Marketing is constantly and rapidly evolving. Learn how to keep your marketing fresh and lively to grow you audience and your business.
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In B2B marketing, a team of people reaches purchasing decisions. Find out how different types of individuals in that team can influence your relationship and how to tailor your approach based on what matters to them.
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AI is making a huge impact in the marketing world. Read this to learn how B2B marketers can most benefit from using Artificial Intelligence whilst avoiding important pitfalls.
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Marketing automation helps your sales and marketing teams communicate better with your prospects, leads, and customers. When a user visits your website, it makes it easy to understand their interests and buyer journey. With this insight you can create dynamic content marketing, landing pages and email campaigns that help convert leads to sales.
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Agile digital marketing helps teams to collaborate and meet challenges using continual testing. When combined with the power of marketing automation, an Agile marketing methodology can really take your digital marketing strategy to the next level.
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Trade shows provide opportunities to meet customers, prospects and partners in person. Clever use of Marketing Automation and Content Marketing can take this experience to the next level. Here’s what you can do before, during and after a trade event.
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While technology and automation are vital tools for marketing communications, putting people at the centre of your marketing strategy is the key to creating a customer experience that matters.
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Pillars are the themes or topics that are integral to communicating your company’s offer to your ideal audience. Your pillars are defined by what you want your brand to be known for and who your audience is and what topics they need information on from you.
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We live in a market that values experience. Just as much as in the business-to-consumer (B2C) world, business-to-business (B2B) brands need to deliver moments that matter for their customers. But how to determine if you’re delivering a good customer experience (CX)? What customer analytics should you track to know if you’re meeting your customer experience goals? How do you turn someone’s experience with your brand into a measurable outcome?
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Customer experience is influenced by every interaction: digital engagement, purchase, product use and customer service. B2B organisations need to be careful that they don't differentiate between what they sell and how they sell it. Instead, branding and marketing become an intrinsic part of the organisation's service offerings and in doing so becomes a part of the greater customer experience.
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B2B customers do not entirely turn off their consumer mentality when they switch from a personal buying mode to a business focused one. B2B brands must be just as aspirational, desirable, relevant and engaging as B2C brands.
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No matter what your business is selling, the first step in devising a marketing plan is to identify your target demographic. At present, it seems that most strategies in most industries are being designed to attract Millennials. In doing so, businesses that offer professional services or industry expertise all too often overlook the generation that preceded them. Considering the fact that Generation X currently holds the majority of senior and executive level management positions worldwide, such businesses might want to reevaluate their marketing strategy.
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LinkedIn is now a core component in many B2B lead generation and content marketing strategies. The company can now claim to operate the world's largest professional network on the Internet, with over 660 million members in over 200 countries and territories. It is time to take a serious look at the potential of building a LinkedIn B2B content marketing strategy.
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As B2B marketers, we sometimes unconsciously put ourselves in the place of our targets without even realising. Our B2B marketing strategies often consist of communicating the same way we like to consume digital media. And that might not be the way that appeals most to our target fish.
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To stay competitive in an ever-expanding digital universe, brands need to be on top of the latest trends and look to find gaps and tools to use to their advantage. Consider that last year the majority of businesses planned to increase their investment in the already crowded digital marketing sphere. In the UK and North America, brands upped their marketing technology budgets by 44 per cent (£40bn), and it was forecast that by 2020 digital's share of total advertising spend would reach 50%.
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Dynamic content allows you to communicate more effectively with your target audience. In dynamic emails, the email subject line, imagery, and body of the email can all be personalised based on who is receiving the mail and what you already know about them. Rather than sending broadcast emails providing generalised information, you can send the information they need with truly persuasive CTAs that nurture them through the buyer's journey.
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When it comes to marketing your brand effectively, personalisation is the name of the game. People want to see online content tailored specifically for their needs and preferences wherever they go. Whether they are browsing shows on Netflix, shopping on Amazon, or simply looking up information on the web, customers are more engaged and responsive when presented with personalised content.
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Gaining the attention of your target audience is the equivalent of getting a foot in the door. Without the ability to hold their attention and transform their passing interest into something more tangible, you merely have numbers. A successful Conversion Rate Optimisation strategy is the key to unlocking the potential of your online audience and transforming it into a significant for your business.
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The customer journey map provides an educated model of how various prospects might interact with a business at different touchpoints before making a purchase decision. The map might need to be adjusted to take into account the buying patterns and needs of various customer personas, or different customer groupings who have different reasons for using your product or service. Each persona may act differently or require specific information for their buying process.
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Our current wave of digital, technological and industrial change has the potential to transform more than their immediate markets. Will new jobs spring into being as these old ones are eradicated? It has happened previously, but are things different this time? New technologies have usually created new types of jobs, but will this always be the case in the era of AI?
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