A ‘Marketing’ Christmas Carol

By | Content Marketing, Sherpa blog | No Comments

Webenezer Stooge was the sole proprietor of Stooge and Harley Ltd. A strong salesman, he had taken control of his company after his business partner, a marketer named Harley had died. He was a solitary man who liked nothing better than burying his head in his sales figures and planning his next sales target, alone. He once had a big team behind him but he had no time for collaboration and luxuries like creativity and marketing, so slowly it had dwindled and he had become fixated on sales and closing deals. His only companion was a very kind marketer, Bill Hatchett, who despite being thoroughly neglected by Stooge, continued to do whatever marketing his lowly budget would allow. Hatchett dreamed of being able to indulge in more advanced marketing techniques, but he knew that Stooge would never take any resources away from sales, so would never have the budget to carry out PPC, advanced SEO or ABM campaigns. Read More

Marketing mixology – creating the perfect cocktail

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50 ml of Bourbon, one cube or teaspoon of demerara sugar, 3-4 dashes of angostura bitter, one wheel of orange and a dash of club soda. The perfect ingredients to make an Old Fashioned (a few of which may or may not have been sampled at the Sherpa Christmas Party on Friday…). But, how do you get to the end product? Throw it all in a glass and mix it up, surely? Well, yes…if you want a very average, slightly murky, bitty drink. Making the perfect cocktail involves a process to ensure the relevant ingredients are properly measured, combined at the correct times and the flavours are balanced. (do you see where I’m going with this…?). We learnt this on Friday, during our Christmas party cocktail making lesson and it suddenly dawned on me as I was trying to master the technique of muddling, that actually mixology forms part of what I do every day (there we go…).   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

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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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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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