Is your marketing team deliveringor are they “just doing stuff ”? I was having breakfast recently with the CMO of a major US-based software company when he said something that really struck a chord…we were discussing how his team are operating and he commented, “it feels like we’re ‘just doing stuff’ at the moment but aren’t […]
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Account-Based Marketing Framework In my previous post ‘How Account-Based Marketing is Changing the Face of B2B’, I highlighted how Account-Based Marketing, or ABM, is becoming the standard practice for companies and brands when targeting business customers as they micro focus on individual accounts and the stakeholders within them. However, how do you do this? How […]
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Feedback loops are essential to our development and success. They are the basic mechanic for how we learn and grow as human beings. As we progress through our everyday lives, we constantly use feedback loops to guide us; making observations, corrections, and taking actions based on feedback from an array of different sources. Evolution itself […]
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Account-Based Marketing or ABM is the new black when it comes to B2B. With ABM, rather than targeting broad company groups, i.e. large enterprises, industry sectors, or businesses based in geographic locations, you take a more focussed, ‘laser-guided’ approach. ABM targets specific companies or accounts, and then the individuals within those organizations with personalized content […]
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The One Page Account Plan Template Developing an effective plan to drive sales with a specific client or account is a discipline that many businesses either neglect completely, or can spend inordinate amounts of time on looking at in infinite detail (only for the plan to be obsolete before it’s been implemented). The disciplines of […]
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2016 has seen some significant shifts in the B2B marketing landscape; yet 2017 is likely to witness even greater developments as the pace of technological innovation accelerates; competitive pressures increase in more challenging market conditions; and buyers demands become heightened given their experiences as consumers. Here therefore are my top 10 B2B marketing trends 2017: […]
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Established companies and brands are increasingly working with startups to enhance their own capabilities and create new competitive advantages. This trend is growing, and will continue to grow, as more and more organizations are recognizing the benefits, and seeing the results of collaborating with startups. Here are ten key reasons for established businesses to be working […]
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Marketing has progressed more over the last 5 years than in the last 5 decades. Technology has fuelled innovation that has moved customer experiences and built new expectations, which in turn have driven further technological advances and innovation. The IoT era will result in even more sweeping changes to our lives, our work, and our communities […]
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Guest Post by Simon Ensor, Managing Director of Yellowball For the vast majority of us (including myself) it appears that it is in our nature to want to complete tasks that have a more immediate deadline, compared with tasks that have an ambiguous deadline. A prime example in a small business would be prioritising administrative […]
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This morning I was fortunate enough to attend a talk by Twitter co-founder (and as he pointed out, patent holder), and the current co-founder / CEO of Jelly Industries, Biz Stone. Having met with and seen live a number of the startup world’s ‘rockstars’, Biz was absolutely one of the most engaging, entertaining, insightful and inspirational […]
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