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

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

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

5 ways to keep your marketing real

By | Marketing Strategy, personalisation, Sherpa blog | No Comments

With Brexit and the uncertainty of our future dominating our every newsfeed, it is not surprising that my social media feed is peppered with friends and contacts seeking comfort by looking back at where they have been. The #10yearchallenge is being adopted by young and old, individuals and companies, Jo public and celebrities; many of whom are celebrating changes or showing how far they’ve come in the past 10 years. Times have changed enormously since 2009 and the contrast between the slightly grainy images taken on our trusty Blackberries and the heavily filtered images of today is poignant. We live in a world where digital perfection is eagerly sought after and a Valencia filter is becoming a staple. But can we put a filter on our marketing efforts?

Absolutely not. Despite living in a world where people are shrouding themselves in a rose-tinted filter, they have little time for it when it comes from a sales and marketing perspective. Marketing is getting personal, it has been for a while and, companies have to be as real and as transparent as possible when marketing to these people. So, what can we do to keep our marketing as real as possible:  Read More

Thats the plan

that’s the plan…

By | Marketing Strategy, Sherpa blog | No Comments

As Christmas fast approaches and 2018 creeps towards the final mile, we at Sherpa are looking toward 2019. In fact, we at Sherpa, have been looking toward 2019 for quite a while. Why’s that you ask? Well, because we are planners. Not in the ‘urban development’ sense, but in the ‘planning ahead is the number one rule of marketing’ sense. We spend countless hours planning campaigns, content, communications, sometimes even blogs! But why?

Well, to use the age-old adage “failing to plan, is planning to fail”. We are a goal driven agency…we have to be, as we have set targets in place from our clients (and for our own marketing) and therefore require a stringent plan to execute all of our marketing prowess. Are we just at risk of wishing our lives away and missing the now, always looking to the future and not focusing on the present? Absolutely not! Creating a full campaign plan, plotting targets, planning all the set content in advance, scheduling corresponding social posts and laying out set metrics, leaves you far more able to focus on the more agile elements of your marketing…’the now’.

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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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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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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