3 key findings from Engagio's ABM 2018 Outlook Survey

3 key findings from Engagio’s ABM 2018 Outlook Survey

By | ABM, Marketing trends, Sales and Marketing Alignment, Sherpa blog | No Comments

If you are a regular follower of this blog, firstly thank you, and secondly, you may have noticed that I have been harping on A LOT lately about Account Based Marketing. Now the sceptics among you may think it has something to do with the fact that we are sponsoring the forthcoming B2B Marketing Exhibition, ABM: Getting it right and making it happen…well you would be correct, but not entirely. The real reason we are talking a lot about ABM and in fact the reason we are sponsoring the B2B ABM expo is simple…ABM works, it is very much here to stay and we at Sherpa are leading the way with delivering ABM through channel partners.

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Can ABM really work in the channel?

By | ABM, B2B, Marketing Strategy, Sales and Marketing Alignment, Sherpa blog | No Comments
Channel marketing is a complex landscape to navigate. A small minority of Vendors and Partners are ahead of the curve when it comes to marketing activities and content distribution, but the majority are struggling to stay ahead, whilst battling MDF issues and sales and marketing misalignment. Channel partners have become accustomed to receiving market distribution funds, but due to the fractured MDF system, do not have the motivation, expectations or marketing expertise for effective delivery, leaving them disengaged. This is amplified by the lack of sales and marketing alignment within their teams, which results in an equally fractured sales funnel. 

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supporting our community

supporting our community

By | Sherpa blog | No Comments

This week our blog is a bit different…we recently sponsored Lulu Murphy on her travels to Cambodia, where she was spending a month with families throughout Cambodia to offer vital development within their villages. We support a couple of local charities – Mind BLMK and BEAT – but as a local teenager, we thought it important to get behind this goodwill mission and offer Lulu some sponsorship…on the condition she write a piece telling us all about how she got on! So, here it is… 

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Sherpa continues rapid growth in Global Operations

Sherpa continues rapid growth in Global Operations

By | General, Sherpa blog | No Comments
We’d like to take this opportunity to introduce our new Client Services Director, Lee Walker, former Business Development Director for Stylus, who has has joined our rapidly growing Global Operations team this week.

Lee brings extensive marketing expertise from previous agency roles and his experience of managing numerous, successful teams throughout his career will be integral in his role as Client Services Director and ensuring Sherpa’s customers continue to be fully supported.

lwalker@mintelLee welcomed his move, saying, “I am delighted to be joining Sherpa as the business looks to continue its successful growth. Sherpa already has a strong client focus, as evidenced by its long-standing relationships and recent business wins. I am joining a remarkable team who are extremely experienced across the full marketing mix, from data management, strategic planning and ABM to content marketing, SEO and paid traffic. The skill set is incredibly diverse and I am confident that through our combined efforts our global operations will not only become more efficient, but also develop stronger and more valuable business relationships with our clients”.

Sherpa CEO, Tom Perry adds “Sherpa has a wide range of clients, made up of some of the largest companies in the tech space at present and as our client base grows and the marketing landscape continues to change, so do the required skillsets of our core team. I am a big believer of championing our team and investing in them, so ensuring the right person stepped in to the role of Client Services Director has been paramount. I have no doubt that we have found someone in Lee who can actively lead our expansion and grow our operations teams as we take on more global marketing programmes.

Our vision of creating the world’s best channel marketing agency requires people of Lee’s calibre and I’m delighted he has joined Sherpa at this time of rapid expansion”.


 If you would like to chat through your marketing requirements or would like to come and meet the team., please get in touch: letschat@sherpamarketing.co.uk / 01234 964000

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5 steps every B2B business should know about building an ABM campaign

By | ABM, B2B | No Comments

Account-based marketing is a hot topic right now, capturing prime-time real estate at marketing conferences, b2b forums and social networks. But while ABM is a trending subject, it’s not necessarily a new idea. ABM is more a convergence of a number of different factors that has made it a central component of any B2B go to market strategy.

In a constantly changing landscape these factors have forced an evolution of the B2B market proposition and as such paved way for this emerging account-based approach:

  1. There has been a maturation of new technologies that allow B2B marketers to identify companies with a higher propensity to buy.
  2. The recognition that growth through existing accounts may be an easier approach.
  3. The emergence of a more powerful, knowledgeable and independent buyer that demands more personalised and customised interactions across the entire lifecycle.

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Taking off Bake Off – the recipe to marketing success

By | Sales and Marketing Alignment, Sherpa blog | No Comments

Well the sun has put his hat in winter storage, bank holiday was a wash out, football season is back…I’m starting to feel more comfortably British. Especially as this week saw the return of the Great British Bake Off. There is nothing more quintessentially British than watching a diverse group of contestants surrounded by bunting, attempting (and often failing) to make delicious baked goods in a marquee, whilst sipping a hot cup of tea (who makes their tea by the way?!). It takes the nation by storm. But what makes this village fete on steroids so very popular. Well, the combination of humour, camaraderie, healthy competition and the magic of combining the perfect blend of ingredients to create a showstopper is utterly engaging. 

It seems that everything in life is about creating the perfect mix – this is especially applicable to marketing. The term ‘marketing mix’ is well defined and commonly used. That is because marketing is such a multi-faceted, multi-tactic mechanism. But it was whilst watching Bake Off through slightly envious eyes (tell me I’m not the only one who plans to bake every weekend, but inevitably decides life is too short when M&S does it so well), that I realised that there are plenty of parallels between creating the perfect cake and creating the perfect campaign. Read More

Let's get personal...

I’m talking to you!

By | ABM, Content Marketing, personalisation, Sherpa blog | No Comments

Marketing is a smelting pot of different tactics, trends, tools, platforms and strategies all swirling around together. Some of these sink to the bottom, some bubble to the top and others combine to make an entirely new blend altogether. Personalisation is one of the ingredients in this marketing mix which seems to have been bubbling away for years. It could be described as the seasoning in the pot…when used in isolation, it is entirely unpalatable; but when added to other ingredients, it enhances the entire flavour and magic can happen.

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Video marketing

Let’s go straight to video

By | Content Marketing, Digital Marketing, General, Marketing trends, Video | No Comments

I saw a stat during a webinar the other day that blew my mind. “100 million hours of video are watched on Facebook every day”. One hundred million! To give you a little perspective, if you were to sit down and watch that linearly, it would take you a fraction under 11,416 years to get through them all. I can’t even begin to get my head around that.

VideoPicture1Saying that, it is just after 8am and I have already watched six videos on Facebook…all around 20 seconds long, each one dragging me deeper in to the black hole of ‘pointless knowledge’. I need to know more! That’s right, I need to know how that lovely lady in Japan has solved her laundry woes by creating a hack that has revolutionised her life…it might make my life easier! Or I might just have another few minutes of my life sucked in to the Facebook vacuum! You can’t resist the draw, so imagine the power video can have when it actually provides something useful.

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ABM: have you got the key to success?

By | ABM, Marketing Strategy | No Comments

Marketing is all about getting your brand message and product in front of as many people as physically possible…right? WRONG. Well, ok sometimes it is, but it really does depend on what you are selling. Would you market Facebook in the same way that you would market an IT and Communications Managed Services solution? No…not if you want any results! 

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