marketing skills

Five key skills every B2B digital marketer needs

Digital marketing is, by nature, a creative industry. And while people often come into the industry rearing to go with innovative ideas, but there's more to marketing than just a creative itch. Whether for those starting in B2B digital marketing, professionals who are deep in their career, or business leaders looking to hire the next best digital marketer, there are various skills and attitudes to the role that, if overlooked, may be leaving people at a disadvantage. Overlooked areas in B2B digital marketing Marketing is an industry that is constantly evolving as new tools and technology pop READ MORE ›

By Callum Youla|Skills|

Being authentically useful with your content marketing

As a company, we're pretty successful sales and marketing specialists (if I do say so myself). As part of our everyday offering we: plan the sales and marketing for many large and small companies globally contribute to a part of the marketing for a handful of large companies - also globally do (almost all of) the marketing for around 50 smaller Australian businesses. But at the same time, our own marketing often suffers. We don't have enough time, worry that we don't have enough worthy ideas, and sometimes struggle with a consistent brand voice. We work super READ MORE ›

By Hugh Macfarlane|Tactics|

Why case studies can be your most valuable assets (and how to use them)

We know that B2B has a longer and more complex buying process than B2C, and therefore a longer buying journey. The key element of B2B marketing is connecting with the customer at the point they're at in their journey. Then, moving them onto the next step (and the next, and the next…) It's a careful balancing act that's important to get right. Go too hard too soon, and you can say goodbye to that prospect. Don't make your case hard enough when they're ready, and they'll wave goodbye to you and head for your closest competitor. Usually, READ MORE ›

By Bella Newton|Tactics|

The absolute basic sales & marketing must-do’s for DIY B2B digital marketing

In a perfect world, businesses across Australia would have access to the means to perform high-quality, efficient B2B digital marketing practices regularly. However, if this last year is anything to go by, for many finances are tight and extra time is non-existent. This means business leaders are faced with the tough choice of where to invest their resources. The reality is that many small B2B businesses can't afford outsourced marketing functions - or professional in-house teams - due to low revenue and the need to be cautious with expenditure. For these businesses, many are moving towards undertaking READ MORE ›

By Callum Youla|Tactics|

The missed link between tactics and strategy

We know that if you change your strategy, you need to change your tactics. But the reverse is just as true: If you change your tactics, you might be changing your strategy (or at best, contradicting it) unintentionally. In my November blog, I argued that as we start to emerge from a torrid 2020 into an uncertain 2021-2, we have to be ‘OK’ about a seeming contradiction: that stability was still crucial, but we need to be comfortable pivoting both strategically and tactically. I want now to argue that we have to be very intentional about those READ MORE ›

By Hugh Macfarlane|Strategy|

Should you outsource your B2B marketing? (Yes, probably – here’s why)

Back in 2008, when the global financial crisis hit, many businesses were looking for ways to cut down costs – fast. There was a mass-culling of staff and marketing teams were one of the first to be bid adieu. But those businesses that wanted to keep selling knew they’d need some kind of marketing support. So, they looked for external experts who could help at a lower cost – and outsourced marketing services took off. Over the last several years, outsourcing has really caught on. It’s gone from something only big companies do to something businesses of READ MORE ›

By Bella Newton|Strategy|

How to use your website data to improve business outcomes

Gathering information about potential customers is a critical component of your B2B marketing strategy. Without it, you won't know where to target your marketing efforts, what strategies to implement or how those efforts are being received. As the saying goes: "what isn't measured can't be managed". Successful business owners understand the importance of assessing the market to make informed decisions that align with internal goals and external market forces. By monitoring how potential customers interact with your website, you can leverage data-driven tactics to improve their experiences; building visibility, engagement, clicks and conversions for your brand. Website READ MORE ›

By Nicholas Steffens|Tactics|

An outsourced design specialist dumbs down design: 5 tips for making your DIY design better

Let’s start by saying that design is definitely not something you want to go halves on. It’s a vital part of marketing and great design requires professional work. But we also need to be realistic. Even though professional design is ideal, we all know it’s not always possible. When it comes to a quick social post or maybe a last-minute PowerPoint presentation, if you don’t have an internal designer or outsourced design service (or time enough to find one), a DIY job can sometimes be enough. With tools like Canva at our fingertips, more and more people READ MORE ›

By Ellie Doolan|Tactics|

5 Key Skills of a Marketing Manager

What skills does a B2B Marketing Manager need? Do a bit of research, and you'll discover this question is harder to answer than first thought. Everyone has an opinion - and it seems many of these are different. Cutting these skills down to just five really important traits? Even harder. A lot of the confusion stems from inability to differentiate between "Marketer" and "Marketing Manager". They're different roles and need different skills. Want to know what skills a great (digital) Marketer needs? We've outlined that here. This blog (and video) will focus specifically on the skills READ MORE ›

By Hugh Macfarlane|Evergreen, Skills|

What is B2B Marketing? [video]

What is B2B Marketing? If you think the answer is obvious, and even too basic to discuss, why does everyone get it so wrong? Let's explore a few notable definitions and build a simple, clear answer. https://www.youtube.com/watch?v=VdH-YdIgsdo Here's my take. A definition of B2B Marketing B2B Marketing is the process of planning and executing strategies and campaigns that position your brand in the chosen category(ies) with the businesses most likely to buy, and then creates demand for a well-aligned sales force. To do that we need to: Agree with Sales what problem you are best-equipped to solve Agree READ MORE ›

By Hugh Macfarlane|Skills|