Lead Terminology – MQL, SQL, tbc?

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Marketing is overflowing with acronyms. ABM, SEO, B2B, B2C, CMS, CRM…the list goes on. And as Marketeers, we are used to dealing with the shortened form of these important marketing terms. However, the issue comes when these acronyms mean different things to different people.

An example of this is when it comes down to lead qualification. There is a huge amount of discussion about marketing and sales alignment across the industry at the moment, and what we can do to create a blended team. However, how can we create sales and marketing harmony when we are speaking different languages? We as marketeers spend our time trying to generate MQLs and nurture them down the funnel to pass on to sales, so that they can become an SQL. However, there is going to be some serious confusion and time wasted if the criteria for lead terminology is not agreed upon from the outset.

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6 ways to optimise your email marketing

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As a marketing agency we deal with numerous campaigns, from multiple clients concurrently. Therefore, it would be easy to sit back and take our foot of the gas a little once we had pressed go on a campaign and let the automated marketing take control, whilst we get the next one out. However, we know this does not work. One of our main daily challenges at Sherpa is Optimisation. We optimise everything we do…whether that is for our clients, or for ourselves; whether it is for web content, SEO, email marketing or paid traffic. So focusing on just one of those categories, what are the six key ways in we can optimise our email marketing?

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Game of Thrones and Marketing

Game of Thrones and Marketing: what we can learn

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This blog has covered quite a range of topics lately. Important marketing attributes, skills, practices and trends…from ABMMDF, *insert other acronym here* to Buyer’s JourneySEO and MarTech. You’ve patiently stuck with me as I have likened the relationship between sales and marketing to Love Island (yes, I know…it was tenuous), discussed the marketing parallels with the amount of spray tan used on Strictly (ok, this one may have been more of a stretch)…so you may be pleased that I am going to dedicate this week’s Sherpa blog to something extremely serious and very important…Game. Of. Thrones.

You would have to be living in a cave if you hadn’t heard of Game of Thrones and if you are in the minority that aren’t counting down the days, hours and minutes until the Season 8 premiere on the 14th April, then this blog might not be for you (in fact there may be spoilers if you are planning on watching the earlier series!). But then again, I actually want to focus less on the storyline and more on the marketing behind GOT (yes it even has an acronym, so sits well with us marketeers) and what we could learn from it. So here goes…  Read More

ABM MarTech Buyer’s guide – key questions to ask your vendor

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We have spoken a lot about MarTech lately…how there are currently 7000 differently applications on the market, but this is expected to increase to 9000 in the next two years…how integration is causing numerous headaches as getting these 7000 apps talking to each other is more than a challenge…how many companies end up with a Frankenstack – a series of siloed solutions. However, if you can get to a point where you are looking to make an investment what are the questions you should be asking your MarTech provider? Knowing the right questions to ask your MarTech provider is integral to narrowing down your choices. And with thousands of solutions out there, you need to narrow them down. If you’re not quite at that step yet and need some tips on how to tame your Frankenstack, then look no further – we have put together 5 top tips for taming a monstrous MarTech stack – otherwise, keep reading to find out what questions to you should be asking to take the next step as a buyer to build a technology stack for exceptional ABM.   Read More

end-to-end optimisation: why SEO isn’t enough for top results

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Asset signed off, emails built, work flows created, social posts scheduled, paid traffic poised…publish. Now for the results to pour in. Right? Refreshes campaign results…again…and again…and again. Where is everybody? We’ve all been there.

No matter how much preparation and planning go in to the build phase, no campaign is ever going to be perfect from the get go. The key is understanding how people are interacting with the campaign and how it needs to be optimised to gain more traction and enhance performance. A campaign is like a living organism – it will often die if left untended, but with nurture and careful input it will often adapt to its optimum environment and flourish with great results.   Read More

International Womens Day

Balance for Better

By | General, Sherpa blog | No Comments

As we sat in the office yesterday, working together, the same as every day, I inadvertently sent a small shockwave through the team. ‘How?’ I hear you ask…well it seemed to be such a small comment that caused much debate. I informed the team that I would be writing the blog today about International Women’s Day. Dah dah daaaaaaaah!

Zoe RookeWell this comment caused quite the discussion within our usually harmonious team…and I must add that it wasn’t a boys versus girls scenario, but there were obviously the usual jokey murmurs of “when’s International Men’s Day?” (19thNovember, for those who wish to know). However, it did prompt a discussion on industry bias, gender stereotypes and our thoughts on the feminist movement. I have to admit, I can be a little critical of women’s movements as I think all too often there is a desire for the scales to be tipped too far, but the #balanceforbetter motive has resonated with me. Opportunities should be equal and assessments should be based on performance and ability, not gender. I think balance is integral to most things we do in life, so balance in the workplace sits nicely with me.  Read More

5 ways a good agency will help you build the best MarTech stack for exceptional ABM.

By | B2B, Marketing Strategy, MarTech, Sherpa blog | No Comments

There are currently in excess of 7000 different tools and platforms available to marketers looking to enhance, optimise, automate and streamline their marketing efforts. It is therefore no surprise that MarTech is causing an integration headache for many companies looking to make processes better. Many companies already employ the core tech – a content management system, a marketing automation platform, a CRM and a business insights platform. However, successful ABM campaigns depend on deep personalisation, orchestration across multiple accounts, and the ability to harvest vital insights from the nuances of interactions and relationships. For this reason, they require more powerful solutions and bigger investments.  Read More

Beware the Frankenstack: 5 tips for taming a monstrous MarTech stack

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Is your marketing technology stack giving you nightmares? Sleep easy with our quick guide to building the perfect beast.

The rise and rise of ABM

Where a few years ago some may have seen Account Based Marketing as a passing trend, it is now firmly established as the latest must have for B2B companies – and for good reason, too.

Results show that in the right situations ABM is the most effective kind of marketing. So effective, in fact, that companies using it generate 200% more revenue than those who don’t.

Of course, none of that extra revenue comes easy. ABM can be as complicated as it can be effective. Successful campaigns require deep personalisation, orchestration across multiple accounts and the ability to garner insights form the nuanced conversations and relationships.

Doing this requires some real technological clout; capabilities that go way beyond the common automation platforms most businesses invest in. And here lies the problem…  Read More


Objection handling – 7 of the best techniques

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At Sherpa our ABM and Channel ABM work finds us more & more likely to be dealing with our Client sales teams, working alongside field sales teams to deliver new revenue opportunities. It’s a challenging environment and day in day out we hear all sorts of objections.

“I don’t have the budget, the time, the resource, the inclination to hear what you’ve got to say…”. How many sales people hear this sort of response from prospects every day? It’s probably the most standard response from those on the receiving end of a sales call. In fact, I will admit to using it myself. However, how do you turn this objection in to an opportunity to extract more information and turn the prospect in to a lead?

Chris Orlab, Senior Director at Gong.io, recently wrote an excellent blog on just this. Using data from 3million recorded calls and 67,149 sales meetings, Gong identified some key trends and techniques that were used by their top performing sales people. So, we thought we would share them…  Read More

5 ways to make your b2b social media marketing successful

By | Sherpa blog, Social Media | No Comments

As of January 2019, the total worldwide population is 7.7 billion4.2 billion of which use the internet. Quite a staggering number. However, what is more staggering is that out of the 4.2 billion internet users, 3.397 billion are active social media users. This translates as 81% and this number grows continuously, with a new user joining social media every 10 seconds. Still think your social media strategy can wait?

It is easy for b2b businesses to overlook social media in their overall strategy as it is hard to master and many deem social to be a playground rather than a bona fide communications platform and news sharing device. However, Hubspot discovered that 75% of B2B buyers use social media to support their purchase decision. This highlights that social is becoming more and more influential in b2b and must be factored in to every business’s marketing strategy. But with almost 70% of b2b enterprises distributing content across either Facebook, YouTube LinkedIn or Twitter, how can you ensure your company stands out above the noise? Here are five tips to ensure your b2b social media is on point:   Read More