the buyer's journey has introduced a raft of new issues for sales leaders who are trying to manage sales pipelines and generate accurate revenue forecasts. Prospects are leveraging the internet and business social media to do their research - and engaging sales people later in the decision making process. In fact, the latest research from the CEB suggests that the typical B2B buying-decision process is 57% complete before a salesperson is even actively involved. By that time, the prospect is a long way down the path of scoping their needs, establishing their priorities, READ MORE ›

By |Strategy, Tactics|
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B2B Marketer’s guide: Building buyer personas that work

  Content marketing is rightly undergoing a renaissance. It's seen as the key to engaging with your target audience when your buyers are (almost) all going online to commence their buying journey (over 80% of B2B buyers according to Forrester.) But here's the bad news. Most B2B Marketers just don't understand their target buyer's world and particularly their purchasing journey. How can B2B marketers generate effective content if they don't undertand the world of their reader, listener or viewer? How do you build messaging for your website, for your emails and newsletter? The key word here is READ MORE ›

By |Tactics|
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Top 5 locations for CTA Buttons for lead generation

  Converting site visitors to leads is a fundamental early step in making your site a lead generation machine. Call to action buttons are a key tool. This blog shares some ideas and experiences of what works. You can add your calls to action anywhere you like, however, there are five places that you cannot afford to ignore. Pretty much every page on your site is an opportunity to convert a visitor to a lead. 1. Bottom of a blog post The bottom of your blog posts is the ideal location to add a relevant call to READ MORE ›

By |Strategy, Tactics|
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Write web content that gets read: 7 tips for B2B Marketer

  Do you LOL and ROFL; perhaps you often exclaim OMG, or on particularly bad day are you driven to declare...WTF? Well here is a new acronym to add to your dictionary...TLDR. which according to Copyblogger stands for "Too Long Didn't Read." Its  excellent post  lays out a prescription for writing content that's designed for the web. Web usability research has shown that almost 80% of web users scan what they are reading. B2B Marketers need to take a scalpel to their content and adapt their style of writing and layout to convert those scanners into readers! READ MORE ›

By |Tactics|
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