Why lead scoring is essential for B2B organisations

Why lead scoring is essential for B2B organisations

Reading Time: 4 minutes I have the pleasure of serving as the CMO or co-CMO of thirteen B2B Australian organisations at the time of writing this blog. A primary reason leaders procure our Marketing services is the provision of ‘leads’.  “We need leads”, “We want leads”, and “We will be measuring you based on the number of quality leads […]

How often should you update your landing pages?

How often should you update your landing pages?

Reading Time: 6 minutes There is no universal way to guarantee success in the highly dynamic and evolving marketing landscape. You cannot apply a ubiquitous formula for success. Things change, and that too at a fast pace. Marketers must remain up to date with the volume and variety of change. Some areas of marketing, such as design, copywriting etc., […]

The benefits of a Page 1 Google ranking for your B2B organisation

The benefits of a Page 1 Google ranking for your B2B organisation

Reading Time: 7 minutes Organisations today can win at the marketing game through a plethora of vehicles. With so many options available, it is vital to prioritise what will truly benefit your organisation and help meet the business growth objectives. In my experience of working with many B2B organisations over the last twenty years, ranking on Page 1 of […]

Does your organisation need a full-stack B2B Marketing Agency?

Does your organisation need a full-stack B2B Marketing Agency?

Reading Time: 3 minutes What is a full-stack B2B Marketing agency? In contrast with agencies that focus on just one area of marketing, such as running Google Ads, SEO or email marketing, a full-stack B2B Marketing Agency offers a comprehensive marketing solution. A robust strategy underpins each aspect of the marketing solution bringing expertise, clarity and cohesion to every […]

Which Marketing skills make up today’s high performing B2B Marketing Teams?

Which Marketing skills make up today’s high performing B2B Marketing Teams?

Reading Time: 12 minutes The digital transformation of B2B Marketing Just as the world has digitally transformed over the past 20 years, so too has the profession of Marketing. As is mostly the case, B2C marketing is the first sector of marketing that embraces novel ideation and innovation. Eventually, B2B marketing catches up.  I recently had lunch with a […]

Is your organisation’s marketing strategy still relevant?

Is your organisation's marketing strategy still relevant?

Reading Time: 2 minutes When organisations invest in a marketing strategy, it can be easy to adopt the ‘rinse and repeat’ mentality of continually doing what worked in the past. Today, this approach is a failing one. There is no guarantee that a marketing strategy an organisation could once rely upon will continue to be relevant. Failing to consider […]

How well does your marketing team know your product?

How well does your marketing team know your product?

Reading Time: 2 minutes B2B tech organisations face a unique challenge when it comes to marketing. Whether it be a product or service, what they sell is often technically complicated. Complicated enough to preclude many marketers from understanding the very nature of what it is they need to market.  Leaders of tech organisations must approach the function of marketing […]

B2B Marketers – Are your case studies stuck at the approvals stage?

B2B Marketers – Are your Case Studies stuck at the approvals stage

Reading Time: 3 minutes Lead generation and Search Engine Optimisation (SEO) get a lot of ‘airtime’ in marketing articles, meetings with stakeholders and internal marketing discussions. Being a B2B Marketer, I too, am heavily focused on lead gen activities and I believe in the value that SEO brings to an organisation. However, these are top of funnel marketing tactics. […]

Lead qualification best practices for B2B marketing and sales teams

Lead qualification best practices for B2B marketing and sales teams

Reading Time: 5 minutes B2B Marketing and Sales teams should work like trains on different stages of the same journey, with a shared goal: deliver the passengers to their destination. It is not natural for your Marketing and Sales teams to operate like this. They have a shared goal of building out a pipeline of qualified leads, but they […]

Building a combined B2B sales and marketing strategy

Building a combined B2B sales and marketing strategy

Reading Time: 3 minutes The practical difficulty of building a combined sales and marketing strategy B2B sales and marketing have traditionally worked towards a separate set of goals; for example, salespeople might miss out on product strategy discussions despite taking responsibility for selling those products. This can create inconsistencies between marketing’s message and how salespeople pitch the product to […]

B2B lead generation tactics you can begin leveraging now

B2B lead generation tactics you can begin leveraging now

Reading Time: 4 minutes Keep premium content gated One of the tried and tested methods for B2B lead generation is to use gated content. Gated content refers to content that users can only access by entering their contact information. This is a common way for businesses to gather information from the visitors to their website, generate new leads and […]

10 B2B Marketing Trends for 2021

10 B2B Marketing Trends for 2021

Reading Time: 7 minutes B2B Marketing trends for 2021 are being driven by two primary factors: the COVID-19 pandemic, and the increased use of advanced technology by Marketers.