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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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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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

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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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

Surviving in the SEO Arena

By | B2B, Marketing Strategy | No Comments

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Google boasts over 3 billion online searches daily and jumping through its algorithmic hoops to get your site at or near the top of any Search Engine Results page is the primary aim of any SEO project.

When building any serious website (or improving an existing one) there are several technical methods you can use to boost your site up the rankings in Search Engine results.

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Selling and marketing to the C-suite – what you (and I!) need to know.

By | B2B, Digital Marketing, Marketing Strategy | No Comments

At our recent IT Leaders Forum event at The Ritz, we discussed the completely different approach you need when engaging with the C suite. Whether you’re involved in selling into C level prospects, or if you’re a senior marketer involved in ‘selling in’ your marketing plans, you might be surprised to know that the best way to engage with top level execs is almost totally opposite to the way most salespeople work. It was a bit of an eye opener for me personally, and here’s why:

Based on the modelling of top performing exemplars, those who were must successful – repeatedly winner bigger, and more profitable – work base their conversations on insight, and understand that to be a serious contender they need to be able to quickly create, and demonstrate value.

 We all know that the further up the food chain you go, the busier people are and the tougher they are to reach. According to Seraph Science, only 2% of C level execs’ time is spent with suppliers – or about an hour a week. So how do you break into that space? Read More

Taking risks, and The Ritz

By | B2B, Digital Marketing, Marketing Strategy | No Comments

ritz01Yesterday, we took a big step into the unknown…but it was at The Ritz, which made the experience very pleasant indeed!

As you may know, only a few weeks ago we set up The IT Marketing Leaders Forum, a peer group on Linkedin for marketing leaders in technology businesses. We wanted to form the group to share ideas and provide peer support to the best and brightest in the space. That in itself has been a great success with already around 200 members. Read More