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

Marketing and Strictly? It’s a 10 from me…

By | B2B, Content Marketing, Sales and Marketing Alignment, Sherpa blog | No Comments

I’d like to say that at 7pm every Saturday night I am in the throes of a prosecco fuelled beautifying session, in preparation for a night on the tiles…but let’s face it, that would be a lie. In fact, I am usually nestled on the sofa, with a cup of tea and something I’ll regret eating, waiting for the latest episode of Strictly. I, along with nearly 10 million other people, who cannot get enough of the ballroom phenomenon. But what is it that makes Strictly such a success and how can we can we harness some of their rhinestone fuelled magic for use in our own marketing efforts? Well, we could start by moving the office to Blackpool, employing someone called Kevin from Grimsby and upping our fake tan usage, but I’m afraid this is not the answer…so what is? Well, here are five mantras we could all live by!  Read More

B2B ABM

ABM, B2B and four key findings

By | ABM, B2B, Content Marketing, Digital Marketing, Marketing Strategy, Marketing trends, personalisation, Sales and Marketing Alignment, Sherpa blog | No Comments

Account Based Marketing (ABM) continues to dominate the conversation amongst marketeers. So much so that last Thursday saw 400 B2B Marketing professionals descend on the Mermaid Theatre in London, for the annual B2B Marketing Conference; this year titled ‘ABM: getting it right and making it happen’. We at Sherpa are not shy when it comes to expressing our love for all things ABM, so decided we would put our money where our mouth is and sponsor this exciting event. Sherpa CEO, Tom Perry, hosted a popular session on Partner ABM and engaging partners through the channel using account based techniques.

The day gave attendees a good chance to network with some fellow ABMers, get more of a gauge on how business leaders are feeling about ABM and listen to some of the more established ABM professionals giving keynotes on their experience. There was a huge amount of information on the table, some of which gave mixed views of ABM approach and highlighted how there is a long way to go in the ABM journey – it is still a relatively unestablished principle and there is a lot of room for best practice to be shared. However, there were definitely some standout points which resonated with the Sherpa team, so here are our four key takeaways.  Read More

ABM

4 ways businesses are raising their ABM game

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

A Sherpa is a guide. Someone who leads the way, sets a path and navigates less experienced travellers across difficult terrain. Our name is important to us and is the inspiration behind everything we do. Therefore, we are proud to be leading the way in the constantly evolving world of channel marketing. As one of the first agencies to apply account based marketing methods in the channel, we have used our extensive channel marketing experience, combined it with our ABM expertise and formulated a guide to succeeding in Partner ABM.

However, how is ABM being adopted and applied by other businesses? ITSMA and ABM Leadership Alliance recently carried out a web based survey of 207 marketeers at 190 unique B2B technology and business services companies – including Sherpa – to produce the 2018 Account-Based Marketing Benchmarking Study: Raising the Game with B2B Marketing. It’s a hefty read full of useful information, but we know you’re all busy, so we have done the leg work for you by reading through the report in its entirety (all 43 pages) and have put together the takeaways…  Read More

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