People are buying differently today, such as tapping their social media network for recommendations and reading expert reviews online. This has forced marketers to look at new ways of engaging with...
Insights
Read our insights blog for some sharp takes on the world of marketing and technology. Marketing postsFeatured
11 tips for creating ‘smarketing’ content
The latest buzz word, ‘smarketing’, is all about better aligning sales and marketing to improve communication and performance to create more leads and increase profits. All too often sales and...
Marketing
Maximizing your assets: CEO and top exec personal brands are good for business
As much as 44% of a company’s market value can be attributed to the reputation of an organization’s CEO. However, not every company has recognized the potential of their CEO and other top executives...
How to use data-driven insights to improve market orientation
Market orientation is a marketing philosophy that put consumers at the heart of marketing. It is all about creating products and marketing materials based on the needs and desires of customers....
Don’t focus on the product features, tell a compelling story
Content marketing presents challenges in any industry but especially in B2B technology. The hours spent creating, distributing and measuring content while trying to educate an audience about complex...
ABM making waves in B2B tech marketing
Account-based marketing is growing in popularity in the business-to-business (B2B) tech industry, as vendors and service providers look to target their sales and marketing efforts more accurately....
Missing the target: have you gone overboard on customer segmentation?
B2B marketers typically want to segment their audience into vertical industries, grouping together clusters of companies that have similar pain points and desires, and which they can then feed with...
The problem with marketing automation
There's no question that vendors of marketing automation software are very good at selling their wares. Forrester estimates that by 2023, the global marketing automation market will surpass $25...
Hitting the sweet spot with vertical marketing
Over the 15 years that we have been helping tech businesses with marketing content, vertical marketing is a theme that comes and goes regularly. However, marketing is only one part of a vertical...
How will GDPR impact marketing?
The much talked about European Union (EU) General Data Protection Regulation (GDPR) is coming into effect on 25 May 2018 and will apply to the UK, despite Brexit. It marks a milestone in data...
11 tips for creating ‘smarketing’ content
The latest buzz word, ‘smarketing’, is all about better aligning sales and marketing to improve communication and performance to create more leads and increase profits. All too often sales and...
AI: A disruptor for B2B marketing
From voice-powered personal assistants like Siri to connected cars - AI is changing our lives. And it is about to revolutionize B2B marketing. But do you really know what this big disruptor is...
Can we really measure how effective content is?
The white elephant in the room when it comes to digital marketing is measuring the effectiveness of content. Is it even possible to calculate an ROI on a blog, press release, infographic or...
Technology marketing is not about marketing technology
As the dizzying array of martech platforms begin to dominate B2B marketing, we’ve found our clients increasingly ask us to help them understand an implement automated content marketing campaigns....
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