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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Ignite B2B with AI

Ignite B2B marketing with AI

By | ABM, B2B, Digital Marketing | No Comments

Over the past few years, we have seen a surge in brands focusing their marketing efforts more on customer experience and enhanced personalisation, reflecting a definite shift towards B2C practices being applied to B2B campaigns.

As ABM becomes more widely recognised as a must have marketing strategy, customer centric campaigns will no doubt become the norm. As someone who has spent much of my career in the B2C world, I am accustomed to customer centric, insight driven campaigns focusing on customer journey and experience, and think this sort of personable marketing would be welcomed (and successful) in the B2B world. Read More

Time for a recoupling

time for a re-coupling.

By | Content Marketing, Sales and Marketing Alignment | No Comments

I’m so torn…we’re so compatible and definitely each other’s type on paper, but I’ve been doing my own thing for such a long time and getting along fine. Re-coupling is looming and I’ve got a decision to make…do I continue to go it alone and risk being dumped, or do I go for it and risk being mugged off? Time to gather round the fire-pit…

(For those ‘non-Love Island folk’: first of all, ‘you are missing out’, second of all, please stick with me as I will stop talking like a teenager and get to the point soon, but I am ‘like, sooooo loving this – LOL’.)

Decision time: “I would like to couple up with this person because we want the same things and although many people wouldn’t put us together, I think we could work really well and have a profitable future together; the person I would like to couple up with is…Sales”. Sales and marketing in a relationship? The nation is in shock!  Read More

Marketing - a blend of art and science

marketing – a blend of art & science?

By | B2B, Content Marketing, Digital Marketing, General | No Comments

Confession time…some of you may have seen this blog before. But, it’s still so relevant now that it’s worth sharing again. So here you are:

Marketing Expert No. 1:

Marketing is all about creating, appreciating, and inviting a change in mindset to garner better results. It is a form of art.

Marketing Expert No. 2:

Marketing requires repeat measurement and analysis, two words closely associated with science.

So which is it?

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Google Audience Expert Days

Grazia, Google and some very good ideas

By | General | No Comments

I sat down with Grazia Ladisa, Sherpa’s digital marketing executive and resident Google Guru to chat about two days she spent in London last week at Google’s Audience Expert Days – a training day which delved into what Google are doing to help us use their platform to reach and understand our audiences better.

Grazia, what was the format of the day?

There were around 60 delegates from various agencies, three google tutors, notebooks, croissants and a really good buzz in the room. The day was hugely interactive, which kept us all engaged. We started off by playing a game of ‘set-up, optimise, bid’, which is Google’s version of Rock, paper, scissors. It was a great way to break the ice with the rest of the attendees and there was chocolate on offer so people were keen to win. I must have had luck on my side though as managed to remain undefeated and took the victory! I have come away with an entire notebook full of notes and ideas, so there is plenty to bring back to the team at Sherpa. Read More

State of Inbound 2018

an inbound state of mind…

By | B2B, Content Marketing, Digital Marketing, General, Marketing Strategy, Sales and Marketing Alignment | No Comments

Every year the kind folk at Hubspot spend countless hours interviewing over 6200 marketing and sales professionals around the world, in different industries, at various levels of seniority from companies of all sizes…and the result? A thoroughly comprehensive report detailing benchmark data on the changing marketing and sales landscape. Gold dust to those in the industry.

However, it turns out that we are pretty kind as well, so we thought we’d let you have a copy too…but for those of you who are reading this between meetings, here is our take on some of their key findings… Read More

Do you need an app for that?

do you need an app for that?

By | B2B, Content Marketing, Digital Marketing, General, Social Media | No Comments

The fight to stay at the forefront of industry development and innovation can be exhausting, In the first quarter of 2018, there were 6,140 new android apps released through the Google Play store, every day. Leading edge or bleeding edge?

Of course, not all of these applications are suitable for business…although, after two years of GDPR prep, I could do with seeing if I can survive a term at Hogwarts (yep, there’s an app for that) as a bit of light relief! With new technologies developing at an incredible speed, it is up to businesses, not to be wooed by the latest app and maintain a focus on strengthening core routes to potential new clients. Read More